房地产外文文献-威廉A.科恩著作

1、专业专业word可编辑TheMarketingPlanofRealestateWilliamA.CohenRealestatedevelopmentissupportforthepeoplesdailylives-47socialistmarketeconomicsystemdevelopment,maketherealestatemarkethasbecomethemaineconomicactivitymembers,inthefaceofthechangingmarket.realestateenterprisesaretoseizetheopportunitiesandmeetthec

2、hallenges,wemustadoptmodernmarketingconcepts,masterofmodernmarketingtechniques.Chinasrealestatemarketingandsalesmanagementenvironmentevenafter20yearsofmarketconceptsnurtured,ButinChinasrealestateintegrity,marketinginnovation,productinnovation,andthemanagementstructurewiththeinternationalcommunityond

3、istance.RealestatemarketingelementaryknowledgeMarketingconceptsThemarketmarketingtranslatesfromanEnglishmarketingword.MostearlyproducestoUS,in1960theAmericanmarketmarketingassociation(AMA)definedthecommitteethedefinition:Themarketmarketingistheproducteithertheservicefromtheproducerguidanceallenterpr

4、iseactivitieswhichcarriesontotheconsumerortheuser.Therealestatemarketmarketingissatisfiestherealityorthelatentrealestatedemandcomprehensivemanagementsalecampaignprocessthroughtherealestatemarketexchange.Ithasfollowingseveralimplications:.therealestatemarketmarketinggoalissatisfiestheconsumertotherea

5、lestatecommodityandtheservicedemand.alreadyincludestherealisticdemandalsotoincludethelatentdemand.therealestatemarketmarketingcenterrealizesthecommodityexchange,completesthesalecampaign.therealestatemarketingmethodisthedevelopmentcomprehensivemarketingactivity.Therealestatemarketingisamarketmarketin

6、gimportantbranch,istheestablishmentinthemarketmarketingtheorysystem.Ininrealestatemarketingutilizationmainlybygovernmentcontrolsectionandpropertydeveloper.Thegovernmentdepartmentmainlycarriesontheinstructionasthemarketsuperintendenttothemarketbehaviorsurveillanceaswellastothepropertydeveloper,disclo

7、sedthemarketsuppliesdemandinformation,theformulationcorrelationstrategyfavorsocialstabilityandtheeconomicaldevelopment.Thepropertydevelopermainlyisdiscoveredthemarketopportunity,carriesonmarketingmanagement.In1990,theAmericanenterprisemarketingexpertworkedthespecialfriendtopropose4Ctheory,4Cwasconsu

8、mersdesireandthedemand,theconsumergainstheconveniencewhichthesatisfiedcost,theconsumerpurchased,theenterpriseandconsumerseffectivecommunication.4Ctheorymarketingadvocatedtakestheconsumertoguide,itsessenceislocatestheproductbytheconsumer.1.2RealestatedevelopmentSincelong-timedomestichasbeencanobstruc

9、tthewindtothehousingrequesttotakeshelterfromtheraingood,but,alongwithsocietysdevelopmentaswellasourcountryurbanizationadvancementspeedinggoup,therealestatemarketnotmerelylimitstoprovidesobstructstheplacetothepeoplewhichthewindtakesshelterfromtherain,butineagerlyanticipatesinthehousingculturetidalcur

10、rentissparenoeffort.Therealestatehasittodistinguishbetweenotherproductscharacteristics:.theregionconstancyandthedurablelandaretherealestateproductmostimportantproducergoods,asaresultoflandpermanenceandconstancy,thereforetherealestateplaceisfixed.Moreovertherealestatenaturallife-spanusuallyallpassesf

11、or50years,whenAmericanRevolutionconstructsthehousetillwasusing,verymanyrealestateallwerereconstructasaresaltoftheeconomicalfactororabandon.thelandresourcerelativelythescarcelandresourceisthenon-renewableresources,thehumanitycausesthepartiallandresourceinthetransformationnaturalprocesstosufferthedest

12、ruction.Alongwiththepopulationincrease,thehumanityisgoingfurthertospeedupthelandutilizationthestep,butweonlyhaveafamily,Earthslandareacannothavethebigincrease,althoughthroughfilledintheseatomakethepeopletoincreasetheareainsomeeconomicaldevelopedareas,but,intheworldthedesertareaincreasedisanlarge,heu

13、sevalueincome,maynotvicariousandcontinuingforeverpersonsonedayhas1/3timebeusesinthedormancy,butinpersonsonedaykeepsinthebuildingthetimealsobyfartocontinue.Today,althoughthescienceandtechnologyexceptionallyisdeveloped,butthehumanityhasnotstillbeenabletoinventonekindofproducttosubstitutetherealestatet

14、olivetheimportantstatusinthehumanit.4.theexchangerelatesthehighvalueandtheincrementrealestateproductisthemanykindsofgoodsproducedbylaborsynthesis,itsneedsproducergoodstypeandquantitymany,needsthecrafttobecomplex,thereforethishasdecidedtherealestatevaluehighcaracteristic.Atthesametime,becauseusesinth

15、erealestateproductproductionlandresourceisnon-renewable,usesthelandresourceinthehumanityintheprocess,thelandresourcewillbeabletoappearthethingtaketohopeastheexpensiverule.However,atthesametimetherealestateincrementalsoisdecidedtopeoplespsychologyanticipated.Asaresultoftherealestateowncharacteristic,

16、therealestatemarketsuppliesandthemarketdemandalsohavedistinguishesbetweenotherproductscharacteristics.Realestatemarketdemandcharacteristic:.therealestatedemandwidespreadbasicnecessitiesoflifearepeoplesindispensablebasiclifeactivity.Regardlessofisusesintoliveorproduces,thepeopleallneedtherealestatepr

17、oduct.themarketdemandmultiplepersonsindividualitycharacteristichaddecidedtherequesthasthedifferentrealestateproducttosatisfyitsdifferentrequest,isusefulisalsousefultotheproductiontotheinvestment.themarketdemandcontinuesforevernaturalthisisintherealestateusevaluenecessityandmaynotthevicariousdecision

18、,becausetherealestateisthepeopleliveswiththesocialproductmaterialbase.Itcannoteliminatebecauseofthetechnicalprogress,butisalongwiththepeoplelivingstandardenhancement,thesocialcivilizationprogress,thepeoplemoreandmorearealsohightotherealestateproductrequest.marketdemandfinancingbecausetherealestatepr

19、iceisexpensive,thepeoplecompletelypaythefundswithdifficulty,thishasproducedbytheloanandcreditsupportfinancing.therealestateexpendsthelongtermrealestateisthehighvalueproduct,simultaneouslyitslifeveryisalsolong,thereforetherealestateexpenseislongterm.marketdemandrichelasticity.Realestatemarketsupplies

20、characteristic:.themarketsupplieslacktheelasticitybecausetherealestatehasthepositionfixedly,landresourcescarce,theusevaluemaynotvicariousandthedevelopmentconstructioncyclelongcharacteristic,nomatterthemarketdemandquantityhasinabigway,thepricehashigh,themarketsuppliesquantityisimpossibleintheshorttim

21、etohavecomparativelysweepingchange.themarketsuppliesregionalrealestateproductplaceconstancyhaddecidedtherealestateproductonlycanprovidetoitsproductionplace,thereforeintherealestatecirculationprocessonlyhasbutdoesnothavethethingclass.themarketregulationnotcompleteourcountryrealestatemarketnowstillhad

22、thepartwasthepublichousing,moreoversomeareashavenotstillprovidedthehousingaccordingtothestipulationtosupplythecommonreservefund.Peoplesingrainedhousingideaishindersthemarketadvancementthekey,nowstillhadmanypeopletothinkthehousingshouldfreeprovidebythegovernment,thiswithdifficultystartsthehousingthee

23、xpensedevelopment,themarketcontrolactionisnotobvious.Becauseourcountryeconomicaldevelopmentquiteisslowintheeasternpartcoastalareaquitequickmid-west,thereforeourcountryrealestatemarketmaturityintheeasternpartandwest,allhasabiggerdisparityinthecitiesandthecountryside.Intherealestatemarketingpractice,t

24、heselocallandnationalitysdifferenceisimpossibletoneglect.Themodernrealestatemarketingtheoryisthemodernmarketingtheoryandtherealestatemarketingpracticeunion,onlyhasinthebalanceanalyzesChinesetheactualsituationtobeabletodowellinthemarketingpractice.RealestatemarketingmanagementRealestatemarketingenvir

25、onmentTherealestatemarketingenvironmentanalysisistheentiremarketingactivitymostimportantlink,istherealestateenterprisecarriesonthemarketingdecision-making,therealizationmarketinggoalfoundation.Themodernmarketingideacoreistaketheconsumerasthecenter,theenterprisemarketingactivitystartingpointisconsume

26、rsdemand.Mustanalyzestudiesandmeetstheconsumerneed,mustmakethethoroughanalysistothemarketmarketingenvironment.Therealestatemarketmarketingenvironmentanalysisisaffectstherealestateenterprisethemarketandmarketingactivityenjoyerandtheinfluence.Itistherealestateenterprisesexistingspace,istheenterprisema

27、rketingactivityfoundationandthecondition,itsremarkablecharacteristicismarketingenvironmentdynamic.Theenterprisemustbeabletomoveadaptstocircumstancesorenvironment.Therealestatemarketmarketingmicroscopicenvironmentisreferstothedirectinfluenceandtherestrictionrealestateenterprisemarketingactivityenviro

28、nmentalfactor,includingenterprise,supplier,marketingintermediary,orthopedics,competitorandsocialpublic.Themarketmarketingmacroscopicenvironmentisreferstotheindirectinfluenceenterpriseandtherestrictionrealestateenterprisemarketingactivitysocialstrength,alsocallsthendirectmarketingenvironment,itinclud

29、ingpopulationfactor,economicagent,naturalfactor,scienceandtechnologyfactor,politicalandlegalfactor,societyculturalelementandsoon.RealestatemarketingmanagementanalysisInunderthemarketcompetitiondrivecondition,therealestateenterpriseforobtainsthemarketingactivitythesuccess,notonlymustprovidethesuitabl

30、eforsalerealestateproductbythesuitablepricethroughthesuitablechanneltothemarket,moreoverneedstoadoptthesuitablewaypromotionproductthesale.Therefore,thepromotionsalealsoisthemarketingpersonneltransmitsthisenterpriseandtheproductinformationthrougheachwayfortheconsumerandtheuser,promotesitsunderstandin

31、g,totrustandtopurchasethisenterprisetheproduct,hasachievedtheexpandedsalethegoal.Thepromotionessenceisbetweentherealestatemarketingpersonnelandconsumerscommunication.Sincelongago,ourcountryrealestateprofessionpresentsthebuyermarketsituation,therealestateenterprisedoesnotneedtoworrythesalesquestion.T

32、herefore,regardingpromotessalesthiswork,regardlessofisintheideologicalrecognition,thepromotionpersonnelstrengthonnecessaryaswellasintheestablishmentandtheperfecteachkindofmechanism,allextremelyisshortof.Promotessalesgenerallymayplaytothreeaspectsroles:1st,thetransmissionnews,thecommunicationinformat

33、ionarecarryingonthepromotiontimeusedverymuchreducedthesellingpriceorprovidesothermorepreferentialmeasuretoattracttheconsumer,broughttopeoplesattention,suchpeoplecouldbeawaretransmitsuchsomenewstotheirsrelativesandfriends,thusachievedenlargedthepropagandathegoal.Throughthepromotion,canattractmorecons

34、umerstoarrivethelocustocarryonreallyvisitsinspects,likethis,thesalesworkachievesthebidirectionalcommunication.2nd,theprominentproductcharacteristic,setsuptheenterpriseimagetocarryonthepromotionthecommodityusuallyisquiteoutstandingoristhecomparisonhasthecharacteristicin,butweincarriesonthepromotionti

35、mecanemphaticallypropagandizethiskindofkindofcharacteristic,suchspeechcandeepentheimpressioninconsumersmind.3rd,theinductiondemand,theexpandedsaleenterprisecarriesonthepromotionputsoutsomefavorableconditions,stimulatesconsumerwhichthesewantstobuydoesnotwanttobuy,urgesthemtosetfirmresolvetopurchase.U

36、suallycarriesonthepromotionnottobeablethepureuseonemethod,canuseseveralpromotionwaysinverymanyenterprisessimultaneouslytocarryonorthecombinationcarriesonpractical.Oftentheenterprisecancarryonsomeinnovationsaccordingtotheenterpriseownsituation.PresentsituationsandproblemanalysisThischapterweattemptth

37、roughtohavethecorrelationproblemfromthedifferentmarketparticipationmainbodyanglediscussionthefactor,thusforprovidesthesolutiontomakethereference.Butmainlyisconnectedregardingthemarketmarketingtheoryapplicationbythegovernmentthecontrolsectionandenterprisesmarketmarketingdepartment.Theylookedthequesti

38、ontheangleisdissimilar,simultaneouslysawthequestionalsoisdissimilar,thequestionwhichneedstosolveandsolvesthequestionmethodtobedifferent.Under,wethroughdifferentanglediscussionquestioncause.LooksatthequestionfromtherealestatemarketsuperintendthecauseSincethevacantroomquestionisthenewquestionwhichourc

39、ountryhasappearedinrecentyears,isourcountryhousingdistributionsystemchangesthemarketsuppliesbythenationalsuppliesintheprocesstoappear.Thevacantroomquestionmainlyhasfollowingseveralaspectstocause:1st,thepropertydeveloperdoesnotpaygreatattentiontotheproductqualitytocreatetheproductnottobeabletorealize

40、theancestorsdemandfunction.Ithadthepossibilityistheenterpriseneglectsthequalitysurveillancetocreate,alsopossiblywasthepropertydevelopmententerprisehasnotbeenabletoconsiderintheproductdevelopmentplanandthedesignstagetherealestatefuturethedevelopmentwillcreateproductfunctionlag.2nd,thehousepriceexcess

41、ivelyishighistheresidentialbiggestcomplaint,thisalsoistherealestateunsalSableprimaryfactor.Nowtherealestatepriceexcessivelyishigh,seriouslyhassurpassedourcountryburghereconomybearingcapacity.Ourcountryhousingreformpolicyreformofficiallycarriedoutfrom1998tothepresentalreadyhasfiveyears,but,inhabitant

42、srealestateaspectexpenseabilitywasverylow.Althoughourcountryupscalerealestatemarketdevelopmentspeedcertainlyhasnotsloweddowninrecentyearssign,but,excessivelyishighasthemarketstrutmainbodyorbinaryconsumerspurchasedesirebecauseofthehousepricebutcannotobtaintherealization.3rd,therealestateconstructionh

43、ighspeeddevelopment,ourcountrynowtherealestateinvestmentspeed-upeveryyearabove25%,hasnotformedtheformidablepurchasemarketinourcountrytime,thefastdevelopmenthassurpassedourcountryresidentseconomybearingcapacity.Likethisformedthetotallquantitysupplytobesufficient,expendstheabilitylagthesituation.Forex

44、ample,theBeijinglastyearvacantroomquantitywas530,000squaremeters,buthadthequitepartialBeijingresidenthousingareatobelowerthan10squaremeters.Willsolvethispartofresidentsaccommodationtobeabletheeffectivesolutionvacantroomquestion.4th,allpreviousyearsaccumulatevacantroom.Freezesthreefeetnon-firsttobeco

45、ld,ourcountryvacantroomquestionisnotthenearly12yearsonlythenappears.Beijingin2001thecommodityapartmentvacantsituationlookedthat,thevacanttime3yearwithincommodityapartmenthasapproximatelycomposed9tenths.Increasesthevacantroombecomestheprominentquestion,thegovernmenthasnotputouttheexplicitmannersoluti

46、onvacantquestion.Therelativeourcountrycountryside,themarketeconomyisnotcertainlydeveloped,but,becausethepeopleareaccordingtomustconstructtheroomaccordingtotheabilityevenifhaspartofoldroomtoappearvacant,buttoourcountryoveralleconomyinfluencereallymicro.Looksatthequestionfromthepropertydeveloperanglet

47、hecausePropertydevelopersalesdifficultquestion,thisisthesamequestionwhichverymanydevelopersmeets.Itsmajoreffectfactorhasfollowingseveralpoints:.therealestateproductitselfqualityquestion,therealestatequalityquestionappearsthesalesdifficultprimaryfactor.Insomedevelopersdoesnotpaygreatattentiontoownpro

48、ductthequality,thoughtwhenappearssellsthemotionlesstimesolongas12dropsbigkingscanchangethecourseofevents.Therealestateproductqualitylowfactormainlyhasthepropertydevelopernottotakewiththegovernmentcontrolsectionworknottoarrivecreates.thepropertydevelopersalesrhythmhasnotgrasped.Verymanydevelopersinor

49、dertocatertoconsumersdemandusuallytobeableanallfixedprice,solongashastheappropriatebuyertobeabletoprovidethehousing,whenreconcilestimeappearedsomeitselfqualityisnotthetoogoodunitsellsmotionless,butreconcilesthetimethebuildingsalesincomeusuallyisthepropertydeveloperprofitisat,thiscausestheprojectlate

50、rperiodthesaletofalltothedifficultposition.CountermeasuresresearchOurrealestatemarketsuperintendentsanglemayseekthequestionsolutionthecountermeasure,asfollows:ntheprocessingvacantroomquestionIthoughtthegovernmentshouldfromtheexaminationandapprovalangleconsiderneedstheenterpriseintheprojectdeclaratio

51、nprocesstoproposeasetofffeasibleplan,includingthesalesplan,islikethisadvantageoustotherealestatemarketsuperintendenthasmacroscopicdatastatistics,thuscancarryonthecorrespondinginstructionintheplanprocesstotherealestateprojectfeasibility.2.thegovernmentshouldstrengthenthemacroscopicinformationinandint

52、henationaleconomybalanceddevelopmentquestiontheannouncementandthenationaldevelopmentstrategyinstruction,causestheenterprisetograspthesufficientmarketmarketinginformation,willprovidetheinformationfoundationforthelatermarketinginvestment.3.inordertoprovidesforanincomelowerinhabitantissuitablethehousin

53、g,Ithoughtmerelyisenhancesresidentsincomenotproperlycertainly.BecausethewageincreasefortheNationalworkertobeabletocauseourcountrythefinancialdeficitburdentoaggravate.Ourcountryshouldinopenuptheinhabitanttoreceiveonthechanneltosolveinhabitantshousingdifficultproblem.4.therealestatetransactioninformat

54、ionmanagementwillcauseourcountrythetransactionbehavior,alsowillbeablefavorthepolicywhichthenationalformulation.Inspeduptheinformationconstructionintheprocessourcountrytoobtainsomeachievements,buttherealestatetransactioninformationmanagementhasnotcarriedonintheentireprofession,hadtosolvethisaspectpro

55、blemtobesupposedemphaticallytodevelopourcountryinformationconstructionandtalentedpersonsraise,regardlessofwerethesoftwarehardwareallwantsonastair.5.inordertosolvetherealestateindustryleadersproblemmainlyfromtostressthestrongleadersidearenewaltoobtain,onlyhadtheideatorenewhasbeenabletostudytheadvance

56、dmarketmarketingtheoryonowninitiative,ourcountrygovernmentleadersisimplementingyoung,likethiscouldurgetheleaderenhancementsenseofcrisis,didnotforgetfortheotherpeopletoserveallthetime,forsocialservice.TherealestatecontrolsectionshoulddiligentlysupportthedomesticsomenamebrandRealtors,causesitintoprovi

57、dethehighqualitymoderatepricefortheresidentonthehousingproductwiththegovernmentclosecooperation,bothisadvantageoustoimprovestheurbanconstruction,optimizestheurbanplanning,andisadvantageoustopromotesthemarketthegoodfaithdegree.Atpresentourcountryrealestateindustryisbeingatabrand-newdevelopmentphase,t

58、herealestatemarketingisitsimportantaspect,thereforethemarketingstrategyspeakingoftherealestateprofessionhastheveryimportantpracticalsignificance.5ChinasInnovationofRealEstateMarketingAfewyearsago,realestatemarketingisarelativelyrareseemstoterm,isnotknown.Nowthegeneralpublichasbecomefamiliartothepopu

59、larconcept.Walkinginthestreet,suddenlytoapictureofcolorfulhousesleafletswillbestuffedintoyourarms;afieldofrealestatetradefairs,expositions,seminars,oneafteranother;openthenewspaper,hecouldfeelandtoblocksofluxury;turnontheTV,theoneswhoenjoyoneresidentialareatoselladvertisingturnsintobattlerealestatem

60、arketing,realestatecompanieshavebeeninterpretedasanumberofcompetingSoochonghighlightofenormousamountsofmoney.Nowondersomepeoplehavesaidtheindustry;realestatesuccessistoplotselection50%30%isthedesign,planning;20%ismarketing.Thesuccessofbuildingdesignmustbedonethroughmarketingandembodied,visible,reale