房地产营销策略中英文对照外文翻译文献Word下载.docx
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Innovation
Model
of
the
Real
EstateMarketing
Strategy
Abstract:
Withtherapiddevelopmentoftherealestateindustry,realestatemarketisconstantmaturity,realestatemarketingcontinuestomovetoahigherlevel,andrealestatemarketinginnovationhasbecomeakeyfactorofthesurvivalandsustainabledevelopmentofenterprises.Throughanalyzingthedevelopmentandthelimitationsofthetraditionalmarketingtheory,thispaperproposesmarketingstrategyinnovationfromthecustomersatisfaction,differentiation,experiencemarketing,integratedmarketing,relationshipmarketing,networkmarketing,andseveralotheraspects.Atlastthepaperbuildsinnovationmodeloftherealestatemarketingstrategy.
Keywords:
therealestate,marketingstrategy,traditionalmarketing,innovationmodel.
1.INTRODUCTION
Atpresentthesalientfeaturesoftherealestatemarketcanbesummarizedastwowords:
highandfast.Ontheonehand,therealestatemarketvacancyrateishigh.AsoftheendofMarch2006,areaofvacantcommodityhousingreached1.23billionsquaremeter,up23.8%,iftheaverage4,000yuanpersquaremetertocalculate,itstotalassetsisapproximately5000billionyuan.ThecurrentvacancyrateofChina'
srealestatemarketisfarmorethantheinternationalpoliceline10%,reaches20%even30%.
Ontheotherhand,wehaveseenrapidincreasesinhouseprices.BytheendofMarch2006,thesurveyjointlyissuedbyNationalDevelopmentandReformCommissionandtheNationalBureauofStatisticsshowedthat,inFebruary2006,70medium-sizedcitiesnationwidehousingsalespriceofanewyear-on-yearrise6.2%,nationalhousingpricesmaintainedasteadygrowth,70medium-sizedcitieshousingsalespriceroseoverthesameperiodlastyear5.5%.Themajorreasonsare:
helpedpurchaseinvestment,structuralimbalance,andaseriouslackofmarketingconcepts.
2.TRADITIONALREALESTATEMARKETINGSTRATEGYANDITSDRAWBACKS
ThepeakoftraditionalmarketingtheoryisfoundedintheUnitedStatesin1960oftheMichiganStateUniversity4Ptheory,marketingistheeffectivecombinationsoffourbasicelements,thatis,Product,Price,Place,Promotion.Thetheoryassumesthataslongasanenterprisehavehigh-qualityproducts,thedevelopmentofareasonableprice,usingtheappropriatedistributionchannelsandsuitablepromotionalmeasures,corporateexpectedmarketingobjectivescanbesuccessfullyachieved.Thetheoryof"
enterprise-centric"
implementedthemarketingfromtheinsideout.
Productasthecoremarketingstrategyistheproductasasourceofcompetitiveadvantage,productdevelopment,productmarketshareasthedrivingforceofcorporateprofits,productsasset-oriented,configureavarietyofmarketingresources,toachievethemostexcellentproductportfolioinlimitedresources,toenableenterprisestoachievemaximumprofitinordertoobtainthesustainabledevelopmentofenterprises.Itsmaindrawbacksare:
itisnoguaranteethattheproductitselfwillcertainlybeabletomeetthemarketdemand,concernedabouttheprocessofproductmarketing,theindicatorsproductsoflessthanexpectedforthefuture,andProductportfoliomanagementtomakebusinessperformanceevaluationresultsofone-sidedness(Bai2006).
Inthefaceofharshmarketconditions,realestatecompaniesbegantorethinktheirmarketing,andgraduallyacceptedtheory4C.4Cisthedesireandneedsofconsumers(Consumer),thecostofconsumeraccesssatisfaction(Cost),theconvenienceofconsumerstobuy(Convenience),businessandconsumerseffectivecommunication(Communication).Therealimportanceof4Ctheoryliesinthebehavioralresponsesofconsumers,throughthetwo-waycommunicationofbusinessesandconsumers,theestablishmentofstablelong-termrelationship,toestablishthecompetitiveadvantageofenterprisesandbrandinthemarket.4Ctheorysuggeststhat,inthemarketingmix,product,pricing,marketingchannelsandothervariablesarelikelytobeimitatedbycompetitorstoorsurpass,butonlythevalueofcorporatebrandishardtoreplace,andthatiscloselyrelatedtothedegreeofconsumerrecognition,soenterprisesmustfullyarrangemarketingmixstrategyfortheconsumer'
spoint.Thistheoryemphasedonconsumerdemand-oriented,fullaccountofthecostofconsumerswillingtopay,carefortheconvenienceofconsumers,andcommunicatetoconsumers,soastopromotethecombinationbetweenlong-terminterestsofthecommunityandtheeconomicinterestsofbusinesses.
In20thcentury90’s,theUnitedStates,Schulzputforward4Rtheory,thatisRelated,Reflect,Relation,Reward,setforththenewmarketingelements,includingtheestablishmentoflinkageswithcustomers,improvingmarketreactionspeed,attentiontorelationshipmarketingandmarketingreturns.Thistheoryisorientedtocompetition,tofocusonrelationshipmarketing,tomaintainthelong-termcooperativerelationsbetweenbusinessandclients.
Underthenewsituation,realestatesalesfacenewchallenges,andmarketingstrategyinnovationisimperative.Whenconsumers’choosetolivingnolongerstaysintheemotionalconsumer,whenthemarketdemandshiftsfromemphasisonexperiencelivinglifetothepursuitofhigh-qualityconversion,realestateisontheaccessto“qualityofthewinning”time.Thisrequirestheimplementationoftotalqualitymarketinginthewholeprocessofrealestatedevelopmentandoperation.Fromplanningtodesign,frommaterialselectiontoconstruction,fromrecruitmenttotheservicesystembuilding,brickbybrick,plantbyplant,realestatebusinesseswillinvesttimeandenergytobuildtoenabletargetcustomersfindvaluable“quality.”
CommoditiesasaresultofrealestatepropertiesandrealestatecompaniesinChinabasedondifferentlevels,thesituationisdifferent,marketingandbusinessmarketingarestillindevelopment,soatleastonetime,4Ps,4Cs,4Rswillbeusedindifferentcompanies.4Psofmarketingtheoryisabasicframeworkformarketingthoughthinkinginstandingenterprisesterms.4Csmarketingtheorythinksstandingintermsofcustomers,buttheydonotfocusontheoveralloperationfromthebusinessperspective,butthereisnofocusfromthecorepurposeofmarketingtoanalyzetheproblem,4Psand4Csmarketingarestaticdescriptiontokeyelementsofthemarketingprocess,notadynamicprocessfromthemarketingcorepurpose.4Rsistheresultoftwointegratedrefining,tomeetthecoreofmarketing,andisadynamicprocess.But4Rsisnotasasubstitutefor4Ps,4Cs,butisinnovationanddevelopmentbasedonthe4Ps,4Cs,sowecannotbeseparatedintothreeorevenagainst.Onlyinthiswayenterprisescanbeinfiercecompetitionintherealestatemarket.
3.INNOVATIVEMARKETINGSTRATEGY
3.1DifferencesintheQualityofPositioning
Throughthesurveyanalysisofthestateofobjectivecustomersdemandandexpectationsofthequality,thequalitypositioningofproductisdetermined.Onthequalityofpositioning,enterprisesshouldnotonlyfocusonofthefunctionalqualityofproducts,butalsotheapplicabilityofthequalityoftheproduct.Intheincreasinglyprominentconsumerpersonalitytoday,enterprisesmuststartfromthesetwoaspectsofproductsinnovationandpersonalizedproductsinordertogainadvantagesinproducts.Ontheonehand,withtheeconomicandtechnologicaldevelopments,customerdemandchanges,customerputsforwardnewrequirementsforproducts,andenterprisesmustprovidecontinuouslyinnovativeproductsforthecustomerstoadapttosuchchanges.Ontheotherhand,higher-levelcustomersarenolongersatisfiedwithmassproducedproducts,theycanreflectthepersonalityofthemorepopularproducts.Asaresultoftechnologydevelopment,productpersonalizationandproductioneconomiesofscalearenolongermutuallyantagonisticcontradictions.Enterprisescanmaintainacertaineconomyofscale,atthesametime,toprovide
customerswithindividualproductstomeettheirdifferentneeds,sothateverycustomercanbesatisfiedwiththefeelings.
3.2CustomerSatisfaction
Asanenhancingtooltoenterprisecompetitiveness,customerrelationshipmanagement(CRM)hasgivenrisetogreatconcerntotherealestateindustry,andinsomewell-knownrealestatecompanyhasbeenapplied.
“Satisfactory”isapsychologicaltermandreferstoaperson'
spositivestateofmind.Thisstateisduetothatsomeoutsidestimulusmakesomesortofdemandorexpectationsbemetandthe“desired”(thatis,inlinewiththeintention),inordertofeelsomekindof“Fiat”(thatis,psychologicalpleasure).Thepremiseofsatisfiedisthiskindofoutsidestimulus,includingthestimulationofphysical,mentalandacombinationofboth.Therefore,themasterofmarketingPhilipKotlerdefinedcustomersatisfactionas:
customersatisfactionreferstoapersonformstheformationoffeelingstateaftercomparingaproductoftheeffectofperceived(orresults)tohisexpectations,isthedifferencesfunctionbetweeneffectperceivedandexpectations.Thefeaturesasfollowed:
subjectivity,instability,themultilevelnature.
Customersatisfactioncanbenefittotheenterprisethroughongoingrepeatpurchase,recommendationofnewclients.Thisisoneofthereasonsformanybusinessestopursuitcustomersatisfaction.Forrealestatedevelopmententerprises,thesignificanceofcustomersatisfactionisalsoreflectedinthesetwoareas.AsshowninFigure1,customersatisfactionfromthepurchasetosatisfaction,fromsatisfactiontoloyalty,andfinallyspreadtotheirownfriendsandfamily,thisprocesswillresultinhighprofittorealestatedevelopmentcompanies.Inordertoincrea