房地产外文文献威廉A科恩著作.docx

1、房地产外文文献威廉A科恩著作The Marketing Plan of Real estateWilliam A. CohenReal estate development is support for the peoples daily lives-47 socialist market economic system development, make the real estate market has become the main economic activity members, in the face of the changing market. real estate en

2、terprises are to seize the opportunities and meet the challenges, we must adopt modern marketing concepts, master of modern marketing techniques. Chinas real estate marketing and sales management environment even after 20 years of market concepts nurtured, But in Chinas real estate integrity, market

3、ing innovation, product innovation, and the management structure with the international community on distance.1 Real estate marketing elementary knowledge1.1 Marketing concepts The market marketing translates from an English marketing word. Most early produces to US, in 1960 the American market mark

4、eting association (AMA) defined the committee the definition: The market marketing is the product either the service from the producer guidance all enterprise activities which carries on to the consumer or the user. The real estate market marketing is satisfies the reality or the latent real estate

5、demand comprehensive management sale campaign process through the real estate market exchange. It has following several implications:1.the real estate market marketing goal is satisfies the consumer to the real estate commodity and the service demand. 2.already includes the realistic demand also to

6、include the latent demand. 3.the real estate market marketing center realizes the commodity exchange, completes the sale campaign. 4.the real estate marketing method is the development comprehensive marketing activity. The real estate marketing is a market marketing important branch, is the establis

7、hment in the market marketing theory system. In in real estate marketing utilization mainly by government control section and property developer. The government department mainly carries on the instruction as the market superintendent to the market behavior surveillance as well as to the property de

8、veloper, disclosed the market supplies demand information, the formulation correlation strategy favor social stability and the economical development. The property developer mainly is discovered the market opportunity, carries on marketing management. In 1990, the American enterprise marketing exper

9、t worked the special friend to propose 4C theory, 4C was consumers desire and the demand, the consumer gains the convenience which the satisfied cost, the consumer purchased, the enterprise and consumers effective communication. 4C the or y marketing advocated takes the consumer to guide, its essenc

10、e is locates the product by the consumer. 1.2 Real estate developmentSince long-time domestic has been can obstruct the wind to the housing request to take shelter from the rain good, but, along with societys development as well as our country urbanization advancement speeding go up, the real estate

11、 market not merely limits to provides obstructs the place to the people which the wind takes shelter from the rain, but in eagerly anticipates in the housing culture tidal current is spare no effort. The real estate has it to distinguish between other products characteristics: 1.the region constancy

12、 and the durable land are the real estate product most important producer goods, as a result of land permanence and constancy, therefore the real estate place is fixed. Moreover the real estate natural life-span usually all passes for 50 years, when American Revolution constructs the house till was

13、using, very many real estate all were reconstruct as are salt of the economical factor or abandon.2.the land resource relatively the scarce land resource is the non-renewable resources, the humanity causes the partial land resource in the transformation natural process to suffer the destruction. Alo

14、ng with the population increase, the humanity is going further to speedup the land utilization the step, but we only have a family, Earths land area cannot have the big increase, although through filled in the sea to make the people to increase the area in some economical developed areas, but, in th

15、e world the desert area increased is an large, the humanity will be able to change more and more in future may using the land area little. 3.in the use value income, may not vicarious and continuing forever persons one day has 1/3 time be uses in the dormancy, but in persons one day keeps in the bui

16、lding the time also by far to continue. Today, although the science and technology exceptionally is developed, but the humanity has not still been able to invent one kind of product to substitute the real estate to live the important status in the human it . 4.the exchange relates the high value and

17、 the increment real estate product is the many kinds of goods produced by labor synthesis, its needs producer goods type and quantity many, needs the craft to be complex, therefore this has decided the real estate value high caract eristic. At the same time, because uses in the real estate product p

18、roduction land resource is non-renewable, uses the land resource in the humanity in the process, the land resource will be able to appear the thing take to hope as the expensive rule. However, at the same time the real estate increment also is decided to peoples psychology anticipated. As a result o

19、f the real estate own characteristic, the real estate market supplies and the market demand also have distinguishes between other products characteristics. Real estate market demand characteristic: 1.the real estate demand widespread basic necessities of life are peoples indispensable basic life act

20、ivity. Regardless of is uses in to live or produces, the people all need the real estate product. 2.the market demand multiple persons individuality characteristic had decided the request has the different real estate product to satisfy its different request, is useful is also useful to the producti

21、on to the investment. 3.the market demand continues forever natural this is in the real estate use value necessity and may not the vicarious decision, because the real estate is the people lives with the social product material base. It cannot eliminate because of the technical progress, but is alon

22、g with the people living standard enhancement, the social civilization progress, the people more and more are also high to the real estate product request.4.market demand financing because the real estate price is expensive, the people completely pay the funds with difficulty ,this has produced by t

23、he loan and credit support financing.5.the real estate expends the long term real estate is the high value product, simultaneously its life very is also long, therefore the real estate expense is long term. 6. market demand rich elasticity. Real estate market supplies characteristic: 1.the market su

24、pplies lack the elasticity because the real estate has the position fixedly, land resource scarce, the use value may not vicarious and the development construction cycle long characteristic, no matter the market demand quantity has in a big way, the price has high, the market supplies quantity is im

25、possible in the short time to have comparatively sweeping change. 2.the market supplies regional real estate product place constancy had decided the real estate product only can provide to its production place, therefore in the real estate circulation process only has but does not have the thing cla

26、ss. 3.the market regulation not complete our country real estate market now still had the part was the public housing, moreover some are as have not still provided the housing according to the stipulation to supply the common reserve fund. Peoples ingrained housing idea is hinders the market advance

27、ment the key, now still had many people to think the housing should free provide by the government, this with difficulty starts the housing the expense development, the market control action is not obvious. Because our country economical development quite is slow in the eastern part coastal area qui

28、te quick mid-west, therefore our country real estate market maturity in the eastern part and west, all has a bigger disparity in the cities and the countryside. In the real estate marketing practice, these local land nationalitys difference is impossible to neglect. The modern real estate marketing

29、theory is the modern marketing theory and the real estate marketing practice union, only has in the balance analyzes Chinese the actual situation to be able to do well in the marketing practice. 2 Real estate marketing management2.1 Real estate marketing environmentThe real estate marketing environm

30、ent analysis is the entire marketing activity most important link, is the real estate enterprise carries on the marketing decision-making, the realization marketing goal foundation. The modern marketing idea core is take the consumer as the center, the enterprise marketing activity starting point is

31、 consumers demand. Must analyze studies and meets the consumer need, must make the thorough analysis to the market marketing environment. The real estate market marketing environment analysis is affects the real estate enterprise the market and marketing activity enjoyer and the influence. It is the

32、 real estate enterprises existing space, is the enterprise marketing activity foundation and the condition, its remarkable characteristic is marketing environment dynamic. The enterprise must be able to move adapts to circumstances or environment. The real estate market marketing microscopic environ

33、ment is refers to the direct influence and the restriction real estate enterprise marketing activity environmental factor, including enterprise, supplier, marketing intermediary, orthopedics, competitor and social public. The market marketing macroscopic environment is refers to the indirect influence enterprise and t