房地产营销策略中英文对照外文翻译文献Word下载.docx

1、InnovationModeloftheRealEstate MarketingStrategyAbstract:With the rapid development of the real estate industry, real estate market is constant maturity, real estate marketing continues to move to a higher level, and real estate marketing innovation has become a key factor of the survival and sustai

2、nable development of enterprises. Through analyzing the development and the limitations of the traditional marketing theory, this paper proposes marketing strategy innovation from the customer satisfaction, differentiation, experience marketing, integrated marketing, relationship marketing, network

3、marketing, and several other aspects. At last the paper builds innovation model of the real estate marketing strategy. Key words: the real estate, marketing strategy, traditional marketing, innovation model.1. INTRODUCTIONAt present the salient features of the real estate market can be summarized as

4、 two words: high and fast. On the one hand, the real estate market vacancy rate is high. As of the end of March 2006, area of vacant commodity housing reached 1.23 billion square meter, up 23.8%,if the average 4,000 yuan per square meter to calculate, its total assets is approximately 5000 billion y

5、uan. The current vacancy rate of Chinas real estate market is far more than the international police line10%,reaches 20% even 30%. On the other hand, we have seen rapid increases in house prices. By the end of March 2006, the survey jointly issued by National Development and Reform Commission and th

6、e National Bureau of Statistics showed that, in February 2006,70 medium-sized cities nationwide housing sales price of a new year-on-year rise 6.2%, national housing prices maintained a steady growth, 70 medium-sized cities housing sales price rose over the same period last year 5.5%. The major reas

7、ons are: helped purchase investment, structural imbalance, and a serious lack of marketing concepts. 2.TRADITIONAL REAL ESTATE MARKETING STRATEGY AND ITS DRAWBACKSThe peak of traditional marketing theory is founded in the United States in 1960 of the Michigan State University 4P theory, marketing is

8、 the effective combinations of four basic elements, that is, Product, Price, Place, Promotion. The theory assumes that as long as an enterprise have high-quality products, the development of a reasonable price, using the appropriate distribution channels and suitable promotional measures, corporate

9、expected marketing objectives can be successfully achieved. The theory of enterprise-centric implemented the marketing from the inside out. Product as the core marketing strategy is the product as a source of competitive advantage, product development, product market share as the driving force of co

10、rporate profits, products asset-oriented, configure a variety of marketing resources, to achieve the most excellent product portfolio in limited resources, to enable enterprises to achieve maximum profit in order to obtain the sustainable development of enterprises. Its main drawbacks are: it is no

11、guarantee that the product itself will certainly be able to meet the market demand, concerned about the process of product marketing, the indicators products of less than expected for the future, and Product portfolio management to make business performance evaluation results of one-sidedness （Bai 2

12、006）. In the face of harsh market conditions, real estate companies began to rethink their marketing, and gradually accepted theory 4C. 4C is the desire and needs of consumers （Consumer）, the cost of consumer access satisfaction （Cost）, the convenience of consumers to buy （Convenience）, business and

13、 consumers effective communication （Communication）. The real importance of 4C theory lies in the behavioral responses of consumers, through the two-way communication of businesses and consumers, the establishment of stable long-term relationship, to establish the competitive advantage of enterprises

14、 and brand in the market. 4C theory suggests that, in the marketing mix, product, pricing, marketing channels and other variables are likely to be imitated by competitors to or surpass, but only the value of corporate brand is hard to replace, and that is closely related to the degree of consumer re

15、cognition , so enterprises must fully arrange marketing mix strategy for the consumers point. This theory emphased on consumer demand-oriented, full account of the cost of consumers willing to pay, care for the convenience of consumers, and communicate to consumers, so as to promote the combination

16、between long-term interests of the community and the economic interests of businesses. In 20th century 90s, the United States, Schulz put forward 4R theory, that is Related, Reflect, Relation, Reward, set forth the new marketing elements, including the establishment of linkages with customers, impro

17、ving market reaction speed, attention to relationship marketing and marketing returns. This theory is oriented to competition, to focus on relationship marketing, to maintain the long-term cooperative relations between business and clients. Under the new situation, real estate sales face new challen

18、ges, and marketing strategy innovation is imperative. When consumers choose to living no longer stays in the emotional consumer, when the market demand shifts from emphasis on experience living life to the pursuit of high-quality conversion, real estate is on the access to “quality of the winning” t

19、ime. This requires the implementation of total quality marketing in the whole process of real estate development and operation. From planning to design, from material selection to construction, from recruitment to the service system building, brick by brick, plant by plant, real estate businesses wi

20、ll invest time and energy to build to enable target customers find valuable “quality.” Commodities as a result of real estate properties and real estate companies in China based on different levels, the situation is different, marketing and business marketing are still in development, so at least on

21、e time, 4Ps, 4Cs, 4Rs will be used in different companies. 4Ps of marketing theory is a basic framework for marketing though thinking in standing enterprises terms. 4Cs marketing theory thinks standing in terms of customers, but they do not focus on the overall operation from the business perspectiv

22、e, but there is no focus from the core purpose of marketing to analyze the problem, 4Ps and 4Cs marketing are static description to key elements of the marketing process, not a dynamic process from the marketing core purpose. 4Rs is the result of two integrated refining, to meet the core of marketin

23、g, and is a dynamic process. But 4Rs is not as a substitute for 4Ps, 4Cs, but is innovation and development based on the 4Ps, 4Cs, so we can not be separated into three or even against. Only in this way enterprises can be in fierce competition in the real estate market.3. INNOVATIVE MARKETING STRATE

24、GY 3.1 Differences in the Quality of PositioningThrough the survey analysis of the state of objective customers demand and expectations of the quality, the quality positioning of product is determined. On the quality of positioning, enterprises should not only focus on of the functional quality of p

25、roducts, but also the applicability of the quality of the product. In the increasingly prominent consumer personality today, enterprises must start from these two aspects of products innovation and personalized products in order to gain advantages in products. On the one hand, with the economic and

26、technological developments, customer demand changes, customer puts forward new requirements for products, and enterprises must provide continuously innovative products for the customers to adapt to such changes. On the other hand, higher-level customers are no longer satisfied with mass produced pro

27、ducts, they can reflect the personality of the more popular products. As a result of technology development, product personalization and production economies of scale are no longer mutually antagonistic contradictions. Enterprises can maintain a certain economy of scale, at the same time, to provide

28、 customers with individual products to meet their different needs, so that every customer can be satisfied with the feelings.3.2 Customer SatisfactionAs an enhancing tool to enterprise competitiveness, customer relationship management （CRM） has given rise to great concern to the real estate industry

29、, and in some well-known real estate company has been applied. “Satisfactory” is a psychological term and refers to a persons positive state of mind. This state is due to that some outside stimulus make some sort of demand or expectations be met and the “desired” （that is, in line with the intention

30、）, in order to feel some kind of “Fiat” （that is, psychological pleasure）. The premise of satisfied is this kind of outside stimulus, including the stimulation of physical, mental and a combination of both. Therefore, the master of marketing Philip Kotler defined customer satisfaction as: customer s

31、atisfaction refers to a person forms the formation of feeling state after comparing a product of the effect of perceived （or results） to his expectations, is the differences function between effect perceived and expectations. The features as followed: subjectivity, instability, the multilevel nature

32、. Customer satisfaction can benefit to the enterprise through ongoing repeat purchase, recommendation of new clients. This is one of the reasons for many businesses to pursuit customer satisfaction. For real estate development enterprises, the significance of customer satisfaction is also reflected in these two areas. As shown in Figure 1, customer satisfaction from the purchase to satisfaction, from satisfaction to loyalty, and finally spread to their own friends and family, this process will result in high profit to real estate development companies. In order to increa