Cool the property market, moving to head the Maifang

To the summer, a cool the property market, developers urgency, the music people buy a house. How Maifang Zi, has become a problem. Purchase one of the traditional promotional tactics have produced "Shenmeipilao," if we really want to move these "God" who, developers and agents were really move dynamic thinking, the focus from the big, starting from height, from the small Implementation, re-adjust marketing strategies and tactics. In recent years the real estate continued macro-control, so that the whole industry, in fact, the development of gene many changes have taken place, all aspects of the industry also synchronized changes in operating mechanism, but there are different links in different degrees. If the real estate business insight into these changes and can not change the business strategy, in order to achieve operational objectives, amounts to nothing, Yuanmuqiuyu. Real estate development industry in the biggest change, before we put to land at the core of the "Hong Kong model" want to make classics, and have to take in, on Zuowen Zhang enclosure, but "linked to strokes shoot" system for the full implementation of their smashed With the dream of cheap, and many of Mandun last year, large enterprises also in the market swiftly changing circumstances in funds linked difficulties. Now, with funds as the core of the "American model" more and more developers of all ages. Compared to link the development of the huge restructuring, real estate marketing and improving the adjustment of the degree is not large, mainly due to the continued prosperity and the property market in recent years, the overall market was in short supply patterns, in particular, in 2007 the national housing prices increased considerably, and some cities抢the phenomenon in the queue. Since then好卖house, sales are basically no major difficulties, developers and agents also too lazy thoughts increase marketing level, and even a "de-professionalization" of the phenomenon - a growing number of developers tend to sell themselves Housing, rather than by professional marketing agent. If Shun Chi, Tai-hua, green space, R & F, gold, and so do their sales are up only to find home advertising company. However, whether developers or agents, must be aware of one fact: China's investment in the property market from fanaticism to rational consumption. Before the effectiveness of various marketing strategies and means, is slowly lost, needed to be corrected. Yao Xiang was, in 1993 the mainland "Godfather of real estate marketing," Chen Zhiren selling ads to the bombing of mad Pinglun the Wantong New World Tower, also from their own Kuangzhuan 10 million U.S. dollars, 1:00 sentient beings was the property sector "frightened to Heaven" , Is still at least classic case of real estate marketing. From speaking to a large extent, the Agency for the company's marketing model, also on behalf of the entire real estate marketing level, may wish to look back on history. Early 1990 real estate agency industry is the initial stage, especially in 1993, Chen Zhiren the Dali line marketing model to represent Hong Kong landing in Beijing, Hong Zhou Xiaoli of the new marketing model on behalf of the Taiwan landing in Shanghai, take into account the primary and secondary marketing of the Central Plains Prior to the mainland also entered. These RTHK predecessors, the project places great emphasis on the latter part of the package, be good at selling points of refining projects, carefully nurtured sales force, to bring the event of a new style of sales and marketing techniques. Until 1998 before this time is China's real estate downturn of the first period, these foreign-funded enterprises on the one hand is to help developers Ken Gutou the one hand, to help small and medium-sized agents to the mainland school. 1998, the housing system reform, speed up urbanization, urban income growth and other factors have contributed to the extreme prosperity of the Chinese real estate industry. The number and scale of expansion of developers, Yulonghunza, then a large number of agents have emerged. Because it is purely a seller's market, developers in the wild profiteering on the road, while agents with the developer in the buttocks after the seizure crumbs. Because as long as the projects get the right agent is equivalent to capture the wallet of, many trade companies seeking professional sophisticated, but the main effort spent on the development of business. Agents with the project or relationship with, or through underwriters, or by vicious price competition. 2007, is China's property market is a milestone in the year, the property market because of the extremely prosperous, obviously from a rational track. In fact, in 2004, with Shanghai as the representative of the Yangtze River Delta has experienced an overheated property market, 2005's "eight countries" to effective cooling, but the heat and cold basic limited to the Yangtze River Delta, and in 2007 the Cape is hot. However, this irrational exuberance is unsustainable, from the 2007 fourth quarter, the first part of Ersan Xian city and the city began to adjust the property market, prices of emerging-or phenomenon, the current high prices remain in consolidation, but turnover Volume has not climbed out of a slump. This real estate sales, the same as in the great enemy of the current. The macro-control has continued in the fourth quarter of 2007 has made the overall results. Experienced a baptism of the macro-control, the first part of second-tier cities and cities have entered a buyer's market, even though in some areas is still a seller's market, but also entered the stage of irrational buying houses, people have experienced a period of education, know how to identify a good house Bad. If the marketing masters would also like to air through the concept of large and scary, the United States and Hyun-deceptive advertising, black and ruthless tactics to kill (to force the pay), the possibility has been getting smaller and smaller. So, should the developers and agents how to adjust marketing strategy, I believe that we must exercise "pre-marketing" . The so-called "pre-marketing", refers to real estate marketing and implementation of the plan in advance, said Lan Weilou if the marketing is typically the "post-marketing", if the general pattern of planning for developers, agents follow up Maifang Belonging to conventional marketing, product planning to do so in the time and location, doing corporate brand strategy, put the future product sales factors into account, that is, "pre-marketing." Pre-marketing the two main paths, the first project for improving market position and product innovation as the key to the whole marketing efforts and the other is through the corporate brand, the business model of integrated communication, promote the event of the specific sales, such In advance of the even bigger. First of all, talk about how the product positioning on the stage of laying the foundation for successful marketing. As we all know, now foreign architectural design agencies have distributed more than half the domestic market, these companies are mostly headed gweilo and "banana", and their design ideas and technology with international practice, but the regional real estate, the only decision Very experienced in the local market in all sectors of the consumer features, designed to "both applause and Jiaozuo" a good house. The developer marketing departments and agencies should advance into the planning profession, based on the regional market's long-term tracking and disseminated to the purchase of in-depth communication between groups and grasp, from the market demand, in architectural style, apartment ratio, the ratio of area , And other supporting facilities to provide valuable recommendations. At this point, real estate marketing of the Hong Kong model and there is an obvious difference between the Taiwan model. Hong Kong model-oriented sales and promotion, stressed that the Taiwan model relatively early planning. Taiwan's outstanding agents are equipped with high professional skills of the architectural design team, in building design, landscape design, select the hi-tech products, the latest architectural concept abroad, and other aspects of the introduction to the developers with a professional advisory capacity. To the mid-1980s, formed a major agent of the relative monopoly on the market, ranking first in the new company to monopolize the yang of the island of Taiwan 50 percent market share. The new pre-planning really the core values of the company as one of the naturally into the eyes of the developers should be dependent on the professional institutions, thus the role of the Party to guide architectural design company for product planning. The sharp smell of domestic agents have been efforts in this regard, such as the Shanghai Open to set up a Strategic Research Institute and holding an architectural design companies, such as easy to set up a Habitat China Institute of Real Estate. Secondly, an analysis of how to help corporate communications marketing. Most small businesses or projects as long as the company trying to find a reasonable means or sales skills, Duan Pingkuai seeking the return of funds will do. But for the long-term intention in the development of large and medium-sized real estate developers, the planning, marketing and brand promotion should be combined, but also with enterprises operating mode match. Wang, Pan Shiyi frequently show, the main purpose is to spread brand, in particular the Pan Shiyi and the show often directly linked to their own flats or implied. After the earthquake disaster in Sichuan, many real estate companies to contribute generously, an increase of the public (including potential customers) a good impression. Marketing and business operating model has great relevance, such as Vanke has its own model. Vanke focus on large-scale residential development and marketing of its brands,重在the extensive publicity, the PFP, professional, sales and ensure that the smooth return of funds, so the end of last year Vanke will be the first price cuts in the country. To this publicity marketing idea, Vanke very high profile and the Ministry of Construction jointly crossword assembly small and medium-sized apartment design, build low-cost Housing, launched the "conch", marking the replacement of enterprises, Wang also does not take a lot to say about "the King , "And not to seek excessive profits, and so on. In addition, Wanda has the personality of the model. It focuses on commercial real estate development, the same is the expansion of large-scale production, but more development is a type of capital flow slow, long-term perspective, individual projects a higher rate of return on investment. In recent years there with a similar focus on the development of the property holders of the Shimao, R & F, China Merchants real estate, such as Lujiazui. Such enterprises also need to raise brand awareness and professional force, but their relative Vanke target audience, the small, and so many, not to be comprehensive bombing, as long as the key to breakthroughs, the Star River to the mansion of products to Guangdong It is also this Hongyu Road. The most important thing is, because there are a lot of property holders, such enterprises stronger ability to resist risks, even if some sales-type projects, not particularly concerned about the property market at Dimi, the marketing of the skills requirements are relatively low. Under the market economy conditions, the door is selling the University asked. Marketing sector before the "4 P" doctrine as a BU-kyu, and later evolved to "4 C" theory. In the current property market downturn, can be seen frequently used intermediaries to the structure to move to the streets, to take the initiative to attack. The new set of developer marketing, planning ahead, consider the overall trend will surely go ahead, in the planning stage on the introduction of product marketing agency experts, it is best. In a word, not the "pre-marketing", it means that "post-risk" - the more terrible risk, are too late to remedy