英文支撑材料.docx

英文支撑材料.docx

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英文支撑材料

毕业设计（论文）英文支撑材料

学生姓名：

霍翔宇学号：

2201090329

所在学院：

管理科学与工程

专业：

工程管理

设计（论文）题目：

新康青年城房地产评估报告

指导教师：

申玲

COMMERCIALREALESTATEMARKETING-THEIMPORTANCEOFOFFICELOCATIONONCORPORATEIMAGE

1.INTRODUCTION

Thefocusofthisresearchpaperisontherole,importanceandeffectthatofficespacelocationhasoncorporateimage.Theapproachchosenforthedevelopmentofthispaperwastocombineandincorporateinformationfromseveralareas:

thecommercialrealestatemarketintheofficespacesector,marketing,urbanplanningandarchitecture.

Between1991and2011,acapitalisteconomicsysteminCroatiabegantobeformed,givingrisetothecreationoftheofficespacemarketintendedforafreebusinessmarket.ThismostlypertainedtoZagreb,thecapitalandeconomiccentofCroatia.Duringthatperiod,numerousinternationalcompaniesopenedtheirbranchofficesandanumberoflargeCroatiancompaniesandholdingsdevelopedatthesametime.TheyareallofficespaceusersandmanyofthemhaverecognizableheadquartersspecificallyinZagreb;therefore,theresearchissuethatarosewas:

whatistheeffectofofficebuildingsandofficespaceinZagreboncorporateimage?

Thedevelopmentoftheofficespacemarketisconditionedbybusinesspractices,traditionandculture,legislation,theformandsourceofacompany’sownership;thenumberofcompaniesandtheirstructure,economicgrowthpotential,thetypeandstructureofinvestmentinrealestateandotherfactors.InZagreb,thecommercialrealestatemarketisineffectinitsemergingphase.

Therearestillnopredictabledevelopments,cycles,traditionalmarketplayers,developedknowledge,experienceorbusinessrelations.Withreferencetotheabovementioned,thispaperbeginsbyanalyzingandclarifyingtheroleofmarketinginofficebuildingdevelopment

projectsandontheofficespacemarket.Location,asthemostimportantfactorinthedevelopmentofofficebuildings,wouldnotinitselfbefullyunderstoodifothertopicsrelatedtoofficespacewhich,togetherwithlocation,constituteaclearandcohesiveunitwerenotexaminedandexplained.Thatiswhyotherfactorsofofficespaceandissuesrelatedtotheprocessofselectingnewofficespaceareexamined.Thispapercomprisesatheoreticalpartinwhichrealestateinthesectorofofficespaceisexamined,followedbyanexaminationofthemarketingofofficebuildingsandofficespacewithanemphasisonthebasicelementsofthemarketingmixofofficebuildings.Subsequently,theresultsoftheprimaryresearcharepresentedandfollowedbytheconclusion.

2.REALESTATEINTHEOFFICESPACESECTOR

Realestatehasalwaysbeenanunavoidablepartofeverydaylifebecausetheneedforshelter

fromoutsideinfluencesortheneedfora“roofoverone’shead”isabasichumannecessity.Besidesthebasicneedforshelterandprotection,itisimportanttomentionthedesiretoownapersonalspacethatensuresprivacytoanindividualandhisorherfamily.Thatdesirecanbeassociatedwiththeneedforfreedom,orforaspacewhereonecanfeelfreeandcanactthewayonewishes.

Realestateiscapitalandanindispensableelementofeveryeconomicsystem.Therealestatemarkethasalwaysexistedbutitbehavescyclicallyovertime.Theimportanceofrealestatecyclescannotbeoveremphasized.1Regardlessofthecyclicity,investmentinrealestateisconsideredasoundandlong-termformofinvestment.

Gainsintherealestatemarketareobtainedthroughrentfortheuseofrealestateproperty

ortheymayderivefromthesaleofrealestateproperty.

Thetrendinrealestatedevelopmentissustainabledevelopment,inotherwords,greenbuilding.Thismovementisgainingmoresignificance,anditsmarketingdimensionisespeciallyimportant.

Incomingyears,therationaluseoflandwillplayagreaterroleintherealestateindustry.Inadditiontotheenvironmentalcomponent,itisnecessarytoemphasizethesociopsychologicalcomponentbecauseurbanpollutionnegativelyaffectsthepsychologicalhealthofthepopulation.Officespaceisaseparatesectorwithinthe

commercialrealestatemarket.Alloftheaforementionedappliestothatmarketaswell;however,

theconnectionwithbusinessactivityinthespecificareawheretheofficebuildingexists

orisplannedtobeisespeciallyimportant.Anincreaseindemandforofficespacedirectly

correlateswiththeincreaseinthenumberofemployeeswhoconducttheirworkinoffices.

Whenstartingconstruction,itiscrucialtopayattentiontothefactofwhetherornottheexpansionwillcontinueoncetheprojecthasbeencompleted,andwhetherornotthereareanyongoingprojectsthatwillbecompletedpriortothespecificproject.Inthatcase,thepenetrationratebasedoncurrentemploymentcannotbearealisticabsorptionindicatoruponthecompletionoftheproject.3Approximately95percentoftenantsinanewbuildingcomefromexistingbusinesseslocatedwithina97-kilometerradius

ofthesite.Inordertocreateaproduct–anofficebuildingthatisrequiredinacertainarea–itisnecessarytoapplymarketingfromtheverybeginningoftheofficebuildingdevelopmentprojectwhilethoroughlyresearchingthepotentialmarket,andtoforeseeanymarkettrendswellinadvance.

3.MARKETINGOFOFFICEBUILDINGSANDOFFICESPACE

Theroleofmarketingiscrucialinallindustries,includingtheindustryofdevelopingandmanagingofficebuildings.Marketinganofficeprojectisaprocess,5andithasdifferentphases.Fromtheverystartofanofficebuildingdevelopment

project,itisnecessarytoincludeamarketingorientationanduseitcontinuouslyinallphasesoftheofficebuildinglifecycle–fromplanningtodesignanddevelopment,duringitsuse,reconstructionandeveninthecaseofdemolition.

Duringtheprocessofdesigningandimplementingmarketingstrategiesandplans,thedeveloper,togetherwithmarketingexperts,needstotakeintoaccounteveryonewhoisdirectlyorindirectlyinvolvedintheofficebuildingdevelopmentproject.Themarketing,especiallythecommunicationscampaign,needstobeaimedatanumberofgroups:

1.Potentialandexistingusers/occupiers;

2.Potentialandexistingvisitorstothebuildingclients,businesspartners,suppliersandotherswhovisitandcommunicatewithcompaniesinthebuilding;

3.Thelocalcommunityinwhoseneighbourhoodtheplannedorexistingofficebuildingissituated;

4.Alltheexpertsandcompaniesparticipatingintheofficebuildingdevelopmentproject:

urbanplanners,architects,engineers,constructionworkers,lawyers,consultants,agentsandothers;

5.Centralandlocalgovernment;

6.Professionalandfinancialcommunity;

7.Generalpublic.Theaimofallmarketingeffortsistoconcludealeaseorsalescontractfortheentirebuildingorseparateoffices,andtosatisfythebuilding’soccupiers,resultinginanextensionontheleaseorelseonanefficientacquisitionofnewlesseesorbuyers.Amarketingplanthatleadstowardsthatgoaliscomplexandprimarilyneedstobefocusedonthemaintargetgroup–potentialofficespaceoccupiers;however,itshouldnotneglectanyofthepreviouslymentionedgroups.

Onaverage,theoverallcostofmarketinganofficeprojectrangesfromthreetofivepercentoftheproject’santicipatedgrossrevenues.Thedevelopershouldkeepinmindthatthemarketingbudgetmustbeadequatetocovertheentiremarketingperiod,andnotjustaflurryofmarketingactivitythatusuallyaccompaniesaproject’sopening.6

Thefirststepinplanningqualityofficebuildingsismarketanalysis,i.e.marketingandtechnicalanalysisoftheexistingandplannedofficebuildingsandcommercialspaceinaparticularmarket.Thesecondstepistheselection,analysisanddefinitionofthetargetgroup,inotherwords,thegroupofcompaniesthatarepotentialoccupiersofthefuturebuilding.Basedontheseanalyses,itisnecessarytocreateaproduct,thatis,anofficebuildingthatwillmeettheneedsoffutureoccupiersasmuchaspossible.

Thedevelopershouldcreateabrandfortheofficebuildinginorderforittogainrecognizability.Thenameofthebuilding,theaddressandthelocationareveryimportant,asistheimageofthecompaniesworkinginthebuilding.Thereputationoftheofficebuildingdeveloperisalsoveryimportant,aswellaswhothearchitectisandwhocarriesouttheconstructionwork.Allofthisinfluencesthecreationoftheimageandbrandoftheofficebuilding.

Therefore,realestatemarketingisbasedonfourpillars:

thefirstpillarismarketfocus,thesecondisclientfocus,thethirdisknowledgethatmarketingmustbeanintegralpartofthecompany’smanagementputintopractice,andthefourthpillarisfocusonincomeandprofit.7

3.1.Basicelementsoftheofficebuildingmarketingmix

Developers,investors,occupiersandallothersinvolvedinofficebuildingdevelopmentprojectsneedtogetacquaintedwithandunderstandthefactorsthathavetobethoroughlyassessedwhenembarkingonanewprojectwhilealsokeepingtheseinmindduringtheentireofficebuildinglifecycle.Thebasicelementsofthemarketingmixareconsideredtobetheofficebuildingasaproduct,price,distribution–theleaseorsaleofofficespace,andelementsofthepromotionalmix–advertising,personalselling,salespromotionandpublicity,andpublicrelations.Aproductisconsideredtobethefinalresultofproductiveactivitythat,unlikewhenservicesareconcerned,existsevenaftertheproductionprocessiscompletedandthat,thankstoitsparticularformandproperties,meetsaspecificneed.8Anofficebuildinginitsentiretyfitsthatdescription.Theprocessofdevelopinganewbuildinglastssever