2816.B XXX大型房地產(chǎn)集團競爭策略的研究外文參考文獻譯文及原文doc

1、本科畢業(yè)設(shè)計（論文）外文參考文獻譯文及原文 學(xué) 院 經(jīng)濟管理學(xué)院 專 業(yè) 工商管理 年級班別 學(xué) 號 學(xué)生姓名 指導(dǎo)教師 年 月 日目 錄1房地產(chǎn)營銷的基礎(chǔ)知識.11.1營銷的概念.11.2 房地產(chǎn)的發(fā)展.12 房地產(chǎn)營銷管理.42.1房地產(chǎn)營銷環(huán)境.42.2房地產(chǎn)營銷管理分析.43現(xiàn)狀與問題分析.63.1從房地產(chǎn)市場管理者的角度看問題的起因.63.2從房地產(chǎn)開發(fā)商的角度看問題的起因.64對策研究.81 real estate marketing elementary knowledge.9 1.1 marketing concepts.91.2 real estate development

2、.102 real estate marketing management.13 2.1 real estate marketing environment.13 2.2 real estate marketing management analysis.133 present situations and problem analysis15 3.1 looks at the question from the real estate market superintendentsangle the cause15 3.2 looks at the question from the prop

3、erty developer angle the cause164 countermeasures research.17房地產(chǎn)開發(fā)是支持人們?nèi)粘Ｉ畹幕Ｉ鐣髁x市場經(jīng)濟體制的制定，使得房地產(chǎn)業(yè)成為市場經(jīng)濟活動的主體成員，面對市場的風(fēng)云變幻，房地產(chǎn)企業(yè)要想抓住機遇，迎接挑戰(zhàn)，必須樹立現(xiàn)代的營銷觀念，掌握現(xiàn)代的營銷技術(shù)。我國的房地產(chǎn)營銷環(huán)境與營銷管理雖然經(jīng)過二十年的市場觀念熏陶，但是我國的房地產(chǎn)在誠信問題、營銷創(chuàng)新、產(chǎn)品創(chuàng)新、以及管理體制等方面與國際接軌上有距離。1房地產(chǎn)營銷的基礎(chǔ)知識1.1營銷的概念市場營銷譯自英文marketing一詞。最早產(chǎn)生于美國，1960年美國市場營銷協(xié)會（ama）定

4、義委員會的定義：市場營銷是把產(chǎn)品或服務(wù)從生產(chǎn)者引導(dǎo)到消費者或用戶所進行的一切企業(yè)活動。房地產(chǎn)市場營銷是通過房地產(chǎn)市場交換滿足現(xiàn)實的或潛在的房地產(chǎn)需求的綜合性的經(jīng)營銷售活動過程。它有以下幾層涵義： 1、房地產(chǎn)市場營銷的目的是滿足消費者對房地產(chǎn)商品和勞務(wù)的需求。2、既包括現(xiàn)實需求也包括潛在需求。3、房地產(chǎn)市場營銷的中心是實現(xiàn)商品的交換，完成銷售活動。4、房地產(chǎn)營銷的手段是開展綜合的營銷活動。房地產(chǎn)營銷是市場營銷的一個重要分支，是建立在市場營銷理論體系上的。在房地產(chǎn)營銷的運用上主要由政府管理部門和房地產(chǎn)開發(fā)商。政府部門主要作為市場管理者對市場行為的監(jiān)督以及對房地產(chǎn)開發(fā)商進行指導(dǎo)，披露市場供給需求信息

5、，制定相關(guān)策略以利于社會穩(wěn)定和經(jīng)濟發(fā)展。房地產(chǎn)開發(fā)商主要是發(fā)現(xiàn)市場機會，進行營銷管理活動。1990年，美國企業(yè)營銷專家勞特朋提出了4c理論，4c即消費者的欲望和需求、消費者獲取滿足的成本、消費者購買的方便性、企業(yè)與消費者的有效溝通。4c理論的營銷主張重視消費者導(dǎo)向，其精髓是由消費者定位產(chǎn)品。 1.2 房地產(chǎn)的發(fā)展長久以來國內(nèi)對住房的要求就是能夠遮風(fēng)避雨就行了，但是，隨著社會的發(fā)展以及我國城市化進程的加快，房地產(chǎn)市場不僅僅局限于提供給人們遮風(fēng)避雨的場所，而在引領(lǐng)住宅文化潮流上更是不遺余力。房地產(chǎn)有其區(qū)別于其它產(chǎn)品的特點。房地產(chǎn)的特點：1、地域的固定性和耐久性土地是房地產(chǎn)產(chǎn)品最重要的生產(chǎn)資料，由于

6、土地的永久性和固定性，所以房地產(chǎn)的地點是固定的。而且房地產(chǎn)的自然壽命通常都超過50年，甚至于美國獨立戰(zhàn)爭時建造的房子仍在使用，很多房地產(chǎn)都是由于經(jīng)濟的因素而重建或廢棄。2、土地資源的相對稀缺性土地資源是不可再生資源，人類在改造自然的過程中使得部分的土地資源遭受破壞。隨著人口的增加，人類將要進一步加快土地利用的步伐，但是我們只有一個家，地球的陸地面積不會有大的增加，雖然通過填海造地人們在一些經(jīng)濟發(fā)達地區(qū)增加了面積，但是，世界上沙漠的面積增在加大，人類在未來的可利用土地面積將會變得越來越少。3、使用價值上的收益性、不可替代性和永續(xù)性人的一天有1/3的時間是用于休眠的，而人的一天中留在建筑物中時間還

7、遠(yuǎn)遠(yuǎn)不止。今天，雖然科技異常發(fā)達，但是人類仍未能發(fā)明一種產(chǎn)品以替代房地產(chǎn)在人類生活中的重要地位。4、交換關(guān)系上的高價值性和增值性房地產(chǎn)產(chǎn)品是多種勞動產(chǎn)品的綜合，其所需要的生產(chǎn)資料種類和數(shù)量多，所需工藝復(fù)雜，所以這就決定了房地產(chǎn)的價值高的特點。同時，由于用于房地產(chǎn)產(chǎn)品生產(chǎn)的土地資源是不可再生的，在人類利用土地資源的過程中，土地資源將會顯出物以希為貴的規(guī)律。然而，房地產(chǎn)的增值同時還取決于人們的心理預(yù)期。由于房地產(chǎn)的自身特點，房地產(chǎn)的市場供給與市場需求又有區(qū)別于其它產(chǎn)品的特點。房地產(chǎn)市場的需求特點:1、房地產(chǎn)需求的廣泛性衣食住行是人們不可或缺的基本生活活動。無論是用于生活還是生產(chǎn)，人們都需要房地產(chǎn)產(chǎn)

8、品。2、市場需求的多樣性人的個性特征決定了要求有不同的房地產(chǎn)產(chǎn)品來滿足其不同的要求，有用于生產(chǎn)的也有用于投資的。3、市場需求的永續(xù)性這是房地產(chǎn)使用價值上的必備性和不可替代性決定的，因為房地產(chǎn)是人們生活和社會生產(chǎn)的物質(zhì)基礎(chǔ)。它不會因為技術(shù)的進步而被淘汰，而是隨著人們生活水平的提高、社會文明的進步，人們對房地產(chǎn)產(chǎn)品的要求也越來越高。4、市場需求的融資性由于房地產(chǎn)的價格昂貴，人們難以全部支付購房款，這就產(chǎn)生了由貸款和信用支持的融資活動。5、房地產(chǎn)消費的長期性房地產(chǎn)是高價值性的產(chǎn)品，同時它的壽命也很長，所以房地產(chǎn)消費是長期性的。6、市場需求富有彈性。房地產(chǎn)市場的供給特點：1、市場供給缺乏彈性由于房地產(chǎn)

9、具有位置固定，土地資源稀缺，使用價值的不可替代性和開發(fā)建設(shè)周期長的特點，不論市場需求量有多大，價格有多高，市場供給量不可能在短時間內(nèi)發(fā)生較大變化。2、市場供給區(qū)域性房地產(chǎn)產(chǎn)品的地點固定性決定了房地產(chǎn)產(chǎn)品只能提供給它的生產(chǎn)地點，所以房地產(chǎn)的流通過程中只有商流而沒有物流。3、市場調(diào)節(jié)的不完全性我國的房地產(chǎn)市場現(xiàn)在仍有部分為公有住房，而且有的地區(qū)仍未按規(guī)定發(fā)放住房供公積金。人們根深蒂固的住房觀念是阻礙市場化進程的關(guān)鍵，現(xiàn)在仍有不少人認(rèn)為住房應(yīng)該由政府無償提供，這就難以啟動住房的消費發(fā)展，市場的調(diào)節(jié)作用就不明顯。由于我國的經(jīng)濟發(fā)展在東部沿海地區(qū)比較快中西部比較慢，所以我國房地產(chǎn)市場的成熟度在東部和西部

10、、在城鎮(zhèn)和農(nóng)村都存在較大的差距。在房地產(chǎn)營銷實踐中，這些地區(qū)與民族的差異是不可能被忽略的。現(xiàn)代地產(chǎn)營銷理論是現(xiàn)代營銷理論與地產(chǎn)營銷實踐的結(jié)合，只有在平衡分析中國的實際情況才能在營銷實踐中做得更好。2 房地產(chǎn)營銷管理2.1房地產(chǎn)營銷環(huán)境房地產(chǎn)營銷環(huán)境分析是整個營銷活動的首要環(huán)節(jié)，是房地產(chǎn)企業(yè)進行營銷決策、實現(xiàn)營銷目標(biāo)的基礎(chǔ)?，F(xiàn)代營銷的觀念的核心是以消費者為中心，企業(yè)營銷活動的出發(fā)點是消費者的需求。要分析研究并滿足消費者需求，必須對市場營銷環(huán)境作透徹分析。房地產(chǎn)市場營銷環(huán)境分析就是影響房地產(chǎn)企業(yè)的市場和營銷活動的參與者和影響力。它是房地產(chǎn)企業(yè)的生存空間，是企業(yè)營銷活動的基礎(chǔ)和條件，其顯著特征是營銷

11、環(huán)境的動態(tài)性。企業(yè)要能動地去適應(yīng)環(huán)境。房地產(chǎn)市場營銷的微觀環(huán)境是指直接影響和制約房地產(chǎn)企業(yè)營銷活動的環(huán)境因素，包括企業(yè)、供應(yīng)者、營銷中介、骨科、競爭者和社會公眾。市場營銷的宏觀環(huán)境是指間接影響企業(yè)與制約房地產(chǎn)企業(yè)營銷活動的社會力量，又稱間接營銷環(huán)境，它包括人口因素、經(jīng)濟因素、自然因素、科學(xué)技術(shù)因素、政治和法律因素、社會文化因素等。2.2房地產(chǎn)營銷管理分析在市場競爭激勵的條件下，房地產(chǎn)企業(yè)為取得營銷活動的成功，不僅要以適當(dāng)?shù)膬r格通過適當(dāng)?shù)那老蚴袌鎏峁┻m銷的房地產(chǎn)產(chǎn)品，而且需要采取適當(dāng)?shù)姆绞酱龠M產(chǎn)品的銷售。因此，促進銷售也是營銷人員將本企業(yè)及產(chǎn)品的信息通過各種方式傳遞給消費者和用戶，促進其了解、

12、信賴并購買本企業(yè)的產(chǎn)品，已達到擴大銷售的目的。促銷的實質(zhì)是房地產(chǎn)營銷人員與消費者之間的溝通。長期以來，我國房地產(chǎn)行業(yè)呈現(xiàn)出典型的買方市場形勢，房地產(chǎn)企業(yè)無需擔(dān)心銷售問題。因此，對于促銷這一工作，無論是在思想認(rèn)識上、促銷人員力量配套上以及建立和健全各種機制上，都十分欠缺。促銷一般可以起到三方面的作用：1、傳遞消息、溝通情報在進行促銷的時候很多采用了降低售價或者提供其他更多的優(yōu)惠措施以吸引消費者，引起人們的注意，這樣人們會自覺不自覺地向他們的親友傳遞這樣的一些消息，從而達到加大宣傳的目的。通過促銷，能吸引更多的消費者到達樓盤所在地進行實地參觀考察，這樣，銷售工作達到雙向溝通。2、突出產(chǎn)品特點，樹立

13、企業(yè)形象進行促銷的商品通常在樓盤中是比較優(yōu)秀的或者是比較有特點的，而我們在進行促銷的時候?qū)匦麄鬟@樣一種特點，這樣的話就能夠在消費者的心目中加深印象。3、誘導(dǎo)需求、擴大銷售企業(yè)進行促銷就是拿出一些優(yōu)惠條件，刺激那些想買又不想買的消費者，促使他們下定決心購買。通常進行促銷不能單純的采用一種方法，在很多企業(yè)中會使用幾種促銷方式同時進行或者組合進行實用。往往企業(yè)會根據(jù)企業(yè)自身的情況進行一些創(chuàng)新。 3現(xiàn)狀與問題分析本章節(jié)我們試圖通過從不同的市場參與主體的角度探討出現(xiàn)相關(guān)問題的因素，從而為提供解決方案作參考。而對于市場營銷理論的應(yīng)用主要由政府相關(guān)管理部門和企業(yè)的市場營銷部門。他們看問題的角度是不一樣

14、的，同時所看到的問題也是不一樣的，所需要解決的問題和解決問題的方法就不同。下面，我們通過不同角度探討問題的起因。3.1從房地產(chǎn)市場管理者的角度看問題的起因空置房問題是我國近幾年以來所出現(xiàn)的新問題，是我國住房分配制度由國家供給轉(zhuǎn)向市場供給的過程中出現(xiàn)的。空置房的問題主要有以下幾個方面引起：1、房地產(chǎn)開發(fā)商不注重產(chǎn)品質(zhì)量造成產(chǎn)品不能實現(xiàn)先人們所需求的功能。它有可能是企業(yè)忽視了質(zhì)量監(jiān)督造成的，也可能是房地產(chǎn)開發(fā)企業(yè)在產(chǎn)品開發(fā)的規(guī)劃和設(shè)計階段未能考慮到房地產(chǎn)未來的發(fā)展造成的產(chǎn)品功能滯后。2、房價過高是市民最大的抱怨，這也是房地產(chǎn)滯銷的主要因素?，F(xiàn)在房地產(chǎn)價格過高，嚴(yán)重超過了我國市民經(jīng)濟承受能力。我國房

15、改政策改革從1998年正式落實到現(xiàn)在已經(jīng)有五年了，但是，居民的房地產(chǎn)方面的消費能力還是很低的。雖然我國的高檔房地產(chǎn)市場的發(fā)展速度近幾年并沒有放慢的跡象，但是，作為市場支撐主體的普通消費者的購買欲望因為房價過高而不能得到實現(xiàn)。3、地產(chǎn)建設(shè)高速發(fā)展，我國現(xiàn)在房地產(chǎn)投資增速每年都在25以上，在我國沒有形成強大的購買市場的時候，快速的發(fā)展超過了我國市民的經(jīng)濟承受能力。這樣就形成了總量供應(yīng)充足，消費能力滯后的情況。例如，北京去年的空置房數(shù)量是53萬平方米，但是有相當(dāng)部分的北京市民住房面積低于10平方米。解決這一部分市民的住房問題將能有效的解決空置房問題。4、歷年累積的空置房。冰凍三尺非一日之寒，我國的空

16、置房問題不是近一兩年才出現(xiàn)的。北京2001年商品房空置的情況看，空置時間3年以內(nèi)的商品房約占了9成。新增的空置房成為突出的問題，政府沒有拿出明確的態(tài)度解決空置問題。相對我國的農(nóng)村，市場經(jīng)濟并不發(fā)達，但是，由于人們是按需按能力建房即使有一部分的舊房出現(xiàn)空置，但是對我國整體經(jīng)濟的影響甚微。3.2從房地產(chǎn)開發(fā)商的角度看問題的起因房地產(chǎn)開發(fā)商的銷售難問題，這是很多開發(fā)商所遇到的相同問題。其主要影響因素有以下幾點：1、房地產(chǎn)產(chǎn)品本身的質(zhì)量問題，房地產(chǎn)的質(zhì)量問題是出現(xiàn)銷售困難的主要因素。一些開發(fā)商中不注重自身產(chǎn)品的質(zhì)量，以為當(dāng)出現(xiàn)賣不動的時候只要一兩個點子大王指點迷津就能夠扭轉(zhuǎn)乾坤。房地產(chǎn)產(chǎn)品質(zhì)量低下的因

17、素主要有房地產(chǎn)開發(fā)商不重視和政府管理部門工作不到位造成。2、房地產(chǎn)開發(fā)商的銷售節(jié)奏沒有掌握。很多開發(fā)商為了迎合消費者的需求通常會把所有的樓盤一次定價，只要有合適的買方就會提供住房，等到清盤的時候就出現(xiàn)了一些本身素質(zhì)不是太好的單元賣不動，而清盤時期的樓房的銷售收入通常是房地產(chǎn)開發(fā)商的利潤所在，這就使項目后期的銷售陷入困境。4對策研究我們從從房地產(chǎn)市場管理者的角度可以尋求到問題解決的對策，如下：1、在處理空置房的問題上我認(rèn)為政府應(yīng)該從審批的角度考慮在項目的申報過程需要企業(yè)提出一套可行性方案，其中包括樓盤的銷售方案，這樣有利于房地產(chǎn)市場管理者有一個宏觀的數(shù)據(jù)統(tǒng)計，從而在規(guī)劃的過程中就能夠?qū)Ψ康禺a(chǎn)項目

18、的可行性進行相應(yīng)的指導(dǎo)。2、在與國民經(jīng)濟平衡發(fā)展的問題上政府應(yīng)該加強宏觀信息的公布及國家發(fā)展策略的指導(dǎo)，使企業(yè)掌握充足的市場營銷信息，為以后的市場投入提供信息基礎(chǔ)。3、為了給收入較低的居民提供適用住房，我認(rèn)為僅僅是提高市民的收入并不妥善的。因為給國家公務(wù)員增加工資會使得我國的財政赤字負(fù)擔(dān)加重。我國應(yīng)該在拓寬居民收入渠道上解決居民的住房困難問題。4、房地產(chǎn)交易的信息化管理將使得我國的交易行為更透明化，也將能更利于國家制定利國利民的政策。在加快信息化建設(shè)的過程中我國取得了一些成就，但是房地產(chǎn)交易的信息化管理還沒有在全行業(yè)進行，要解決這方面的問題應(yīng)該著重發(fā)展我國的信息化建設(shè)和人才的培養(yǎng)，無論是軟件硬

19、件都要上一個臺階。5、為了解決房地產(chǎn)業(yè)領(lǐng)導(dǎo)者的問題主要從抓強領(lǐng)導(dǎo)者的觀念更新入手，只有觀念更新了才能主動學(xué)習(xí)先進的市場營銷理論，我國的政府領(lǐng)導(dǎo)者正在實行年輕化，這樣能夠促使領(lǐng)導(dǎo)增強危機感，時時刻刻不忘為他人服務(wù)，為社會服務(wù)。房地產(chǎn)管理部門應(yīng)該努力扶持國內(nèi)的一些名牌地產(chǎn)商，使其在為市民提供優(yōu)質(zhì)價廉的住房產(chǎn)品上與政府密切合作，既有利于改善城市建設(shè)，優(yōu)化城市規(guī)劃，又有利于提升市場的誠信程度。目前我國房地產(chǎn)業(yè)正處于一個嶄新的發(fā)展階段，房地產(chǎn)營銷是其一個重要的方面，所以營銷策略對房地產(chǎn)行業(yè)而言有著很重要的現(xiàn)實意義。the marketing plan：william a. cohenreal estat

20、e 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

21、 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

22、 international community on distance.1 real estate marketing elementary knowledge1.1 marketing concepts the market marketing translates from an english marketing word. most early produces to us, in 1960 the american market marketing association (ama) defined the committee the definition: the market

23、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 es

24、tate 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 rea

25、lizes 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 marketin

26、g 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 formulat

27、ion 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 desi

28、re 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 developmentsi

29、nce 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

30、 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 produc

31、er 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 ec

32、onomical 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 speed

33、up 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 abl

34、e 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 also by far to continue. today, although the science and

35、 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

36、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 charact eristic. at the same time, because uses in the real estate product production land resource is non-renewable, uses the land resource in th

37、e 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

38、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 n

39、eed 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

40、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 civilizati

41、on 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

42、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

43、 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

44、、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 m

45、arket 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 shoul

46、d 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 maturi

47、ty 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 marketin

48、g 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,

49、 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 consumer nee

50、d, 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 enterprises existing space, is the enterprise marketi

51、ng 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 es

52、tate 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

53、 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 comp

54、etition 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 way promotion product the sale. t

55、herefore, 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

56、 essence is between the real estate marketing personnel and consumers 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