房地产营销管理英文文献及翻译.doc

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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。房地产的特点：1、地域的固定性和耐久性土地是房地产产品最重要的生产资料，由于土地的永久性和固定性，所以房地产的地点是固定的。而且房地产的自然寿命通常都超过50年，甚至于美国独立战争时建造的房子仍在使用，很多房地产都是由于本文来自六维*论文|网经济的因素而重建或废弃。2、土地资源的相对稀缺性土地资源是不可再生资源，人类在改造自然的过程中使得部分的土地资源遭受破坏。随着人口的增加，人类将要进一步加快土地利用的步伐，但是我们只有一个家，地球的陆地面积不会有大的增加，虽然通过填海造地人们在一些经济发达地区增加了面积，但是，世界上沙漠的面积增在加大，人类在未来的可利用土地面积将会变得越来越少。3、使用价值上的收益性、不可替代性和永续性人的一天有1/3的时间是用于休眠的，而人的一天中留在建筑物中时间还远远不止。今天，虽然科技异常发达，但是人类仍未能发明一种产品以替代房地产在人类生活中的重要地位。4、交换关系上的高价值性和增值性房地产产品是多种劳动产品的综合，其所需要的生产资料种类和数量多，所需工艺复杂，所以这就决定了房地产的价值高的特点。同时，由于用于房地产产品生产的土地资源是不可再生的，在人类利用土地资源的过程中，土地资源将会显出物以希为贵的规律。然而，房地产的增值同时还取决于人们的心理预期。由于房地产的自身特点，房地产的市场供给与市场需求又有区别于其它产品的特点。房地产市场的需求特点:1、房地产需求的广泛性衣食住行是人们不可或缺的基本生活活动。无论是用于生活还是生产，人们都需要房地产产品。2、市场需求的多样性人的个性特征决定了要求有不同的房地产产品来满足其不同的要求，有用于生产的也有用于投资的。3、市场需求的永续性这是房地产使用价值上的必备性和不可替代性决定的，因为房地产是人们生活和社会生产的物质基础。它不会因为技术的进步而被淘汰，而是随着人们生活水平的提高、社会文明的进步，人们对房地产产品的要求也越来越高。4、市场需求的融资性由于房地产的价格昂贵，人们难以全部支付购房款，这就产生了由贷款和信用支持的融资活动。5、房地产消费的长期性房地产是高价值性的产品，同时它的寿命也很长，所以房地产消费是长期性的。6、市场需求富有弹性。房地产市场的供给特点：1、市场供给缺乏弹性由于房地产具有位置固定，土地资源稀缺，使用价值的不可替代性和开发建设周期长的特点，不论市场需求量有多大，价格有多高，市场供给量不可能在短时间内发生较大变化。2、市场供给区域性房地产产品的地点固定性决定了房地产产品只能提供给它的生产地点，所以房地产的流通过程中只有商流而没有物流。3、市场调节的不完全性我国的房地产市场现在仍有部分为公有住房，而且有的地区仍未按规定发放住房供公积金。人们根深蒂固的住房观念是阻碍市场化进程的关键，现在仍有不少人认为住房应该由政府无偿提供，这就难以启动住房的消费发本文来自六维*论文|网的成熟度在东部和西部、在城镇和农村都存在较大的差距。在房地产营销实践中，这些地区与民族的差异是不可能被忽略的。现代地产营销理论是现代营销理论与地产营销实践的结合，只有在平衡分析中国的实际情况才能在营销实践中做得更好。分享到房地产营销管理英文文献及翻译 第2页房地产营销管理英文文献及翻译 第2页2 房地产营销管理2.1房地产营销环境房地产营销环境分析是整个营销活动的首要环节，是房地产企业进行营销决策、实现营销目标的基础。现代营销的观念的核心是以消费者为中心，企业营销活动的出发点是消费者的需求。要分析研究并满足消费者需求，必须对市场营销环境作透彻分析。房地产市场营销环境分析就是影响房地产企业的市场和营销活动的参与者和影响力。它是房地产企业的生存空间，是企业营销活动的基础和条件，其显著特征是营销环境的动态性。企业要能动地去适应环境。房地产市场营销的微观环境是指直接影响和制约房地产企业营销活动的环境因素，包括企业、供应者、营销中介、骨科、竞争者和社会公众。市场营销的宏观环境是指间接影响企业与制约房地产企业营销活动的社会力量，又称间接营销环境，它包括人口因素、经济因素、自然因素、科学技术因素、政治和法律因素、社会文化因素等。2.2房地产营销管理分析在市场竞争激励的条件下，房地产企业为取得营销活动的成功，不仅要以适当的价格通过适当的渠道向市场提供适销的房地产产品，而且需要采取适当的方式促进产品的销售。因此，促进销售也是营销人员将本企业及产品的信息通过各种方式传递给消费者和用户，促进其了解、信赖并购买本企业的产品，已达到扩大销售的目的。促销的实质是房地产营销人员与消费者之间的沟通。长期以来，我国房地产行业呈现出典型的买方市场形势，房地产企业无需担心销售问题。因此，对于促销这一工作，无论是在思想认识上、促销人员力量配套上以及建立和健全各种机制上，都十分欠缺。促销一般可以起到三方面的作用：1、传递消息、沟通情报在进行促销的时候很多采用了降低售价或者提供其他更多的优惠措施以吸引消费者，引起人们的注意，这样人们会自觉不自觉地向他们的亲友传递这样的一些消息，从而达到加大宣传的目的。通过促销，能吸引更多的消费者到达楼盘所在地进行实地参观考察，这样，销售工作达到双向沟通。2、突出产品特点，树立企业形象进行促销的商品通常在楼盘中是比较优秀的或者是比较有特点的，而我们在进行促销的时候将会着重宣传这样一种特点，这样的话就能够在消费者的心目中加深印象。3、诱导需求、扩大销售企业进行促销就是拿出一些优惠条件，刺激那些想买又不想买的消费者，促使他们下定决心购买。通常进行促销不能单纯的采用一种方法，在很多企业中会使用几种促销方式同时进行或者组合进行实用。往往企业会根据企业自身的情况进行一些创新。毕业论文3 现状与问题分析本章节我们试图通过从不同的市场参与主体的角度探讨出现相关问题的因素，从而为提供解决方案作参考。而对于市场营销理论的应用主要由政府相关管理部门和企业的市场营销部门。他们看问题的角度是不一样的，同时所看到的问题也是不一样的，所需要解决的问题和解决问题的方法就不同。下面，我们通过不同角度探讨问题的起因。3.1从房地产市场管理者的角度看问题的起因空置房问题是我国近几年以来所出现的新问题，是我国住房分配制度由国家供给转向市场供给的过程中出现的。空置房的问题主要有以下几个方面引起：1、房地产开发商不注重产品质量造成产品不能实现先人们所需求的功能。它有可能是企业忽视了质量监督造成的，也可能是房地产开发企业在产品开发的规划和设计阶段未能考虑到房地产未来的发展造成的产品功能滞后。2、房价过高是市民最大的抱怨，这也是房地产滞销的主要因素。现在房地产价格过高本文来自六维*论文|网，作为市场支撑主体的普通消费者的购买欲望因为房价过高而不能得到实现。3、地产建设高速发展，我国现在房地产投资增速每年都在25以上，在我国没有形成强大的购买市场的时候，快速的发展超过了我国市民的经济承受能力。这样就形成了总量供应充足，消费能力滞后的情况。例如，北京去年的空置房数量是53万平方米，但是有相当部分的北京市民住房面积低于10平方米。解决这一部分市民的住房问题将能有效的解决空置房问题。4、历年累积的空置房。冰冻三尺非一日之寒，我国的空置房问题不是近一两年才出现的。北京2001年商品房空置的情况看，空置时间3年以内的商品房约占了9成。新增的空置房成为突出的问题，政府没有拿出明确的态度解决空置问题。相对我国的农村，市场经济并不发达，但是，由于人们是按需按能力建房即使有一部分的旧房出现空置，但是对我国整体经济的影响甚微。3.2从房地产开发商的角度看问题的起因房地产开发商的销售难问题，这是很多开发商所遇到的相同问题。其主要影响因素有以下几点：1、房地产产品本身的质量问题，房地产的质量问题是出现销售困难的主要因素。一些开发商中不注重自身产品的质量，以为当出现卖不动的时候只要一两个点子大王指点迷津就能够扭转乾坤。房地产产品质量低下的因素主要有房地产开发商不重视和政府管理部门工作不到位造成。2、房地产开发商的销售节奏没有掌握。很多开发商为了迎合消费者的需求通常会把所有的楼盘一次定价，只要有合适的买方就会提供住房，等到清盘的时候就出现了一些本身素质不是太好的单元卖不动，而清盘时期的楼房的销售收入通常是房地产开发商的利润所在，这就使项目后期的销售陷入困境。4 对策研究我们从从房地产市场管理者的角度可以寻求到问题解决的对策，如下：1、在处理空置房的问题上我认为政府应该从审批的角度考虑在项目的申报过程需要企业提出一套可行性方案，其中包括楼盘的销售方案，这样有利于房地产市场管理者有一个宏观的数据统计，从而在规划的过程中就能够对房地产项目的可行性进行相应的指导。2、在与国民经济平衡发展的问题上政府应该加强宏观信息的公布及国家发展策略的指导，使企业掌握充足的市场营销信息，为以后的市场投入提供信息基础。3、为了给收入较低的居民提供适用住房，我认为仅仅是提高市民的收入并不妥善的。因为给国家公务员增加工资会使得我国的财政赤字负担加重。我国应该在拓宽居民收入渠道上解决居民的住房困难问题。4、房地产交易的信息化管理将使得我国的交易行为更透明化，也将能更利于国家制定利国利民的政策。在加快信息化建设的过程中我国取得了一些成就，但是房地产交易的信息化管理还没有在全行业进行，要解决这方面的问题应该着重发展我国的信息化建设和人才的培养，无论是软件硬件都要上一个台阶。5、为了解决房地产业领导者的问题主要从抓强领导者的观念更新入手，只有观念更新了才能主动学习先进的市场营销理论，我国的政府领导者正在实行年轻化，这样能够促使领导增强危机感，时时刻刻不忘为他人服务，为社会服务。房地产管理部门应该努力扶持国内的一些名牌地产商，使其在为市民提供优质价廉的住房产品上与政府密切合作，既有利于改善城市建设，优化城市规划，又有利于提升市场的诚信程度。目前我国房地产业正处于一个崭新的发展阶段，房地产营销是其一个重要的方面，所以营销策略对房地产房地产营销管理英文文献及翻译 第3页Real estate development is support for the peoples daily lives-47 socialist market economic system development, make the real estate market has become the main economic activity members, in the face of the changing market. real estate enterprises are to seize the opportunities and meet the challenges, we must adopt modern marketing concepts, master of modern marketing techniques. Chinas real estate marketing and sales management environment even after 20 years of market concepts nurtured, But in Chinas real estate integrity, marketing innovation, product innovation, and the management structure with the international community on distance.1 Real estate marketing elementary knowledge1.1 Marketing concepts毕业论文The 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 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 consumers desire and the demand, the consumer gains the convenience which the satisfied cost, the consumer purchased, the enterprise and consumers effective communication. 4C the or y marketing advocated takes the consumer to guide, its essence is locates the product by the consumer. 1.2 Real estate developmentSince long-time domestic has been can obstruct the wind to the housing request to take shelter from the rain good, but, along with societys development as well as our country urbanization advancement speeding go up, the real estate 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, Earths land area cannot have the big increase, although through filled in the sea to make the people to increase the area in some economical developed areas, but, in the world the desert area increased is an large, the humanity will be able to change more and more in future may using the land area little. 3、in the use value income, may not vicarious and continuing forever persons one day has 1/3 time be uses in the dormancy, but in persons one day keeps in the building the time 房地产营销管理英文文献及翻译 第4页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 本文来自六维*论文|网the land resource in the humanity in the process, the land resource will be able to appear the thing take to hope as the expensive rule. However, at the same time the real estate increment also is decided to peoples psychology anticipated. As a result 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 peoples 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 persons individuality characteristic had decided the request has the different real estate product to satisfy its different request, is useful is also useful to the 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.毕业论文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 supplies quantity 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. Peoples 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 nationalitys 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房地产营销管理英文文献及翻译 第5页房地产营销管理英文文献及翻译 第5页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, the enterprise marketing activity starting point is consumers demand. Must analyze studies and meets the consu