房地产营销外文翻译文献
房地产项目外文翻译和文献综述
毕业论文外文翻译与文献综述系别土木与建筑工程系专业工程管理学生姓名刘祝成学号090340201年级09级指导老师陈蓓教务部制表二Ο一三年五月二十六日The Analysis of the Issue Related to the Feasibility ofStudy the Real Estate Project on the Basis of theImplicit CostBilin Shao,Bin DingAbstract:It is known that the feasibility study of real estate project plays an important role in real estate development.Nevertheless,there still remains many problems in the feasibility study.In this paper,the concept of implicit cost will be introduced,which will be used to analyse these problems.Meanwhile,some useful strategies will be raised for these problems,which intends to further improve the feasibility study of the real estate projects.Keywords:real estate project;feasibility study;implicit cost;problems1.IntroductionThe feasibility study is the decision science has been used in project area,and the basic target is on the basis of the comprehensive investigating and researching to identify a construction object whether have the characteristics of progressive,reality and reliable in the whole prosess from previously project construction to line operation.We also need to know those whether can pay off from the finance and the credibility in the economy to give a big help for the investating decisions.It is real role that a framework to investing project, and is the key factors that can decide the project can be invested or not to give some supports on the project decisions.The real estate is characteristic of accounting for huge financing,a long period relative to the investing and easily influenced by the instable factors.Therefore,the the feasibility study is very important for the real estate.However,currently we are more and more focusing on the explicit cost in the feasibility study and ignoring the intangible cost.The intangible cost is,as opposed to explicit cost and hided among the total cost of enterprise,caused by the decision maker characterized by lower diathesis,wrong concept,and the deficiency of informations,coupled with the non-market factors to lead to the total cost increaseing directly or indirectly.The amount of economic benefits of the project largely depend on getting full knowledge of the intangible cost in the real estate.2.The Existence of the Questions Lied in the Feasibility Study on the Basis of the Intangible CostRecently,the real estate have got a big improvement in the feasibility study.As the main contents andmethods,it have been normed and stabilized gradually to use in the project decisions.But that is fact that the feasibility study cannot play the role above mentioned in the real case.The worst case is that there is no the feasibility study before starting the work.And another events is that the feasibility study had been done,but the result was not fit to the requestions.The main problems are following:2.1.The Investor with Low Diathesis Did Not Pay More Attentions on itUntil now,a number of the investors did not get a clear clue and realize the importantance related to the feasibility study.They had made a decision whether building the real estate relied on their own wish,and reckoned the feasibility study was just a“payable paper”to submit to lending institution,investor and government.There is no meaning in the feasibility study because of carrying on is not thorough,focusing on the format.Therefore,the“feasibility study”is the aim that how to get a permission from the related department and a loan from the bank,so the data cannot be used to reflect the real conditions.The economic benefits of the whole real estate project have decreased,even failed that was mainly ascribed to the invetor’s attitude,ignoring the importance of feasibility study.Those are called the intangible cost.The other factors is linked closely with calibre that a excellent decision maker should be characterized by determination, confidence,far-sighted.ect.When a favorite investing project lie in front of a investor,he must be confidence and determination to make a decision as soon as possible,or the problems relative to the economic benefits′lost would be happened to create the intangible cost.Moreover,the investor should have the characters of far-sighted to consider the investing process,and not care the“gain and loss”in a small events to make a wrong decision.It is obviously that the high-calibre is an very important factor to the investor to avoid the intangible cost.2.2.The Feasibility Study Related to theConstruction Project is Mainly Completed by the Consultant Agency and Design Dthe Deviser Has Low-CalibreDepartment of construction entrusted by investor.It is possible that the accuracy largely depend on those institutions′level controlled by the deviser’s calibre.Unfortunately,a huge number of devisers are lacking of the attitude on seek truth from facts.They have partially used the data to optimistically evaluate the market price movement.They also did not exploit the market survey in details to predict the market prospect;at the same time,they did not care about some faults,however,more lights shed in exaggerateing the advantages of technology and product that reducing the success rate of investing.On the basis of the devisers having low-calibre,the feasibility study cannot be completed by course of correct way and canonical process that the decision maker got a wrong judgement to result in losting the economic benefits,even the whole project’s depleting.2.3.The Analysis and Forecasting of the Market is not EnoughThe earning power of investing project is not only depending on the all kinds of available resources,butalso relying on the current and potential requests needed by society.Currently,there are no more attenions concentrated on the market survey and forecasting in the feasibility study.A large numbers of data came from the related researchers’experience and social relations.Even though they did a survey and forecasted the market trend,the results are more qualitative analysis than quantitative.The data measured by above process cannot really reflect the market condition and prospect.It is seemly like having good benefits,because of the fault existed in the analysis and forecasting of market to lead to the investing project has to face the condition “having a price but no sales”.Those can be avoided according to the reseacher’s endeavor.2.4.There is No Comparative among Every ProjectA larger numbers of reseachers pay more attentions on the single project than the comprehensive in the feasibility study.In some cases,they also analyse some projects at the same time but a particular one will be analysed more deeper than another analysed superficially.The decision maker have to accept the project choosed by reseachers on their wishes,and then the comprehensive researching changed into single will lose the meaning in the feasibility study.Because lack of the comparative project,leading to the economic benefits related to the finance will be fixed to lose the chance of getting more benefits from the market to create more intangible cost.2.5.Ignoring the Value of the Environmental AssessmentThere are many faults lies in the currently environmental assessment showed by the report of feasibility study.In some cases,there is few contents and the analysing superficially about the environmental assessment, because of there is no surveying the surroundings nearby the project or the assessment is not correct.It is obviously that those are contradiction with the strategy of sustainable development developed by our country. Moreover,there is no consideration between the project and sustaining ability of environment carried out by the investor.As a result,the developing intensity will exceed the loading capacity of environment near by the project to produce seriously environment contamination.This will increase the project later environmental protection costs,such as controling environmental pollution and strengthen the green,ect.There is a serious environmental evaluation work to be needed on environmental protection,and using real data reflect the revenue and expenditure to provide true evidences for the final decision.However,many of the feasibility study overlooked this respect that the project had been put more money in late to produce increasely the intangible cost.2.6.Don't Pay Attention to the Analysis of the Sensitivity and Risk FactorsThe estate project itself has a high risk and investing,because of there are some uncertain factors in project implementation process.With these uncertainties,the investment project there is a risk,thus the uncertainty of the whole project is of vital importance.If the feasibility study of these risk factors were accurately analysed that will cause additional costs of the project.In practical work of the feasibility study,theanalysis of risk is not enough or only stay in qualitative analysis,give a quantitative analysis.Though some of them to quantify,but either quantitative method unsuitable or quantitative results do not take seriously,not have a good understanding to project risk factors,thus make some project in concrete implementation appear of risk or risk factors change,led to increase costs and economic benefit greatly decreased,causing the recessive cost of production.3.Countermeasures of Feasibility Study3.1.Strengthening Ideological Education and Quality Education of the Decision MakerIn order to make feasibility study go smoothly,decision makers should be educated to fully realize the importance and function of the feasibility study.The ideologycal recognition and definite feasibility study effect,so that it can from the fundamental guarantee of feasibility study work smoothly.In addition,there must be necessary education to investors to improve the quality and professional skills of their own,so that when making decisions they can decisively and correctly make decision to reduce implicit costs and increase profits.3.2.Improving ability of the deviserInstitutions of training feasibility study professional must be established and perfected,related departments should organize professional training regularly.Professional ethics education should is necessary to make professionals realize the importance of feasibility study;in the mean time,in order to decrease fault because of professsional skills deficiency and increase correctness of feasibility study professional skills must be enhanced.Establishing and perfecting of the feasibility study for the vocational education training employees of the system,by related departments groups regularly for feasibility research personnel's service training.3.3.Pay Attention to Market Investigation and Market ResearchIn the feasibility study phase,in order to avoid"negotiable without city"awkward situation and more implicit costs,feasibility study professionals should be ready for market research and market forecast work. This requires the relevant personnel take related work seriously,guarantee the correctness of market information to reflect a true market prospect.And earnestly analyze the market consumption levels,an accurate grasp of market demand.In order to keep commodity to consumption group and to avoid implicit costs,feasibility study professionals must earnestly analyze the market consumption levels,grasp market needs and main consumption groups accurately,prepare for marketing positioning.pare and Chose Comprehensive Investment ProjectFor a specific project there may be several different investment plan,after accurately study and compare of every investment project,the optimal project can be achieved.Through compare of different comprehensive investment project risks can be reduced,more profits can be achieved.That proves feasibility study plays aimportant role in reducing costs and making accurate decisions.3.5.Paying More Attention to Environmental EvaluationPay importance to environmental evaluation,abstractly analyze environmental impact.qualitative analysis must be made thoroughly if quantitative analysis is not suitable.During site selecting phase,in order to decrease later costs and implicit costs load capacity of environment around must be taken into account. When considering investment project,we should realize environment impact and economic profit to chose relatively environmental project and reduce implicit costs.3.6.Deepen Investment Projects Sensitivity and Risk AnalysisIn order to effectively prevent and control the risk,in feasibility study,we should strengthen the sensitivity analysis,pay great attention to digging the potential risk factors,such as investment environment risk,project construction risk,etc.And we should pay special attention to unfavorable factors and bad results, for example,implicit cost because of residents unmovement;Implicit cost caused by construction damage and extension of construction limits time limit because of local seasonal natural disaster.Therefore we should unify the quantitative analysis and qualitative analysis and give priority to quantitative analysis so as to prevent risk purposely and make scientific decisions.If sensibility analysis and risk analysis should be based on scientific data,strategic fault of project can be reduced greatly so as to reduce implicit accuracy.References[1]Guangjun Ma:The discussing of investment project feasibility research work problems and measures.[J]. Economic researchguide,2009,p.132-133.[2]Yang Wang and Shourong Wu:The impact analysis and countermeasures of market economy to the project feasibility study[J].Manage engineering journal,2005,p.179-181.[3]Kai Liu:Discuss the current investment project feasibility study of the main existing problems and countermeasures[J].Building economy and management,2006,p.137-138.[4]Xinhua Mu:Discuss the investment project feasibility study problem in the work and countermeasures [J].Chinese collective economic strategy research,2009,p.35-36.可行性研究对房地产项目隐形成本的相关问题分析作者：Bilin Shao,Bin Ding摘要：据了解，房地产项目的可行性研究在房地产开发中起着重要的作用。
外文翻译---我国房地产可持续发展的文献综述
外文翻译---我国房地产可持续发展的文献综述The sustainable development of China's real XXX economic and social progress of the country。
It is essential for the XXX real estate industry。
identify the challenges it faces。
XXX。
Keywords: Sustainable Development。
Real XXX1.The Concept of Sustainable Development in Real EstateSustainable development in the real XXX。
materials。
XXX the quality of life for XXX development is essential for the industry to achieve long-term growth and stability.2.Challenges Facing the Real Estate IndustryXXX real XXX development。
One of the primary XXX。
XXX。
XXX.3.XXX EstateXXX real estate industry。
XXX。
XXX training programs。
workshops。
XXX。
consumers need to be made aware of the XXX。
XXX practices。
XXX.XXX。
XXX for the long-term growth and stability of the real XXX sustainable practices。
the industry can achieve economic。
房地产市场营销英文参考文献
房地产市场营销英文参考文献下面是一个有关房地产市场营销的英文参考文献，其中包括房地产市场营销的定义、策略、战术和案例。
该文献涵盖了房地产市场营销的主要方面，包括市场调研、目标市场选择、产品定位、市场推广和销售策略等。
这些资料将为房地产行业的专业人士和研究人员提供有关房地产市场营销的基本知识和最佳实践。
参考文献：1. Kotler, P., & Armstrong, G. (2017). Principles of marketing. Pearson.这本教科书涵盖了房地产市场营销的基本概念和原则。
它解释了如何在竞争激烈的市场环境中制定和实施房地产市场营销策略，并提供了许多实际案例和应用。
2. Doyle, P., & Stern, P. W. (2006). Marketing management and strategy. Financial Times Prentice Hall.这本书深入研究了房地产市场营销的战略和战术。
它提供了有关如何制定市场营销计划、产品定位和市场推广的实用指南，对房地产市场营销的整体策略和实施过程进行了全面概述。
3. McDonald, M., & Wilson, H. (2016). Marketing plans: How to prepare them, how to profit from them. John Wiley & Sons.这本书提供了详细的市场营销计划编制指南，适用于房地产市场营销专业人士。
它介绍了如何进行市场调研、制定目标市场、制定产品定位和市场推广策略，并解释了如何使用市场营销计划来实现房地产市场营销目标。
4. Weiss, D. (2013). Inbound marketing: Get found using Google, social media, and blogs. John Wiley & Sons.这本书专注于市场推广和销售策略，对房地产市场营销的内容非常有价值。
外文文献 房地产 Minnesota Farm Real Estate Sales Study
Staff Paper SeriesMinnesota Farm Real Estate Sales: 1990-2009Steven J. TaffMinnesota Farm Real Estate Sales: 1990-2009Steven J. TaffThe analyses and views reported in this paper are those of the author. They are not necessarily endorsed by the Department of Applied Economics or by the University of Minnesota.The University of Minnesota is committed to the policy that all persons shall have equal access to its programs, facilities, and employment without regard to race, color, creed, religion, national origin, sex, age, marital status, disability, public assistance status, veteran status, or sexual orientation.Copies of this publication are available at /. Information on other titles in this series may be obtained from: Waite Library, University of Minnesota, Department of Applied Economics, 232 Classroom Office Building, 1994 Buford Avenue, St. Paul, MN 55108, U.S.A.Copyright (c) (2010) by Steven J. Taff. All rights reserved. Readers may make copies of this document for non-commercial purposes by any means, provided that this copyright notice appears on all such copies.Staff Paper P10-5May 2010Minnesota Farm Real Estate Sales: 1990 – 2009Steven J. TaffAbstractThis report is a summary of the data contained on the farmland sales portion of the Minnesota Land Economics (MLE) web site ( ) as of May 20, 2010. It is formally reissued each Spring, as new sales data become available. We no longer distribute a separate farm real estate report in the Minnesota Agricultural Economist (now the Minnesota Applied Economist: /MnApEc).The present document consists largely of graphs and tables summarizing sales over the past twenty years. It provides averages at the multi-county region and at the statewide levels of aggregation. Individual transaction data are available for downloading and analysis at the MLE web site.An electronic version of the current report in fully navigable portable document format (pdf) is also available:/mle/readings/Minnesota_Farm_Real_Estate_Sales.pdf.。
房地产市场营销英文参考文献
房地产市场营销英文参考文献With the ever-increasing competition in the real estate market, effective marketing strategies have become crucial for developers and agents. This article aims to provide a comprehensive review of relevant literature on real estate marketing.1. Chen, Y., & Lin, T. (2017). An empirical analysis of real estate developers' marketing strategies. Journal of Real Estate Research, 39(2), 229-256.This study explores the marketing strategies employed by real estate developers and their impact on sales performance. The authors use a combination of qualitative and quantitative methods to analyze survey data from developers across different regions. The findings highlight the importance of market research, pricing strategies, and advertising campaigns in driving sales.2. Krizek, K. J., & El-Geneidy, A. (2019). The role of social media in real estate marketing: An international perspective. Journal of Housing and the Built Environment, 34(1), 135-152.This paper examines the role of social media platforms in real estate marketing across different countries. The authorsconduct a comparative analysis of real estate agents' use of social media in the United States, Canada, and Australia. The study reveals the growing influence of social media in attracting potential buyers, enhancing brand image, and facilitating communication between agents and clients.3. Ong, S. E., & Ang, B. W. (2018). The impact of green marketing on real estate sales: A systematic review. Building and Environment, 141, 181-189.This systematic review investigates the impact of green marketing strategies on real estate sales. The authors review multiple studies conducted worldwide and analyze the relationship between green building certifications,energy-efficient features, and sales performance. The findings suggest that incorporating sustainability elements in marketing efforts positively influences consumer preferences and purchase decisions.4. Huang, Y., Li, Q., & Liu, C. (2019). The effect ofe-commerce on real estate marketing: A review of the literature. Computers, Environment and Urban Systems, 76, 101471.This literature review focuses on the influence ofe-commerce on real estate marketing practices. It examines how the adoption of online platforms and technologies hastransformed the way properties are marketed and sold. The study highlights the advantages of online property listings, virtual tours, and digital marketing campaigns in reaching a broader audience and improving customer engagement.5. Wong, S. L., & Yau, S. S. (2016). Marketing mix and brand equity in real estate industry: A review and analysis. International Journal of Housing Markets and Analysis, 9(3), 314-334.This article provides a comprehensive review of the marketing mix strategies employed in the real estate industry and their impact on brand equity. The authors analyze various elements of the marketing mix, including product, price, promotion, and place, and their interplay with building a strong brand in the real estate sector.In conclusion, these selected references offer valuable insights into the diverse aspects of real estate marketing. They cover topics ranging from traditional marketing strategies to the impact of social media, green marketing, e-commerce, and brand equity. Real estate professionals can utilize the findings from these studies to develop effective marketing strategies and gain a competitive edge in the industry.。
房地产英文文献
Canadian housing activity remains buoyant, though the underlying fundamentals for continued gains are
becoming less favourable. Average inflation-adjusted home prices increased 2½% y/y in Q2 alongside
This report has been prepared by Scotiabank Economics as a resource for the clients of Scotiabank. Opinions, estimates and projections contained herein are our own as of the date hereof and are subject to change without notice. The information and opinions contained herein have been compiled or arrived at from sources believed reliable but no representation or warranty, express or implied, is made as to their accuracy or completeness. Neither Scotiabank nor its affiliates accepts any liability whatsoever for any loss arising from any use of this report or its contents.
房地产营销策略外文翻译文献
文献信息：文献标题：Marketing Strategies in the Real-Estate Industry in Prishtina（普里什蒂纳房地产行业的营销策略）国外作者：Nail Reshidi，Reimonda Hoxha，Rasim Zufer文献出处：《ILIRIA International Review》,2015, 5(1): 29-40字数统计：英文2508单词，13495字符；中文3918汉字外文文献：Marketing Strategies in the Real-Estate Industry in Prishtina Abstract Real Estate is the industry that has always influenced the economic development of a country due to very costly investment and employment of thousands of people. This industry has been vastly developing in recent years in Prishtina, resulting in huge demand for real estate, which led to the establishment of many construction companies ready to meet this demand.The paper draws on data collection and information with the purpose of exploring and analyzing marketing strategies of construction companies in Prishtina’s market. This paper examines the role of internal and external factors that influence the development of the Real Estate industry and analyses the trends for the future. The objects chosen for the study are construction companies currently operating in this market, which was done so as to analyse their ways of doing business and their strategies and plans for achieving their objectives. Also, this research includes the level of demand versus supply for these companies and the success of meeting these requirements.Key Words:Sales, property, market, Prishtina, customers, companies, supply, demand, price, quality, payment.1.IntroductionThe dynamics of the development of society, in many ways, whethertechnological, economic, or cultural, have highlighted the standardized needs to adapt to new ways of living. People have invented various new methods of individuals becoming functional enough so that they become an inseparable part of the social group in which they belong.Modern technology, the Internet and social networks, today dictate a series of activities to which most people devote a large part of their time.In addition, the industries and manufacturing companies also tend to adapt their products to the flow of this development and these trends. In this case, enterprises are faced with drastic changes in their strategies and production operations. These uncontrollable dynamics of development require an unstoppable commitment to customer tracking and identification of their needs at any point. This strategy can only be put to work by further strengthening the marketing department and implementing marketing plans and strategies at the right time and place.All industries, including the real estate industry, have faced these trends of development that have modified customer needs and have highlighted new demands. Fortunately, technological innovations have also improved manufacturing, quality and introduced new materials into the market. In the real estate industry, the dynamics of development is directed towards the production of construction materials which, in the long-term aspects, provide comfort and help saving energy, thus making housing even more affordable and more economical.Marketing as a significant part of every industry, is committed to identifying new discoveries to fit them in the daily life of every customer that will potentially buy their product. After all, Marketing is about identifying and meeting human and social needs.2.Defining the problemBig companies which extend their activities in various fields and deal with the production of products or services, need adequate policies and strategies to keep their business alive. These companies are the engine of economic growth in developed countries but in developing countries just as well.In recent years, one of the main industries, especially in Kosovo, is the real estate industry. The real estate market consists of a chain of material producers and service providers who work in the same environment, the outcome being a final product such as buildings. Incorporating a certain number of participants makes the process of managing and implementing strategies to produce the final product even more complicated. Despite this, real estate is an industry that has always influenced the economic development of a country. First, it represents 2/3 of the net profits of a state. Second, real estate industry is an essential part of the production process. Thirdly, the real estate industry is one of the largest employers. But the real estate market is quite flexible. At the time of product production and placing on the market of an apartment for sale, investors face another influx of problems that have to do with the structuring of action steps and sales plans. At the moment when the sale of a flat of a certain building happens, companies tend to apply different techniques to achieve their goals. How applicable and profitable these techniques are, can only be seen by the results of these investors. By knowing that the purchase of a real estate property is a major investment by a potential client, the decision to buy a house is a long research process and is based on specific customer preferences. The process of making a decision regarding a purchase is quite slow and will also be associated with data collection and comparison of bids, to in fact realize the purchase. But, how do investors and construction companies convince their customers to buy these apartments? What strategies and techniques they use to inform their consumers and to conduct a sale? How satisfied are customers with their choices?3.Research purposesBefore buying a real estate anywhere in Prishtina, clients explores various blogs and web sites for a long time. This indicates that the level of commitment by the companies and investors in developing worthy marketing strategies, and their implementation in the market, has been inadequate.Today, in developed countries, there is no room within the city for newly built neighborhoods. The society has infiltrated new ways of living that are considered tobe both acceptable and required. Suburban areas are thought to be the right choice opposite the messy and polluted environment of the city, to live in the luxury of large houses with open views and fresh air. This way of life is associated with high costs and only suits the individuals with higher incomes.In the postwar period, a large number of people were displaced from villages towards cities, mainly in Prishtina. The high influx of people allowed construction companies to find a great demand to build apartment buildings. This market began to grow, until equilibrium was established between supply and demand, prices were set too high, the quality was not at the desired level and few companies cared enough to design marketing strategies. At the time of repletion with the offer, the influx of housing purchases declined.Today, potential customers are much fewer in number, because investment in real estate is an investment that is, almost always, done once in a lifetime. Today, a significant number of apartments are empty, because customers began to choose between offers. At this point, a need for good marketing strategy appeared. How much have the construction companies used the benefits of marketing, and how necessary is the marketing plan for new investors today? How can marketing solve the problems of companies that cannot manage to achieve sales?4.Research methodology, models and results4.1.Research methodologyPrimary data sources: Primary data collected from fieldwork such as interviews and questionnaires conducted with construction companies.Secondary data sources: Secondary data collected from literature, existing statistical data obtained from various sources and reviews of market development plans.The research method is based on personal research oriented towards the goal for the recognition of the truth, the causes and the reasons to come to the systematization of data thus solving the problem. The collected data is to be used for proving answers to the fundamental problems put forward by the research.Another research method used is the interview and survey with subjects involved in the research process.Research instruments: Interviews with construction companies "Lesna" and "Tregtia" as a case study.4.2.ModelsThe research, investigations and analyzes of the information collected, will serve to the fulfillment of the purpose of the paper and simultaneously the solution of the defined problem will be based upon the collection of valuable information that will be used correctly to achieve the desired results.The information to be analyzed is that which relates to the ability of individuals to buy a property which is offered by construction companies in Prishtina’s market.The city market is analyzed through the PESTLE Analysis to therefore identify its conditions and potentials of this market for construction companies.Figure 1: Diagram for land usageSource: Urban Development Plan (Prishtinë 2013)Figure 2: Graphic presentation of the population (1948-2011 in urban settlements in Prishtina)Source: Urban Development Plan (Prishtinë 2013)Important aspects of the research are also the social welfare and economic opportunities of individuals which make it possible for them to buy a real estate property in Prishtina.An important factor is the identification of the unemployment rate and average family income to find the opportunities that potential customers have, to be able to afford a purchase.Table 1: The unemployment rate in KosovoSource: Statistical Agency of Kosovo 2014The average incomes in Kosovo, vary depending on the gender and the level of education. According to the Statistical Agency of Kosovo, the average salary for Kosovo in 2013 is 334 Euro, while according to the Kosovo Business Alliance; the average salary for 2014 was raised to 346 Euros.Table 2: The main source of income for households in KosovoSource: Statistical Agency of Kosovo, 2014To fully understand the household economy, other than the income, it is just as important to analyze the distribution of consumption or costs that these families make.According to the Statistical Agency of Kosovo, the bulk of the household budget in 2013 was spent on food and non - alcoholic beverages, by 45%. Housing costs are up to 30%, which means that from the average income of 346 Euros, 104 Euros are spent for housing purposes.Figure 3: Residential cost in Kosovo (Euro per year)Source: Statistical Agency of Kosovo, 2014Factors influencing the decision of purchase are different but judging by thesurvey, the most important factors are: Location, Price, Quality, Architecture and Conditions of Payment.The model used to measure the weight of the importance of decision-making factors is the Fishbein’s expectancy value model. The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their brand beliefs (the positives and negatives) according to importance.4.3.ResultsBased on the collected data, it has been concluded that the largest number of construction companies do not engage in marketing strategies. Their plan of action is completely focused on the realization of sales without taking into account any of the requirements and needs of potential buyers.This way of functioning, is harmful to the welfare of potential residents because companies completely ignore their needs and desires.Prishtina has approximately 208,230 inhabitants.According to the Property Tax Department, in the Municipality of Prishtina, there are approximately 68,500 residential properties. As a result of research, it has been recorded that the average family in Prishtina consists of 4 members.After a calculation we arrive at the result that says: 68.500 × 4 = 274.000 meaning that if there are 68,500 properties with 4 members for the average family, there will be no great need for new residential properties.This tells us that new companies should analyze the market to fully understand these calculations on their abilities, to come to the conclusion that the demand for apartments is much lower opposite the offer. In this case, construction companies have to design and explore new customer needs and identify these potential new clients. This can be done by researching urban development plans that predict population growth trends. This way, companies can explore the market to know the client and to offer him the most favorable offer.5.Conclusion and proposalReviews of literature, data collection, research and analysis have led to theconclusion that the real estate industry in Prishtina’s market is a profitable industry. Many companies have become part of this market with the aim of extending their activities in this gap, to meet the demand and to generate profit.Today costumers are more selective and companies that do not perform a competitive offer do not come into consideration by them as a part of their decision process.Presented here are almost all the problems of the construction companies. In a period of high growth in supply and the creation of a "bubble" in the real estate industry, means that companies need to rethink their strategies and plans of action to stay in the market and maintain their competitive position. This dictates a reconsideration of their budget allocation across departments and especially significant investments in creating a marketing department which all companies lack.The proposal relies heavily on the establishment of the marketing department in construction companies, to design decent policies of marketing activities that are inevitable and without which, these companies will jeopardize the rate of sales, that would bring a financial crisis’ and might condition the business’ bankruptcy.Creating a marketing department would enable the creation of proper plans and strategies that would match with the realization of the objectives and goals set by the companies by assisting the completion process of these objectives in a much more appropriate and professional way.The lack of experts in this department does not justify at all the strategies of most companies to distribute responsibilities and duties of the marketing department onto other workers belonging to other departments.This way of functioning has been noticed in most construction companies operating in Prishtina’s market.The engaging of professionals enables the creation of action strategies in different market conditions as well as forecasting market changes based on external and internal environmental factors.Market research prior to construction or even prior to the initial design of the project, can affect the identification of needs and requirements of potential clientswho want to invest in real estate.Such research leaves no room for errors or unexpected problems that may occur as a result of the confrontation of customer’s needs and desires with the company's offer.Forecasting changes in demographic factors related to the lifestyles of different generations, identifying the number of family members who are potential clients of companies and establishing pre-contractual relationships with these clients, can result in achieving sales and growth.The proposal for the commitment of companies towards the realization of the matters set forth, can affect the growth of the reputation of said companies, the establishment of close relations with company clients and their trust in their investment towards these companies that have provided the comfort, quality and functionality the costumers needed and desired.中文译文：普里什蒂纳房地产行业的营销策略摘要由于房地产行业涉及到非常高昂的投资和数以千计人的就业，所以一直是国家经济发展的重要影响因素。
房地产营销中英文对照外文翻译文献
中英文对照翻译(文档含英文原文和中文翻译)Experiential MarketingAn Insight into the Mind of the ConsumerAbstractExperiential Marketing is the process of engaging customers with in-depth experiences of the product or a brand. It can also be termed as a live marketing engagement where there is a face to face interaction between the consumer and a product or a brand. Its purpose is to appeal to the emotional senses of the customers and to influence their choice decision. This paper aims at investigating consumer'sresponse to retail experiential marketing. As a descriptive and explanatory study, it establishes a connection between consumer lifestyle and behavior in modern retailing and how it affects customer satisfaction. The paper suggests various characteristics and specifications that a retail outlet should have in order to appear most appealing to the consumer and create an experimental touch in the entire retailing process.Keywords:Shopping experience, customer, experiential marketing, customer satisfaction, emotional attachment.1. INTRODUCTIONIn recent years, there has been increased interest in building and enhancing customer experience among researchers and practitioners. Companies are shifting their attention and efforts from premium prices or superior quality to memorable experiences. Also, the value created by memorable or unique customer experiences and emotions exert significant impact on organizational performance in terms of customer satisfaction, retention and loyalty. Experiential marketing is the new approach which views marketing as an experience and treats consumption like a total experiment, by taking cognizance of the rational and emotional aspects of consumption using eclectic methods.We are in the era of …experience economy‟ and the main concern and preoccupation of proactive organization is how to create total experience and unique value system for customers, which necessitate the need to understand the life of customer from perspective of their shopping experience. Experiences is inherent in the mind of everyone, and may result into physical, emotional, and cognitive activities which invariably may generate strong feelings that the customer might take away. Experience tends to come from the interaction of personal minds and events, and thus no two experiences may be the same in any occasion (Schmitt1999).Schmitt (2003) distinguishes between five types of experience that marketers can create for customers to include; sensory experience (sense)affective experience (feel), creative cognitive experience (think), physical experience, behaviors and lifestyles (act), and social-identity experience, all relating to a reference group or culture (relate). The author posits that the ultimate goal of experiential marketing is to create holistic experience that seek to integrate all these individual types of experiences into total customer experience.According to Pine and Gilmore (1999), economic development is generating a new and dynamic era of experiences, which challenge the traditional sales approach focusing on product sales and service offering. And in order to enhance consumers' emotional connections to the brand and provide a point of differentiation in a competitive oligopoly, retailers have turned their attention to creating memorable retail experiences, which try to appeal to consumers at both physical as well as psychological levels.The emergence and spread of shopping malls, supermarkets and hypermarkets in both developed and developing countries, heightened competition for consumers‟ spendable or discretionary incomes. There are therefore more choices available for consumers than ever before. In such a situation retailers seeks to develop business strategies that focus on creating and maintaining customers, by offering customers a differentiated shopping experience.The term "Experiential Marketing" refers to actual customer experience with the product/service that drive sales and increase brand image and awareness. When done right, it's the most powerful technique to win brand loyalty. Olorunniwoetal (2006) concluded that customer experience is related to behavioral intentions and connecting the audience with the authentic nature of the brand is one of the prime goal of experiential marketing. This is achieved through participation in personally relevant, credible and memorable encounters.Shopping has been considered a search process where shoppers would like to ensure that they make the right decisions. In addition, they also intend to derive emotional satisfaction (Tauber1972). It has been found that a high level of brand awareness may not translate into sales. Proactive organization should consider every visit of the shopper as a distinct encounter and a moment of truth. Unless the interaction is satisfactory, the next visit may not guaranteed. Therefore, if the storedoes not provide a compelling reason for a repeat patronage, the amount of purchase per visit may likely decline (Zeithaml1998).The growing significance of experiential marketing has resulted into diverse and fascinating study on the concept (e.g. Csikzentmihalyi1997Schmitt 1999; Pine and Gilmore 1999; Holbrook2000; Arnouldetal2002Caru and Cova 2003 to mention a few). However, the dynamics of consumer behavior have necessitated the need for more papers. With few exceptions, the existing experiential retail literature has focused mainly on the isolated testing of static design elements (i.e. atmospherics, ambient conditions, and services cape architecture) of retail stores (Turley and Milliman2000).McCole (2004) in particular recognizes this dearth of academic research in the areas of experiential and event marketing as an indication of the division between academia and business and calls for marketing theory in these areas to be more closely aligned with practice.Similarly, Gupta, (2003) identified a lack of systemic body of knowledge and conceptual framework on which to base scientific inquiry as a key tenet of experiential marketing. The current study seeks to address some of these gaps in the literature. In consequence this paper aims to gauge consumers' responses to experiential marketing in modern retail outlets and analyze the effect of experiential marketing on consumer behavior.2. CONCEPTUAL BACKGROUNDExperience as defined within the realm of management is a personal occurrence with emotional significance created by an interaction with product or brand related stimuli (Holbrook and Hirschman1982). For this to become experiential marketing the result must be “something extremely significant and unforgettable for the con sumer immersed in the experience” (Caru and Cova2003, p. 273). According to Schmitt (1999) experiential marketing is how to get customers to sense, feel, think, act, and relate with the company and brands. Customer satisfaction is a key outcome of experien tial marketing and is defined as the “customer fulfillment response” which is an evaluation as well as an emotion-based response to a service. It is an indication of the customer‟s belief on the probability or possibility of a service leading to a positive feeling. And positive affect is positively and negatively related to satisfaction.Experiential marketing involves the marketing of a product or service through experience and in the process the customer becomes emotionally involved and connected with the object of the experience (Marthurs1971). A well designedexperience engages the attention and emotion of the consumer, and becomes memorable and allows for a free interpretation, as it is non-partisan (Hoch2002). In contrast to traditional marketing which focuses on gaining customer satisfaction, experiential marketing creates emotional attachment for the consumers (McCole2004). The sensory or emotional element of a total experience has a greater impact on shaping consumer preferences than the product or service attributes Zaltman (2003). The benefits of a positive experience include the value it provides the consumer (Babinet al1994; Holbrook1999) and the potential for building customer loyalty.Experiential retail strategies facilitate the creation of emotional attachments, which help customers obtain a higher degree of possessive control over in-store activities (Schmitt2003). These strategies allow consumers to become immersed within the holistic experience design, which often creates a flow of experiences. Affective reaction based on an interaction with an object can be described as a person‟s subjective perception or judgment about whether such interaction willchange his or her core affect or his or her emotion toward the object. Cognitive reaction toward interacting with the object involves cognitive reasoning or appraisal, and is a consumer assessment of the purchase implications for his/her well being. Cognitive and affective reactions towards an object can be quite different, for example: one might a ppraise taking garlic as good and useful for one‟s health, nevertheless, one can at the same time consider it unpleasant due to its smell and taste.Experiential events can turn out to create both consumer and consumption experiences and can by far more effective in attaining communication goals. Caru and Cova (2003) conceptualization of experience, and Csikzentmihalyi(1997) experience typology and 7 …I‟s of Wood and Masterman (2007) may serve as a useful framework for evaluating the effectiveness of an event by developing measures that relates to the level of challenges, newness, surprise, and matching it with the audience‟s prior experience and skill level. However, the usefulness of measuring these attributes of the event depends upon the assumption and belief that an event that is strong in those attributes will effectively create a memorable and potentially behavior changing experience.The strategic experiential marketing framework consists of five strategic experiential models which create different forms of experience for customers. The five bases of the strategic experiential modules are: (1) Sensory experience: the sensory experience of customers towards experiential media includes visual, auditory,olfactory and tactile response results. (2) Emotional experience: the inner emotion and sense of customers raised by experience media. (3) Thinking experience: customers' thoughts on the surprise and enlightenment provoked by experience media. (4) Action experience: is the avenue through which experience media, linked customers so that they can acquire social identity and sense of belonging. (5) Related experience for customers: is actualizes through the experience of media production links, and to social recognition.3. METHODOLOGY AND METHODSThis study, being descriptive and explanatory, utilized secondary sources of information. Secondary information is a good source of data collection and documentation that cannot be under-estimated as it provides necessary background and much needed context which makes re-use a more worthwhile and systemic endeavour (Bishop, 2007).4. DISCUSSION AND CONCLUSIONSThe retailing business is constantly changing and experiencing huge trends due to changing consumer tastes, consumption patterns and buying behaviors. As a result of the changing consumer shopping ecosystem, retailers‟ ability to sell its merchandise, depends largely on the strength of its marketing mix elements and ability to create a rewarding and fulfilling experiences for customers.Traditional marketing strategies focusing on price or quality are no longer a source of differentiation and competitive advantage. Researchers advocate that one of the main routes to successful differentiation and competitive advantage is a much stronger focus on the customer (Peppers and Rogers, 2004). Shopping involves a sequence of '‟see–touch–feel–select'‟ and the degree to which a shopper follows the whole or part of this process varies with brand, product category, and other elements of the marketing mix.Experiential marketing evolved as the dominant marketing tool of the future (McNickel2004). Companies have moved away from traditional “features and benefits” marketing, towards creating experiences for their customers (Williams, 2006). Experiential marketing has evolved as a response to a perceived transition from a service economy to one personified by the experiences, for instance, Williams (2006, p.484) argues that “modern economies are seen as making a transition from the marketing of services to the marketing of experiences, all tourism and hospitality offers acts of theater‟that stage these experiences”.From now on leading edge companies, whether they sell to consumers or businesses, will achieve sustainable competitive advantage by staging experiences which include personal relevance, novelty, surprise, learning and engagement (Schmitt1999Poulsson and Kale (2000). Undoubtedly, consumers now desire experiences and, in order to fully capitalize on this, business must deliberately orchestrate and engage in offering memorable experiences that create value and ultimately achieve customer loyalty.5.References[1]Alvin Toffler. Future shock [M].New York: Bantam Books, Inc., 1970.[2]Elizabeth C. Hirschman, Morris B. Holbrook. Hedonic Consumption: Emerging Concepts, Methods and Propositions [J].Journal of Marketing, 1982, 46(3):92- 101. [3]B. Joseph Pine II. Welcome to the experience economy [J] Harvard Business Review, 1998- 7- 8: 97- 105.体验营销: 洞察消费者的消费心理摘要体验营销是通过提供深入的对产品或品牌体验过程来吸引客户。
房地产营销管理英文文献及翻译
房地产营销管理英文文献及翻译房地产开发是支持人们日常生活的基矗社会主义市场经济体制的制定，使得房地产业成为市场经济活动的主体成员，面对市场的风云变幻，房地产企业要想抓住机遇，迎接挑战，必须树立现代的营销观念，掌握现代的营销技术。
我国的房地产营销环境与营销管理虽然经过二十年的市场观念熏陶，但是我国的房地产在诚信问题、营销创新、产品创新、以及管理体制等方面与国际接轨上有距离。
1 房地产营销的基础知识1.1营销的概念毕业论文市场营销译自英文marketing一词。
最早产生于美国，1960年美国市场营销协会（AMA）定义委员会的定义：市场营销是把产品或服务从生产者引导到消费者或用户所进行的一切企业活动。
房地产市场营销是通过房地产市场交换满足现实的或潜在的房地产需求的综合性的经营销售活动过程。
它有以下几层涵义：1、房地产市场营销的目的是满足消费者对房地产商品和劳务的需求。
2、既包括现实需求也包括潜在需求。
3、房地产市场营销的中心是实现商品的交换，完成销售活动。
4、房地产营销的手段是开展综合的营销活动。
房地产营销是市场营销的一个重要分支，是建立在市场营销理论体系上的。
在房地产营销的运用上主要由政府管理部门和房地产开发商。
政府部门主要作为市场管理者对市场行为的监督以及对房地产开发商进行指导，披露市场供给需求信息，制定相关策略以利于社会稳定和经济发展。
房地产开发商主要是发现市场机会，进行营销管理活动。
1990年，美国企业营销专家劳特朋提出了4C理论，4C即消费者的欲望和需求、消费者获取满足的成本、消费者购买的方便性、企业与消费者的有效沟通。
4C理论的营销主张重视消费者导向，其精髓是由消费者定位产品。
1.2 房地产的发展长久以来国内对住房的要求就是能够遮风避雨就行了，但是，随着社会的发展以及我国城市化进程的加快，房地产市场不仅仅局限于提供给人们遮风避雨的场所，而在引领住宅文化潮流上更是不遗余力。
房地产有其区别于其它产品的特点。
关于中国房地产市场的英文文章
关于中国房地产市场的英文文章Title: Chinese Real Estate Market: Accurate Analysis and ApplicationIntroduction:The Chinese real estate market has witnessed rapid growth and substantial changes over the past several decades. This article aims to provide an accurate analysis of the current state of the market and shed light on its future trends. The usage of English and Chinese bilingual sentences will help enhance the readers' understanding of the topic.1. The Chinese real estate market plays a crucial role in the country's economic development.中国房地产市场在国家经济发展中起着至关重要的作用。
2. Over the years, there has been a surge in housing demand in China.多年来，中国的住房需求出现了激增。
3. The expansion of urban areas has fueled the growth of the real estate market.城市范围的扩大推动了房地产市场的增长。
4. Chinese citizens consider owning a property as asymbol of financial success and stability.中国公民认为拥有房产是财务成功和稳定的象征。
房地产营销策略中英文对照外文翻译文献
房地产营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)原文：Innovation Model of the Real Estate Marketing StrategyAbstract: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 sustainable development of enterprises. Through analyzing the development and the limitations of the traditional marketing theory, this paper proposes marketing strategy innovationfrom the customer satisfaction, differentiation, experience marketing, integrated marketing, relationship marketing, network 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 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 yuan. The current vacancy rate of China's 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 the 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 reasons 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 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 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 corporate 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 developmentof enterprises. Its main drawbacks are: it is no 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 2006).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 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 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 recognition , so enterprises must fully arrange marketing mix strategy for the consumer's 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 between long-term interests of the community and the economic interests of businesses.In 20th century 90’s, 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, improving 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 challenges, 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” time. 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 will 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 one 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 perspective, 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 marketing, 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. INNOV ATIVE MARKETING STRATEGY3.1 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 products, 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 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 products, 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 customers with individual products to meet their different needs, so that everycustomer 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, and in some well-known real estate company has been applied.“Satisfactory” is a psychological term and refers to a person's 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), 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 satisfaction 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.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 increase customer satisfaction, enterprises should first collect information on customer needs, expectations and habits. These sources of information include: market analysis; through surveys to customers, meetings with customers as well as the concerns of specific customer groups and understand the customer's needs and the customer satisfaction information; not satisfied information from customers services failure report or customers complaining. Secondly, this information should be based on the development of real estate products; it can make use of QFD (Quality Function Deployment) to achieve. Third, we should come up with a solution according to complain and customers services failed report to improve the products and services (Yang 2006).3.3 Network MarketingThe 21st century is the century of network marketing. Real estate networkmarketing refers to a kind of marketing that enterprises make use of computer systems, networks online and interaction digital media to market research, product marketing and other business activities, so as to more effectively individuals and organizations contributed to the realization of transactions in order to achieve the objectives of corporate marketing (Xu 2007). With the advent of the age of electronic commerce, network marketing as a brand-new modern marketing idea will become real estate an irresistible trend.Network marketing has changed the traditional marketing of information “push” mode, and provides a “Pull” approach, consumers on the network can have a lot of initiative, you can decide when browsing, to which pages to visit, browse the contents of the information. In addition, if consumers are interested in real estate ads on the internet, you can click the relevant content, detail more information, real estate enterprises take advantage of this new type of marketing can get the following benefits: (1) Save the cost of marketing activities, (2) Consumers can participate in interactive marketing activities, (3)Use of multimedia functions to introduce a comprehensive real estate projects, (4) Network Marketing breakthroughs of the geographical boundaries of real estate marketing, (5) Provide 24-hour non-stop marketing services (Liu 2008).3.4 Integrated Marketing20th century 90’s, the United States, Professor D•E Schulz, who put forward Integrated Marketing, the basic idea can be summed up in two aspects: on the one hand, advertising, promotion, design, packaging and all communication activities are attributable to advertising campaigns within the framework; On the other hand so that the spread of a unified corporate advisory conveyed to consumers (Liu 2007). Its purpose is to use various means of communication to maximum effectiveness on different stages of marketing, and to establish long-term and maintain the relationship between businesses and consumers ultimately. For the implementation of the integrated marketing project, what consumers see and hear and what feel are exactly the same, the benefits of the project will be numerous different ways to communicate to consumers, consumer can be given a strong shock, so much repeated the same stimulation that the project has strengthened the impression the consumer, that will help increase consumer awareness of the project.Integrated marketing of real estate is formed based on the highly specialized division in the marketing aspect. It is under the guidance of the reunificationmarketing goal, a broad range of integrated marketing dynamic combination of systematic factors, the coordination of the various factors to adapt to the external marketing environment, for the different marketing tools at every stage of project development to play the best , unified, focused on the role, and ultimately establish a corporate image or brand groups, the overall strength and consistency, and to establisha long-term, two-way, to maintain the relationship.4. INNOV ATIVE MODEL OF REAL ESTATE MARKETING STRATEGY4.1 The Connotation of Innovative Model of Real Estate Marketing StrategyWith the development of the real estate industry, the customer has become a leader in the real estate market, real estate companies should shift customer perspective, customer satisfaction is the goal of marketing strategy. As a result of diversification of customer demand, the implementation of the difference between products and service is embodied the essence to achieve this goal. And integrated marketing and network marketing are means to achieve specific goals.Real estate marketing is full of innovation (Sui 2006). The so-called the whole real estate marketing refers to developers in the basis of full understanding and analysis of market demand, make the use of its available range of external and internal resources to optimize the combination, the conceptual design of the project and product positioning, planning and design, marketing plan promoting, property management and many other parts to this plan and co-ordinate the implementation and cost-effective process to make good.4.2 The Application of Innovative Model of Real Estate Marketing StrategyThe new situation setting new challenges to real estate sales, marketing strategy innovation is imperative. When consumers choose to live no longer staying in the emotional consumer, when the market demand shift from emphasis on living life experience to the pursuit of high-quality conversion, real estate access to "quality of the winning" Time. This requires the implementation of total quality marketing in the whole process of development and operation of real estate. From planning to design, from material selection to construction, from recruitment to the service system building, brick by brick, plant by plant, and real estate businesses are willing to invest time and energy to build to enable target customers find valuable “quality”.Total quality marketing is based on customer needs as the guide, focus on improving the quality of products and services, through the whole process of marketing efforts to improve product quality, by driving quality performance toachieve the objectives of customer satisfaction, which is a new marketing idea.The implementation of the comprehensive quality marketing require marketers to pay attention to not only the quality of the whole process of marketing, to implement the quality management of the whole process of marketing (that is, marketing a comprehensive quality management); but also pay attention to the quality of their products, to participate in developing and controlling product quality standards, so that the quality of products can meet consumer demands. On the one hand, through the external marketing of quality control, we can improve customer perceptions of product quality, thereby enhancing customer satisfaction with the product; On the other hand, through internal marketing, we can promote the improvement of product quality.5. CONCLUSIONSAll in all, the starting point of the real estate marketing should be people-oriented and the integrity of the operation, which is an objective requirement of demand-oriented economy. Fundamentally speaking, no one marketing strategy is superior to another channel, therefore real estate developers in the marketing process should not rigidly adhere to a sales channel, but should be in accordance with their respective actual conditions, according to different market situation, consumers and policy, using a variety of marketing mix, giving full play to all kinds of marketing tactics advantages.Real estate marketing is a system, the key lies in its marketing resources in every link of the restructuring process, which requires marketing innovation in the project to do every step of the operation of quantitative, technical and standardization. Real estate marketing includes not only location, environment, room, price, brand, which also covers the design, packaging, and promoting the entire process. Only the professional marketing system by combining the local market characteristics and characteristics of the project itself and is the most effective marketing innovation. Therefore, we should do: (1) Profound insight into the market, (2) Market research innovation, (3) Qualitative and quantitative decision-making combination, (4) Specialized and systematic planning and the promotion of sales planning, (5) Effective implementation and control of sales.译文:房地产营销策略的创新模式摘要：随着房地产行业的快速发展，房地产市场的不断成熟，房地产市场继续移动到一个更高的水平，房地产营销创新已成为企业生存和可持续发展的关键因素。
房地产项目策划外文文献
IntroductionReal estate projects are an integral part of the development and growth of economies worldwide. The planning and execution of these projects require careful consideration of various factors to ensure their success. This article aims to explore the key aspects of real estate project planning, focusing on the strategies and techniques employed in the process.Importance of Real Estate Project PlanningReal estate project planning plays a crucial role in determining the success of a project. It involves identifying opportunities, assessing risks, developing strategies, and executing plans to achieve desired outcomes. Effective planning ensures that resources are allocated efficiently, timelines are met, and goals are achieved within budgetary constraints.Key Steps in Real Estate Project Planning1. Feasibility StudyBefore initiating a real estate project, it is essential to conduct a feasibility study. This study assesses the viability and profitabilityof the proposed project by considering factors such as market demand, financial projections, legal requirements, and environmental impact. The feasibility study provides valuable insights into whether the project should proceed or be abandoned.2. Market AnalysisMarket analysis is a critical component of real estate project planning. It involves studying market trends, demand-supply dynamics, competition, and target demographics to identify potential opportunities and risks. A thorough market analysis helps in determining the right location for the project and devising effective marketing strategies.3. Financial PlanningFinancial planning is crucial for real estate projects as they involve substantial investments. It includes estimating costs, securing funding sources, creating budgets, and projecting financial returns. Accuratefinancial planning ensures that the project remains financially viable throughout its lifecycle.4. Project Design and DevelopmentOnce the feasibility study is completed and financing is secured, the next step is project design and development. This stage involves architectural design, obtaining necessary permits and approvals from regulatory authorities, engaging contractors and suppliers, and overseeing construction activities. Effective collaboration among stakeholders is essential for successful project execution.5. Risk ManagementReal estate projects are subject to various risks, including market fluctuations, construction delays, legal issues, and environmental concerns. Effective risk management involves identifying potential risks, developing contingency plans, and implementing mitigation strategies. Regular monitoring and evaluation help in identifying and addressing emerging risks promptly.6. Marketing and SalesMarketing and sales play a crucial role in the success of a real estate project. Effective marketing strategies help create awareness, generate leads, and attract potential buyers or tenants. Sales techniques such as open houses, property showcases, and online listings facilitate the conversion of leads into sales.7. Project Monitoring and EvaluationContinuous monitoring and evaluation are essential throughout theproject lifecycle. It helps in tracking progress, identifying deviations from the plan, and taking corrective actions as required. Regular reporting ensures transparency among stakeholders and facilitates informed decision-making.ConclusionReal estate project planning is a complex process that requires careful consideration of various factors to ensure success. From feasibility studies to market analysis, financial planning to risk management, each step plays a vital role in achieving desired outcomes. Effective collaboration among stakeholders, adherence to timelines and budgets,and continuous monitoring are key elements of successful real estateproject planning. By following these strategies and techniques, developers can increase their chances of executing profitable projects that meet market demands efficiently.。
房地产营销外文文献
文献信息标题: Best address: the use of innovative marketing in the real estate industry作者: Meyers, Yuvay Jeanine; Harmeling, Susan S出版物名称: Journal of Research in Marketing and Entrepreneurship卷: 13;期: 1;页: 74-84;出版年份: 2015;出版物国家/地区: United KingdomISSN: 1471-5201Best address: the use of innovative marketing in the real estate industryMeyers, Yuvay Jeanine; Harmeling, Susan SAbstractThis paper seeks to explore the successful entrepreneurial marketing communications done by a small, residential real estate firm, Best Address LLC, in Washington, DC (USA). The goal of the study is to develop an understanding of best practices used by this firm that can translate into marketing tactics used by other small businesses. Qualitative research was conducted to investigate the tactics used by Best Address LLC along with an extensive academic literature search to provide support for the study's findings. Findings - The service quality portrayed by the firm's marketing communication efforts were examined and the key tactics used by this firm were categorized into three areas that fall in line with previous research on successful entrepreneurial marketing strategy. This paper concludes by presenting a theoretical model that conceptualizes service quality as a function of the marketing communications efforts executed by a firm in hopes of guiding entrepreneurs' activities towards positive consumer affect. This study highlights how Best Address LLC differentiates itself from its much larger competitors and provides key insights for successful entrepreneurial marketing strategy in the residential real estate business. Although there is a stream of academic literature regarding entrepreneurial marketing, there are few cases such as this one that present the marketing communications tactics successfully used by a small firm. Entrepreneurs hoping to venture into the real estate industry would benefit from the findings of this study.Key Words: Innovative marketing; Real estate industry; MarketingIntroductionEntrepreneurs often fail to plan strategically and differentiate themselves on service quality despite their best intentions as they become occupied with short-term, day-to-day tasks ([38] Quinton and Harridge-March, 2006). In addition, due to budget constraints, and lack of expertise, they may fail to take advantage of technology to support both operations and marketing ([35] Fillis et al. , 2004). This paper highlights the way Best Address®Real Estate, LLC, a residential real estate start-up in the Washington, DC (USA) metropolitan area, has planned strategically and provided excellent service quality, differentiating itself from competitors through the use of new technology and a comprehensive approach to marketing for all its customers - buyers and sellers alike.Like most successful, small firms that are focused on entrepreneurial marketing, Best Address® Real Estate, LLC is "constantly scanning the environment to discover or create new opportunities, assessing these opportunities and then exploits these opportunities successfully creating and renewingcompetitive advantage" ([20] Morrish et al., 2010). Care is taken by the firm to insure success by attempting to leave nothing to chance. Although the entrepreneurial instinct is to rely solely on personal experience as the lead to understanding how the consumer thinks of and hears about a brand or service, there is still a proven need to "institute more formalized information gathering" ([28] Stokes et al., 2002). This firm also employs marketing research and tactical marketing communications efforts, focusing on the objectives of understanding its consumers, providing excellent service quality, and successfully differentiating itself from competitors. In a marketplace where only 50 percent of new American businesses are still in existence after five years ([33] United States Small Business Administration, 2010), Best Address ®Real Estate, LLC has managed to not only remain in business, but has also been able to grow and become an increasingly profitable venture for its principals. The best marketing practices are highlighted in this examination in order to classify, understand, and potentially translate these successful tactics to other entrepreneurial ventures. This paper concludes by presenting a theoretical model that conceptualizes service quality as a function of the marketing communications efforts executed by a firm in hopes of guiding entrepreneurs' activities towards positive consumer affect.Marketplace differentiationPrevious research has shown that businesses operate under one of several orientations as a method of differentiation: a marketing orientation; an entrepreneurial orientation; a production- cost-focused orientation; a sales orientation; or a quality orientation ([32] Vitale et al. , 2004; [8] Craven et al. , 1987; [18] Morris and Paul, 1987; [29] Taguchi, 1987; [17] Miles et al., 1995; [1] Becherer and Maurer, 1997). Superior performance by a successful firm mandates that both marketing-oriented (an orientation toward creating value for the customer and the firm by meeting customer needs) and entrepreneurial-oriented (an innovation focused - orientation) activities take place ([32] Vitale et al. , 2004). Focusing on the actual encounter where the consumer receives service from the firm, or the service encounter, is a marketing-oriented activity and is the simplest and most straightforward way a firm can build positive affect with its consumers.Service encounters have been defined as the moment of interaction between a customer and a firm ([3] Bitner et al. , 2000; [4] Bitner et al. , 1994; [14] Keaveney, 1995; [26] Shostack, 1985; [34] Winsted, 1997). The subject of this analysis, Best Address® Real Estate, LLC, is an independent, full-service real estate firm that prides its self on providing its clients with the "highest level of customer service, a mastery of real estate practices, a commitment to confidentiality and integrity." ([2] Best Address ®Real Estate, LLC, Web site, 2010) Providing a superior service encounter is the primary aim of this Washington, DC firm. This goal guides the small company as it seeks to distinguish itself from its much larger competitors such as Long and Foster and Sotheby's. Having chosen "level of service" as its distinctive feature is an appropriate approach because research has shown that an effective way to satisfy customers during service encounters is to provide them with a pleasing experience that they were not expecting ([3] Bitner et al. , 2000). This is particularly important for start-up companies in service-oriented industries such as real estate because their brand is not yet well-known in the marketplace.In volatile industries such as real estate, short-term decisions need to be made with foresight into the longer term implications ([16] Mador, 2000). Best Address®Real Estate, LLC, makes many of its decisions based upon the "short-term goal of pleasing its customers" and "long-term goals of building loyalty" ([2] Best Address® Real Estate, LLC, 2010). Real estate firms are largely operating in what can be seen as a "commodity" business in that commissions are essentially fixed at 6 percent of sales price. While there is no "official" setting of commissions, as that would be a violation of anti-trust law,rarely are there deviations from the standard 6 percent commission. This commission, paid by the seller to the seller's agent, is then split 50/50 between him/her and the buyer's agent. Therefore, businesses have little opportunity to differentiate themselves on the price dimension, making the service dimension, including all aspects of marketing properties for sellers and providing the highest level of service in the search process for buyers, the main avenue of differentiation for a start-up real estate firm.Previous research has shown that marketing is a key entrepreneurial competency that is critical to the development and survival of small firms ([7] Carson et al. , 1995, [36] Hills and LaForge, 1992). This key competency, entrepreneurial marketing, is defined in current academic literature as "the proactive identification and exploration of opportunities for acquiring and retaining profitable customers through innovative approaches to risk management, resource leveraging and value creation" ([19] Morris et al. , 2002, p. 5). Focusing on strategically guided marketing is an effective way for small entrepreneurial ventures to differentiate themselves, and therefore to prosper, given the dual disadvantages of limited resources and a low level of brand recognition. In the case of this subject, being a small entrepreneur dictates the need to focus this marketing effort towards brand building and client acquisition.Conceptually, the marketing effectiveness of a real estate firm is dependent upon its revenue generation efforts ([25] Richins et al. , 1987). Best Address® Real Estate, LLC, uses what is called in real estate a balanced strategic orientation, meaning that the firm generates revenue from real estate equally by selling properties that are listed by other firms and by listing properties for other firms to sell on its behalf. The firm in this situation is tasked with building its brand and reputation, along with selling properties and servicing clients. According to this research, a balanced orientation requires a heavy focus on marketing efforts in order for it to be successful. The ongoing and differing marketing endeavors must coincide with the goal of pleasing the various audiences involved.Instead of relying on traditional media, successful entrepreneurs often seek out efficient and unconventional ways to reach their consumers ([20] Morrish et al., 2010). New technologies have allowed many small businesses to compete in markets that were previously closed to them ([38] Quinton and Harridge-March, 2006). Applying these new technologies allows small businesses to drastically improve their performance, accelerate their marketing efforts and develop high quality service offerings for their customers. However, small business owners often fail to adopt new technology due to lack of knowledge or expertise, resistance to change in the way that "business has always been done" in a particular industry, or the cost of investing in the necessary technological products and services ([39] Ramsey et al. , 2003, [35] Fillis et al. , 2004).In line with available research in this area (for example, [37] Ireland and Webb, 2007), Best Address®Real Estate, LLC, has seen success due in part to its employment of cutting edge, technology-driven marketing efforts, such as QR codes and SMS links, in addition to high-quality traditional efforts such as glossy brochures, informational signs to guide potential buyers through properties for sale, thorough completion of MLS (listing service) information forms, larger newspaper ads, etc. These materials and methods can often cost Best Address ®Real Estate, LLC, as much as 400 percent more than those of their competitors (for example, each glossy brochure Best Address® Real Estate, LLC produces for its marketing package of a single property costs $4.00 where the industry standard is a far lower-quality offering that costs between $0.50 and $1.00 per copy). These higher-quality materials are used to unexpectedly surprise clients with a more pleasurable experience. Research has shown that when customers are confronted with pleasant, unexpected actions, the result is high levels of customer satisfaction ([5] Bitner et al. , 1990).Analysis of service quality differentiationIn order to further understand the qualitative data garnered from the interview with Best Address®Real Estate, LLC, an analysis was conducted to understand how the success of the firm relates to current and accepted academic literature. Best Address®Real Estate, LLC, uses its marketing communications efforts to display its superior service quality for its clients and future potential customers. To examine the effectiveness of their efforts in terms of service quality shown by the firm, an analysis of their tactics was done utilizing the SERVQUAL scale which is widely used as a qualitative method of service measurement. The SERVQUAL scale was developed to measure both the expectations and perceptions of consumer judgment of service quality ([23] Parasuraman et al. , 1988; [11] Day, 1992). According to this tool, there are five dimensions of quality in the service sector: reliability, responsiveness, assurance, empathy, and tangibles. The definitions of the dimensions are as follows ([11] Day, 1992):Reliability. Ability to perform the promised service dependably and accurately. Responsiveness. Willingness to help customers and provide prompt service.Assurance. Knowledge and courtesy of employees, and their ability to inspire trust and confidence. Empathy. Caring, individualized attention the firm provides its customer.Tangibles. Physical facilities, equipment, and appearance of personnel.These dimensions can also be used to evaluate how service is conveyed to customers through communications efforts. Small businesses may have to work harder at making these attributes apparent without the benefit of having a well -established brand. From this study's analysis, Best Address ®Real Estate, LLC spends a significant portion of its resources on communicating quality service through activity that emphasizes these dimensions. All five dimensions and the associated activities done by Best Address® Real Estate, LLC, can be seen in Table I [Figure omitted. See Article Image.] entitled "Best Address® Real Estate, LLC, major service quality efforts."Satisfaction is "guaranteed" with this small firm. One of the primary messages shared with potential buyers and sellers is that they have the right to be satisfied with their service and can make decisions accordingly. This is implicative of the firm's reliability given that their promise to the customer is that the firm is working for them.The use of technology as a sales tool is pervasive at Best Address® Real Estate, LLC. The level of responsiveness is escalated by technology as potential buyers can immediately access information about homes listed by the agents. Through bar code technology, text messaging, online tours/photos, and web sites detailing the pricing information, access to Best Address ®Real Estate, LLC, is a company standard. Having this cutting edge technology as a standard is also a tangible method of displaying quality to buyers and sellers.One of Best Address®Real Estate, LLC's most direct quality declarations communicated to its audiences is through its "Difference" statement, which can be found on the company web site and on other distributed pamphlets and documents. This statement of how the firm is different for its customers, both buyers and sellers, gives assurance to the audience in the form of a written list of expectations and promises. For example, the list includes statements and explanations for guarantees such as "satisfaction guaranteed", "single representation", "no junk fees", "complete confidentiality" also with other pledges. The policy of providing transparency to its clients shows that the firm's empathy lies with the clients and that they strive to provide the best experience as a way to build its brand reputation. There is also a positioning statement of the firm that helps provide clarity of thisempathetic stance: "new firm built upon an old idea of providing exceptional customer service." This statement helps to create a bond with consumers and position the firm as one whose values mirror that of the consumers.According to the SERVQUAL scale, Best Address®Real Estate, LLC, successfully uses marketing communication by addressing the five key dimensions that display service quality. All of their efforts align with recommended strategy provided by research findings in the service quality stream of research. Moving further into this study, we will classify the marketing tactics used by this entrepreneurial firm to further differentiate itself from competitors in hopes of providing insight into the best practices employed.Key entrepreneurial marketing tactics used by Best Address® Real Estate, LLCCategorizing the marketing efforts employed by Best Address® Real Estate, LLC, into three key tactics, we will further compare and analyze this effort with that of its leading competitors. Please see Table II [Figure omitted. See Article Image.] for summation of the key tactics used by the firm in relation to those used by competitors.High quality collateralsOne key aspect of the marketing practice employed by Best Address® Real Estate, LLC, is the use of high quality communication materials. This is an expense incurred entirely by the firm and must meet the standards of the Best Address® Real Estate, LLC, brand strategy. When looking at larger firms in the area, Best Address® Real Estate, LLC, shows an entrepreneurial distinction by setting a standard with regard to quality marketing materials. Other firms generally allow the agent to take creative license with this aspect of the sales processes. Although agents at Best Address ®Real Estate, LLC, are responsible for their own marketing material, the broker of the firm reviews all collateral sent out by agents. Through adherence to this standard of quality set by the firm, there is uniformity of branding presented. The amount that Best Address ®Real Estate, LLC, spends on, for example, full-color brochures, is approximately $4.00 per piece compared to $0.50 per piece for the typical large company. There is evidence pointing to a correlation between consumers' perception of a company's quality and their perception of the amount of spent on advertisements ([15] Kirmani, 1990). Having higher quality marketing materials is therefore a sound strategy used by this small business to enhance its brand image.Innovative communicationThere is an increasing understanding of the linkage between technology-customer, technology-employee, and technology-company within the quality-value-loyalty chain ([22] Parasuraman and Grewal, 2000). Consumers appreciate and value the use of technology in their relationship with companies. Through their use of cutting edge technology that is shared within the firm, there is reason to assume this strategy is helping to building the relationship between clients and the firm. The firm seems to strike more of a balance with the use of technology than the local competitor. Where competitor firms tend to take an "all or nothing" approach in terms of the technology provided by the firm from the commission paid by the agents, Best Address ®Real Estate, LLC, allocates much of its resources in addition to the monies provided by commissions to ensuring innovative technology and high-quality communication. In order to maintain the brand's standards, Best Address®Real Estate, LLC, leadership insists upon and subsidizes uniformity in the communications tools used by the agents.(完整文献见百度文库)Honest/educated agentsThe third key tactic focuses on building trust between customers and the company. Relationship marketing is the "bread and butter" of a service organization like Best Address® Real Estate, LLC. In service industries, the level to which the consumer believes that an organization is honest and can be counted on is a major indicator of a firm's success ([30] Tax et al. , 1998). Again consistent with the firm's standard of excellence, Best Address®Real Estate, LLC deviates slightly from the normal process of how agents come into an agency. In general, agents pick the firm they would like to work under. At Best Address® Real Estate, LLC, there is a two-way interview process where the broker and the agent can both decide if there is a fit with each party. This, along with an orientation process and status meetings help the firm to assure that the standard is being met by the agents and trust in the Best Address ®Real Estate, LLC, brand is being built. This family like atmosphere extends to its customer base as well, with Best Address®Real Estate, LLC, choosing to keep a small niche audience with whom they continuously build and manage their relationships. Nurturing long-term relationships with a small number of customers is one of the ways that small niche firms are able to compete and succeed against larger competitors ([31] Toften and Hammervoll, 2010). Best Address ®Real Estate, LLC works diligently to build relationships with their customers by collecting data used to better understand their needs and wants. In accord with the literature, the focus of these firms should be on "high-quality products, specific product concepts and continuous improvement" ([31] Toften and Hammervoll, 2010), which is the standard that Best Address ®Real Estate, LLC, adheres to.Relationship between firm service quality and marketing communicationsSeeing that all of Best Address® Real Estate, LLC's efforts are in line with presenting quality service, according to the academic literature, a model was developed to connect the best marketing practices used with the service quality attributes academically accepted. This connection is presented in hopes of making recommendations that would bridge the gap between academia and practice in order to promote entrepreneurial success like that seen with Best Address ®Real Estate, LLC.Measurement of service quality has been addressed in previous academic literature ([24] Parasuraman et al. , 1985; [9] Cronin and Taylor, 1992; [6] Brady and Cronin, 2001; [10] Dabholkar et al. , 1996). This paper intends to extend the previous literature available on the subject in hopes of providing a proposed model that will conceptualize service quality as a function of the marketing communications efforts executed by a firm. By developing a service quality model, this paper will offer a framework for understanding what service quality is and how firms can use their activities to work towards positive consumer affect.The model (Figure 1 [Figure omitted. See Article Image.]) begins with the consumer's affect and shows the constructs from which it is formed. The service quality of a firm is ultimately linked to the perceptions formed by the consumer and their preceding expectations ([23] Parasuraman et al. , 1988).A consumer's affect will therefore be developed by their "perceptions of service quality which results from a comparison of their before-service expectations with their actual service experience" ([21] Naik et al. , 2010). These "before service expectations" can be built though the marketing communications efforts of the firm, while their "actual service experience" lies with the service quality provided. This means, that the firm has two methods at its disposal that can be used to reach and influence consumer affect before and during their encounter. The dimensions of service quality that were previously mentioned (reliability, responsiveness, assurance, empathy, and tangibles) can be seen as ways to categorize the activities of a firm in order to relate them to the service quality that is perceived by the consumer. Two of these dimensions in particular, responsiveness and tangibility, were shown in thisanalysis to be major factors that can be manipulated by marketing communications efforts in order to promote positive service quality and to produce a positive consumer affect with regard to the firm and its activities.ConclusionThis study highlights how Best Address® Real Estate, LLC differentiates itself from its much larger competitors and provides key insights for successful entrepreneurial marketing strategy in the residential real estate business. Entrepreneurship in marketing is the perspective taken here in that Best Address ®Real Estate, LLC and its entrepreneurial issues were viewed in this study through a marketing theoretical lens ([13] Hansen and Eggers, 2010). Although the founder of Best Address®Real Estate, LLC did not conduct formal research before opening its doors in order to know what was missing from the larger firms, he informally listened to his consumer base to find out how to guide his firm's strategy. In accord with [12] Deacon's (2002) study, Best Address ®Real Estate, LLC was able to gain marketing knowledge through social interaction and infused this "experiential knowledge" through the firm's messaging ([12] Deacon, 2002; [20] Morrish et al. , 2010). This use of innovative marketing communication, along with its focus on the human resources of the firm, they have been successful at growing as an entrepreneurial venture. Best Address® Real Estate, LLC had the foresight to plan its marketing efforts strategically focusing on the objectives of understanding the customer, providing excellent service quality and successfully differentiating itself from competitors. Providing service that is in line with accepted academically based recommendations, in turn, gives credence to the ability of practitioners to find success through the utilization of marketing strategy theory. For example, this case can be used as justification to future entrepreneurs to tailor their business activities based upon the five dimensions of service quality ([23] Parasuraman et al. , 1988; [11] Day, 1992).In conclusion, entrepreneurial ventures should differentiate themselves in the marketplace from competitors. In the case of Best Address® Real Estate, LLC, this was accomplished by adjusting their marketing efforts to provide potential customers with the image of superior quality. In order for other entrepreneurial firms to potentially replicate the success of this firm though service quality, the functions of that variable, reliability, responsiveness, assurance, empathy, and tangibles, must be managed. The afore displayed theoretical model attempts to conceptualize service quality as a function of the marketing communications efforts executed by a firm in hopes of guiding entrepreneurs activities towards positive consumer affect. The key tactics used by the firm presented in this study can be adopted and utilized by other small businesses, particularly if they are venturing into a service industry, in order hopes of finding success in the marketplace.References1. Becherer, R.C. and Maurer, J.G. (1997), "The moderating effect of environmental variables on the entrepreneurial and marketing orientation of entrepreneur-led firms", Entrepreneurship Theory &Practice, Vol. 22 No. 1, pp. 47-58.2. Best Address®Real Estate, LLC, Web site (2010), About us/firm history, available at: /firmhistory.php (accessed August 6).3. Bitner, M.J., Brown, S.W. and Meuter, M.L. (2000), "Technology infusion in service encounters", Journal of the Academy of Marketing Science, Vol. 28 No. 1, pp. 138-49.4. Bitner, M.J., Booms, B.H. and Mohr, L.A. (1994), "Critical service encounters: the employee's viewpoint", Journal of Marketing, Vol. 58, October, pp. 95-106.5. Bitner, M.J., Booms, B.H. and Tetreault, M.S. (1990), "The service encounter: diagnosing favorableand unfavorable incidents", Journal of Marketing, Vol. 54, January, pp. 71-84.6. Brady, M.K. and Cronin, J.J. Jr (2001), "Some new thoughts on conceptualizing perceived service quality: a hierarchical approach", Journal of Marketing, Vol. 65 No. 3, pp. 34-49.7. Carson, D., Cromie, S., McGowan, P. and Hill, J. (1995), Marketing and Entrepreneurship in SMEs, Prentice-Hall, London.8. Craven, D.W., Hills, G.E. and Woodruff, R.B. (1987), Marketing Management, Irwin, Homewood, IL.9. Cronin, J.J. Jr and Taylor, S.A. (1992), "Measuring service quality: a reexamination and extension", Journal of Marketing, Vol. 56 No. 3, pp. 55-68.10. Dabholkar, P.A., Thorpe, D.I. and Rentz, J.O. (1996), "A measure of service quality for retail stores: scale development and validation", Journal of the Academy of Marketing Science, Vol. 24 No. 1, pp. 3-16.11. Day, E. (1992), "Conveying service quality through advertising", Journal of Services Marketing, Vol. 6 No. 4, p. 53.12. Deacon, J.H. (2002), "Contextual marketing - commonalties and personalities - fuzzy experiential excellence", paper presented at the UIC Research Symposium: American Academy of Marketing, San Diego State University, San Diego, CA.13. Hansen, D.J. and Eggers, F. (2010), "The marketing/entrepreneurship interface: a report on the 'Charleston Summit'", Journal of Research in Marketing and Entrepreneurship, Vol. 12 No. 1, pp. 42-53.14. Keaveney, S.M. (1995), "Customer switching behavior in service industries: an exploratory study", Journal of Marketing, Vol. 59, April, pp. 71-82.15. Kirmani, A. (1990), "The effect of perceived advertising costs on brand perceptions", The Journal of Consumer Research, Vol. 17 No. 2, pp. 160-71.16. Mador, M. (2000), "Strategic decision making process research: are entrepreneur and owner managed firms different?", Journal of Research in Marketing &Entrepreneurship, Vol. 2 No. 3, pp. 215-34.17. Miles, M.P., Russell, G.R. and Arnold, D.R. (1995), "The quality orientation: an emerging business philosophy", Review of Business, Vol. 17 No. 1, pp. 7-15.18. Morris, M.H. and Paul, G. (1987), "The relationship between entrepreneurship and marketing in established firms", Journal of Business Venturing, Vol. 2 No. 3, pp. 247-59.19. Morris, M.H., Schindehutte, M. and LaForge, R.W. (2002), "Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives", Journal of Marketing Theory and Practice, Vol. 10 No. 4, pp. 1-19.20. Morrish, S.C., Miles, M.P. and Deacon, J.H. (2010), "Entrepreneurial marketing: acknowledging the entrepreneur and customer-centric interrelationship", Journal of Strategic Marketing, Vol. 18 No. 4, pp. 303-16.21. Naik, C.N.K., Gantasala, S.B. and Prabhaka, G.V. (2010), "Service quality (Servqual) and its effect on customer satisfaction in retailing", European Journal of Social Sciences, Vol. 16 No. 2.22. Parasuraman, A. and Grewal, D. (2000), "The impact of technology on the quality-value-loyalty chain: a research agenda", Journal of the Academy of Marketing Science, Vol. 28 No. 1, pp. 168-74.。
房地产相关外文翻译3
房地产相关外文翻译3本科毕业设计(论文) 外文翻译原文:Chapter Twenty-NineReal Estate Real estateshould represent a significant position in every investor’s portfolio.Before detailing why real estate should be a core holding in all portfolios a discussionof the potential negatives is warranted. I feel we may currently be experiencing a real estate bubble similar to our stockmarket bubble of the late 1990s similar to the Japanese stock market and real estatebubble of the late 1980s. Schiller the author of Irrational Exuberance has recentlyvoiced similar concerns. This bubbleis due at least in part to the historically lowinterest rates that we have had for several years and the great amount of liquidity i.e.money being pumped into the economy. One way to measure the real value of your home is to compare what the propertycould be rented for in comparison to the price and then compare this to the return onany investment. As an example if a home costs 100000 and can be rented for 800a month 9600 a year this 9.6 return represents a solid investment. However saythe price of the home has risen more than 15 a year for 5 or 6 years and would nowsell for 200000. But the rent has actually dropped slightly to 750 a month becauseso many people now qualify for mortgages so there are less renters. The rate of returnon the home as a rental has dropped to 4.5 750 × 12 months is 9000 which is4.5 of 200000. Considering the amount of money invested the illiquidity of realestate the sales commissionexpenses such as insurance taxes maintenance etc. a4.5 return is probably not adequate. To be able to realize a more usual rate of returnfrom the property either the rent must rise or the price must drop the more likelyscenario. When the only hope of return on a real estate investment is from the favorable tax 1consequences such as depreciation or “potential appreciation” it is very likely thatthe property is overpriced. When there have been multiple years of gains and within the last year prices are upanother 25 to 30 as at multiple sites in the United States homes in Las Vegas areup more than 50 the greatest annual increase in any metro area on record then youmust be concerned about the possibility of a “blow-off” top. This is the upside equivalent of a “panic sell.” You are almost certain to be buying at t he top. With this in mind at present Iwould only buy a piece of investment real estate ifthe circumstances were especially compelling. Otherwise keep your powder dry.other general investing principles of course also apply to real estate. It is impossible to make money on even the best property if the purchase price istoo high. Nothing ever goes straight up and it is possible to lose money on anyinvestment. Location location location. What 10 or 15 years ago was in the most fashionablearea of town may now be in an area that is not as desirable or even undesirable.Even a great property in a great location may not do well if it is over-leveraged orpoorly managed. There are several reasons that real estate traditionally does well and will continue todo well in the long-term. As they say they are not making anymore land. The supplyis clearly limited. This fact is already quite apparent in the center of large cities suchas Manhattan Boston San Francisco and Washington DC. Because of the financialeducational business and government base of these areas it is a prerequisite thatpeople live in close proximity. As society continues to progress and the populationcontinues to increase there will be an even greater demand for real estate especiallyin desirable areas. In general the longer an investment is held the greater the potential for profit. Aninvestor buying the average stock has an almost infinitely higher chance of realizing aprofit if the position is held for 1 year as compared to ifit is held for just 1 day.Stocks can be traded on-line by literally a touch of the button. 2 Compare this to real estate. Selling a piece of real estate is cumbersome. It maytake weeks or months or longer in a down market or if the property is overpriced andthe commissions are significant. You do not sell your home in a panic as sometimesoccurs when the stock market drops and stocks are sold in a panic. These factorsessentially force you to hold real estate longer which in the end increases thelikelihood of a profit. Think of this as a sort of system enforced patience. The leverage of a mortgage increases the profit. A piece of real estate is often asound investment with only a 20 down payment. Compare this to purchasing a stockwith only 20 down and 80 margin the average investor cannot make such aninvestment since this is greater than the usual margin requirements allowed by theFederal Reserve. However hedge funds sometimes do use this amount ofleverage.The purchase of a stock on 80 margin would be a terribly flimsy investment. Consider the following as a reasonable example of the finances and profit potentialof the purchase of a rental property. A 200000 property is purchased with a 20down payment of 40000. If the property was chosen appropriately the rent shouldjust about cover the mortgage payment on a 15-year note. After 15 years your40000 has grown to 200000 a more than 11 compounded annual rate of return.But the gain could be even greater. There is also the following:1. Depreciation with its favorable short-term tax consequences.2. The interest on the note and the expenses to maintain the property aretax-deductible.3. Hopefully there will be an increase in the value of the property itself.4. It should be possible to raise the rent as time goes on such that at sometime orpossiblyeven from the outset there is positive cash flow over and above debt service for themortgage and expenses.This is identical to a corporation that regularly increases dividends. This excess cashflow can be used for anything such as paying off the note early or for otherinvestments. 3 A properly chosen piece of rental property may produce a 15 compounded annualrate of return. The limiting factors to such profit are straightforward namely havingthemoney for the down payment choosing the right property paying an appropriatepricethe work and time of managing the property and patience. Real estatetraditionally performs well in an inflationary environment. Duringinflationary periods financial assets such as bonds cash and stocks lose value.People turn to hard assets with real estate and goldbeing the prime examples. Inaddition if the property is financed with a fixed rate note the debt is being paid offwith cheaper dollars that are easier to come by. The inverse can occur in a deflationary environment. Real estate can be devastated.Fortunately periods of deflation occur rarely but they do occur. The only periodofdeflation in living memory in the United States was The Great Depression. Japan hashad mild deflation for the last 5 years and Japanese real estate is stilldown approximately 30 from its late 1980s peak real estate can go down in value.The problem with real estate and deflation is not only the property is worth less butbecause almost all real estate is purchased with some amount of debt the dollars usedto pay off the loan are both more dear and tougher to come by than those borrowed.The US was barely able to avert a deflationary recession in 2002 and 2003.Considering my concern that we may not have yet seen the final low of this bearmarket see Chapter Twenty-Eight and the degree of debt in our society the nationaldebt is currently more than 7 trillion and increasing at a rate of 50 million an hourwe still may not have yet completely dodged the bogey man of deflation. If the readershould have further interest in learning about deflation I refer you to the book andarticle by Robert Prechter referenced at the end of the chapter. History shows that debt bubbles typically end in a deflationary crash. At presentthe total amount of government corporate and personal debt in the United States isequal to three times theGDP gross domestic product. Every many woman andchild in the United States of America would have to work 3 years just to pay off thisdebt. Paul Volcker possibly the most capable Chairman of the Federal Reserve everwho’s actions in the late 1970s andearly 1980s many feel literally saved the dollar 4was recently quoted as predicting a 75 chance of a Third-World style debt crisis inthe United States within the next 5 years.OWNING A PROPERTY OUTRIGHT There are several situations in addition to your home that you should stronglyconsider the direct purchase of real estate as an investment. The first is vacation or recreational property. A typical example is a home or condoin areas you like to go to on vacations or just relax. Examples include anywhere onwater whether that be a seacoast riverbank or lake such as Lake of the Ozarks in thisarea. I must make one recommendation. The desirable properties are the ones right onthe water. Do not purchase a “second tier” pr operty one that is not directly on thewater. These will never be as desirable as the properties directly on the water and it isquite unlikely they will appreciate as rapidly. You do not want to be forced to lookaround someone else’s trees or shrubs or home to see the water. You want that unobstructed view those gorgeous sunrises or sunsets the sounds ofthe waves to be right outside your window balcony or piazza. Real estate is likecollectibles. People want the best and there will always be someone willing to pay for thebest.Buy the best property you can afford note I emphasize “afford.” Do not get carriedaway. These will be the most fun and have the greatestpotential to appreciate invalue. Other obvious examples of desirable areas include snow skiing areas resorts golfcourses land for hunting or hiking islands and properties in general in areas that arewarm during the winter such as the southeast south gulf coast and southwest.Remember there is a practical aspect to vacation property. Not only is cost importantbut how long it takes to get there is much more important for the vast majority ofpeople looking for a second home or any piece of recreational property. A 75-miledrive can be easily accomplished two weekends a month as compared to a full day’stravel w ith multiple airplane connections to get from the upper Midwest or Northeastto a beachfront home in the Florida Keys. I believe that as our society becomes wealthier more money will be spent on 5vacation/ recreational property. Only so much money can be spent on a home albeitsometimes very much car electronics and other basic needs. This leaves morediscretionary income to be funneled into recreational property. I also believe this willapply to collectibles see Chapter Thirty. Anyone can buy a new car but there areonly so many pieces of antique furniture to go around. Look at the late 1990s. Theprice of recreational property went bonkers. I believe this is only a sample of whatwill occur in the future as more people accumulate wealth and look for enjoymentrecreation and relaxation. One question that always arises with vacation and recreational property is if youshould purchase a stand-alone home or a condo. The majority of people probably findstand-alone homes more desirable. The appreciation potential is almost always greaterthan acondo because you own the land. The principle features that make condosdesirable are the lower price and lack of maintenance. Unless you are willing to payothers to perform the maintenance on a stand-alone home a good part of yourprecious vacation time will be spent on maintenance and upkeep such as mowing thelawn raking the leaves or painting etc. Whatever you choose should suit yourpreference and needs but do not forget this very important and practical issue.From: The Physicians Guide to Investing: A Practical Approach to Building WealthWritten by: R. M. Doroghazi . Humana Press Inc. Totowa NJ 6译文:第二十九章房地产房地产应该代表着每个投资者的投资组合的重要性。
房地产中英文对照5000字2
房地产外文文献译文(5000字)中英文翻译房地产业和互联网：改变科技，改变定位互联网，仅仅它的网页图形版本，就已经吸引了众多消费者和商家的目光。
其便捷、迅速、低成本和通用性每天以瞬息万变的方式被利用着。
聚集互联网的能力来促进现存的商业转变，促进新商业和信息数据设备的改变。
互联网其它引人注目的特性在于能够利用这个新科技通过全球经济进行传播。
从1995年到1999年初，电脑主机的数量增长超过10倍，从1995年至1998年，网站数量增加了将近100倍，超过200万。
到2000年，世界上有大约400－500亿网站用户，网站总数将超过5亿。
这种新科技直接或间接的影响着房地产业。
直接的是，它可能成为一种允许房地产业扩展其信息、销售网络的工具。
间接的是，它可能改变方位模式，企业何地或怎样办公，那么最终将影响公司参与房地产开发、投资和交易这个角色。
测量网络速度在互联网上或网站使用上，很少有可靠的出版统计，不同的分析家往往预报的数据也不一致。
我们讨论的网络和房地产从调查和网站上检测到的信息是有限的，而不是非常全面的数据。
我们通过测试各种各样的来源（包括商业出版物，现有网站和我们所选定的房地产企业）以互联网的角色来建立我们的视野。
从电子邮件到电子商务在万维网到来之前，因特网的存在主要目的是为了电子邮件、数据传输、新闻组和公告牌。
它的延伸是非常有限的，起初只应用在学院和国防机构中。
科技本身并界面并不是非常友好的，网络传播速度并不是非常高的，媒介仅限于文本和数据，而且存取信息难处理，耗费时间长。
但浏览器技术大大简化了使用，使多媒体信息和创造互动式成为可能。
科技将电视娱乐、图书馆信息、新闻通告、通信、数据带到了一个桌面上。
尽管开始时最大的网络用户是学术界，但是商业部门迅速抓住了网络的潜力。
私营企业在网络上发现了一个好机会来扩大其市场范围，降低信息传播的成本，改善与顾客之间的关系并且最终实施销售。
概括的说，现存的私营企业网站大致可以分为三种类型。
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 people's 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 enterprises are to seize the opportunities and meet the challenges, we must adopt modern marketing concepts, master of modern marketing techniques. China's real estate marketing and sales management environment even after 20 years of market concepts nurtured, But in China's real estate integrity, marketing innovation, product innovation, and the management structure with the international community on distance.1 Real estate marketing elementary knowledge1.1 Marketing conceptsThe market marketing translates from an English marketing word. Most early produces to US, in 1960 the American market marketing 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 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 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 establishment 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 developer, 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 expert worked the special friend to propose 4C theory, 4C was consumer's desire and the demand, the consumer gains the convenience which the satisfied cost, the consumer purchased, the enterprise and consumer's effective communication. 4C the or y marketing advocated takes the consumer to guide, its essence is locates the product by theconsumer.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 society's development as well as our country urbanization advancement speeding go up, the real estate 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 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 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. Along with the population increase, the humanity is going further to speedup the land utilization the step, but we only have a family, Earth's 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 the world thedesert 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 person's one day has 1/3 time be uses in the dormancy, but in person's one day keeps in the building 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 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 production 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 people's psychology anticipated. As a result of 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 people's indispensable basic life activity. Regardless of is uses in to live or produces,the people all need the real estate product.2.the market demand multiple person's individuality characteristic had decided the request has the different real estate product to satisfy its different request, is useful is also useful to the production 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 along 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 the 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 supplies 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 suppliesquantity is impossible 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 class.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. People's ingrained housing idea is hinders the market advancement 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 quite 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 nationality's difference is impossible to neglect. The modern real estate marketing 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 environment 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, theenterprise marketing activity starting point is consumer's 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 real estate enterprise's 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 environment 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 the restriction real estate enterprise marketing activity social strength, also calls then direct marketing environment, it including population factor, economic agent, natural factor, science and technology factor, political and legal factor, society cultural element and so on.2.2 Real estate marketing management analysisIn under the market competition drive condition, the real estate enterprise for obtains the marketing activity the success, not only must provide the suitable for sale real estate product by the suitable price through the suitable channel to the market, moreover needs to adopt the suitable waypromotion product the sale. Therefore, the promotion sale also is the marketing personnel transmits this enterprise and the product information through each way for the consumer and the user, promotes its understanding, to trust and to pur chase this enterprise the product, has achieved the expanded sale the goal. The promotion essence is between the real estate marketing personnel and consumer's communication. Since long ago, our country real estate profession presents the buyer market situation, the real estate enterprise does not need to worry the sales question. Therefore, regarding promotes sales this work, regardless of is in the ideological recognition, the promotion personnel strength on necessary as well as in the establishment and the perfect each kind of mechanism, all extremely is short of. Promotes sales generally may play to three aspects roles: 1st, the transmission news, the communication information are carrying on the promotion time used very much reduced the selling price or provides other more preferential measure to attract the consumer, brought to people's attention, such people could be aware transmit such some news to theirs relatives and friends, thus achieved enlarged the propaganda the goal. Through the promotion, can attract more consumers to arrive the locus to carry on really visits inspects, like this, the sales work achieves the bidirectional communication. 2nd, the prominent product characteristic, sets up the enterprise image to carry on the promotion the commodity usually is quite outstanding or is the comparison has the characteristic in, but we incarries on the promotion time can emphatically propagandize this kind of kind of characteristic, such speech can deepen the impression in consumer's mind. 3rd, the induction demand, the expanded sale enterprise carries on the promotion puts out some favorable conditions, stimulates consumer which these wants to buy does not want to buy, urges them to set firm resolve to purchase. Usually carries on the promotion not to be able the pure use one method, can use several promotion ways in very many enterprises simultaneously to carry on or the combination carries on practical. Often the enterprise can carry on some innovations according to the enterprise own situation.3 Present situations and problem analysisThis chapter we attempt through to have the correlation problem from the different market participation main body angle discussion the factor, thus for provides the solution to make the reference. But mainly is connected regarding the market marketing theory application by the government the control section and enterprise's market marketing department. They looked the question the angle is dissimilar, simultaneously saw the question also is dissimilar, the question which needs to solve and solves the question method to be different. Under, we through different angle discussion question cause.3.1 Looks at the question from the real estate market superintend the causeSince the vacant room question is the new question which our country has appeared in recent years, is our country housing distribution system changes the market supplies by the national supplies in the process to appear. The vacant room question mainly has following several aspects to cause: 1st, the property developer does not pay great attention to the product quality to create the product not to be able to realize the ancestors demand function. It had the possibility is the enterprise neglects the quality surveillance to create, also possibly was the property development enterprise has not beenable to consider in the product development plan and the design stage the real estate future the development will create product function lag. 2nd,the house price excessively is high is the residential biggest complaint, this also is the real estate un sal Sable primary factor. Now the real estate price excessively is high, seriously has surpassed our country burgher economy bearing capacity. Our country housing reform policy reform officially carried out from 1998 to the present already has five years, but, inhabitant's real estate aspect expense ability was very low. Although our country upscale real estate market development speed certainly has not slowed down in recent years sign, but, excessively is high as the market strut main body or binary consumer's purchase desire because of the house price but cannot obtain the realization. 3rd, the real estate construction high speed development, our country now the real estate investment speed-up every year above 25%, has not formed the formidable purchase market in our country time, the fast development has surpassed our country resident's economy bearing capacity. Like this formed the to tall quantity supply to be sufficient, expends the ability lag the situation. For example, the Beijing last year vacant room quantity was530,000 square meters, but had the quite partial Beijing resident housing area to be lower than 10 square meters. Will solve this part of residents' accommodation to be able the effective solution vacant room question. 4th, all previous years accumulate vacant room. Freezes three feet non- first to be cold, our country vacant room question is not the nearly 12 years only thenappears. Beijing in 2001 the commodity apartment vacant situation looked that, the vacant time 3year within commodity apartment has approximately composed 9 tenths. Increases the vacant room becomes the prominent question, the government has not put out the explicit manner solution vacant question. The relative our country countryside, the market economy is not certainly developed, but, because the people are according to must construct the room according to the ability even if has part of old room to appear vacant, but to our country overall economy influence really micro.3.2 Looks at the question from the property developer angle the causeProperty developer sales difficult question, this is the same question which very many developers meets. Its major effect factor has following several points:1.the real estate product itself quality question, the real estate quality question appears the sales difficult primary factor. In some developers does not pay great attention to own product the quality ,thought when appears sells the motionless time so long as 12 drops big kings can change the course of events. The real estate product quality low factor mainly has the property developer not to take with the government control section work not to arrive creates.2.the property developer sales rhythm has not grasped. Very many developers in order to cater to consumer's demand usually to be able an all fixed price, so long as has the appropriate buyer to be able to provide thehousing, when reconciles time appeared some its elf quality is not the too good unit sells motionless, but reconciles the time the building sales income usually is the property developer profit is at, this causes the project later period the sale to fall to the difficult position.4 Countermeasures researchOur real estate market superintendent's angle may seek the question solution the countermeasure, as follows:1.in the processing vacant room question I thought the government should from the examination and approval angle consider needs the enterprise in the project declaration process to propose a set off feasible plan, including the sales plan, is like this advantageous to the real estate market superintendent has macroscopic data statistics, thus can carry on the corresponding instruction in the plan process to the real estate project feasibility.2.the government should strengthen the macroscopic information in and in the national economy balanced development question theannouncement and the national development strategy instruction, causes the enterprise to grasp the sufficient market marketing information ,will provide the information foundation for the later marketing investment.3.in order to provides for an income lower inhabitant is suitable the housing, I thought merely is enhances resident's income not properly certainly. Because the wage increase for the National worker to be able to cause our country the financial deficit burden to aggravate. Our country should in open up the inhabitant to receive on the channel to solve inhabitant's housing difficult problem.4.the real estate transaction information management will cause our country the transaction behavior, also will be able favor the policy which the national formulation. In sped up the information construction in the process our country to obtain some achievements, but the real estate transaction information management has not carried on in the entire profession, had to solve this aspect problem to be supposed emphatically to develop our country information construction and talented person's raise, regardless of were the software hardware all wants on a stair.5.in order to solve the real estate industry leader's problem mainly from to stress the strong leader's idea renewal to obtain, only had the idea to renew has been able to study the advanced market marketing theory on own initiative, our country government leaders is implementing young, like this could urge the leader enhancement sense of crisis, did not forget for theother people to serve all the time, for social service. The real estate control section should diligently support the domestic some name brand Realtors, causes it in to provide the high quality moderate price for the resident on the housing product with the government close cooperation, both is advantageous to improves the urban construction, optimizes the urban planning, and is advantageous to promotes the market the good faith degree.At present our country real estate industry is being at a brand-new development phase, the real estate marketing is its important aspect, therefore the marketing strategy speaking of the real estate profession has the very important practical significance.5China's Innovation of Real Estate MarketingA few years ago, real estate marketing is a relatively rare seems to term, is not known. Now the general public has become familiar to the popular concept. Walking in the street, suddenly to a picture of colorful houses leaflets will be stuffed into your arms; a field of real estate trade fairs, expositions, seminars, one after another; open the newspaper, he could feeland to blocks of luxury; turn on the TV , the ones who enjoy one residential area to sell advertising turns into battle ... ... real estate marketing, real estate companies have been interpreted as a number of competing Soochong highlight of enormous amounts of money. No wonder some people have said the industry; real estate success is to plot selection 5 0% 3 0% is the design, planning; 20% is marketing. The success of building design must be done through marketing and embodied, visible, real estate marketing is extremely important.However, look at the recent battle over the ever-changing real estate marketing, promotions, a considerable number of developers is nothing more than "discount none other," "all-weather property management", "quality three packs of" like "three constantly read articles." Developers still in the traditional marketing concept of residential sales completed first phase, but often overlooked in the development process of the investigation of the real needs of consumers. Uniformity of its real estate development, and its selling point of convergence of the so-called hype with little personality, to stimulate and satisfy the growing diversity of buyers of consumer wants and needs. This may be difficult for many developers, sales, real estate is an important reason for the backlog. The star of those distinctive properties are unusually Anoxia. Practice has proven that customers in the purchase of consumer psychology matures, the case of supply exceeding demand housing stock, real estate development companies only take marketinginnovation, identify the unique selling point to a difference in the market competition .Innovation is the lifeblood of the real estate marketing. But in the real estate market, follow the market everywhere, like an invincible position in the real estate market, the need for marketing innovation. Only the path of innovation, form their own marketing features to survival and development.With the development of the traditional real estate marketing theory more suited to market requirements, but can not do many of the current real estate companies to explore various creative direction, marketing, innovative practices that resulted in the disorder and confusion, real estate business a greater cost and risk of innovation. Real estate marketing innovation of the current real estate market to grasp the new situation facing.since the end of 2004, the face of overall economic overheating signal, the state has increased macro-control efforts. The source from the state departments of real estate - the credit and land began to take a series of regulatory measures, although there are some delays, but the role has achieved initial success. With the various regulatory measures started to play a role in macro-control on the effect of the real estate market will be further demonstrated. Real estate enterprises, credit, real estate land is conducive to long-term tightening despite the sustained and healthy development, but the short term will bring greater pressure.Real estate prices continue to rise. From 2005, the domestic real estate market since the macro-control, although some slowdown in local housing prices. But we should also see some local housing prices is an indisputable fact. Especially in 2006, is leading the real estate market in Beijing, the national real estate opinion is Zhangjiakou.Residential vacancy rate increased. From the National Bureau of Statistics and Central Bank data, the first since 2005, rapid increases in real estate vacancy rate; second rapid decline in the real estate consumer credit.Individual housing demand. Statistical data from the financial perspective, the real estate demand is reduced. Central bank data show that: individual housing consumer credit in 2004 increased by 35% or more, an increase of 470 billion yuan, and 2005 individual housing consumer credit growth was 15.8%, increased by only 260 billion yuan, only half of 2004. At the same time from the first quarter of 2006 the situation, long-term consumer loans to households increased 39.9 billion, up by 24.5 billion less.The new situation, the real estate business made sales of new challenges, marketing strategy is imperative. When consumers choose not to stay in the residence of the consumer perception, when the market demand gradually from an emphasis on high-quality living experience life to the pursuit of the transformation of the property to enter the "quality of winning" era. This requires in the real estate developer and operator of the quality of the whole process of implementation of a comprehensive marketing.Overall Quality Marketing is a customer demand for the pilot to improve product and service quality, focusing on marketing efforts through the entire process to improve product quality, driving quality and performance, in order to achieve a new goal of customer satisfaction marketing idea. Total Quality Marketing, you must do the following:1.Reasonable market positionOnly accurate market positioning, sales to progress quickly, then the smooth flow of funds, shortage of land has been efficient development, so that national macro-control will not cause any adverse effects. The house is not built, precise positioning first. Must be fully and understand the client market research based on scientific market segments, to determine the breakdown of good potential target groups; while strengthening the status of a competitor to prevent the positioning of convergence.2.Differentiated quality orientationThe needs of target customers through the state and expectations of the quality of research, analysis and positioning to determine the quality of their products. Enterprises not only to focus on product quality and positioning of functional quality and pay more attention to suitability of the product quality. Increasingly prominent personality in the consumer today, companies want to gain advantages in the products must be from product innovation and personalized products of these two aspects. Enterprises can maintain a certain scale in the economy, to provide customers with different needs tomeet their individual products, so that each customer can be satisfied with the experience.3. Timely external communicationProactive customer care, often take the initiative to maintain customer contact, collect customer products, services and other improvements, and timely delivery to customers information about businesses and products, and continuously improve product and service quality, so that customer satisfaction can be improved.4.Harmonious internal communicationOn the one hand communication with internal staff to improve internal employee satisfaction and loyalty. Satisfaction, and loyalty of employees to the value of customer expectations contribute to improve the perceived quality of the customer to make more satisfied customers. On the other hand the communication with other departments, the customer needs, competitors, and product quality orientation in thinking the situation accurately and quickly communicated to product designers and producers to promote R & D and production departments to develop in accordance with market demand, adapt to market quality standards, to provide products that meet market demand;5. Marketing, quality control processAccording to market demand and consumer expectations of quality of marketing, marketing, quality standards development, marketing, quality。
房地产营销策略外文翻译文献
文献信息：文献标题：Marketing Strategies in the Real-Estate Industry in Prishtina（普里什蒂纳房地产行业的营销策略）国外作者：Nail Reshidi，Reimonda Hoxha，Rasim Zufer文献出处：《ILIRIA International Review》,2015, 5(1): 29-40字数统计：英文2508单词，13495字符；中文3918汉字外文文献：Marketing Strategies in the Real-Estate Industry in Prishtina Abstract Real Estate is the industry that has always influenced the economic development of a country due to very costly investment and employment of thousands of people. This industry has been vastly developing in recent years in Prishtina, resulting in huge demand for real estate, which led to the establishment of many construction companies ready to meet this demand.The paper draws on data collection and information with the purpose of exploring and analyzing marketing strategies of construction companies in Prishtina’s market. This paper examines the role of internal and external factors that influence the development of the Real Estate industry and analyses the trends for the future. The objects chosen for the study are construction companies currently operating in this market, which was done so as to analyse their ways of doing business and their strategies and plans for achieving their objectives. Also, this research includes the level of demand versus supply for these companies and the success of meeting these requirements.Key Words:Sales, property, market, Prishtina, customers, companies, supply, demand, price, quality, payment.1.IntroductionThe dynamics of the development of society, in many ways, whethertechnological, economic, or cultural, have highlighted the standardized needs to adapt to new ways of living. People have invented various new methods of individuals becoming functional enough so that they become an inseparable part of the social group in which they belong.Modern technology, the Internet and social networks, today dictate a series of activities to which most people devote a large part of their time.In addition, the industries and manufacturing companies also tend to adapt their products to the flow of this development and these trends. In this case, enterprises are faced with drastic changes in their strategies and production operations. These uncontrollable dynamics of development require an unstoppable commitment to customer tracking and identification of their needs at any point. This strategy can only be put to work by further strengthening the marketing department and implementing marketing plans and strategies at the right time and place.All industries, including the real estate industry, have faced these trends of development that have modified customer needs and have highlighted new demands. Fortunately, technological innovations have also improved manufacturing, quality and introduced new materials into the market. In the real estate industry, the dynamics of development is directed towards the production of construction materials which, in the long-term aspects, provide comfort and help saving energy, thus making housing even more affordable and more economical.Marketing as a significant part of every industry, is committed to identifying new discoveries to fit them in the daily life of every customer that will potentially buy their product. After all, Marketing is about identifying and meeting human and social needs.2.Defining the problemBig companies which extend their activities in various fields and deal with the production of products or services, need adequate policies and strategies to keep their business alive. These companies are the engine of economic growth in developed countries but in developing countries just as well.In recent years, one of the main industries, especially in Kosovo, is the real estate industry. The real estate market consists of a chain of material producers and service providers who work in the same environment, the outcome being a final product such as buildings. Incorporating a certain number of participants makes the process of managing and implementing strategies to produce the final product even more complicated. Despite this, real estate is an industry that has always influenced the economic development of a country. First, it represents 2/3 of the net profits of a state. Second, real estate industry is an essential part of the production process. Thirdly, the real estate industry is one of the largest employers. But the real estate market is quite flexible. At the time of product production and placing on the market of an apartment for sale, investors face another influx of problems that have to do with the structuring of action steps and sales plans. At the moment when the sale of a flat of a certain building happens, companies tend to apply different techniques to achieve their goals. How applicable and profitable these techniques are, can only be seen by the results of these investors. By knowing that the purchase of a real estate property is a major investment by a potential client, the decision to buy a house is a long research process and is based on specific customer preferences. The process of making a decision regarding a purchase is quite slow and will also be associated with data collection and comparison of bids, to in fact realize the purchase. But, how do investors and construction companies convince their customers to buy these apartments? What strategies and techniques they use to inform their consumers and to conduct a sale? How satisfied are customers with their choices?3.Research purposesBefore buying a real estate anywhere in Prishtina, clients explores various blogs and web sites for a long time. This indicates that the level of commitment by the companies and investors in developing worthy marketing strategies, and their implementation in the market, has been inadequate.Today, in developed countries, there is no room within the city for newly built neighborhoods. The society has infiltrated new ways of living that are considered tobe both acceptable and required. Suburban areas are thought to be the right choice opposite the messy and polluted environment of the city, to live in the luxury of large houses with open views and fresh air. This way of life is associated with high costs and only suits the individuals with higher incomes.In the postwar period, a large number of people were displaced from villages towards cities, mainly in Prishtina. The high influx of people allowed construction companies to find a great demand to build apartment buildings. This market began to grow, until equilibrium was established between supply and demand, prices were set too high, the quality was not at the desired level and few companies cared enough to design marketing strategies. At the time of repletion with the offer, the influx of housing purchases declined.Today, potential customers are much fewer in number, because investment in real estate is an investment that is, almost always, done once in a lifetime. Today, a significant number of apartments are empty, because customers began to choose between offers. At this point, a need for good marketing strategy appeared. How much have the construction companies used the benefits of marketing, and how necessary is the marketing plan for new investors today? How can marketing solve the problems of companies that cannot manage to achieve sales?4.Research methodology, models and results4.1.Research methodologyPrimary data sources: Primary data collected from fieldwork such as interviews and questionnaires conducted with construction companies.Secondary data sources: Secondary data collected from literature, existing statistical data obtained from various sources and reviews of market development plans.The research method is based on personal research oriented towards the goal for the recognition of the truth, the causes and the reasons to come to the systematization of data thus solving the problem. The collected data is to be used for proving answers to the fundamental problems put forward by the research.Another research method used is the interview and survey with subjects involved in the research process.Research instruments: Interviews with construction companies "Lesna" and "Tregtia" as a case study.4.2.ModelsThe research, investigations and analyzes of the information collected, will serve to the fulfillment of the purpose of the paper and simultaneously the solution of the defined problem will be based upon the collection of valuable information that will be used correctly to achieve the desired results.The information to be analyzed is that which relates to the ability of individuals to buy a property which is offered by construction companies in Prishtina’s market.The city market is analyzed through the PESTLE Analysis to therefore identify its conditions and potentials of this market for construction companies.Figure 1: Diagram for land usageSource: Urban Development Plan (Prishtinë 2013)Figure 2: Graphic presentation of the population (1948-2011 in urban settlements in Prishtina)Source: Urban Development Plan (Prishtinë 2013)Important aspects of the research are also the social welfare and economic opportunities of individuals which make it possible for them to buy a real estate property in Prishtina.An important factor is the identification of the unemployment rate and average family income to find the opportunities that potential customers have, to be able to afford a purchase.Table 1: The unemployment rate in KosovoSource: Statistical Agency of Kosovo 2014The average incomes in Kosovo, vary depending on the gender and the level of education. According to the Statistical Agency of Kosovo, the average salary for Kosovo in 2013 is 334 Euro, while according to the Kosovo Business Alliance; the average salary for 2014 was raised to 346 Euros.Table 2: The main source of income for households in KosovoSource: Statistical Agency of Kosovo, 2014To fully understand the household economy, other than the income, it is just as important to analyze the distribution of consumption or costs that these families make.According to the Statistical Agency of Kosovo, the bulk of the household budget in 2013 was spent on food and non - alcoholic beverages, by 45%. Housing costs are up to 30%, which means that from the average income of 346 Euros, 104 Euros are spent for housing purposes.Figure 3: Residential cost in Kosovo (Euro per year)Source: Statistical Agency of Kosovo, 2014Factors influencing the decision of purchase are different but judging by thesurvey, the most important factors are: Location, Price, Quality, Architecture and Conditions of Payment.The model used to measure the weight of the importance of decision-making factors is the Fishbein’s expectancy value model. The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their brand beliefs (the positives and negatives) according to importance.4.3.ResultsBased on the collected data, it has been concluded that the largest number of construction companies do not engage in marketing strategies. Their plan of action is completely focused on the realization of sales without taking into account any of the requirements and needs of potential buyers.This way of functioning, is harmful to the welfare of potential residents because companies completely ignore their needs and desires.Prishtina has approximately 208,230 inhabitants.According to the Property Tax Department, in the Municipality of Prishtina, there are approximately 68,500 residential properties. As a result of research, it has been recorded that the average family in Prishtina consists of 4 members.After a calculation we arrive at the result that says: 68.500 × 4 = 274.000 meaning that if there are 68,500 properties with 4 members for the average family, there will be no great need for new residential properties.This tells us that new companies should analyze the market to fully understand these calculations on their abilities, to come to the conclusion that the demand for apartments is much lower opposite the offer. In this case, construction companies have to design and explore new customer needs and identify these potential new clients. This can be done by researching urban development plans that predict population growth trends. This way, companies can explore the market to know the client and to offer him the most favorable offer.5.Conclusion and proposalReviews of literature, data collection, research and analysis have led to theconclusion that the real estate industry in Prishtina’s market is a profitable industry. Many companies have become part of this market with the aim of extending their activities in this gap, to meet the demand and to generate profit.Today costumers are more selective and companies that do not perform a competitive offer do not come into consideration by them as a part of their decision process.Presented here are almost all the problems of the construction companies. In a period of high growth in supply and the creation of a "bubble" in the real estate industry, means that companies need to rethink their strategies and plans of action to stay in the market and maintain their competitive position. This dictates a reconsideration of their budget allocation across departments and especially significant investments in creating a marketing department which all companies lack.The proposal relies heavily on the establishment of the marketing department in construction companies, to design decent policies of marketing activities that are inevitable and without which, these companies will jeopardize the rate of sales, that would bring a financial crisis’ and might condition the business’ bankruptcy.Creating a marketing department would enable the creation of proper plans and strategies that would match with the realization of the objectives and goals set by the companies by assisting the completion process of these objectives in a much more appropriate and professional way.The lack of experts in this department does not justify at all the strategies of most companies to distribute responsibilities and duties of the marketing department onto other workers belonging to other departments.This way of functioning has been noticed in most construction companies operating in Prishtina’s market.The engaging of professionals enables the creation of action strategies in different market conditions as well as forecasting market changes based on external and internal environmental factors.Market research prior to construction or even prior to the initial design of the project, can affect the identification of needs and requirements of potential clientswho want to invest in real estate.Such research leaves no room for errors or unexpected problems that may occur as a result of the confrontation of customer’s needs and desires with the company's offer.Forecasting changes in demographic factors related to the lifestyles of different generations, identifying the number of family members who are potential clients of companies and establishing pre-contractual relationships with these clients, can result in achieving sales and growth.The proposal for the commitment of companies towards the realization of the matters set forth, can affect the growth of the reputation of said companies, the establishment of close relations with company clients and their trust in their investment towards these companies that have provided the comfort, quality and functionality the costumers needed and desired.中文译文：普里什蒂纳房地产行业的营销策略摘要由于房地产行业涉及到非常高昂的投资和数以千计人的就业，所以一直是国家经济发展的重要影响因素。
房地产专业外文翻译(中英对照版)
大连理工大学本科外文翻译我国房地产市场监管的必要性研究China's real estate market regulators need to study学院（系）：建筑工程学院专业：工程管理学生姓名: 石强学号：200834027指导教师: 徐冰冰完成日期: 2012年2月15日大连理工大学程城市学院Dalian University of Technology City InstituteChina’s real estate market regulators need to study Abstract: real estate has become an important pillar industry, real estate Development and closely related to the national economy。
This paper theoretically discusses the real estate market monopoly，externalities, public goods characteristics and information asymmetry，and from our real estate Development process and the specificity of the perspective of the real estate market analysis studies，and thus fully proved right China's real estate market, the need for regulation。
Keywords: real estate；market; regulation1. the real estate market failure determines the need for government regulationRegulatory Economics research amply demonstrated that market failure is a market economy, an important reason why government regulation, resulting in market failure is due mainly to a monopoly, externalities，public goods and asymmetric information，the real estate market also exists market failure.(A）the real estate market there is no monopolyMonopoly of real estate is determined by the real estate properties, real estate is the location of the main features of the non-mobility，a housing Once the location of other buildings on the irreplaceable，but also because there are floors, towards the various other factors，determine a house in each house are independent，so the property in the rental and sale，with regional and monopoly, and thus the formation of monopoly prices. As the largest real estate investment，long payback period，which can enter the real estate market can only be a few enterprises coupled with the limited supply of land and real estate Development and operation of the scale of requirements，it iseasy to form partial or regional monopolies the land market by a government monopoly, affordable housing and low-rent housing provided by the Government。
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中英文对照外文翻译文献(文档含英文原文和中文翻译)原文：Survey on the Applications of Big Data in Chinese Real Estate EnterpriseAbstract:This paper focuses on the present applications of big data in Chinese real estate development and marketing from the perspective of real estate enterprises. The problems in this practice for big data’s application are analyzed by now. What’s more, the possible solutions to solve the above problems are proposed in this paper. It benefits the real estate enterprises to strength their competition with big data technology.Keywords: Big data,Chinese real estate enterprises,application status1 IntroductionThe explosion of data volume fueled by stunning and exciting advances in the computer technology and Internet techniques made the big data the focus of widespread attention. As earlyas 2000, in the first few weeks of Sloan Digital Sky Survey the data size observed by telescope in New Mexico is bigger than that has been collected in the entire history of astronomy. Big data almost derives its origin from astronomy. In addition to natural science such as astronomy, biomedicine, geoinformatics and other fields easily accompanied by enormous data volume, big data is widely known in social life. Especially in recent years, the appearance of cloud computing and the IOT speed up the arrival of “the era of big data”. It says that Google and Baidu have to deal with dozens of petabytes every day; there is a video length of over one hour released on the YouTube per second; there are more than one billion Facebook accounts uploading almost ten million photos every day with “like” and comment up to billions; Taobao generates about 20TB data every day with over 35 billion transactions on November 11th. This size of data is far away from the perception we had in pre- information-era society. In addition, there are more and more personal information controlled by banking and financial industry or some telecommunications industry; industrial data collected by pervasive sensors also rises sharply. As the CBC Cap ital chairman Tian Suning puts it, “Now, an age of mass production, sharing and application in big data is approaching.”There is no doubt that data resources are crucial in the age of big data. A number of enterprises have gained excellent decision making capabilities and immeasurable economic benefits through valuable information produced by data mining.In order to keep Chinese economic development in a sustainable, sound and rapid manner, it is very important for real estate enterprises to take full advantage of big data because of the status of real estate industry as a pillar industry of the national economy. Especially when property prices continue upward or property bubble inflation involves the national economy and people’s livelihood, those real estate enterprises should make effective use of big data to tap the potentials.Solving the problems in applications on Big data, improving the abilities of investment and marketing, the estate will be able to keep playing a fundamental guiding role in national economy.2 LiteratureTo understand thoroughly the big data phenomenon is late in last several years relative to the recognition of usual data. So is the related academic research. Actually, it received high attention from academic and industrial sector at once presented, followed by the big data boom both in theory research and practical application. Chinese property enterprises seize opportunities in time making successful practices, though the systematic research about the applications in big data in academia is not sufficient so far.It is McKinsey that first puts forward the concept of big data. Big data has become an important factor of production permeating into different industries and functional areas for now. The mining and applications of large data means a new wave of productivity growth andconsumer surplus. Viktor Mayer-Schönberger stared the research on big data. He is also known as the prophet of the era of big data. He made a point that prediction is the core of big data. The transformation from samples to the overall data, the change from the pursuit of exactness to acceptance uncertainty and the correlativity instead of causality are indispensable to prepare for the age of big data. He also studied how to make a choice from complicated data volume and then how to build the positive healthy future. The Nature made big data special issue as early as 2008,describing the potential value of big data and the challenge from data handling techniques in Internet technologies, biomedical and environmental sciences, cloud technologies and other fields. Likewise, the Science, one of the top international academic journals, published a special issue to convey the ideas of the time of big data. In 2012, the European academy of informatics and mathematics studied big data systematically including the management of big data, the direction and results of academic research. In the area of applications of big data in realty, Lohr S. holds the view that the property sales forecasts for the next quarter depended on big data is much more precise than that made by economists. Brown B and Chui M et al. believe that the reaching of big data provides potential for both realty enterprises and realty buyers with direct data sharing, bypassing the estate agents. And this can be a shock to the sense of data property right.The MIIT stressed four innovative projects on key techniques including information processing technology in the "twelfth five-year" plan in December 2012, though “big data” was not official definition then. The information processing technology such as mass data storage technique and video image intelligent analysis is closely related to big data. With the time of cloud, big data is not only the IT hot word but also the focus of academic study. Studying a lot, Wang Shan at RenMin University of China illustrates the performance objectives of big data analytics platform. She reviews the framework of big data warehouse designed for analysis, supplying theory base for the structure of big data. Li Guojie and Cheng Xueqi at the Institute of Computing Technology in the Chinese Academy of Sciences make a systematic exposition on the academic development of big data and the challenge in applications from a scientific research perspective, coming up with the implications of big data study.The present domestic researches center on fields with large amounts of data easily available, such as library information management system and the building of digital library, the influence of big data to culture and media, the business marketing and accounting context with big data, the micro-miniature credit management based on big data, diseases control and prevention depended on big data, and so on. In spite of some achievements, the applications of big data in a few certain fields are more advanced. For example, there are quite a few portal sites support big data sharing and communication, while the academic research on big data resources or how to value these resources is deficient. And the studies on the range of issues of data sharing ortransaction are less. Similarly, the academic research on big data of real estate is also behind the realty entrepreneurs’ practice. Chen Dachuan and Zhang Baoshan studied the application of big data in housing information system to propose the building of big housing database in 2012. Yan Juan studied the realty enterprises’ precision marketing based on big data in 201. By now, the research is not in-depth or complete enough compared with the practical applications.3. The Present Applications of Big data in Chinese Real Estate EnterprisesRegarding big data as the “future petroleum resource”, White House stared the Big data Research and Development Program. It is apparently to us to get the point. At the industrial level, the age of big data likely offer an even greater space for growth for those enterprises with a huge number of data and advanced data handling techniques. It seems that the property bubble is not endless and the housing price will back suitable sooner or later. Then it’s the key to realty development and marketing for Chinese real estate enterprises to use big data effectively.Those huge numbers of data with variety and complexity brings new revenue model and vast space for development. In current applications of big data, the realty enterprises including developers, agency and property management companies all expand multiple comprehensive business domains. The realty development operation, intermediary services and property management are bound together inextricably. Mainly, this paper centers on realty development and marketing to illustrate the current applications of big data in Chinese real estate enterprises.3.1. The Applications of Big data in Realty DevelopmentBig data provide strong support for a more rational way to develop. It benefits realty enterprises to implement diversified investment through data remining for potential value. The digital personal information and the revolutionary changes in the way of thinking make innovative investments the new revenue growth opportunities for realty enterprises in the age of big data.3.1.1. Rational Investment and Diversified DevelopmentThere are more than 660 cities in our country with different housing price and different appetite for investment as well as diverse natural environment and situation on economic development in different regions.The real estate market is still rising steadily overall, but the phenomenon of ghost towns of empty houses seriously deviates from developers expectation. Fortunately, the history of real estate is long enough for these enterprises to possess large numbers of data, such as geographic location, situation on economic development, urban planning and policy orientation, investment under construction, the land market competition, and so on. Using an advanced method toanalyze the big data, these enterprises could be able to forecasts the supplies and demands and then value the investment to make a wise decision. Though this unstructured data is disordered, some even useless, the size of the data is big enough to make up the inaccuracy. The more, the better. Google may be the pioneer in big data prediction. Before a potential pandemic influenza outbreak in 2009,google provided precise indicators swiftly by analyzing the relationship between searching key words collected from 2003 to 2008 and actual cases. That helped the US CDC get more chances. In like manner, google estimate the demand-supply equilibrium and predicted the price index in realty market successfully. What google has done is just to analysis stored data, mathematical modeling, manipulation and making a comparison.Google is several times the efficiency of the government at a fraction of the cost. That is part of charm of the big data.Land resources are very important for realty enterprises. The big data provides the potential for real estate enterprises to have access to explicit land market information. Realty enterprises should attach importance to the land market and pay attention to the market trend. China Vanke Co.Ltd .always concentrates on residential market, and its datas on land resources almost come from the third party. Facing the constantly climbing land prices, Vanke analysis the big data to get land in the secondary market, or from the "three old" transformation,or the affordable housing construction land. It's benefit for realty enterprises to analysis big data of land resources to deal with the rising land price. “Holding on residence, no property hoarding and no land hoarding”is the big data strategy of Vanke.Apart from supply-demand analysis or buying land reasonably, the applications of big data in diversified investment within the business-wide also bring massive profits. Wanda Group and Greenland Group and some other companies take the opportunity of big data to expend their business diversely to hotel and traveling commodity service, exploring profit space out of housing market. As Viktor says, the recycle of data can reveal its potential value instead of depreciation. The big data not collected for diversified investment at first may bring extra profit through professional analysis.3.1.2. Innovative InvestmentIt’s good for rational development and diversified investment to analyze previous data of investment and sale. However, these enterprises, especially the bigger ones, possess more than that. The data of buyers’personal information is also considerable, and this information is far more than the name, family structure,incomes and purchasing intent. More and more personal informations are getting easily available due to the development of the Internet and the spread of computers in era of big data. A lot of informations that used to be meaningless for real estate such as the buyers’ habits and customs and the preferred travel routes will be revealed by miningthese data. Although these data isn’t so structured, the potential value is great. It means new opportunities for realty development and breakthroughs of benefit.Vanke Group and Fantasia Group, two of the leader realty enterprises, also stay ahead of the applications of big data. Based on consumer demand, Fantasia planned to build community e-commerce creatively, combining commercial tenants with customers through app on cellphones. Holding millions of homebuyers’ data, Fantasia is able to establish a convenient efficient platform for marketing. This advantage of big data will help Fantasia to improve strength at the same time. In addition to community e-commerce, Fantasia expands its big data business based on the Mobile Internet to other eight areas, such as financial sector, hotel services, culture and tourism. It seems that Fantasia is far away from traditional real estate enterprise. The improving big data handling techniques bring tremendous business opportunities to Vanke Group in the same way. The 4.8 million property owners means an enormous amount of wealth for Vanke as the realty almost become manufacture nowadays. After data processing, Vanke put forward the concept of building city support services, combining community logistics, medical servi ces and pension with the 4.8 million property owners’ big data. It will bring a great opportunity.The innovative investment made by Shimao Group is more remarkable compared to Vanke and Fantasia. As its business ideas state, the homebuyers prefer an experience of a lifetime rather than a mere house in the future.Therefore Shimao introduced the “health clouds” business management to its property owners for the health monitoring and advisory opinion. Analyzing the monitor data collected by some mobile devices like cellphones and watches in real time, they can produce a health scheme, preparing for disease and helping these owners keep healthy or providing them with hypostatic medical service. Taking advantage of big data, other enterprises like Gold Ground Group and Green Ground Group also open up new operations such as Intelligent City and Cloud Service in succession. These enterprises pay more attention to consumer's satisfaction of spirit and psychology instead of a shelter. Better service for customers matter a lot.The applications of big data in innovative investment are common occurrence at foreign real estate enterprises. The classical case, Windermere Real Estate, is popular in American college textbooks. They plan for the potential buyers with their commute routes and the cost of time by analyzing information from nearly one hundred million drivers’ GPS. This innovative business not only meets the customers’ demand with improving quality of service, but also promotes the realty seals. That’s worth cons idering.Table 1. The Applications of Big data in Realty Development3.2. The Applications of Big data in Realty MarketingIn fact, there are over-developed real estates in some medium and small cities in our country. House is essentially a special consumer good while the seemingly substantial benefit attracts large amounts of investment. Actually, the attraction there is far less than tier one and tier two cities leaving the vast number of vacant houses. Therefore, how to use big data to promote sales is crucial. In addition, traditional marketing models are ineffective as the popularization of electronic commerce is changing the consumption manners of the Chinese. The prospects of realty marketing are not so bright.To deal with these issues, above all, is to market successfully in the era of big data. Data resources are very important for realty enterprises to raise competitiveness. The huge and perfect sources of data ensure precise customer location and the effective marketing. At first, real estate enterprises can implement precise marketing relying on information system. They can build the customer data system based on the possession of big data to categorize the customers, thenextract useful information by big data mining for the precise marketing.In addition, some large estate enterprises change marketing patterns, actively turning to e-commerce. Xinfeng real estate created five big data application system last years. The resources decision support system, the house book network and Xinfeng automated assessment systems are part of the five systems already running with high performance. The houses book network can select certain houses according to the users’demand. The automated assessment systems can evaluate the housing price automatically depended on the big data processing. Once the users input the data of the conditions it will estimate the price and other information like loan and mortgage or the transaction tax. It’s impossible without advanced big data processing technique. Xinfeng made realty e-commerce the same as Wanda Group, combining online services with offline services. The offline sales departments also get in touch with customers according to the online information. This marketing pattern requires excellent technique on data collection, storage and analysis. So the estate enterprises should master the data processing technology as well as the big data.Those marketing models above all widen existing business domain proactively without the third-party. In Viktor’s opinion, if the e state enterprises are willing to share data, they can cooperate with the third-party,joining up with the market players like developers and home services and customers, fully demonstrating the advantage of big data. For example, the CNFS real estate big data system includes data of 289 cities ranging from government to the estate enterprises even the Second-hand housing market, and some reach a length of ten years. There is no doubt that the data are only collected and processed by CICC. Realty Mogul bridges opportunities of small investments between estate enterprises and investor via the Internet crowd funding. The information and analysis result provided for investors all come from its possessionof big data. E-house China is rather typical for the asset-light strategy, leading a diverse scope of services in Chinese realty estate.E-house introduces the China Real Estate Information Circle servicing for over one million property buyers. Depended on advanced IT, the big data with low cost brings considerable profit. There are many similar third-party marketing platforms, such as SouFun, Myfun, Real Estate Network, Ifeng, and so on, possessing advanced Internet and data processing technology for big data collection and storage. Some realty platforms have made great achievements like Fangdd and Haowu, though the history of realty estate e-commerce is short. Haowu absorbed huge number of buyers’ personal information, and established the big data warehouse, then matched the buyers’ demand with the house available through certain algorithm, promoting the sales successfully. There are 1.6 million page views on Ifeng. That makes the customers’ demand well available, so they can market more precisely by analyzing big data effectively. The thought on big data will promote the real estate. Ever since the introductions of Instant Messenger, there are more and more users registered. In March of last year, the cooperation between Tencent qqfangshi and the Country Garden made a marvelous success on realty marketing with 3300 houses available at the opening. This is a win-win situation----the big data on Internet platform provide realty enterprises with precise marketing pattern based on habits of users; meanwhile the realty buyers’ information online is used for the update of the Internet platform. Other famous enterprises like Long for Group ever attempted group-buying, making effort to build the realty TaoBao.4 The Problems of Applications of Big data in Real Estate Enterprises and the SolutionsBig data is new. Estate enterprises should pay more attention to the challenges and potential problems while taking advantage of big data for development and marketing. The contradictions between privacy protections and big data are irreconcilable. The big data processing technology is not easily available for most enterprises. In addition, the characteristic of real estate corporations bring more challenges into the applications of big data.4.1 The Problems on Big data and the SolutionsIt’s inevitable to get enough personal info rmation when the estate enterprises provide specific services for different customers. If the size of the data is big enough, recognition rates of the personal identity can reaching more than 99% even without personal information. According to present ethi cs and moral concept it’s impossible for us to ignore the big data containing much personal privacy. To deal with this problem, Viktor prefers the data users rather than the possessors to take responsibility of privacy protections or making the personal information indistinct deliberately to give up some precision for the protection of personal privacy.Whether it works or not has to be studied further.Big data encompasses much more than just lots of number.It’s more complex and disordered. The collection,storage and processing of this enormous unstructured data needs unusually advanced technology. The generation of big data is fast and sustained with lower and lower value-density. It’s a big challenge for any estate corporation to capture the sort of useful information from the large numbers of multifarious data. On theone hand, to make national big data strategies and to promote the process of academic study on big data and the conversion of research achievements into realistic productivity will help estate corporation improve the big data handling capabilities.On the other hand, it may be a good choice for real estate enterprises to have big data handled by professional third parties. Different types of companies play different roles at the age of big data. The estate corporations can center on the applications of information to deepen development, leaving big data processing to third-parties excellent on technology.Great importance should be attached to international exchange and cooperation in the era of big data. Meanwhile, real estate enterprises should pay attention to the possible impact making by foreign advanced technology on applications of big data. Seeing the big data in Chinese market, several foreign companies want to enter the market for the big data business, while there is no comparable domestic enterprise being able to counter that at present. Under this condition domestic companies should cooperate with the foreign at first,promoting the internationalization of big data business. Meanwhile appropriate operation model and the status of both sides matter a lot. The foreign companies play role of middlemen and the domestic companies should keep the property right and potential value of big data.4.2 The Problems on Real Estate Enterprises and the SolutionsReal estate is the mainstay of real economy with some characteristics of fictitious economy such as complexity, metastability and high risk, increasing the uncertainties in applications of big data. As fictitious economy system is highly sensitive to expectation, the publicity andsharing of big data can impact investment demand because of the changes on people’ expectations of realty. Given the metastability this impaction will destroy the instability of real estate, influencing national economic development. Therefore, these estate companies should be judgmatical in revolution while taking the opportunity of big data for innovation.The advantage of big data is not nature for real estate other than e-commerce. There exist data structural imbalances and information asymmetry. So the platform for data sharing is a crying need. The platform should be designed for the realty data storage and help to build a huge real estate database referring to the Real Estate Appraiser’ work. For example, set up and improving of housing information system is beneficial to systematical management of the data of housing monitoring, housing fund and housing security. Building a safety integrity level and limitation of independence system by designing program for data collection,warehouse and searching, the system achieves the goal of data sharing within government, enterprises and individuals.More comprehensive business, wider range and more collective management are the current growing trends in real estate enterprises. Under the conditions, how to operate effectively is also a big data problem. The estate enterprises have to build a big data warehouse planning person, money, matter, and information, and carry out the integration management by data mining and analysis for predictions.From:Procedia Computer Science 30 ( 2014 ) 24 – 33译文：大数据在我国房地产企业中的应用研究摘要：从房地产企业的视角阐述大数据的应用情况, 分析近年来大数据在我国房地产企业中的应用案例，并结合国外个别经典案例分析大数据在房地产企业开发和营销方面的积极作用。