房地产营销策略中英文对照外文翻译文献.docx

房地产营销策略中英文对照外文翻译文献.docx

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房地产营销策略中英文对照外文翻译文献

房地产营销策略中英文对照外文翻译文献

（文档含英文原文和中文翻译）

原文：

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