房地產營銷策略中英文對照外文翻譯文獻房地產營銷策略中英文對照外文翻譯文獻(文檔含英文原文和中文翻譯)原文：Innovation

Model

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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.譯文:房地產營銷策略的創新模式摘要：隨著房地產行業的快速發展，房地產市場的不斷成熟，房地產市場繼續移動到一個更高的水平，房地產營銷創新已成為企業生存和可持續發展的關鍵因素。通過分析傳統營銷理論的發展和局限性，本文從客戶滿意度，差異化，體驗營銷，整合營銷，關系營銷，網絡營銷等幾個方面提出了營銷戰略創新。最后，本文建立了房地產營銷策略的創新模式。關鍵詞：房地產，營銷策略，傳統營銷的創新模式。1.引言目前房地產市場的顯著特點可以概括為兩個詞：高又快。在一方面，房地產市場的空置率很高。截至2006年3月底，商品房空置面積達到123十億平米，同比增長23.8％，如果每平方米平均4000元計算，其總資產是大約5000份十億人民幣。中國的房地產市場目前的空置率遠遠超過了國際警戒線的10％，達到了20％甚至是30％。在另一方面，我們已經看到快速上漲的房價。2006年3月底，由國家發展和改革委員會和國家統計局聯合發布的調查結果顯示，在2006年2月，新的一年中70個大中城市的全國房屋銷售價格同比上升了6.2％，全國房價保持了平穩增長，70個大中城市房屋銷售價格上漲超過去年同期增長5.5％。主要的原因是：幫助投資性購房，結構失衡和嚴重缺乏營銷理念。2.傳統的房地產營銷戰略及其弊端傳統營銷理論的峰值來源于1960年美國密歇根州立大學4P理論，營銷的四個基本要素的有效組合，即產品，價格，渠道，促銷。該理論認為，企業只有具有高品質的產品，合理的價格發展，使用適當的分銷渠道和適當的促銷措施，企業預期的營銷目標才能順利實現。“以企業為中心”的理論實現了從內到外的銷售。以產品為核心的市場營銷策略是產品作為競爭優勢的來源，產品開發，產品市場占有率作為企業利潤的驅動力，產品資產，配置了各種營銷資源，以實現最卓越的產品組合中有限的資源，從而使企業實現最大的利潤，并獲得企業的可持續發展。其主要缺點是：它是不能保證產品本身一定能滿足市場的需求，在關注產品營銷的過程中，產品各項指標比預期的未來要少，產品組合管理使得經營業績片面性評價結果（2006年白）。在惡劣的市場環境面前，房地產企業開始重新思考他們的營銷，并逐漸接受4C理論。4C是消費者的欲望和需求，消費者的滿意度訪問（成本）的成本，方便消費者購買（便利），企業與消費者的有效溝通（communication）。4C理論的真正重要性在于消費者的行為反應，通過企業與消費者的雙向溝通??，建立穩定的長期合作關系，建立在市場中的企業和品牌的競爭優勢。4C理論認為，營銷組合，產品，定價，營銷渠道和其他變量都可能被競爭對手所模仿或超越，而只有企業品牌是難以替代的，那與消費者的認可有著密切相關的程度，所以企業必須從消費者的角度充分安排市場營銷組合策略。這一理論強調以消費者需求為導向，充分考慮消費者愿意付出，關心消費者的便利性，并傳達給消費者的成本，從而促進企業在社會長遠利益和經濟利益之間的結合。在20世紀90年代，美國舒爾茨提出了4R理論，即是相關的，體現，關系，回報，闡述了新的營銷要素，包括建立與客戶的聯系，提高市場反應速度，注重關系營銷和營銷回報。這個理論面向競爭，專注于關系營銷，以保持企業和客戶之間的長期合作關系。房地產銷售在新形勢下正面臨著新的挑戰，營銷策略的創新勢在必行。當消費者選擇生活不再停留在感性消費，當市場需求從注重享受生活到追求高品質的轉換，市場需求的變化使得房地產銷售需以品質制勝。這需要全面質量營銷在房地產開發和經營的全過程實施。從規劃到設計，從選材到施工，從招聘到服務體系的建設，一磚一瓦，植物植物，房地產企業將投入時間和精力來打造，以使目標客戶發現有價值的“質量”。商品作為基于不同層次的房地產和房地產公司在中國的結果，情況就不同了，市場營銷和企業營銷仍然在發展，所以4Ps，4C，4RS將會在不同的公司里至少一次被使用。營銷理論的4Ps是營銷站在企業的角度思考的基本框架。4CS營銷理論認為營銷應站在客戶的角度，但他們不專注于從業務角度來看整體運作，沒有從市場營銷的核心目的焦點來分析問題。4Ps營銷和4C標準是描述營銷過程中的關鍵靜態要素，營銷的核心目的并不是一個動態過程。而4RS則是兩個理論的集成結果，不僅以滿足市場的核心，并且是一個動態過程。4RS并不是替代4Ps，4C標準，而是在4Ps，4C標準基礎上的創新和發展。所以我們不能被分成三個理論派系甚至持批判態度。只有這樣，企業才能在激烈的房地產市場競爭中站穩腳跟。3.創新的營銷策略3.1差異定位的質量通過對目標客戶的需求和對質量的期望狀態的調查分析，關于產品的品質定位是可以確定的。對于產品品質的定位，企業不僅要注重產品的功能質量，而且產品的質量的適用性上。在如今消費者的個性日益突出，企業必須從產品的創新和個性化產品這兩個方面來開展自身的產品優勢。在一方面，隨著經濟和技術的發展，客戶需求的變化，客戶提出產品的新的要求，企業必須不斷提供創新產品以客戶適應這種變化。而另一方面，更高級別的客戶不再滿足于大規模生產的產品，就可以體現出更多受歡迎的產品的個性。隨著技術發展的結果，規模化的產品生產和個性化的經濟不再是相互對立的矛盾。企業可以在維持一定規模經濟性的同時，又通過為客戶提供單獨的產品來滿足他們不同的需求，從而讓每一位客戶都能得到滿意的感受。3.2客戶滿意度作為增強企業競爭力的一種工具，客戶關系管理（CRM）已經在房地產行業引起了極大關注，并在一些知名房地產公司得到了應用。“滿意”是一個心理學術語，指的是心靈的人的積極狀態。這種狀態是由于一些外部刺激對某種需求或期望的滿足，“所需”（即與意圖相聯），以感受到某種“菲亞特”的（即心理上的愉悅）。滿意的前提是這種外界刺激，包括將身體和心理兩者結合的刺激。因此，營銷菲利普·科特勒對顧客滿意的定義為：顧客滿意反映的是顧客的一種心理狀態，它來源于顧客對企業的某種產品服務消費所產