房地产外文文献-威廉A.科恩著作

TheMarketingPlanofRealestateWilliamA.CohenRealestatedevelopmentissupportforthepeople'sdailylives-47socialistmarketeconomicsystemdevelopment,maketherealestatemarkethasbecomethemaineconomicactivitymembers,inthefaceofthechangingmarket.realestateenterprisesaretoseizetheopportunitiesandmeetthechallenges,wemustadoptmodernmarketingconcepts,masterofmodernmarketingtechniques.China'srealestatemarketingandsalesmanagementenvironmentevenafter20yearsofmarketconceptsnurtured,ButinChina'srealestateintegrity,marketinginnovation,productinnovation,andthemanagementstructurewiththeinternationalcommunityondistance.1Realestatemarketingelementaryknowledge1.1MarketingconceptsThemarketmarketingtranslatesfromanEnglishmarketingword.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.1.2RealestatedevelopmentSincelong-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'sindividualitycharacteristichaddecidedtherequesthasthedifferentreale