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
TheMarketingPIanOfRealestate
WiIliamA.COhen
RealestatedevelopmentisSUPPOrtforthepeople'sdailyIiVeS-47SOCiaIiStmarketeconomicSyStemdevelopment,maketherealestatemarkethasbecomethemaineconomicactivitymembers,inthefaceOftheChangingmarket,realestateenterprisesaretoSeiZetheOPPOrtUnitiesandmeettheChallenges,WemustadoptmodernmarketingCOnCePtSJmasterOfmodernITlarketingtechniques.China,srealestatemarketingandSaleSmanagementenVirOnmentevenafter20yearsOfmarketCOnCePtSnurtured,BUtinChina,srealestateintegrity5marketinginnoVatiOnJPrOdUCtinnoVatiOn,andthemanagementStrUCtUreWiththeinternatiOnalCOmmunityOnCliStanee.
1Realestatemarketingelementaryknowledge
MarketingCOnCePtS
ThemarketmarketingtranSIateSfromanEnglishmarketingWOrd.MOStearlyPrOdUCeStoUS,inI960theAmeriCanmarketmarketingassociatiOn(AMA)definedtheCOmmitteethedefinition:
ThemarketmarketingisthePrOdUCteithertheSerViCefromthePrOdUCerguidaneeallenterpriseactivitiesWhiChCarrieSOntotheCOnSUmerOrtheuser.TherealestatemarketmarketingisSatiSfieStherealityOrtheIatentrealestatedemandCOmPrehenSiVemanagementsaleCamPaignPrOCeSSthroughtherealestatemarketexchange.IthasfollowingSeVeralimplications:
1・therealestatemarketmarketinggoalisSatiSfieStheCOnSUmertotherealestateCOmmOCIityandtheSerViCedemand.
2.alreadyinClUdeStherealisticdemandalsotoinCIUdetheIatentdemand.
3.therealestatemarketmarketingCenterrealizestheCOmmOdityexchange,COmPIeteStheSaIeCamPaign.
4.therealestatemarketingmethodisthedevelopmentCOmPrehenSiVemarketingactivity.
Therealestatemarketingisamarketmarketingimportantbranch,istheestablishmentinthemarketmarketingtheorySyStem.Ininrealestatemarketing
UtiIiZatiOnmainlybygovernmentCOntrOlSeCtiOnandPrOPertydeveloper.ThegovernmentdepartmentmainlycarriesOntheinStrUCtiOnasthemarketSUPerintendenttothemarketbehaviorSUrVeiIIaneeasWeIlastothePrOPertydeveloper,CliSClOSeClthemarketSUPPIieSClemandinformat!
on,theformulationCOrreIatiOnStrategyfavorSOCialStabiIityandtheeconomicaldevelopment.ThePrOPertydevelopermainlyisCliSCOVereClthemarketOPPOrtUnity,CarrieSOnmarketingmanagement.In1990,theAmeriCanenterprisemarketingexpertWOrkeCltheSPeCialfriendtoPrOPOSe4Ctheory,4CWaSCOnsumer,sdesireandtheClemand,theCOnSUmergainstheCOnVenienceWhiChtheSatiSfieClcost,theCOnSUmerpurchased,theenterpriseandCOnsumer,seffectiveCOmmuniCation.4CtheOrymarketingadvocatedtakestheCOnSUmertoguide,itsesseneeisIOCateSthePrOdUCtbytheCOnsumer.
1.2Realestatedevelopment
SinCeIOng-timedomestichasbeenCarlObStrUCttheWinCltothehousingrequesttotakeShelterfromtheraingood,but,alongWithsociety'sdevelopmentasWeIlasOUrCOUntryUrbaniZatiOnadvancementSPeedinggoup,therealestatemarketnotmerelyIimitStoPrOViCleSObStrUCtSthePIaCetothePeOPIeWhiChtheWindtakesShelterfromtherain,butineagerlyanticipatesinthehousingCUltUretidalCUrrentisSParenoeffort.TherealestatehasittoCIiStingUiShbetweenOtherPrOdUCtSCharaCteriStics:
1・theregiOnCOnStancyandthedurableIandaretherealestatePrOdUCtmostimportantPrOdUCergoods,asaresultOfIanClPermanenceandCOnStancy,thereforetherealestatePlaCeisfixed.MOreOVertherealestatenaturalIife-SPanUSUaIIyallPaSSeSfor50years,WhenAmeriCanReVOIUtiOnCOnStrUCtSthehousetillWaSusing,VerymanyrealestateallwererecOnStrUCtasareSaltOftheeconoITIiCalfactorOrabandon.
2theIandresourcerelativelytheSCarCeIanclresourceisthenorι∙renewableresources,thehumanityCaUSeSthePartialIandresourceinthetranSfOrmatiOnnaturalPrOCeSStoSUfferthedestruction.AIOngWiththePOPUIatiOninCreaSe)thehumanityisgoingfurthertoSPeedUPtheIandUtiIiZatiOnthestep,butWeOnlyhaveafamily,Earth'sIandareaCannothavethebiginCreaSeJalthoughthroughfilledintheSeatomakethePeOPletoinCreaSetheareainSOmeeconomicaldevelopedareas,but,intheWOrlCltheCleSertareainCreaSeClisanlarge,thehumanityWillbeabletoChangemoreandmoreinfuturemayUSingtheIandareaIittle.
3.intheUSeVaIUeincome,maynotViCariOUSandCOntinUingforeverPerSOrVSOnedayhas1/3timebeUSeSinthedormancy,butinPerSon'sOnedaykeepsinthebuildingthetimealsobyfartoCOntinue.Today,althoughtheSCieneeandtechnoIOgyexceptionallyisdeveloped,butthehumanityhasnotStiIlbeenabletoinventOnekindOfPrOdUCttoSUbStitUtetherealestatetoIiVetheimportantStatUSinthehumanit.
4.theexchangerelatesthehighValUeandtheinCrementrealestatePrOdUCtisthemanykindsOfgoodsPrOdUCeClbyIabOrSynthesis,itsneedsPrOdUCergoodstypeandquantitymany,needstheCrafttobeCOmPIex,thereforethishasdecidedtherealestateValUehighCaraCteristic.AttheSametime,becauseusesintherealestatePrOdUCtPrOdUCtionIanClresourceisnon∙renewable,USeStheIanClresourceinthehumanityintheprocess,theIandresourceWillbeabletoappearthethingtaketohopeastheexpensiverule.HOWever,attheSametimetherealestateinCrementalsoisdecidedtoPeOPIe,sPSyChOIOgyanticipated.ASaresultOftherealestateOWnCharaCteristic,therealestatemarketSUPPlieSandthemarketdemandalsohaveCIiSting∪ishesbetweenOtherPrOClUCtSCharaCteriStiCS.
Realestatemarketdemandcharacteristic:
1・therealestatedemandWideSPreaClbasicnecessitiesOfIifearePeOPIe,sindispensablebasicIifeactivity.RegarClIeSSOfisUSeSintoIiVeOrproduces,thePeOPleallneedtherealestateproduct.
2themarketdemandmultiplePerSOrrSinCIiVidUaIityCharaCteriStiChaddecidedtherequesthastheClifferentrealestatePrOClUCttoSatiSfyitsCIifferentrequest,isUSefUlisalsoUSefUltothePrOclUCtiontotheinvestment.
3.themarketdemandCOntinUeSforevernaturalthisisintherealestateUSeValUenecessityandmaynottheViCariOUSdecision,becausetherealestateisthepeopleIiVeSWiththeSOCialPrOdUCtmaterialbase.ItCarlnOteliminatebecauseOfthetechnicalPrOgress,butisalongWiththePeOPIeIiVingStandardenhancement,theSOCialCiViIiZatiOnPrOgreSSJthePeOPlemoreandmorearealsohightotherealestatePrOdUCtrequest.
4.marketdemaDdfinancingbecausetherealestatePriCeisexpensive,thePeOPIeCOmPleteIyPaythefundsWithdifficulty,thishasPrOdUCeClbytheIOanandCreCIit
SUPPOrtfinancing.
5.therealestateexpendstheIOngtermrealestateisthehighValUePrOdUCtJSimUltaneouslyitsIifeVeryisalsolong,thereforetherealestateexpenseisIOngterm.
6.marketdemandrichelasticity.
RealestatemarketSUPPIieScharacteristic:
1.themarketSUPPIieSIaCktheelasticitybecausetherealestatehasthePOSitiOnfixedly,IanClresourceSCarCeJtheUSeValUemaynotViCariOUSandthedevelopmentCOnStrUCtionCyCleIOngCharaCteriStiCJnomatterthemarketdemandquantityhasinabigway,thePnCehashigh,themarketSUPPIieSquantityisimpossibleintheShOrttimetohaveCOmParatiVeIySWeePingChange.
2.themarketSUPPlieSregiOnalrealestatePrOdUCtPIaCeCOnStancyhaddecidedtherealestatePrOdUCtOnIyCanPrOVidetoitsPrOdUCtiOnplace,thereforeintherealestateCirCUIatiOnPrOCeSSOnlyhasbutClOeSnothavethethingClaSS.
3.themarketreguIatiOnnotCOmPIeteOUrCOUntryrealestatemarketnowStilIhadthePartWaSthePUbIiChousing,moreoverSOmeareashavenotStiIIPrOVidedtheho∪singaccordingtotheStiPUlatiOntoSUPPlytheCOmmonreservefund.People'singrainedhousingideaishindersthemarketadvancementthekey,nowStilIhadmanypeopletothinkthehousingShOUlClfreePrOVidebythegovernmerit,thisWithdifficultyStartSthehousingtheexpensedevelopment,themarketCOntrolactiOnisnotObViOUS.BeCaUSeOUrCOUntryeconomicaldevelopmentquiteisSIOWintheeasternPartCOaStalareaquitequickmid-west,thereforeOUrCOUntryrealestatemarketmaturityintheeasternPartandwest,allhasabiggerCliSParityintheCitieSandtheCOUntryside.IntherealestatemarketingPraCtiCeJtheseIOCalIandnatiOnality,sCIiffereneeisimpossibletoneglect.ThemodernrealestatemarketingtheoryisthemodernmarketingtheoryandtherealestatemarketingPraCtiCeUniOnJOnIyhasinthebalaneeanalyzesChinesetheactualSitUatiOntobeabletodoWeIlinthemarketingPraCtiCe.
2Realestatemarketingmanagement
2.1ReaIestatemarketingenvironment
TherealestatemarketingenVirOnmentanalysisistheentiremarketingactivitymostimportantIink,istherealestateenterpriseCarrieSOnthemarketingdecisiOn-making,therealizatiOnmarketinggoalfoundation.ThemodernmarketingideaCOreistaketheCOnSUmerastheCenter,theenterprisemarketingactivityStartingPOintisCOnsumer,sdemand.MUStanalyzeStUClieSandmeetstheCOnSUmerneed,mustmakethethoroughanalysistothemarketmarketingenVirOnment.TherealestatemarketmarketingenVirOnmentanalysisisaffectstherealestateenterprisethemarketandmarketingactivityenjoyerandtheinfluenee.Itistherealestateenterprise,sexistingSPaCe)istheenterprisemarketingactivityfoundatiOnandtheCOnClitiOn,itsremarkableCharaCteriStiCismarketingenVirOnmentdynamic.TheenterprisemustbeabletomoveadaptstoCirCUmStanCeSOrenVirOnment.TherealestatemarketmarketingITliCrOSCOPiC
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