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

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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,theAmericanenterprisemarketingexpertworkedthespecialfriendtopropose4Ctheory,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.Themarketmarketingmacroscopicenvironmentisreferstotheindirectinfluenceenterpriseandt