房地产外文文献威廉A科恩著作.docx
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房地产外文文献威廉A科恩著作.docx
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房地产外文文献威廉A科恩著作
TheMarketingPlanofRealestate
WilliamA.Cohen
Realestatedevelopmentissupportforthepeople'sdailylives-47socialistmarketeconomicsystemdevelopment,maketherealestatemarkethasbecomethemaineconomicactivitymembers,inthefaceofthechangingmarket.realestateenterprisesaretoseizetheopportunitiesandmeetthechallenges,wemustadoptmodernmarketingconcepts,masterofmodernmarketingtechniques.China'srealestatemarketingandsalesmanagementenvironmentevenafter20yearsofmarketconceptsnurtured,ButinChina'srealestateintegrity,marketinginnovation,productinnovation,andthemanagementstructurewiththeinternationalcommunityondistance.
1Realestatemarketingelementaryknowledge
1.1Marketingconcepts
ThemarketmarketingtranslatesfromanEnglishmarketingword.MostearlyproducestoUS,in1960theAmericanmarketmarketingassociation(AMA)definedthecommitteethedefinition:
Themarketmarketingistheproducteithertheservicefromtheproducerguidanceallenterpriseactivitieswhichcarriesontotheconsumerortheuser.Therealestatemarketmarketingissatisfiestherealityorthelatentrealestatedemandcomprehensivemanagementsalecampaignprocessthroughtherealestatemarketexchange.Ithasfollowingseveralimplications:
1.therealestatemarketmarketinggoalissatisfiestheconsumertotherealestatecommodityandtheservicedemand.
2.alreadyincludestherealisticdemandalsotoincludethelatentdemand.
3.therealestatemarketmarketingcenterrealizesthecommodityexchange,completesthesalecampaign.
4.therealestatemarketingmethodisthedevelopmentcomprehensivemarketingactivity.
Therealestatemarketingisamarketmarketingimportantbranch,istheestablishmentinthemarketmarketingtheorysystem.Ininrealestatemarketingutilizationmainlybygovernmentcontrolsectionandpropertydeveloper.Thegovernmentdepartmentmainlycarriesontheinstructionasthemarketsuperintendenttothemarketbehaviorsurveillanceaswellastothepropertydeveloper,disclosedthemarketsuppliesdemandinformation,theformulationcorrelationstrategyfavorsocialstabilityandtheeconomicaldevelopment.Thepropertydevelopermainlyisdiscoveredthemarketopportunity,carriesonmarketingmanagement.In1990,the
Americanenterprisemarketingexpertworkedthespecialfriendtopropose4Ctheory,4Cwasconsumer'sdesireandthedemand,theconsumergainstheconveniencewhichthesatisfiedcost,theconsumerpurchased,theenterpriseandconsumer'seffectivecommunication.4Ctheorymarketingadvocatedtakestheconsumertoguide,itsessenceislocatestheproductbytheconsumer.
1.2Realestatedevelopment
Sincelong-timedomestichasbeencanobstructthewindtothehousingrequesttotakeshelterfromtheraingood,but,alongwithsociety'sdevelopmentaswellasourcountryurbanizationadvancementspeedinggoup,therealestatemarketnotmerelylimitstoprovidesobstructstheplacetothepeoplewhichthewindtakesshelterfromtherain,butineagerlyanticipatesinthehousingculturetidalcurrentissparenoeffort.Therealestatehasittodistinguishbetweenotherproductscharacteristics:
1.theregionconstancyandthedurablelandaretherealestateproductmostimportantproducergoods,asaresultoflandpermanenceandconstancy,thereforetherealestateplaceisfixed.Moreovertherealestatenaturallife-spanusuallyallpassesfor50years,whenAmericanRevolutionconstructsthehousetillwasusing,verymanyrealestateallwerereconstructasaresaltoftheeconomicalfactororabandon.
2.thelandresourcerelativelythescarcelandresourceisthenon-renewableresources,thehumanitycausesthepartiallandresourceinthetransformationnaturalprocesstosufferthedestruction.Alongwiththepopulationincrease,thehumanityisgoingfurthertospeedupthelandutilizationthestep,butweonlyhaveafamily,
Earth'slandareacannothavethebigincrease,althoughthroughfilledintheseatomakethepeopletoincreasetheareainsomeeconomicaldevelopedareas,but,intheworldthedesertareaincreasedisanlarge,thehumanitywillbeabletochangemoreandmoreinfuturemayusingthelandarealittle.
3.intheusevalueincome,maynotvicariousandcontinuingforeverperson'sonedayhas1/3timebeusesinthedormancy,butinperson'sonedaykeepsinthebuildingthetimealsobyfartocontinue.Today,althoughthescienceandtechnologyexceptionallyisdeveloped,butthehumanityhasnotstillbeenabletoinventonekindofproducttosubstitutetherealestatetolivetheimportantstatusinthehumanit.
4.theexchangerelatesthehighvalueandtheincrementrealestateproductisthemanykindsofgoodsproducedbylaborsynthesis,itsneedsproducergoodstypeandquantitymany,needsthecrafttobecomplex,thereforethishasdecidedtherealestatevaluehighcaracteristic.Atthesametime,becauseusesintherealestateproductproductionlandresourceisnon-renewable,usesthelandresourceinthehumanityintheprocess,thelandresourcewillbeabletoappearthethingtaketohopeastheexpensiverule.However,atthesametimetherealestateincrementalsoisdecidedtopeople'spsychologyanticipated.Asaresultoftherealestateowncharacteristic,therealestatemarketsuppliesandthemarketdemandalsohavedistinguishesbetweenotherproductscharacteristics.
Realestatemarketdemandcharacteristic:
1.therealestatedemandwidespreadbasicnecessitiesoflifearepeople'sindispensablebasiclifeactivity.Regardlessofisusesintoliveorproduces,thepeopleallneedtherealestateproduct.
2.themarketdemandmultipleperson'sindividualitycharacteristichaddecidedtherequesthasthedifferentrealestateproducttosatisfyitsdifferentrequest,isusefulisalsousefultotheproductiontotheinvestment.
3.themarketdemandcontinuesforevernaturalthisisintherealestateusevaluenecessityandmaynotthevicariousdecision,becausetherealestateisthepeopleliveswiththesocialproductmaterialbase.Itcannoteliminatebecauseofthetechnicalprogress,butisalongwiththepeoplelivingstandardenhancement,thesocialcivilizationprogress,thepeoplemoreandmorearealsohightotherealestateproductrequest.
4.marketdemandfinancingbecausetherealestatepriceisexpensive,thepeoplecompletelypaythefundswithdifficulty,thishasproducedbytheloanandcreditsupportfinancing.
5.therealestateexpendsthelongtermrealestateisthehighvalueproduct,simultaneouslyitslifeveryisalsolong,thereforetherealestateexpenseislongterm.
6.marketdemandrichelasticity.
Realestatemarketsuppliescharacteristic:
1.themarketsupplieslacktheelasticitybecausetherealestatehasthepositionfixedly,landresourcescarce,theusevaluemaynotvicariousandthedevelopmentconstructioncyclelongcharacteristic,nomatterthemarketdemandquantityhasinabigway,thepricehashigh,themarketsuppliesquantityisimpossibleintheshorttimetohavecomparativelysweepingchange.
2.themarketsuppliesregionalrealestateproductplaceconstancyhaddecidedtherealestateproductonlycanprovidetoitsproductionplace,thereforeintherealestatecirculationprocessonlyhasbutdoesnothavethethingclass.
3.themarketregulationnotcompleteourcountryrealestatemarketnowstillhadthepartwasthepublichousing,moreoversomeareashavenotstillprovidedthehousingaccordingtothestipulationtosupplythecommonreservefund.People'singrainedhousingideaishindersthemarketadvancementthekey,nowstillhadmanypeopletothinkthehousingshouldfreeprovidebythegovernment,thiswithdifficultystartsthehousingtheexpensedevelopment,themarketcontrolactionisnotobvious.
Becauseourcountryeconomicaldevelopmentquiteisslowintheeasternpartcoastalareaquitequickmid-west,thereforeourcountryrealestatemarketmaturityintheeasternpartandwest,allhasabiggerdisparityinthecitiesandthecountryside.Intherealestatemarketingpractice,theselocallandnationality'sdifferenceisimpossibletoneglect.Themodernrealestatemarketingtheoryisthemodernmarketingtheoryandtherealestatemarketingpracticeunion,onlyhasinthebalanceanalyzesChinesetheactualsituationtobeabletodowellinthemarketingpractice.
2Realestatemarketingmanagement
2.1Realestatemarketingenvironment
Therealestatemarketingenvironmentanalysisistheentiremarketingactivitymostimportantlink,istherealestateenterprisecarriesonthemarketingdecision-making,therealizationmarketinggoalfoundation.Themodernmarketingideacoreistaketheconsumerasthecenter,theenterprisemarketingactivitystartingpointisconsumer'sdemand.Mustanalyzestudiesandmeetstheconsumerneed,mustmakethethoroughanalysistothemarketmarketingenvironment.Therealestatemarketmarketingenvironmentanalysisisaffectstherealestateenterprisethemarketandmarketingactivityenjoyerandtheinfluence.Itistherealestateenterprise'sexistingspace,istheenterprisemarketingactivityfoundationandthecondition,itsremarkablecharacteristicismarketingenvironmentdynamic.Theenterprisemustbeabletomoveadaptstocircumstancesorenvironment.Therealestatemarketmarketingmicroscopicenvironmentisreferstothedirectinfluenceandtherestrictionrealestateenterprisemarketingactivityenvironmentalfactor,includingenterprise,supplier,marketingintermediary,orthopedics,competitorandsocialpublic.Themarketmarketingmacroscopicenvironmentisreferstotheindirectinfluenceenterpriseandtherestrictionrealestatee
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