房地產(chǎn)外文文獻(xiàn)譯文

1、房地產(chǎn)外文文獻(xiàn)譯文(5000字) 中英文翻譯房地產(chǎn)業(yè)和互聯(lián)網(wǎng)：改變科技，改變定位互聯(lián)網(wǎng)，僅僅它的網(wǎng)頁(yè)圖形版本，就已經(jīng)吸引了眾多消費(fèi)者和商家的目光。其便捷、迅速、低成本和通用性每天以瞬息萬(wàn)變的方式被利用著。聚集互聯(lián)網(wǎng)的能力來(lái)促進(jìn)現(xiàn)存的商業(yè)轉(zhuǎn)變，促進(jìn)新商業(yè)和信息數(shù)據(jù)設(shè)備的改變?；ヂ?lián)網(wǎng)其它引人注目的特性在于能夠利用這個(gè)新科技通過(guò)全球經(jīng)濟(jì)進(jìn)行傳播。從1995年到1999年初，電腦主機(jī)的數(shù)量增長(zhǎng)超過(guò)10倍，從1995年至1998年，網(wǎng)站數(shù)量增加了將近100倍，超過(guò)200萬(wàn)。到2000年，世界上有大約400500億網(wǎng)站用戶，網(wǎng)站總數(shù)將超過(guò)5億。這種新科技直接或間接的影響著房地產(chǎn)業(yè)。直接的是，它可能成為一種

2、允許房地產(chǎn)業(yè)擴(kuò)展其信息、銷售網(wǎng)絡(luò)的工具。間接的是，它可能改變方位模式，企業(yè)何地或怎樣辦公，那么最終將影響公司參與房地產(chǎn)開發(fā)、投資和交易這個(gè)角色。測(cè)量網(wǎng)絡(luò)速度在互聯(lián)網(wǎng)上或網(wǎng)站使用上，很少有可靠的出版統(tǒng)計(jì)，不同的分析家往往預(yù)報(bào)的數(shù)據(jù)也不一致。我們討論的網(wǎng)絡(luò)和房地產(chǎn)從調(diào)查和網(wǎng)站上檢測(cè)到的信息是有限的，而不是非常全面的數(shù)據(jù)。我們通過(guò)測(cè)試各種各樣的來(lái)源（包括商業(yè)出版物，現(xiàn)有網(wǎng)站和我們所選定的房地產(chǎn)企業(yè)）以互聯(lián)網(wǎng)的角色來(lái)建立我們的視野。從電子郵件到電子商務(wù)在萬(wàn)維網(wǎng)到來(lái)之前，因特網(wǎng)的存在主要目的是為了電子郵件、數(shù)據(jù)傳輸、新聞組和公告牌。它的延伸是非常有限的，起初只應(yīng)用在學(xué)院和國(guó)防機(jī)構(gòu)中?？萍急旧聿⒔缑娌⒉皇?/p>

3、非常友好的，網(wǎng)絡(luò)傳播速度并不是非常高的，媒介僅限于文本和數(shù)據(jù)，而且存取信息難處理，耗費(fèi)時(shí)間長(zhǎng)。但瀏覽器技術(shù)大大簡(jiǎn)化了使用，使多媒體信息和創(chuàng)造互動(dòng)式成為可能?？萍紝㈦娨晩蕵?lè)、圖書館信息、新聞通告、通信、數(shù)據(jù)帶到了一個(gè)桌面上。盡管開始時(shí)最大的網(wǎng)絡(luò)用戶是學(xué)術(shù)界，但是商業(yè)部門迅速抓住了網(wǎng)絡(luò)的潛力。私營(yíng)企業(yè)在網(wǎng)絡(luò)上發(fā)現(xiàn)了一個(gè)好機(jī)會(huì)來(lái)擴(kuò)大其市場(chǎng)范圍，降低信息傳播的成本，改善與顧客之間的關(guān)系并且最終實(shí)施銷售。概括的說(shuō)，現(xiàn)存的私營(yíng)企業(yè)網(wǎng)站大致可以分為三種類型。第一種類型是簡(jiǎn)單的信息傳播。公司注冊(cè)一個(gè)網(wǎng)站并且發(fā)展一個(gè)網(wǎng)頁(yè)提供基本的公司信息。第二種類型是擴(kuò)展信息、市場(chǎng)產(chǎn)品、服務(wù)或者提供其他客戶信息。第三種類型是盡

4、可能的在網(wǎng)站上增加交易活動(dòng)。絕大多數(shù)商業(yè)網(wǎng)站目前處于第二種類型。市場(chǎng)使用互聯(lián)網(wǎng)進(jìn)行詳細(xì)信息傳播有若干優(yōu)勢(shì)。為了公司，市場(chǎng)營(yíng)銷、信息傳播和客戶服務(wù)在網(wǎng)站上能被監(jiān)測(cè)和分析從市場(chǎng)上使用其他媒介通常不能利用的一些細(xì)節(jié)。在訪問(wèn)這個(gè)網(wǎng)站時(shí)，因特網(wǎng)工具能夠提供一個(gè)堅(jiān)定的數(shù)據(jù)，那就是哪些網(wǎng)頁(yè)被訪問(wèn)次數(shù)最多，重頁(yè)的來(lái)源，停留多長(zhǎng)時(shí)間等。這些信息有助于改進(jìn)測(cè)量措施的結(jié)果。利用互聯(lián)網(wǎng)促銷成本會(huì)很低。例如，在直郵營(yíng)銷中，將一份單頁(yè)彩色小冊(cè)子郵寄到5000個(gè)隨機(jī)地址將耗資達(dá)2500美元，而建立一個(gè)網(wǎng)站的費(fèi)用將是這個(gè)金額的十分之一或是更少（盡管跟蹤和分析能加大成本）。許多不同領(lǐng)域包括房地產(chǎn)業(yè)都發(fā)現(xiàn)互聯(lián)網(wǎng)作為一種營(yíng)銷渠道既

5、高效又成本低廉。下一步，一個(gè)發(fā)展成熟的有交易能力和貿(mào)易往來(lái)的辦公室或商店在互聯(lián)網(wǎng)上以不同的角度正嘗試著，這取決于公司經(jīng)營(yíng)的領(lǐng)域。零售網(wǎng)站銷售的產(chǎn)品價(jià)格在10到100美元之間，這種是直接郵寄銷售種類的一個(gè)傳統(tǒng)部分，但似乎得到了極大的成功（盡管有的網(wǎng)站產(chǎn)品售價(jià)超過(guò)10，000美元，另有13產(chǎn)品售價(jià)在100美元到9，999美元之間）。一定數(shù)量的零售網(wǎng)站其中等收入來(lái)源于廣告。網(wǎng)站上廣告的收益已經(jīng)跨越了億美元的標(biāo)志和這一年網(wǎng)上總銷售額將接近一千億美元。消費(fèi)者的網(wǎng)絡(luò)使用根據(jù)消費(fèi)者使用網(wǎng)絡(luò)的調(diào)查表明：一個(gè)網(wǎng)站不能因?yàn)橐恍﹤鹘y(tǒng)商業(yè)形式的業(yè)務(wù)而代替，但是可以大大方便了最后交易的運(yùn)轉(zhuǎn)。利用網(wǎng)站大多數(shù)是信息檢索，緊

6、接著是工作相關(guān)的用途、教育、娛樂(lè)。有大概90%的人上網(wǎng)購(gòu)物可以詳細(xì)研究產(chǎn)品的信息，有85%的人要比較價(jià)格。有67%的人經(jīng)常能夠通過(guò)正常渠道來(lái)引導(dǎo)購(gòu)買。大部分在線購(gòu)買傾向于產(chǎn)品的標(biāo)準(zhǔn)化有五分之四的頂級(jí)產(chǎn)品是通過(guò)網(wǎng)上購(gòu)買的，根據(jù)調(diào)查，他們是軟件、圖書、五金、音樂(lè)（第五是旅行用品）。在六個(gè)月內(nèi)，超過(guò)一半的消費(fèi)者網(wǎng)購(gòu)花費(fèi)少于500美元。據(jù)統(tǒng)計(jì)，網(wǎng)民的年齡和收入差別很大。喬治亞理工調(diào)查顯示，媒體和網(wǎng)絡(luò)表明網(wǎng)民平均年齡是35年，平均家庭收入為6萬(wàn)7千美元。大多數(shù)受過(guò)大學(xué)教育的占到65，42的受訪者已經(jīng)訪問(wèn)過(guò)房地產(chǎn)網(wǎng)站。限制網(wǎng)站一些“抓取”的新技術(shù)新技術(shù)的到來(lái)常常伴隨著一些期盼，萬(wàn)維網(wǎng)也不例外。除了轉(zhuǎn)型問(wèn)題

7、，正如資源需要學(xué)習(xí)，適應(yīng)和掌握它，任何新技術(shù)的面孔和時(shí)間也如此，網(wǎng)上也有獨(dú)特的問(wèn)題和它自己的問(wèn)題需要解決。消費(fèi)者今天正面臨著信息超載的時(shí)代。即使是利用高級(jí)的搜索引擎，在網(wǎng)上找到相關(guān)的信息也并不容易，甚至不可能。一旦這個(gè)網(wǎng)址落成，那么華麗的圖形，復(fù)雜的鏈接，迷宮般的安排和很多無(wú)關(guān)的信息可能會(huì)壓倒消費(fèi)者總之，貧瘠且困惑的網(wǎng)站設(shè)計(jì)會(huì)減少網(wǎng)站的有效性。以商業(yè)的角度分析，常聽到兩種抱怨。首先，用戶可能發(fā)現(xiàn)其網(wǎng)站并沒(méi)有突出搜索結(jié)果或限制客戶訪問(wèn)數(shù)量。第二，很多公司最初引導(dǎo)的少之又少。房地產(chǎn)網(wǎng)站房地產(chǎn)公司及相關(guān)企業(yè)是早期私人使用電腦的先驅(qū)者并且目前網(wǎng)絡(luò)的存在其發(fā)展迅速非常驚人。一個(gè)例子就是目前房地產(chǎn)部門在萬(wàn)

8、維網(wǎng)出現(xiàn)之前，房地產(chǎn)投生房地產(chǎn)分類公告板、董事會(huì)、在線服務(wù),為家庭和其他房地產(chǎn)列出。一些房地產(chǎn)相關(guān)的網(wǎng)站開始于1994年(通常被視為今年開始的網(wǎng)站)。紐約城市房地產(chǎn)指南網(wǎng)站成立于1994年夏天，是第一批提供免費(fèi)使用最新的紐約地產(chǎn)資訊的網(wǎng)站。到了1995年夏天，該網(wǎng)站在一個(gè)月內(nèi)接到超過(guò)100，00名咨詢。在1995年，房地產(chǎn)業(yè)網(wǎng)上注冊(cè)進(jìn)入了一個(gè)劃時(shí)代的一年。到那年年底，共有近4000家房地產(chǎn)網(wǎng)站。網(wǎng)站的內(nèi)容以及網(wǎng)站上相關(guān)房地產(chǎn)公司的信息隨著時(shí)間的推移而不斷更新。最初，許多網(wǎng)站是房地產(chǎn)經(jīng)紀(jì)公司和上市指南，但很快業(yè)務(wù)擴(kuò)展到包括商業(yè)零售清單，抵押經(jīng)紀(jì)人、鑒定人、建筑師、房地產(chǎn)開發(fā)、建筑事務(wù)所律師以及供

9、應(yīng)商。作為房地產(chǎn)擴(kuò)張的投資工具，網(wǎng)站上也增加了不動(dòng)產(chǎn)投資信托和投資顧問(wèn)功能。早期的房地產(chǎn)經(jīng)紀(jì)人迅速利用網(wǎng)站獨(dú)特的的特點(diǎn)。那就是潛在的顧客可以找出出售、出租、查找詳細(xì)描述每一個(gè)上市、照片和樓面布置圖，并通過(guò)電子郵件聯(lián)系經(jīng)紀(jì)人等功能?？蛻粢部梢愿鶕?jù)各種不同的地理區(qū)域和新興宏觀經(jīng)濟(jì)趨勢(shì)來(lái)查找統(tǒng)計(jì)和數(shù)據(jù)報(bào)告。通過(guò)調(diào)查，在商業(yè)網(wǎng)站中，房地產(chǎn)網(wǎng)站占到4至6，從那時(shí)起，房地產(chǎn)業(yè)已經(jīng)成為最熱門的用戶網(wǎng)站。1998年初，一項(xiàng)關(guān)于房地產(chǎn)經(jīng)紀(jì)人的調(diào)查，確認(rèn)將近95的受訪者或是經(jīng)紀(jì)人擁有自己的個(gè)人網(wǎng)站，超過(guò)90的待出售的住宅在既定時(shí)間列在網(wǎng)站上。的確，由于分散、局部性質(zhì)的信息在房地產(chǎn)中扮演的角色，從信息傳播和可比性中

10、得到預(yù)期的收益，在房地產(chǎn)網(wǎng)站中，網(wǎng)站鏈接在房地產(chǎn)中是特別重要的。對(duì)于大部分的房地產(chǎn)部門，互聯(lián)網(wǎng)形成并沒(méi)有那么多的實(shí)際交易本身，而是創(chuàng)造了最初的引導(dǎo)。之后，緊隨其后的是交易、購(gòu)買和銷售。網(wǎng)站經(jīng)常鼓勵(lì)通過(guò)電話和人與人之間的會(huì)議來(lái)引導(dǎo)接觸。對(duì)網(wǎng)上房地產(chǎn)企業(yè)來(lái)說(shuō)，活動(dòng)包括住宅搜索，住房的細(xì)節(jié)，定價(jià)信息（包括房屋和抵押貸款）和與經(jīng)紀(jì)人保持聯(lián)系。房地產(chǎn)相關(guān)的交易也是非常友好的（比如預(yù)定酒店和度假賓館和在線填房屋抵押申請(qǐng)）。按揭和住房貸款融資公司的報(bào)告都是從抵押購(gòu)物者從他們的網(wǎng)站上獲得最初的信息來(lái)咨詢，以及通過(guò)互聯(lián)網(wǎng)取消貸款將會(huì)節(jié)省大量的時(shí)間和間接費(fèi)用成本。房地產(chǎn)專業(yè)人士不僅熱衷于他們目前的網(wǎng)站，出版和廣播

11、廣告這種方式也同樣有效。抵押貸款者、購(gòu)房者和尋找假期租房者都稱贊其有效，特別是在研究，尋找、比較、貿(mào)易、交換等業(yè)務(wù)，在這個(gè)過(guò)程中所帶來(lái)的便利。除了這些領(lǐng)域，許多其他類型的房地產(chǎn)相關(guān)企業(yè)通過(guò)網(wǎng)絡(luò)拓寬市場(chǎng)領(lǐng)域，增加市場(chǎng)營(yíng)銷的深度，并向現(xiàn)有的客戶提供一系列服務(wù)。商業(yè)經(jīng)紀(jì)人不僅在可靠的網(wǎng)站上提供信息還在市場(chǎng)上提供不同方位，有時(shí)更深入的地區(qū)經(jīng)濟(jì)分析等條件。不動(dòng)產(chǎn)投資信托公司和其他投資公司對(duì)他們的產(chǎn)品以及市場(chǎng)背景和經(jīng)濟(jì)信息提供詳細(xì)信息。上市公司在網(wǎng)站上提供最新的股票報(bào)價(jià)、季度、年度報(bào)告。網(wǎng)絡(luò)滲透和使用：領(lǐng)先的房地產(chǎn)公司的經(jīng)驗(yàn)我們對(duì)在美國(guó)和加利福尼亞房地產(chǎn)相關(guān)企業(yè)進(jìn)行了一項(xiàng)有限的調(diào)查。調(diào)查顯示，在1999年

12、3月2日，在約60個(gè)公司中，有超過(guò)五分之四的公司有網(wǎng)站，在1996年底，在這些公司中，有三分之一的已經(jīng)開辟了他們的站點(diǎn)。以前最早的網(wǎng)站現(xiàn)在已經(jīng)是經(jīng)紀(jì)人、投資公司、貸款人、商業(yè)和金融服務(wù)公司、律師事務(wù)所、住宅開發(fā)商、貿(mào)易組織。另外三分之一是新加入者，在1998年和1999年初開始的。商業(yè)開發(fā)商在這些組織中是非常突出的，住宅開發(fā)商、咨詢和顧問(wèn)、貸款人及不動(dòng)產(chǎn)投資信托公司和開發(fā)商也在這些組織中。這些沒(méi)有網(wǎng)站的更可能是有著相對(duì)狹小的活動(dòng)的私營(yíng)企業(yè)（例如，商業(yè)開發(fā)商集中在舊金山海灣地區(qū)）。大多數(shù)網(wǎng)站使用站點(diǎn)提供有關(guān)公司和市場(chǎng)服務(wù)的信息。此外，在他們的網(wǎng)站上大約有三分之一的市場(chǎng)產(chǎn)權(quán)，對(duì)建筑的可利用性，周邊

13、社區(qū)以及其他相關(guān)的數(shù)據(jù)提供詳細(xì)信息。網(wǎng)站上其他用途包括員工招聘、為會(huì)員或投資者提供信息，傳播相關(guān)諸如規(guī)章或房地產(chǎn)市場(chǎng)主題的信息。哪些網(wǎng)站是專門為房地產(chǎn)呢？根據(jù)活躍媒體報(bào)告，一家互聯(lián)網(wǎng)研究公司在網(wǎng)上一些部門根據(jù)經(jīng)驗(yàn)來(lái)看，目前最大的增長(zhǎng)存在于1998年，他們是計(jì)算機(jī)硬件和軟件、房地產(chǎn)、出版和信息、財(cái)務(wù)、互聯(lián)網(wǎng)服務(wù)。一個(gè)顯著的初始動(dòng)力為了網(wǎng)絡(luò)的突然到來(lái)，用一個(gè)學(xué)術(shù)名詞就是“腳尖”效應(yīng)。在網(wǎng)絡(luò)上有一個(gè)額外的優(yōu)勢(shì)戰(zhàn)勝那些沒(méi)有網(wǎng)站的，那就是他們的服務(wù)、產(chǎn)品、房屋列表等這些信息可以很方便的存儲(chǔ)在電腦中，而且安裝費(fèi)用很低。但是，在網(wǎng)站上有一個(gè)潛在的不利條件，那就是現(xiàn)在的網(wǎng)站不能推動(dòng)其他相關(guān)行業(yè)來(lái)建立自己的網(wǎng)站

14、。房地產(chǎn)股票在一些基本有利網(wǎng)站上涉及的很早，例如市場(chǎng)營(yíng)銷難易程度、貿(mào)易和從客戶的反饋等運(yùn)營(yíng)成本低，便于客戶服務(wù)和支持。此外，該網(wǎng)站還提供了有利的特點(diǎn)專門應(yīng)對(duì)特定房地產(chǎn)業(yè)。其特點(diǎn)如下：1 增加地理覆蓋網(wǎng)站戲劇化的加大了買家和賣家兩者的地理覆蓋。盡管“本地”房地產(chǎn)方面也許會(huì)被完全削減了，但毫無(wú)疑問(wèn)的，關(guān)于性能方面的咨詢?cè)诤艽蟪潭壬媳纫郧皞鞑サ母h(yuǎn)。反而，增加市場(chǎng)潛在的尺寸和“深度”，能使其更有效率。2 視覺(jué)化的能力從某種意義上說(shuō)，增加地理覆蓋已成為可能，因?yàn)榫W(wǎng)站上其他突發(fā)特點(diǎn)以及視覺(jué)化的能力。在最先進(jìn)的形式，網(wǎng)站上現(xiàn)在允許有潛力的買主查看房屋，度假村，旅館和會(huì)議中心。3 降低交易成本。網(wǎng)站可能會(huì)降

15、低交易成本。這尤其在貸款抵押方面非常明顯。跟據(jù)房利美調(diào)查，過(guò)去的一年里，1.5的抵押貸款在線上處理。網(wǎng)站由于交易成本降低這個(gè)特點(diǎn)，使互動(dòng)能力、在線計(jì)算、在線應(yīng)用程序、不斷網(wǎng)站更新這類交易功能成為可能。4 改善信息傳播網(wǎng)站提供了廣闊的機(jī)會(huì)來(lái)增加許多不同種類企業(yè)提供信息的廣度和深度。一個(gè)架構(gòu)合理的主頁(yè)能夠展示公司的服務(wù)和活動(dòng)范圍，鏈接允許顧客或客戶去學(xué)習(xí)更多選擇有興趣的細(xì)節(jié)，而忽略了不相關(guān)的信息。大多數(shù)網(wǎng)站其優(yōu)勢(shì)在于能夠鏈接到公司網(wǎng)頁(yè)，鏈接到客戶和顧客相關(guān)網(wǎng)站資源。不像零售行業(yè)，例如書籍和計(jì)算機(jī)硬件，網(wǎng)站還沒(méi)有對(duì)許多房地產(chǎn)公司這個(gè)“中間人”角色構(gòu)成威脅。相反，它更可能被用來(lái)作為一種手段，擴(kuò)大提供的

16、服務(wù)或提供的地點(diǎn)。然而，從長(zhǎng)遠(yuǎn)角度來(lái)看，網(wǎng)絡(luò)和相關(guān)的互聯(lián)網(wǎng)技術(shù)有能力來(lái)改變商務(wù)活動(dòng)的結(jié)構(gòu)，而這反過(guò)來(lái)將會(huì)影響房地產(chǎn)的需求而不是數(shù)量。例如，一些零售商已經(jīng)關(guān)閉了商店同時(shí)擴(kuò)大網(wǎng)絡(luò)銷售。同樣，互聯(lián)網(wǎng)已經(jīng)被看作能夠分權(quán)的辦公空間。這些趨勢(shì)到目前為止還沒(méi)有導(dǎo)致下降，而是要重新分配需求量，零售及倉(cāng)庫(kù)空間。投機(jī)網(wǎng)絡(luò)房地產(chǎn)業(yè)有著潛在的影響，總結(jié)如下：1縮短交易循環(huán)2市場(chǎng)定位精準(zhǔn)3轉(zhuǎn)變競(jìng)爭(zhēng)4節(jié)省成本：a)市場(chǎng)，b)銷售，c)運(yùn)作5.“去中介化”的可能性，降低傭金6貨比三家7. 進(jìn)入抵押支持債券二期市場(chǎng)如何在網(wǎng)上找到房地產(chǎn)部門？有一些關(guān)鍵的網(wǎng)站可以用來(lái)廣泛訪問(wèn)相關(guān)房地產(chǎn)網(wǎng)站。這些網(wǎng)站包括：網(wǎng)站由全國(guó)房地產(chǎn)經(jīng)紀(jì)人協(xié)

17、會(huì)創(chuàng)建，能夠鏈接到房地產(chǎn)經(jīng)紀(jì)人，房屋銷售和市場(chǎng)信息。網(wǎng)站由全國(guó)房屋協(xié)會(huì)創(chuàng)建,提供了廣泛的市場(chǎng)信息。商業(yè)房地產(chǎn)網(wǎng)站目錄，包括經(jīng)紀(jì)人、開發(fā)商、投資者和分析師。和兩個(gè)網(wǎng)站，為用戶提供關(guān)于抵押貸款利率，貸款經(jīng)紀(jì)人信息有機(jī)會(huì)在網(wǎng)上提交申請(qǐng)。國(guó)家房地產(chǎn)投資信托基金協(xié)會(huì)和房地產(chǎn)投資顧問(wèn)委員會(huì)，這兩個(gè)網(wǎng)站是關(guān)于房地產(chǎn)投資信托的。是加利福尼亞房地產(chǎn)經(jīng)紀(jì)人協(xié)會(huì)的網(wǎng)站。是以信息組織、計(jì)劃、會(huì)議、出版物相關(guān)于房地產(chǎn)和土地使用都市土地協(xié)會(huì)的網(wǎng)站。有三個(gè)在線雜志，包括國(guó)家房地產(chǎn)投資者，世界購(gòu)物中心和中西部地區(qū)房地產(chǎn)新聞。此外，還有房地產(chǎn)在線雜志，在這個(gè)

18、網(wǎng)站中可以看到在線雜志。 阿肖克勞巴德漢 研究員 辛西亞期貨交易外文文獻(xiàn)譯文英文the real estate industry and the world wide web: changing technology, changing locationthe internet, in its web based graphics version, has captured the imagination of both consumers and businesses. its convenience, speed, low cost and versatility are being ex

19、ploited on a daily basis in ever-changing ways. together with its capacity to transform existing businesses, promote new businesses and facilitate exchange of information and data, its other striking attribute has been the speed with which this new technology has spread throughout the global economy

20、. the number of computer hosts grew by more than ten-fold between 1995 and early 1999. the number of web sites increased almost 100-fold, to over two million, between 1995 and 1998.y the year 2000, there will be approximately 400-500 million internet users in the world, and the total number of web s

21、ites will exceed five million.this new technology has the potential for affecting the real estate industry directly and indirectly. directly, it may become a tool that allows a real estate business to expand its information and sales network. indirectly, it may change the location equation where and

22、 how firms do business which in turn will affect the role of firms involved in real estate development, investment and transactions.measuring the spread of the webthere are few reliable published statistics on internet or web use, and statistics reported by different analysts are often inconsistent.

23、 our discussion of the web and real estate is based on limited information from surveys and on examination of web sites rather than on more comprehensive data. we have built our overview of the role of the world wide web and real estate by examining a variety of sources(including trade publications,

24、 existing web sites, and our own survey of selected real estate firms)from e-mail to e-commercebefore the advent of the world wide web, the internet existed mostly for the purposes of e-mail, data transfers, newsgroups and bulletin boards, and its reach was limited primarily to the academic and the

25、defense community. the technology itself was not particularly user-friendly, the network speed was not very high, the medium was limited to text and data, and accessing information was cumbersome and time-consuming. the browser technology greatly simplified usage, enabled multimedia information, and

26、 created interactive possibilities. the technology brought together tv entertainment, library information, news bulletins, communication and data in one desktop machine.although initially the greatest patrons of the internet were the academic community, the commercial sector quickly caught on to the

27、 potential of the web. the private sector saw in the web an opportunity to widen its marketing reach, lower costs of information dissemination, improve customer relations, and ultimately to conduct sales. existing private sector web sites can be roughly categorized into three types, as summarized. t

28、he most basic level is for simple information dissemination. the firm registers a web site and develops a page giving basic company information. the second stage is an expansion of information, marketing goods and services or providing other customer information. the third stage is the addition of t

29、ransactions to the activities possible on the web site.most business sites at present are in stage 2. the use of the world wide web for detailed information dissemination, and marketing has had several advantages. for the firm, marketing, information dissemination and customer services on the web ca

30、n be monitored and analyzed with some details unavailable from conventional methods of marketing using other media. internet tools can now provide a firm with data on who accessed the site, which pages were visited most, heavily, from where and for how long. this information contributes to improved

31、measures of the results of promotional efforts. the promotional costs associated with the internet have also been very low. for example, in direct mail marketing, to send a one-page color brochure to 5,000 random addresses will cost upwards of $2,500. the cost of setting up a web site could be one-t

32、enth of this amount or less (although tracking and analysis can quickly add to the cost)?many different sectors, including real estate, have found the internet to be both efficient and cost-effective as a marketing device.the next logical step - a full-fledged office/store on the web with transactio

33、n capability and commerce on the internet is now being attempted in varying degrees depending on the firms area of business. retail sites selling products between $10 and $100, the kind that are traditionally part of a direct mail sales catalog, seem to be the ones having the greatest success(althou

34、gh 4% of sites sell products over $10,000 and another 13% sell products ranging from $100 to$9,999)?a number of retail sites have also harnessed a secondary revenue stream from advertising. advertising revenues on the web have crossed the billion-dollar mark and total internet generated revenue will

35、 approach$100 billion this year.consumers use of the websurveys of consumers using the web suggest that a web site does not substitute for the more traditional forms of business, but can greatly facilitate the run-up to the final transaction. the most common use of the web is for information searchi

36、ng, closely followed by work-related uses, education, and entertainment. a significant majority of those that use the web for shopping do so to carry out detailed research on product information（90%） and to do price comparisons（85%）. this more often leads to purchases through normal channels（67%）. m

37、ost of the online purchases tend to be of items that are standardized-four of the five top items bought on the web, according to survey, are software, books, hardware and music (the fifth is travel). more than half of consumers who make purchases on the web spend less than $500 in a six-month period

38、.the demographics of web users vary widely in age and income. surveys by georgia tech, active media and web indicate that the average age of web users is 35 years, with average household income $67,000. most are college educated (65%). a high proportion of the respondents (42%) has accessed real est

39、ate sites.limits to the web - some catches to the new technologynew technology is frequently a mixed blessing, and the world wide web is no exception. apart from the teething troubles that any new technology faces and the time, as well as resources needed to learn, adapt and master it, the web poses

40、 some unique issues and problems of its own. consumers today are facing information overload of taxing proportions. it is not always easy, or even possible, to locate the relevant information on the web, despite sophisticated search engines. once the site is located, fancy graphics, complex linkages

41、, labyrinthine routings, and a lot of irrelevant information may overwhelm the consumer - in short, poor and confusing site design can reduce the sites effectiveness.from the point of view of the business, there are two commonly heard complaints. first, the business may find that its site does not f

42、igure prominently on search results, limiting the number of customers reached. second, for many firms, web initiated leads are as yet few and far between.real estate web sitesreal estate firms and related businesses were among the early private sector pioneers of internet use and have had a fast gro

43、wing presence on the web. presence on the web. one example of the real estate sectors presence on the internet in its pre-world wide web incarnation was the real estate classified bulletin board of prodigy, the online service, which had listings for homes and other real estate. a few real estate rel

44、ated web sites started in 1994 (generally regarded as the inaugural year of the web). the new york city real estate guide web site, created in the summer of 1994, was one of the first to offer free access to the latest new york real estate information. by the summer of 1995, the site was receiving m

45、ore than 100,000 inquiries a month.the real estate industry registered its entry on the web in a dramatic way in 1995. by the end of that year there were close to 4,000 real estate web sites. the content matter of the sites, as well as the mix of real estate related firms on the web have changed ove

46、r time. initially, quite a few of the sites were residential real estate brokerages and listing guides, but fairly rapidly the list expanded to include commercial and retail listings, mortgage brokers, appraisers, architects, real estate attorneys, developers, construction firms, and suppliers. as i

47、nvestment vehicles for real estate expanded, reits, publicly held firms, and investment advisors also added web sites.the early real estate broker web sites quickly took advantage of the unique features of the web. prospective customers could find out what properties were for sale or rent, look up d

48、etailed descriptions of each listing, view photographs and floor plans, and contact the broker by e-mail. viewers could also look up statistical and data reports on conditions in various geographical areas and on emerging macroeconomic trends.ever since then, the real estate industry has been among

49、the most enthusiastic users of the web, by some measures accounting for 4% to 6% of commercial web sites. a survey conducted by real estate brokers insider in early 1998 confirmed that nearly 95% of the respondents/brokers had a web site, and more than 90% of the housing stock on sale at a given tim

50、e is now listed on the web. indeed, because of the dispersed, localized nature of the role of information in real estate, the prospective gains from information dissemination, comparability, and web links were particularly significant in real estate.for much of the real estate sector, the internet g

51、enerates not so much the actual transactions themselves, but creates initial leads that are later followed by transactions, purchases and sales. web sites frequently lead to contacts that are then nurtured through telephone and person-to-person meetings. for residential real estate, web activity inc

52、ludes residential searches, housing details, and pricing information (both on houses and mortgages), with follow-up contact with brokers. real estate-related transactions are seen in the hospitality industry (making reservations for hotels and vacation homes and in online mortgage applications). mor

53、tgage and home loan finance companies report both inquiries from mortgage shoppers who obtained initial information from their web sites, as well as closing of loans through the web, lead to great savings in time and overhead costs.it is not just the real estate professionals who are enthusiastic ab

54、out their internet presence, judging it to be as effective as print and radio advertising. mortgage shoppers, homebuyers and vacation rental seekers as well applaud, in particular, the convenience it brings to the entire process of searching, researching, comparing, communicating and transacting bus

55、iness.beyond these sectors, many other types of real-estate related firms are using the web to broaden their market areas, increase the depth of their marketing, and to provide a range of services to existing customers. commercial brokers provide not only information on available sites but also on m

56、arket conditions for different locations and sometimes more in-depth economic analysis of a region. reits and other investment firms provide detailed information on their products as well as background market or economic information. public companies provide up-to-date stock quotes and quarterly and

57、 annual reports on the web.web penetration and use: the experience of leading real estate firmswe conducted a limited survey of a sample of leading real-estate related firms in the us and california. responses from approximately 60 of these firms showed that over four-fifths had web sites by march 1999. 2 of those with web sites, one-third had inaugurated their sites by the end of 1996. among the earliest