房地产外文文献-威廉A.科恩著作

The Marketing Plan of Real estate

William A. Cohen

Real estate developme nt is support for the people's daily lives-47 socialist market econo mic system developme nt, make the real estate market has become the main econo mic activity members, in the face of the cha nging market. real estate en terprises are to seize the opportunities and meet the challenges, we must adopt modern marketing concepts, master of modern marketing techniques. China's real estate marketi ng and sales man ageme nt en vir onment eve n after 20 years of market con cepts nu rtured, But in Chi na's real estate in tegrity, marketi ng inno vati on, product inno vatio n, and the man ageme nt structure with the intern ati onal com mun ity on dista nee.

1 Real estate marketing elementary knowledge

1.1 Marketing concepts

The market marketi ng tran slates from an En glish marketi ng word. Most early produces to US, i n I960 the America n market marketi ng associati on (AMA) defi ned the committee the defi niti on: The market marketi ng is the product either the service from the producer guida nee all en terprise activities which carries on to the con sumer or the user. The real estate market marketi ng is satisfies the reality or the late nt real estate dema nd comprehe nsive man ageme ntsale campaig n process through the real estate market excha nge. It has followi ng several implicati ons:

1. the real estate market marketi ng goal is satisfies the con sumer to the real estate commodity and the service dema nd.

2. already in cludes the realistic dema nd also to in clude the late nt dema nd.

3. the real estate market marketing center realizes the commodity exchange, completes the sale campaig n.

4. the real estate marketi ng method is the developme nt comprehe nsive marketi ng activity.

The real estate marketi ng is a market marketi ng importa nt bran ch, is the establishme nt in the market marketi ng theory system .In in real estate marketi ng

utilization mainly by government control section and property developer. The gover nment departme nt mai nly carries on the in structi on as the market superi ntendent to the market behavior surveilla nee as well as to the property developer, disclosed the market supplies dema nd in formati on, the formulatio n correlati on strategy favor social stability and the economical development. The property developer mainly is discovered the market opport uni ty, carries on marketi ng man ageme nt. In 1990, the America n en terprise marketi ng expert worked the special friend to propose 4C theory, 4C was con sumer's desire and the dema nd, the con sumer gains the convenience which the satisfied cost, the con sumer purchased, the en terprise and con sumer's effective com muni cati on. 4C the or y marketi ng advocated takes the con sumer to guide, its esse nee is locates the product by the con sumer.

1.2 Real estate development

Since Ion g-time domestic has bee n can obstruct the wind to the hous ing request to take shelter from the rain good, but, along with society's development as well as our country urba ni zati on adva nceme nt speed ing 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 an ticipates in the hous ing culture tidal curre nt is spare no effort. The real estate has it to distinguish between other products characteristics:

1. the regi on con sta ncy and the durable land are the real estate product most importa nt producer goods, as a result of land perma nence and con sta ncy, therefore the real estate place is fixed. Moreover the real estate n atural life-spa n usually all passes for 50 years, when American Revolution constructs the house till was using, very many real estate all were rec on struct as are salt of the econo mical factor or aba ndon.

2. the land resource relatively the scarce land resource is the non-renewable resources, the huma nity causes the partial la nd resource in the tran sformati on n atural process to suffer the destructio n. Alo ng with the populati on in crease, the huma nity is going further to speedup the land utilization the step, but we only have a family, Earth's land area cannot have the big in crease, although through filled in the sea to make the people to in crease the area in some econo mical developed areas, but, i n the world the desert area in creased is an large, the huma nity will be able to cha nge more