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

EstateMarketing

StrategyAbstract:Withtherapiddevelopmentoftherealestateindustry,realestatemarketisconstantmaturity,realestatemarketingcontinuestomovetoahigherlevel,andrealestatemarketinginnovationhasbecomeakeyfactorofthesurvivalandsustainabledevelopmentofenterprises.Throughanalyzingthedevelopmentandthelimitationsofthetraditionalmarketingtheory,thispaperproposesmarketingstrategyinnovationfromthecustomersatisfaction,differentiation,experiencemarketing,integratedmarketing,relationshipmarketing,networkmarketing,andseveralotheraspects.Atlastthepaperbuildsinnovationmodeloftherealestatemarketingstrategy.Keywords:therealestate,marketingstrategy,traditionalmarketing,innovationmodel.1.INTRODUCTIONAtpresentthesalientfeaturesoftherealestatemarketcanbesummarizedastwowords:highandfast.Ontheonehand,therealestatemarketvacancyrateishigh.AsoftheendofMarch2006,areaofvacantcommodityhousingreached1.23billionsquaremeter,up23.8%,iftheaverage4,000yuanpersquaremetertocalculate,itstotalassetsisapproximately5000billionyuan.ThecurrentvacancyrateofChina'srealestatemarketisfarmorethantheinternationalpoliceline10%,reaches20%even30%.Ontheotherhand,wehaveseenrapidincreasesinhouseprices.BytheendofMarch2006,thesurveyjointlyissuedbyNationalDevelopmentandReformCommissionandtheNationalBureauofStatisticsshowedthat,inFebruary2006,70medium-sizedcitiesnationwidehousingsalespriceofanewyear-on-yearrise6.2%,nationalhousingpricesmaintainedasteadygrowth,70medium-sizedcitieshousingsalespriceroseoverthesameperiodlastyear5.5%.Themajorreasonsare:helpedpurchaseinvestment,structuralimbalance,andaseriouslackofmarketingconcepts.2.TRADITIONALREALESTATEMARKETINGSTRATEGYANDITSDRAWBACKSThepeakoftraditionalmarketingtheoryisfoundedintheUnitedStatesin1960oftheMichiganStateUniversity4Ptheory,marketingistheeffectivecombinationsoffourbasicelements,thatis,Product,Price,Place,Promotion.Thetheoryassumesthataslongasanenterprisehavehigh-qualityproducts,thedevelopmentofareasonableprice,usingtheappropriatedistributionchannelsandsuitablepromotionalmeasures,corporateexpectedmarketingobjectivescanbesuccessfullyachieved.Thetheoryof"enterprise-centric"implementedthemarketingfromtheinsideout.Productasthecoremarketingstrategyistheproductasasourceofcompetitiveadvantage,productdevelopment,productmarketshareasthedrivingforceofcorporateprofits,productsasset-oriented,configureavarietyofmarketingresources,toachievethemostexcellentproductportfolioinlimitedresources,toenableenterprisestoachievemaximumprofitinordertoobtainthesustainabledevelopmentofenterprises.Itsmaindrawbacksare:itisnoguaranteethattheproductitselfwillcertainlybeabletomeetthemarketdemand,concernedabouttheprocessofproductmarketing,theindicatorsproductsoflessthanexpectedforthefuture,andProductportfoliomanagementtomakebusinessperformanceevaluationresultsofone-sidedness(Bai2006).Inthefaceofharshmarketconditions,realestatecompaniesbegantorethinktheirmarketing,andgraduallyacceptedtheory4C.4Cisthedesireandneedsofconsumers(Consumer),thecostofconsumeraccesssatisfaction(Cost),theconvenienceofconsumerstobuy(Convenience),businessandconsumerseffectivecommunication(Communication).Therealimportanceof4Ctheoryliesinthebehavioralresponsesofconsumers,throughthetwo-waycommunicationofbusinessesandconsumers,theestablishmentofstablelong-termrelationship,toestablishthecompetitiveadvantageofenterprisesandbrandinthemarket.4Ctheorysuggeststhat,inthemarketingmix,product,pricing,marketingchannelsandothervariablesarelikelytobeimitatedbycompetitorstoorsurpass,butonlythevalueofcorporatebrandishardtoreplace,andthatiscloselyrelatedtothedegreeofconsumerrecognition,soenterprisesmustfullyarrangemarketingmixstrategyfortheconsumer'spoint.Thistheoryemphasedonconsumerdemand-oriented,fullaccountofthecostofconsumerswillingtopay,carefortheconvenienceofconsumers,andcommunicatetoconsumers,soastopromotethecombinationbetweenlong-terminterestsofthecommunityandtheeconomicinterestsofbusinesses.In20thcentury90’s,theUnitedStates,Schulzputforward4Rtheory,thatisRelated,Reflect,Relation,Reward,setforththenewmarketingelements,includingtheestablishmentoflinkageswithcustomers,improvingmarketreactionspeed,attentiontorelationshipmarketingandmarketingreturns.Thistheoryisorientedtocompetition,tofocusonrelationshipmarketing,tomaintainthelong-termcooperativerelationsbetweenbusinessandclients.Underthenewsituation,realestatesalesfacenewchallenges,andmarketingstrategyinnovationisimperative.Whenconsumers’choosetolivingnolongerstaysintheemotionalconsumer,whenthemarketdemandshiftsfromemphasisonexperiencelivinglifetothepursuitofhigh-qualityconversion,realestateisontheaccessto“qualityofthewinning”time.Thisrequirestheimplementationoftotalqualitymarketinginthewholeprocessofrealestatedevelopmentandoperation.Fromplanningtodesign,frommaterialselectiontoconstruction,fromrecruitmenttotheservicesystembuilding,brickbybrick,plantbyplant,realestatebusinesseswillinvesttimeandenergytobuildtoenabletargetcustomersfindvaluable“quality.”

CommoditiesasaresultofrealestatepropertiesandrealestatecompaniesinChinabasedondifferentlevels,thesituationisdifferent,marketingandbusinessmarketingarestillindevelopment,soatleastonetime,4Ps,4Cs,4Rswillbeusedindifferentcompanies.4Psofmarketingtheoryisabasicframeworkformarketingthoughthinkinginstandingenterprisesterms.4Csmarketingtheorythinksstandingintermsofcustomers,buttheydonotfocusontheoveralloperationfromthebusinessperspective,butthereisnofocusfromthecorepurposeofmarketingtoanalyzetheproblem,4Psand4Csmarketingarestaticdescriptiontokeyelementsofthemarketingprocess,notadynamicprocessfromthemarketingcorepurpose.4Rsistheresultoftwointegratedrefining,tomeetthecoreofmarketing,andisadynamicprocess.But4Rsisnotasasubstitutefor4Ps,4Cs,butisinnovationanddevelopmentbasedonthe4Ps,4Cs,sowecannotbeseparatedintothreeorevenagainst.Onlyinthiswayenterprisescanbeinfiercecompetitionintherealestatemarket.3.INNOVATIVEMARKETINGSTRATEGY3.1DifferencesintheQualityofPositioningThroughthesurveyanalysisofthestateofobjectivecustomersdemandandexpectationsofthequality,thequalitypositioningofproductisdetermined.Onthequalityofpositioning,enterprisesshouldnotonlyfocusonofthefunctionalqualityofproducts,butalsotheapplicabilityofthequalityoftheproduct.Intheincreasinglyprominentconsumerpersonalitytoday,enterprisesmuststartfromthesetwoaspectsofproductsinnovationandpersonalizedproductsinordertogainadvantagesinproducts.Ontheonehand,withtheeconomicandtechnologicaldevelopments,customerdemandchanges,customerputsforwardnewrequirementsforproducts,andenterprisesmustprovidecontinuouslyinnovativeproductsforthecustomerstoadapttosuchchanges.Ontheotherhand,higher-levelcustomersarenolongersatisfiedwithmassproducedproducts,theycanreflectthepersonalityofthemorepopularproducts.Asaresultoftechnologydevelopment,productpersonalizationandproductioneconomiesofscalearenolongermutuallyantagonisticcontradictions.Enterprisescanmaintainacertaineconomyofscale,atthesametime,toprovidecustomerswithindividualproductstomeettheirdifferentneeds,sothateverycustomercanbesatisfiedwiththefeelings.3.2CustomerSatisfactionAsanenhancingtooltoenterprisecompetitiveness,customerrelationshipmanagement(CRM)hasgivenrisetogreatconcerntotherealestateindustry,andinsomewell-knownrealestatecompanyhasbeenapplied.“Satisfactory”isapsychologicaltermandreferstoaperson'spositivestateofmind.Thisstateisduetothatsomeoutsidestimulusmakesomesortofdemandorexpectationsbemetandthe“desired”(thatis,inlinewiththeintention),inordertofeelsomekindof“Fiat”(thatis,psychologicalpleasure).Thepremiseofsatisfiedisthiskindofoutsidestimulus,includingthestimulationofphysical,mentalandacombinationofboth.Therefore,themasterofmarketingPhilipKotlerdefinedcustomersatisfactionas:customersatisfactionreferstoapersonformstheformationoffeelingstateaftercomparingaproductoftheeffectofperceived(orresults)tohisexpectations,isthedifferencesfunctionbetweeneffectperceivedandexpectations.Thefeaturesasfollowed:subjectivity,instability,themultilevelnature.Customersatisfactioncanbenefittotheenterprisethroughongoingrepeatpurchase,recommendationofnewclients.Thisisoneofthereasonsformanybusinessestopursuitcustomersatisfaction.Forrealestatedevelopmententerprises,thesignificanceofcustomersatisfactionisalsoreflectedinthesetwoareas.AsshowninFigure1,customersatisfactionfromthepurchasetosatisfaction,fromsatisfactiontoloyalty,andfinallyspreadtotheirownfriendsandfamily,thisprocesswillresultinhighprofittorealestatedevelopmentcompanies.Inordertoincreasecustomersatisfaction,enterprisesshouldfirstcollectinformationoncustomerneeds,expectationsandhabits.Thesesourcesofinformationinclude:marketanalysis;throughsurveystocustomers,meetingswithcustomersaswellastheconcernsofspecificcustomergroupsandunderstandthecustomer'sneedsandthecustomersatisfactioninformation;notsatisfiedinformationfromcustomersservicesfailurereportorcustomerscomplaining.Secondly,thisinformationshouldbebasedonthedevelopmentofrealestateproducts;itcanmakeuseofQFD(QualityFunctionDeployment)toachieve.Third,weshouldcomeupwithasolutionaccordingtocomplainandcustomersservicesfailedreporttoimprovetheproductsandservices(Yang2006).3.3NetworkMarketingThe21stcenturyisthecenturyofnetworkmarketing.Realestatenetworkmarketingreferstoakindofmarketingthatenterprisesmakeuseofcomputersystems,networksonlineandinteractiondigitalmediatomarketresearch,productmarketingandotherbusinessactivities,soastomoreeffectivelyindividualsandorganizationscontributedtotherealizationoftransactionsinordertoachievetheobjectivesofcorporatemarketing(Xu2007).Withtheadventoftheageofelectroniccommerce,networkmarketingasabrand-newmodernmarketingideawillbecomerealestateanirresistibletrend.Networkmarketinghaschangedthetraditionalmarketingofinformation“push”mode,andprovidesa“Pull”approach,consumersonthenetworkcanhavealotofinitiative,youcandecidewhenbrowsing,towhichpagestovisit,browsethecontentsoftheinformation.Inaddition,ifconsumersareinterestedinrealestateadsontheinternet,youcanclicktherelevantcontent,detailmoreinformation,realestateenterprisestakeadvantageofthisnewtypeofmarketingcangetthefollowingbenefits:(1)Savethecostofmarketingactivities,(2)Consumerscanparticipateininteractivemarketingactivities,(3)Useofmultimediafunctionstointroduceacomprehensiverealestateprojects,(4)NetworkMarketingbreakthroughsofthegeographicalboundariesofrealestatemarketing,(5)Provide24-hournon-stopmarketingservices(Liu2008).3.4IntegratedMarketing20thcentury90’s,theUnitedStates,ProfessorD•ESchulz,whoputforwardIntegratedMarketing,thebasicideacanbesummedupintwoaspects:ontheonehand,advertising,promotion,design,packagingandallcommunicationactivitiesareattributabletoadvertisingcampaignswithintheframework;Ontheotherhandsothatthespreadofaunifiedcorporateadvisoryconveyedtoconsumers(Liu2007).Itspurposeistousevariousmeansofcommunicationtomaximumeffectivenessondifferentstagesofmarketing,andtoestablishlong-termandmaintaintherelationshipbetweenbusinessesandconsumersultimately.Fortheimplementationoftheintegratedmarketingproject,whatconsumersseeandhearandwhatfeelareexactlythesame,thebenefitsoftheprojectwillbenumerousdifferentwaystocommunicatetoconsumers,consumercanbegivenastrongshock,somuchrepeatedthesamestimulationthattheprojecthasstrengthenedtheimpressiontheconsumer,thatwillhelpincreaseconsumerawarenessoftheproject.Integratedmarketingofrealestateisformedbasedonthehighlyspecializeddivisioninthemarketingaspect.Itisundertheguidanceofthereunificationmarketinggoal,abroadrangeofintegratedmarketingdynamiccombinationofsystematicfactors,thecoordinationofthevariousfactorstoadapttotheexternalmarketingenvironment,forthedifferentmarketingtoolsateverystageofprojectdevelopmenttoplaythebest,unified,focusedontherole,andultimatelyestablishacorporateimageorbrandgroups,theoverallstrengthandconsistency,andtoestablishalong-term,two-way,tomaintaintherelationship.4.INNOVATIVEMODELOFREALESTATEMARKETINGSTRATEGY4.1TheConnotationofInnovativeModelofRealEstateMarketingStrategyWiththedevelopmentoftherealestateindustry,thecustomerhasbecomealeaderintherealestatemarket,realestatecompaniesshouldshiftcustomerperspective,customersatisfactionisthegoalofmarketingstrategy.Asaresultofdiversificationofcustomerdemand,theimplementationofthedifferencebetweenproductsandserviceisembodiedtheessencetoachievethisgoal.Andintegratedmarketingandnetworkmarketingaremeanstoachievespecificgoals.Realestatemarketingisfullofinnovation(Sui2006).Theso-calledthewholerealestatemarketingreferstodevelopersinthebasisoffullunderstandingandanalysisofmarketdemand,maketheuseofitsavailablerangeofexternalandinternalresourcestooptimizethecombination,theconceptualdesignoftheprojectandproductpositioning,planninganddesign,marketingplanpromoting,propertymanagementandmanyotherpartstothisplanandco-ordinatetheimplementationandcost-effectiveprocesstomakegood.4.2TheApplicationofInnovativeModelofRealEstateMarketingStrategyThenewsituationsettingnewchallengestorealestatesales,marketingstrategyinnovationisimperative.Whenconsumerschoosetolivenolongerstayingintheemotionalconsumer,whenthemarketdemandshiftfromemphasisonlivinglifeexperiencetothepursuitofhigh-qualityconversion,realestateaccessto"qualityofthewinning"Time.Thisrequirestheimplementationoftotalqualitymarketinginthewholeprocessofdevelopmentandoperationofrealestate.Fromplanningtodesign,frommaterialselectiontoconstruction,fromrecruitmenttotheservicesystembuilding,brickbybrick,plantbyplant,andrealestatebusinessesarewillingtoinvesttimeandenergytobuildtoenabletargetcustomersfindvaluable“quality”.Totalqualitymarketingisbasedoncustomerneedsastheguide,focusonimprovingthequalityofproductsandservices,throughthewholeprocessofmarketingeffortstoimproveproductquality,bydrivingqualityperformancetoachievetheobjectivesofcustomersatisfaction,whichisanewmarketingidea.Theimplementationofthecomprehensivequalitymarketingrequiremarketerstopayattentiontonotonlythequalityofthewholeprocessofmarketing,toimplementthequalitymanagementofthewholeprocessofmarketing(thatis,marketingacomprehensivequalitymanagement);butalsopayattentiontothequalityoftheirproducts,toparticipateindevelopingandcontrollingproductqualitystandards,sothatthequalityofproductscanmeetconsumerdemands.Ontheonehand,throughtheexternalmarketingofqualitycontrol,wecanimprovecustomerperceptionsofproductquality,therebyenhancingcustomersatisfactionwiththeproduct;Ontheotherhand,throughinternalmarketing,wecanpromotetheimprovementofproductquality.5.CONCLUSIONSAllinall,thestartingpointoftherealestatemarketingshouldbepeople-orientedandtheintegrityoftheoperation,whichisanobjectiverequirementofdemand-orientedeconomy.Fundamentallyspeaking,noonemarketingstrategyissuperiortoanotherchannel,thereforerealestatedevelopersinthemarketingprocessshouldnotrigidlyadheretoasaleschannel,butshouldbeinaccordancewiththeirrespectiveactualconditions,accordingtodifferentmarketsituation,consumersandpolicy,usingavarietyofmarketingmix,givingfullplaytoallkindsofmarketingtacticsadvantages.Realestatemarketingisasystem,thekeyliesinitsmarketingresourcesineverylinkoftherestructuringprocess,whichrequiresmarketinginnovationintheprojecttodoeverystepoftheoperationofquantitative,technicalandstandardization.Realestatemarketingincludesnotonlylocation,environment,room,price,brand,whichalsocoversthedesign,packaging,andpromotingtheentireprocess.Onlytheprofessionalmarketingsystembycombiningthelocalmarketcharacteristicsandcharacteristicsoftheprojectitselfandisthemosteffectivemarketinginnovation.Therefore,weshoulddo:(1)Profoundinsightintothemarket,(2)Marketresearchinnovation,(3)Qualitativeandquantitativedecision-makingcombination,(4)Specializedandsystematicplanningandthepromotionofsalesplanning,(5)Effectiveimplementationandcontrolofsales.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。通过分析传统营销理论的发展和局限性，本文从客户满意度，差异化，体验营销，整合营销，关系营销，网络营销等几个方面提出了营销战略创新。最后，本文建立了房地产营销策略的创新模式。关键词：房地产，营销策略，传统营销的创新模式。1.引言目前房地产市场的显着特点可以概括为两个词：高又快。在一方面，房地产市场的空置率很高。截至2006年3月底，商品房空置面积达到123十亿平米，同比增长23.8％，如果每平方米平均4000元计算，其总资产是大约5000份十亿人民币。中国的房地产市场目前的空置率远远超过了国际警戒线的10％，达到了20％甚至是30％。在另一方面，我们已经看到快速上涨的房价。2006年3月底，由国家发展和改革委员会和国家统计局联合发布的调查结果显示，在2006年2月，新的一年中70个大中城市的全国房屋销售价格同比上升了6.2％，全国房价保持了平稳增长，70个大中城市房屋销售价格上涨超过去年同期增长5.5％。主要的原因是：帮助投资性购房，结构失衡和严重缺乏营销理念。2.传统的房地产营销战略及其弊端传统营销理论的峰值来源于1960年美国密歇根州立大学4P理论，营销的四个基本要素的有效组合，即产品，价格，渠道，促销。该理论认为，企业只有具有高品质的产品，合理的价格发展，使用适当的分销渠道和适当的促销措施，企业预期的营销目标才能顺利实现。“以企业为中心”的理论实现了从内到外的销售。以产品为核心的市场营销策略是产品作为竞争优势的来源，产品开发，产品市场占有率作为企业利润的驱动力，产品资产，配置了各种营销资源，以实现最卓越的产品组合中有限的资源，从而使企业实现最大的利润，并获得企业的可持续发展。其主要缺点是：它是不能保证产品本身一定能满足市场的需求，在关注产品营销的过程中，产品各项指标比预期的未来要少，产品组合管理使得经营业绩片面性评价结果（2006年白）。在恶劣的市场环境面前，房地产企业开始重新思考他们的营销，并逐渐接受4C理论。4C是消费者的欲望和需求，消费者的满意度访问（成本）的成本，方便消费者购买（便利），企业与消费者的有效沟通（communication）。4C理论的真正重要性在于消费者的行为反应，通过企业与消费者的双向沟通​​，建立稳定的长期合作关系，建立在市场中的企业和品牌的竞争优势。4C理论认为，营销组合，产品，定价，营销渠道和其他变量都可能被竞争对手所模仿或超越，而只有企业品牌是难以替代的，那与消费者的认可有着密切相关的程度，所以企业必须从消费者的角度充分安排市场营销组合策略。这一理论强调以消费者需求为导向，充分考虑消费者愿意付出，关心消费者的便利性，并传达给消费者的成本，从而促进企业在社会长远利益和经济利益之间的结合。在20世纪90年代，美国舒尔茨提出了4R理论，即是相关的，体现，关系，回报，阐述了新的营销要素，包括建立与客户的联系，提高市场反应速度，注重关系营销和营销回报。这个理论面向竞争，专注于关系营销，以保持企业和客户之间的长期合作关系。房地产销售在新形势下正面临着新的挑战，营销策略的创新势在必行。当消费者选择生活不再停留在感性消费，当市场需求从注重享受生活到追求高品质的转换，市场需求的变化使得房地产销售需以品质制胜。这需要全面质量营销在房地产开发和经营的全过程实施。从规划到设计，从选材到施工，从招聘到服务体系的建设，一砖一瓦，植物植物，房地产企业将投入时间和精力来打造，以使目标客户发现有价值的“质量”。商品作为基于不同层次的房地产和房地产公司在中国的结果，情况就不同了，市场营销和企业营销仍然在发展，所以4Ps，4C，4RS将会在不同的公司里至少一次被使用。营销理论的4Ps是营销站在企业的角度思考的基本框架。4CS营销理论认为营销应站在客户的角度，但他们不专注于从业务角度来看整体运作，没有从市场营销的核心目的焦点来分析问题。4Ps营销和4C标准是描述营销过程中的关键静态要素，营销的核心目的并不是一个动态过程。而4RS则是两个理论的集成结果，不仅以满足市场的核心，并且是一个动态过程。4RS并不是替代4Ps，4C标准，而是在4Ps，4C标准基础上的创新和发展。所以我们不能被分成三个理论派系甚至持批判态度。只有这样，企业才能在激烈的房地产市场竞争中站稳脚跟。3.创新的营销策略3.1差异定位的质量通过对目标客户的需求和对质量的期望状态的调查分析，关于产品的品质定位是可以确定的。对于产品品质的定位，企业不仅要注重产品的功能质量，而且产品的质量的适用性上。在如今消费者的个性日益突出，企业必须从产品的创新和个性化产品这两个方面来开展自身的产品优势。在一方面，随着经济和技术的发展，客户需求的变化，客户提出产品的新的要求，企业必须不断提供创新产品以客户适应这种变化。而另一方面，更高级别的客户不再满足于大规模生产的产品，就可以体现出更多受欢迎的产品的个性。随着技术发展的结果，规模化的产品生产和个性化的经济不再是相互对立的矛盾。企业可以在维持一定规模经济性的同时，又通过为客户提供单独的产品来满足他们不同的需求，从而让每一位客户都能得到满意的感受。3.2客户满意度作为增强企业竞争力的一种工具，客户关系管理（CRM）已经在房地产行业引起了极大关注，并在一些知名房地产公司得到了应用。“满意”是一个心理学术语，指的是心灵的人的积极状态。这种状态是由于一些外部刺激对某种需求或期望的满足，“所需”（即与意图相联），以感受到某种“菲亚特”的（即心理上的愉悦）。满意的前提是这种外界刺激，包括将身体和心理两者结合的刺激。因此，营销菲利普·科特勒对顾客满意的定义为：顾客满意反映的是顾客的一种心理状态，它来源于顾客对企业的某种产品服务消费所产