The Marketing Plan of Real estate
William A.Cohen
Real estate development is support for the people's 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. China's real estate marketing and sales management environment even after 20 years of market concepts nurtured, But in China's real estate integrity, marketing innovation, product innovation,and the management structure with the international community on distance.
1.Real estate marketing elementary knowledge
1.1 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 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
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 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 consumer's desire and the demand, the consumer gains the convenience which the satisfied cost, the consumer purchased. the enterprise and consumer's effective communication.4C theory marketing advocated takes the consumer to guide, its essence is locates the product by the consumer.
1.2 Real estate development
Since long-time domestic has been can obstruct the wind to the housing request
to take shelter from the rain good, but, along with society's 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 ofthe 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,Earth's 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 person's one
day has 1/3 time be uses in the dormancy, but in person's one day keeps in the building the time 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 humanity .
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 high caract eristic. At the same time, because uses in the real estate product production land resource is non-renewable, uses 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 people's 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 people's
indispensable basic life activity. Regardless of is uses in to live or produces, t
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