房地产-外文文献-威廉a.科恩著作.doc

The Marketing Plan of Real estate William A. Cohen Real estate 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 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 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 in real estate marketing utilization mainly by government control section and property developer. The government department mainly carries on the instruct