計(jì)算機(jī)軟件專業(yè)畢業(yè)論文

1、鄭州輕工業(yè)學(xué)院華業(yè)設(shè)計(jì)外丈翻譯題 目房地產(chǎn)營(yíng)銷學(xué)生姓名孫飪雯專業(yè)班級(jí)經(jīng)濟(jì)學(xué)07-1學(xué) 號(hào)200706020136院 系經(jīng)濟(jì)與管理學(xué)院指導(dǎo)教師（職稱）馮陽(yáng)（講師）marketing real estatemarking is the process of planning and executing the conception, pricing , promotion and distribution of ideas ,goods and services to create exchanges that satisfy individual and organizational objec

2、tions. the objective of this article is to describe marketing concepts as they apply to real estate, looking especially at the practices covered by real estate professionals-the real estate broker deals both with sellers and prospective buyers of real estate .the broker's relationship with the s

3、eller involves obtaining properties to list.the dominant reasont that home sellers turn to real estate brokers rather than trying to sell their property on their own are because they need technical assistance and are hesitant to take risks. many have difficulty making a decision as to the price to a

4、sk and want advice in preparing their homes for showing.the seller also needs assistance in obtaining mortgages for prospective buyers and in making contact with potential buyers.statistics indicate that home owners who try to sell for themselves are often not successful. they also show that sales c

5、ompleted by the owners themselves often are at a lower price than with an agent, possibly due to the seller's lack of bargaining or appraisal skills. since a prospective buyer may hesitate to tell a homeowner her reasons for rejecting the property, the owner may not get the feedback that an agen

6、t could obtain. sometimes these comments can be used effectively to improve the property for future showing.minor paint damage, pets in the house,or other factors can often be easily corrected and may make a significant difference the agent is trained to screen prospective buyers, when the homeowner

7、 selling on her own would be subject to visits of people who are just looking or possibly even persons evaluating the house for future burglary. finally, when a buyer is found, the inexperienced seller may execute an invalid contract that dose not protect against potential problem. research indicate

8、s that about five out of fix home buyers come into contact with a broker in the buying process.1. promotionselling is aided by promotion, which includes activities such as advertising, public relations, holding open house, and distributing brochures or publications. these activities help present the

9、 broker's products or professional abilities to prospective purchasers or sellers and to the public in general. brokers who concentrate on residential properties will have different promotion strategies from brokers who emphasize commercial or farm real estate.promotion is an important part of t

10、he real estate broker's effort, just as marketing is part of any business effort. as such, it requires a strategy, a budget, planning, and controls, all as integral parts of the brokerage operation. strategy considers what the broker has to sell and who the potential customers will be. it also c

11、onsiders the constraints of resources available, such as number of salespeople and financial resources, as well as the resources of competitors. thus, strategy involves factors external to the operation as well as internal aspects.sometimes promotion is used as a device to mislead by providing impro

12、per or insufficient information; however, research has shown that misleading promotion usually dose the advertise more harm than good. promotion should be better utilize as a method of providing information to prospective buyers to help them make good purchases.2. advertisingreal estate advertising

13、can be classified according to its objective or the medium used.understanding each of theses factors help one select a good advertising strategy and implement it successfully:(1) kinds of advertising and their objectivesadvertising can be classified as specific advertising, name advertising, and ins

14、titutional advertising specific advertising promotes individual parcels of real estate or particular related services. the objective is to sell or rent a specific property described in the ad or to secure customers for the broker's services. specific advertising usually appears in newspapers, br

15、ochures, or flyer.the second category is named advertising. the purpose of name advertising is to display the name of the firm before the public this advertising aims to enhance the fkm's reputation and image in the eyes of potential home buyers or sellers. newspaper advertising can accomplish t

16、his goal, as can radio or television announcements, billboards, office signs, or activity news item in newspapers-institutional advertising has as its objective the creation the creation of a favorable public opinion toward the real estate brokerage business. it is intended to influence public opini

17、on so that potential sellers or buyers will select a broker rather than sell or buy on their own. membership or other fees provide the funds to support much of today's institutional advertising.(2) advertising medianewspapers are the most widely used medium for advertising by real estate brokers

18、. they are used to implement specific, name, and institutional advertising. classified advertising in newspapers is used primarily for specific advertising of property, but the ads also are designed for name advertising. brokers group their specific listings into attractive arrangements not only to

19、exhibit their available listing, but also to place their names attractively before the public. a seller in the process of selecting a broker often looks in the classified section of the local newspaper to choose a broker who uses attractive advertising. thus, the specific ads also act as name advert

20、ising.since potential buyers are interested in up-to-the-minute information on available property, the daily newspaper serves the broker well. sunday newspaper tend to carry a greater number of listings, since the local potential buyers often have more leisure time to carry out their search on sunda

21、y in addition, out-of-town buyers often look for real estate on weekends.other advertising media suitable for real estate brokers' ads are magazines, radio television, outdoor signs, booklets, home shows, and other displays. industrial properties, rural estate, farm, or unusual properties are of

22、ten advertised in nationally distributed specialty or trade magazines that reach particular groups of readers. whereas newspapers have a short life, magazines often lie around and are read over a period of months in libraries, waiting rooms, and so forth. signs, booklets, and display are primarily i

23、ntended to bring the broker's name before the public.real estate advertising is often positioned to provide notice to people who visit specific places such as motels, restaurants, or personnel departments of local industries. some brokers maintain connections with a referral network of brokers i

24、n other cities to get contacts with potential buyers before their families actually visit the community.billboards, bus signs, and signs on real estate offices are common ways to reach the public.hfor sale” and "sold” signs on listed properties properties are one of the best means of providing

25、name advertising. these signs provide name advertising for the broker, as well as specific advertising for the individual house.some communities have passed laws prohibiting "sold” and/or nfor sale" signs on homes. the arguments for these laws have been based on the concepts of "detra

26、cting from appeatancen and 'preventing panic selling11. a baltimore city sign ban was challenged in court. in 1981 the united states supreme court let stand a lower court ruling that the city's sign ban was unconstitutional.3. home buyers(1) sources of buyerreal estate brokers seek potential

27、 buyers from a number of sources. people moving to the area from other places,usually as a result of a change in job, provide an important source. although advertising in local newspapers and listing in the yellow pages provide some contact with these people, many brokers count upon referrals throug

28、h company personnel departments, banks, and others. some brokers also have arrangements with brokers in other cities. people selling their homes in one city provide early contacts when they let their broker know of their plans to move to another particular city.(2) qualifying prospective buyersprosp

29、ective buyers for real estate can be grouped into three categories: a. those who need a place to live; b those who prefer a place different from their present ;c.those who are looking but not yet seriously interested. the constraints and motivations of buyers from each group will be different. a lar

30、ge portion of those in the first group are moving from another area. for them the home selection process is affected by time requirements, since the family dose not want to be divided for a lengthy period a frequent problem of these buyers is the inability to sell their currently owned property thes

31、e people need to find a satisfactory place to live within cost and time constraints.the second group of potential buyers simply want to move to a different property, whether bigger, smaller, better located, or otherwise different. in this case, the prospective buyer can afford to inspect a number of

32、 alternative properties carefully over a period of time while searching for a bargain or a property that meets all desires. in his case, the broker or salesperson can expect to spend more time and effort to conclude a transaction.the broker in either case should spend time to evaluate and qualify ea

33、ch prospective buyer carefully to serve the client better and to make the most efficient use of her own time it dose not serve the best interests of either the client, the seller, or the broker to show properties not within the buyer's price and need constraints- this dose not, however, preclude

34、 the possibility the possibility that prospective buyers will change their constraints. the possibility should always be kept in mind. in almost all cases, one or more of their desires will have to be set aside as the available alternatives are considered frequently, buyers will learn early that the

35、ir monetary limits were too low for the quality of home desired. also, their specifications may change as they of property that will meet the client's needs by asking questions. the following information is needed to evaluate a prospective client's needs and qualifications:a. name,address, a

36、nd telephone number.b. business address and telephone number.c. desired price range for property.d. address of present property owned and whether it is presently for sale or will need to be sold before buying another home.e. money available for a down payment, family income, and desired monthly paym

37、ent.f. marital status and family size.g. type of home desired(size, style, and location)h. reasons for movingi. how long client has been lookingj. why client came to this brokerage officeonce this analysis of the buyer has been completed, the salesperson can make plans and formulate a strategy to se

38、rve the buyer's interest and also to plan the most efficient use of her own time.房地產(chǎn)營(yíng)銷市場(chǎng)營(yíng)銷是一個(gè)企劃與實(shí)施的過(guò)程，在這一過(guò)程屮，對(duì)理念、產(chǎn)品和服務(wù)進(jìn) 行創(chuàng)意、定價(jià)、促銷和推廣，目的是促成交易實(shí)現(xiàn)個(gè)人或者組織的目標(biāo)。本文旨 在闡明應(yīng)用于房地產(chǎn)的營(yíng)俏理念，著重關(guān)注房地產(chǎn)市場(chǎng)專業(yè)人士的操作實(shí)務(wù)。房地產(chǎn)經(jīng)紀(jì)人與房地產(chǎn)的買賣雙方進(jìn)行接洽。經(jīng)紀(jì)人需要從賣主那里得到房 源信息。買方請(qǐng)房地產(chǎn)經(jīng)紀(jì)人代理而不是口己操辦的主要原因，一是需要經(jīng)紀(jì)人 的專業(yè)協(xié)助；二是不愿意承擔(dān)風(fēng)險(xiǎn)。比如，許多賣家可能在定價(jià)上難以抉擇，或

39、是在如何布置房了以便展示等問(wèn)題上需耍專業(yè)意見(jiàn)。而在為買家巾請(qǐng)抵押貸款或 是與潛在購(gòu)買者聯(lián)系時(shí)，賣方也需要經(jīng)紀(jì)人的協(xié)助。數(shù)據(jù)表明，那些自主交易的賣方往往并不成功。與那些通過(guò)中介機(jī)構(gòu)賣房的 人相比，自己完成交易的售價(jià)一般較低，這可能由于賣方自身不損于討價(jià)還價(jià)或 是缺乏估價(jià)的技巧。潛在的購(gòu)買者可能不會(huì)將拒絕購(gòu)買物業(yè)的原因告訴業(yè)主，由 此業(yè)主就得不到相關(guān)信息的反饋，而中介機(jī)構(gòu)則不然。有時(shí)這些反饋信息將有助 于改進(jìn)物業(yè)未來(lái)的展示，如微小的粉刷磨損，家養(yǎng)寵物，或是其他因素都易于糾 正，而（糾正后）房屋的狀況則人為改觀。經(jīng)紀(jì)人受過(guò)專業(yè)培訓(xùn)，能夠有效篩選 潛在的購(gòu)買者，而口己賣房的賣方則可能會(huì)困擾于接待那些只

40、是來(lái)參觀房子或是 有意入屋行竊者的麻煩。最后，當(dāng)確定了購(gòu)買者，無(wú)經(jīng)驗(yàn)的賣方可能會(huì)簽訂一份 無(wú)效或是缺乏抵抗?jié)撛陲L(fēng)險(xiǎn)能力的合同。調(diào)查表明大約六分z五的買房者在購(gòu)買 過(guò)程中會(huì)與經(jīng)紀(jì)人合作。1 促銷促銷包括廣告宣傳、公共關(guān)系經(jīng)營(yíng)、樣板房展示，宣傳冊(cè)或出版物發(fā)放等一 系列活動(dòng)，這些均有助于銷售。同時(shí)，這些活動(dòng)也將幫助房地產(chǎn)經(jīng)紀(jì)人向未來(lái)的 賣主、買主或者普通大眾展示他們的產(chǎn)品和專業(yè)技能。專營(yíng)居住物業(yè)的經(jīng)紀(jì)人的 營(yíng)銷策略會(huì)不同于那些主攻商業(yè)或農(nóng)業(yè)物業(yè)的經(jīng)紀(jì)人。促銷時(shí)房地產(chǎn)經(jīng)紀(jì)人工作的一個(gè)重要部分，正如市場(chǎng)營(yíng)銷之于公司。出此， 它需要戰(zhàn)略規(guī)劃、預(yù)算、計(jì)劃和控制，這一切構(gòu)成了經(jīng)濟(jì)活動(dòng)的整體。戰(zhàn)略規(guī)劃 用以明確

41、賣點(diǎn)是什么，冃標(biāo)客戶是哪些人；它還需要考慮現(xiàn)有資源有哪些限制， 如俏售人員數(shù)量、融資渠道以及競(jìng)爭(zhēng)對(duì)象等等。可以說(shuō)，戰(zhàn)略規(guī)劃是將內(nèi)外部因 素進(jìn)行整合考慮的活動(dòng)。但是，研究表明，若提供的信息不準(zhǔn)確或不充足，促銷活動(dòng)將（對(duì)消費(fèi)者） 會(huì)產(chǎn)生誤導(dǎo)。事實(shí)表明，這對(duì)賣方（廣告者）是弊大于利。促銷最好是作為一種 向潛在購(gòu)買者提供信息的手段，以助其買到理想的物業(yè)。2廣告房地產(chǎn)廣告可根據(jù)其a標(biāo)或借助媒介進(jìn)行分類。對(duì)其每個(gè)要素充分了解將有 助于我們選擇合適的廣告策略且成功加以實(shí)施。廣告的種類和目標(biāo)廣告可分為特定（物業(yè)）廣告、（公司）形象廣告和行業(yè)廣告三種。特定（物 業(yè)）廣告推銷個(gè)別房地產(chǎn)及相關(guān)服務(wù)，其目的在于出租或

42、出售廣告中的某宗物業(yè) 或是向消費(fèi)者推銷房產(chǎn)經(jīng)紀(jì)人的服務(wù)。特定（物業(yè)）廣告經(jīng)常出現(xiàn)在報(bào)紙、宣傳 冊(cè)或單頁(yè)廣告上。第二種是（公司）形彖廣告。其目的在于向公眾展示公司的名稱，通過(guò)廣告 提升潛在賣家與買家心冃中的公司名譽(yù)和形象。正如可以用廣播、電視、廣告牌、 辦公樓雜志、報(bào)紙上有關(guān)公司活動(dòng)的報(bào)道作公司形象廣告一樣，報(bào)紙廣告也可以 達(dá)到相同的目的。行業(yè)廣告的主要忖的是樹(shù)立房地產(chǎn)經(jīng)濟(jì)行業(yè)的良好形象。通過(guò)影響公眾的印 彖，使賣方或買方會(huì)選擇房地產(chǎn)經(jīng)紀(jì)人代理而非口主交易。而資助行業(yè)廣告的資 金主要來(lái)源于行業(yè)協(xié)會(huì)或是其他經(jīng)費(fèi)。（2）廣告媒介報(bào)紙是房地產(chǎn)經(jīng)紀(jì)人最常用的廣告媒介，它可以用于投放特定廣告、形象廣 告和

43、行業(yè)廣告。報(bào)紙上的分類廣告主要刊登特定物業(yè)廣告，但也可以用丁形彖廣 告。經(jīng)紀(jì)人對(duì)特定房源名單的花哨排布，不僅僅是為了向公眾展示已有的物業(yè)信 息，更為了吸引他們的眼球。一個(gè)賣家在選擇屮介人的過(guò)程屮，會(huì)瀏覽當(dāng)?shù)貓?bào)紙 的分類信息區(qū)，從中選擇一個(gè)刊登了具有吸引力廣告的中介人。因此，特定（物 業(yè)）廣告實(shí)際上也扮演了形象廣告的幷色。由于潛在購(gòu)買考對(duì)于既存物業(yè)的即時(shí)信息尤為關(guān)注，h報(bào)則十分符合經(jīng)紀(jì)人 的要求。而周日出版的報(bào)紙刊登的物業(yè)信息量一般較大，因?yàn)楫?dāng)?shù)氐臐撛谫?gòu)買者 一般在周末才有空進(jìn)行調(diào)查。另外，郊外的購(gòu)買者也常常在周末四處尋訪物業(yè)。適用于房地產(chǎn)廣告的其他媒介包括：雜志、廣播、電視、戶外標(biāo)示牌、小冊(cè) 子，房展或是其他展示等等。工業(yè)物業(yè)、農(nóng)業(yè)物業(yè)或其他特殊物業(yè)則通常在全國(guó)