房地产外文文献威廉A科恩著作.docx

房地产外文文献威廉A科恩著作.docx

《房地产外文文献威廉A科恩著作.docx》由会员分享，可在线阅读，更多相关《房地产外文文献威廉A科恩著作.docx（14页珍藏版）》请在冰豆网上搜索。

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