【企业营销策略研究的外文翻译及原文6500字（论文）】

企业营销策略研究的外文翻译及原文外文原文AnalysisontheInnovationofRealEstateMarketingBasedonCustomerOrientationAbstract:Realestatemarketingisregardedasthelifelineofrealestateenterprisemanagementandoperation.WiththechangeofChina'srealestatemarketfromseller'smarkettobuyer'smarket,thecompetitionisbecomingmoreandmoreintense,sotheinnovationinrealestatemarketingfieldisextremelyimportant.OnthebasisofunderstandingthedevelopmentcourseofChina'srealestatemarketingstrategy,thispaperanalyzestheproblemsexistinginthemarketingstrategyinnovationofrealestateenterprisesbysyntheticallyapplyingtherelevanttheoryofmarketingstrategy.Finally,inviewoftheactualsituationofthedevelopmentofmarketingstrategyinChina,thispaperputsforwardcorrespondinginnovativesuggestionsfromtheaspectsofstrengtheningmarketresearch,innovatingmarketingstrategyidea,wideningmarketingchannelandattachingimportancetobrandmarketing,hopingtoprovidesomehelpfortheenterpriseintherealestatemarketingstrategy.IntroductionSince2004,thestatehascarriedoutmacro-controlontherealestateindustry.Themaincontentistheconstanttighteningoffundsandland,thestrictcreditpolicy,theconsolidationofthelandmarket,therestrictionofthesupplyofhigh-gradehousing,andthesuppressionofinvestment.Thus,therealestatemarkethasenteredadownturn,consumerswait-and-see,coolingthepropertymarket,thedeclineintradingvolume,therealestatemarketintherealestatemarketboom,theconversiontothehomeofdemand,passivedemandforinvestmentandspeculativedemandandadvancedemolitiontriggeredbyadegreeofinhibition.Inthismarketbackground,enterpriseshavehigherrequirementsformarketing.Atpresent,manymarketingmethodspopularinthemarket,customerrelationshipmanagement,experientialmarketing,servicemarketing,networkmarketing,marketingclubandsoon,andsomehaveawind,calmthinkingandfoundtherearemanyproblems:somereallyeffectiveimplementationdifficult,nottobeextended,inthecurrentcontext,theoriginalmarketingthemethodhasbeenunabletomeetthedevelopersonthesalesperformanceandprofitrequirements,sotheinnovationofrealestatemarketingontheagenda.CustomerOrientationPreliminaryStageThemarketingtheoryofourcountryisintroducedfromforeigncountries(HongKongandTaiwanandEuropeandAmerica).Thetheoryofcustomerorientedmarketingisin2000.Startingaroundtherealestateenterprisetogettheapplication,theestablishmentofcustomermeeting,database,theuseofCcalledMmanagementsystem,theintroductionofit.Theconceptofguestexperienceandsoonisgraduallyappliedinpractice.Themarketingcharacteristicsofthisstageistostartwiththedemandofcustomersisthesourceofrealestatedevelopmentandmarketingplanning,isatypicalrepresentativeofthewholeplanningbymeansofmarketresearch,competitiveanalysis,marketpositioning,planninganddesign,buildinglayout,engineeringcontrol,marketing,customerserviceserviceandaseriesofmarketingprocess,developersanddesignreasonablemarketingproducts,andmakethedevelopersprofitmodelthroughconsumersatisfaction.Inaddition,customersweresimplesegmentationismainlybasedondemographiccharacteristicssuchasageandincome,andlaterthefamilylifecycletimeintotheboundarybetweeneachstagesegmentationvariablesisnotcompletelyclear,forexample,atthepresentstage,thecoexistenceofproductorientedandcustomerorientedmarketing,design,planningandotherexcessiveexcessivereflectthelackofproductsmarketing:customeroriented.Theconstructionofthesystemandthecommunicationofwordofmoutharecustomeroriented.Nowadays,thetheoryofcustomerorientedmarketinghasbeenbroughtfromtheWestfortenortwentyyears,includingthecustomerorientationsection,"customerisGod".However,inpractice,manyrealestatedeveloperstounderstandmarketingisstillsuperficial,evenduetothebiasinunderstandingtheconnotationofmarketingmarketingmistakes,thefundamentalreasonisthelackofconsumerbehavioronthebasisoflink,customerrelationshipmanagementandmarketingexperienceofmanymarketingmethodshavefailedtoplayitsdueeffect.Underthebackgroundofthisroundofmacroregulation,theresearchonstrengtheningconsumerbehaviorisexpectedtobethefocusoffuturemarketinginnovationpractice.ThePurposeandSignificanceoftheResearchontheSubjectWiththecontinuousdeepeningofChina'shousingreform,therealestatemarketisgraduallygrowing,andthecompetitionintherealestateindustryisbecomingmoreandmoreintense.Asanimportantlinkandmeansofrealestatedevelopment,realestatemarketingplaysanimportantroleinimprovingtheeconomicbenefits,socialbenefitsandenvironmentalbenefitsofrealestatedevelopment,attractingmoreandmoreattentionfromdevelopers.Butinthenewsituation,withtheaccumulationofproblems,strengthenthenationalmacro-controloftherealestateindustryeffortstograduallyimprovethemarketsystemandthedevelopmentprocessoftheexposureofChina'srealestatemarketingexperienceastrongchallengewhichrequiresrealestateenterprisestoactivelyexplorethemarketingstrategyinnovation.Beintherealestatemarketingstrategyplaysanimportantroleinrealestatedevelopmentandmanagementinthispaper,throughtheanalysisofthedevelopmentandinnovationofthemarketingstrategyoftherealestatemarket,hopingtoprovidesomereferencefortherealestateenterprisesinthemarket,talentshowsitselfinthefiercecompetitioninthemarket.Reflectiononthepracticeofthesystem,narrowdefinitionofcustomerrelationship.Definesmarketoperationsina"static,limitedrange",neglectingcustomerbehaviorresearchandlackof"customer"orientation;Lackofpreparationforstrategyandchange;thecustomer'sparticipationisstillrelativelylow;lackofpsychologicalmodelforconsumers,neglectingquality,emptytalkexperience;customercontactpointsneedtobedug;smallpubliccommunicationchannelsfortargetcustomers,lackofresearchonconsumerbehavior.Customerorientedrealestatemarketinginnovation.Inshort,incustomerorientedmarketing,consumerbehavioristhecornerstoneofallmarketingactivitiessuchascustomersegmentationandpositioning.Researchcenterofgravity-Lifestyle.Thewayoflifecoversallaspectsoflife,andaperson'swayoflifemakeshimbehaveinacoherentmanner.So,whenweknowthewayapersonactsinoneaspectoflife,wecaninferthewayheactsinotherways.Thewayoflifereflectstheinterestsofaperson'scorelife.Manycoreinterestsshapeaperson'swayoflife,suchasfamily,work,leisureandreligion,andsoon.communicationchannelminingandcommunicationcontentassurance.Lifestyleinformationdepictsthefreshlifescenesofconsumers,whichenablesourmarketerstocreatebettersolutionswhencreatingmarketingcommunicationprograms.Thesescenesletusknowwhattheyarefondofforthetargetconsumergroup.Forexample,inadvertising,wecandesigncharacters,musicandartbackgroundsthatcorrespondtothelifestyleofconsumers.researchmethodsandresearchresearchdirection.Thewaytomeasurelifeinaquantifiedwayiscalledpsychographics,anditisalsotranslatedasamentalmap.Themostwidelyusedpsychologicaldescriptiontechnologyisresearch,Itreferstothethreedimensionsof"activityactivities",interestinterests)andviewpointopinions,anditisaresearchtool.Anotherhighlyregardedlifestyletoolis(valuesandwayoflife,valuesandlifestylesSystem),itisbytheStandardResearchInstitute(SRIInternational)in1980sdevelopedintoit.,improveditby16000U.S.householdstoconductacomprehensiveinquiry,usethe35psychologicalvariablesand4demographicvariables,accordingtothethreedimensionsoftheprincipleoforientation,positionandorientationoftheactionoriented,theconsumersinto8differentgroups,eachgroupmembershavedifferentvalues,keeptheirownuniquewayoflife.Marketsegmentationforgenerationsofconsumers,hedifferencesoflifestyledifferencesbetweenconsumersindifferentregions,graspthetrendoflifestyle.AnalysisofExistingProblemsRealestatemarketingisanimportantbranchofmarketing,anditisacomprehensiveoperationandsalesprocessthatmeetsrealorpotentialrealestateneedsthroughrealestatemarketexchange.Itsessenceistoconsumerdemandforallkindsofrealestateenterprisesasthestartingpoint,throughtheeffectiveprovisionofresidential,officebuildings,commercialbuildings,factoriesandotherwordbuildingandrelatedservicestomeetconsumerproductionorlife,materialorspiritualneeds,akindofcommercialactivityandtoobtainaprofit.TherealestatemarketinginChinaoriginatedin1990s.Itisaprocessofcontinuousdevelopmentandmaturitythatdevelopersgraduallyadopttheideaandmethodofmarketingconceptunderspecificmarketconditions.Reviewthegeneral,thereareclassicmarketingstrategiestomodernmarketingstrategies,innovativemarketingstrategiesandmarketingstrategy.Inviewofthesetheoriesinthemarketingworldarewellknown,itisnottobedescribedhere.Abriefintroductiontoseveralcustomerorientedmarketingconcepts.Experiencemarketing.Experiencemarketing(ExperientialMarketing),accordingtoDr.BirdSchmidt.Thedefinitionof"experiencemarketing"isthattheenterpriseusestheproductastheprop,theserviceisthestage,andthecustomerisaroundthecustomer.Itcreatesamemorableactivity.Itistoredefine,designandcreatenewwaysofthinkingandbusinessmodelsinfiveaspects:Sense,FeelandThink(Ac).Thiswayofthinkingbreaksthroughthehypothesisof"rationalconsumers"inthetraditionalway,andarguesthatconsumersarerationalandsensualwhentheyconsume.Consumers'experienceafterconsumptionandconsumptionisthekeytostudyconsumerbehaviorandbrandmanagement.Itisaprocessthatacompanysatisfiestheneedsofconsumersthroughthecreation,supplyandsaleexperience,allowingconsumerstofeeltheirneedsintheprocessofconsumption.Customerrelationshipmanagement,CustomerRelationshipManagement(RM)isin90s.Inthelate1980swiththetideofe-commerceintoChinese,withrelationshipmarketingasthecore,relationshipmarketingreferstothemarketingactivitiesisregardedasaprocessofenterprisesandconsumers,suppliers,distributors,competitors,governmentagenciesandotherpublicinteraction,itscoreistoestablishanddevelopagoodrelationshipwiththepublictherelationshipmarketing.ProblemsinMarketingPracticeThetheoryofrealestatemarketinghasbeenappliedinthemarketintheearly1990s.Aftertwentyyearsofpractice,itreflectsmanyproblemsfromthemarketingorientation,productorienteddevelopmenttotheinitialstageofcustomerorientation.Atpresent,underthemacroadjustmentandcontroloftherealestatemarket,themarketisinrecession,andthemarketinginnovationistheurgentrequirementoftheenterprise.Sothereisatopicforthisarticle.Inthispaperbasedonconsultingalargenumberofmarketing,realestatemarketing,consumerbehaviorresearchandmarketingaspectsoftheliteratureathomeandabroad,fromtheconsumerbehaviorandsocialpsychology,advertisingcommunicationandotherdisciplinesofknowledge,thispaperattemptsfromthenecessity,researchthemarketingpracticeofproblemanalysisandputforwardtheinnovationpaththreeaspectsarediscussed.Thebeginningofthepaperisanintroduction,whichbrieflyintroducestheresearchbackground,theintentionofthetopic,thesignificanceandtheresearchideas,anddefinesthescopeoftheresearch.Itmainlydiscussesthenecessityandurgencyoftheinnovationofrealestatemarketing,anddiscussestheobjectiverequirementsofmarketinginnovationfromfiveaspects:marketsituation,consumerdemand,marketingdevelopment,misunderstandingsandchangesintheindustrystructure.Itfocusesontheproblemsofexperientialmarketing,customerrelationshipmanagementandothercommonmarketingtheories,pointingoutthatthefundamentalreasonisthelackofresearchonconsumerbehaviorasabasiclink.Thethirdchapterputsforwardtheconstructionoftheconsumerbehaviorsystembasedonthelifestyle,makingupforthelackofthebasiclink.Thischapterdiscussesthechangeofconsumerbehaviorresearchfromdemographiccharacteristicstolifestyles,andproposessubdivisionoflifestyleinsteadofthesimplestdemographiccharacteristics.Thefourthchapterproposescustomerresourcesasthestrategicassetmanagementofenterprises,anddiscussesfourwaystomanagecustomerresources:optimizingcustomerexperience,realizinginteractionwithcustomers,utilizingcustomer'swordofmouthpowerandcustomerlifetimevaluemanagement.Thefifthchapteristheconclusion,andmakesabriefsummaryofthenecessity,themaincontentandthevalueoftheresearch.Thispaperfocusesontheproblemsofmarketingpractice,andtriestoputforwardthepathofinnovation.Thecharacteristicsandinnovationsofthefoundationemphasizedtheroleofconsumerbehaviorresearchinmarketingdecisionmaking,advocatetheestablishmentofconsumerbehaviorsystem,usinglifestylesegmentationmethodinsteadofdemographicsegmentation,customerorientedmarketingtheory,hopingtodeepenandimprovefurther;andsuggestfourmethodsofbusinesscustomerresources,inordertofurtherimprovethepractice"thecustomercenter".ConclusionsSincethemacro-controloftherealestatemarketin2000,themarkethasturnedtothebuyer'smarket.Preparetheinvestmentdemandbythecurrentmarketbackground,marketpricesoweboom,realestateenterprisesputforwardhigherrequirementsinadditiontomarketing,consumerbehaviorismorerational,moreandmoreprofessionalmarketingandindustrystructurechangeandsoontherealestatemarketingtheory,theinnovationandbreakthrough,thispaperdiscussesthecustomerorientedrealestatemarketingfromthreeaspects,includingtheanalysisofproblemsinmarketingpracticeandtheinnovationpath.Itistobuildaconsumerbehaviorsystematthecoreoflifestyle,andmakeupforthemissingbasiclinksinthecustomerorientedmarketing.Thefocusofthesystemisthewayoflife,andthesubdivisionofrealestateconsumergroupsbymeansoflifeinsteadofsimpledemographiccharacteristicsissubdividedintosubdivision.ReferencesThenewmarketing(SecondEdition)[M]Beijing:highereducationpress.2006.1P.H.W.Urbanconsumerbehavior.[M]Shanghai:ShanghaiUniversityofFinanceandEconomicspress,2016.Michael.R.Solomon(beauty),luthay,consumerbehaviourology[M].Beijing:ElectronicIndustryPress,2006.J.H.W.Customerrelationshipmanagementofrealestateeconomicenterprises[D].Shanghai:EastChinaNormalUniversity,2004.F.Y.Z.Themarketingstrategyoftheinnovationera[A];thefirstacademicannualconferenceofthemedicalethicssocietyofShandongprovince[C];2013ChenQiudong;ShiMingli;technologyinnovationandsustainabledevelopmentoftheenterprise[A];2000ChineseflavorsSymposiumon[C];2000H.Z.Y.Anumberofissuestoimprovethemarketingleveloftherealestatemarket-AnalysisofthemarketingactivitiesoftheChengdurealestatemarket[D];SouthwesternUniversityofFinanceandEconomics;2000ThecontingencymanagementofRealEstateCompanyorganizationstructure[D];UniversityofInternationalBusinessandEconomics;2010H.D.Taxplanningofrealestateenterprises-ResearchontaxplanningpracticeofGuangzhouAnjuRealEstateCo.,Ltd.[D];JinanUniversity;2010ResearchonthebusinessstrategyoftheTianjinXindaRealEstateCompany;HebeiUniversityofTechnology;2012J.Y.China'srealestatemarketanalysisandmarketingstrategy[D];SouthwesternUniversityofFinanceandEconomics;2014F.B.L."Jinxicourt"projectplan[D];SouthwesternUniversityofFinanceandEconomics;2010翻译：[1]《新市场营销》（第二版）[M]北京：高等教育出版社。2006.1[2]P.H.W.城市消费者行为。〔M〕上海：上海财经大学出版社，2016。[3]迈克尔。R.Solomon（美容），luthay，消费者行为学[M]。北京：电子工业出版社，2006年。[4]J.H.W.房地产经济企业客户关系管理[D]。上海：华东师范大学，2004年。[5]F.Y.Z.创新时代的营销策略[A]；山东省医德学会首届学术年会[C]；2013[6]陈秋东；史明利；技术创新与企业可持续发展[A]；2000年中国香料学术研讨会[C]；2000[7]H.Z.Y.提高房地产市场营销水平的若干问题——成都房地产市场营销活动分析[D]；西南财经大学；2000[8]房地产公司组织结构的应急管理[D]；对外经济贸易大学；2010[9]H.D.房地产企业税务筹划——广州安居房地产有限公司税务筹划实践研究[D]；暨南大学；2010[10]天津信达房地产有限公司经营战略研究；河北大学技术进步；2012[11]J.Y.中国房地产市场分析与营销策略[D]；西南财经大学；2014[12]F.B.L.“金溪苑”项目计划[D]；西南财经大学；2010

译文分析基于客户为导向的创新型房地产营销摘要房地产营销被视为房地产企业经营的生命线。随着中国房地产市场由卖方市场向买方市场的转变，竞争越来越激烈，房地产营销领域的创新显得尤为重要。本文在了解中国房地产营销战略发展历程的基础上，分析了房地产企业营销战略创新中存在的问题。最后，针对中国市场营销战略发展的实际情况，从加强市场调研，创新营销战略理念，拓宽营销渠道，重视品牌营销等方面提出了相应的创新建议。希望能为企业在房地产营销策略方面提供一些帮助。1.介绍2004年以来，国家对房地产行业进行了宏观调控。主要内容是不断收紧资金和土地，严格的信贷政策，整顿土地市场，限制高档住房供应，抑制投资。由此，房地产市场进入低迷期，消费者观望，房地产市场降温，成交量下降，房地产市场在房地产市场繁荣期转为居家需求，被动需求转为投资需求和投机性需求，推进拆迁引发了一定程度的抑制作用。在这样的市场背景下，企业对营销提出了更高的要求。目前市场上流行的营销方法有很多，客户关系管理、体验营销、服务营销、网络营销、营销俱乐部等等。但是冷静思考后发现有很多问题:一些真正有效的营销实施困难，无法加以延伸，在当前的背景下，原有的营销方法已经无法满足开发商对销售业绩和利润的要求，因此房地产营销的创新提上了议事日程。2.客户导向前期我国的营销理论是从国外(港台和欧美)引进的。顾客导向营销理论出现于2000年。开始围绕房地产企业得到应用，建立客户会议，数据库，使用C称为M管理系统，对其进行介绍。客户体验等理念逐渐应用于实践中。这一阶段的营销特点是以客户的需求为出发点，是房地产开发和营销策划的源泉，是通过市场调研、竞争分析、市场定位、规划设计、建筑布局、工程控制、市场营销、通过客户服务和一系列营销流程，开发商设计合理的营销产品，并通过消费者满意使开发商盈利模式。此外，对客户进行简单的细分主要是根据人口统计学特征如年龄和收入，后来将家庭生命周期时间划分为各个阶段之间的边界，例如现阶段产品导向和客户导向营销并存，设计、规划等过多反映了产品营销的缺乏:客户导向。系统建设和口碑传播都是以客户为导向的。今，顾客导向营销理论已经从西方传入了十几二十年，包括顾客导向理论，“顾客就是上帝”。然而，在实践中，许多房地产开发商对市场营销的认识还很肤浅，甚至由于对市场营销内涵的认识存在偏差而导致市场营销失误，根本原因是缺乏以消费者行为为基础的环节、客户关系管理和人的营销经验。3.本课题研究的目的和意义随着中国住房改革的不断深化，房地产市场逐渐壮大，房地产行业的竞争也越来越激烈。房地产营销作为房地产开发的重要环节和手段，对提高房地产开发的经济效益、社会效益和环境效益具有重要作用，越来越受到开发商的重视。但在新形势下，随着问题的积累，暴露了中国房地产营销经验的强大挑战。需要加强国家对房地产行业的宏观调控力度，逐步完善市场体系和发展进程，这就要求房地产企业积极探索营销策略的创新。市场营销策略在房地产中发挥着重要的作用，本文通过对房地产市场营销策略的发展和创新进行分析，希望能为房地产企业在市场上提供一些参考，人才要在激烈的市场竞争中脱颖而出。对实践系统的反思，狭隘地定义了客户关系。将市场运作界定为“静态的、有限的范围”，忽视了对顾客行为的研究，缺乏“顾客”取向，对战略和变化缺乏准备，客户参与度仍相对较低，缺乏消费者心理模型，忽视品质，空谈体验，需要挖掘客户联络点，针对目标客户的公共沟通渠道较小，缺乏对消费者行为的研究。以客户为导向的房地产营销创新。总之，在以顾客为导向的营销中，消费者行为是一切营销活动的基石，如顾客细分和定位。研究重心-生活方式。生活方式涵盖了生活的方方面面，一个人的生活方式使他的行为连贯一致。所以，当我们知道一个人在生活方面的行为方式时，我们就可以推断出他在其他方面的行为方式。生活方式反映了一个人的核心生活兴趣。许多核心兴趣塑造了一个人的生活方式，如家庭、工作、休闲和宗教等。通信渠道挖掘和通信内容保障。生活方式信息描绘了消费者鲜活的生活场景，使我们的营销人员在制定营销传播方案时能够更好地解决问题。这些场景让我们知道他们对目标消费群体的喜好。例如，在广告中，我们可以设计符合消费者生活方式