版權(quán)說明:本文檔由用戶提供并上傳,收益歸屬內(nèi)容提供方,若內(nèi)容存在侵權(quán),請進(jìn)行舉報(bào)或認(rèn)領(lǐng)
文檔簡介
房地產(chǎn)項(xiàng)目運(yùn)作中的一些誤區(qū)(Somemisunderstandingsintheoperationofrealestateprojects)Somemisunderstandingsintheoperationofrealestateprojects"CuiShuqing(seniorarchitect,SeniorPlanner)/textSuccessfulrealestateprojectsintheoveralloperationarerelativelycautious,andhinderthedevelopmentoftheproject"misunderstanding"thereWemustkeepaclearheadwhenwehaveadeeperunderstandingandhavecorrespondingmeasuresandmeasurestoavoidthemBrain,bewareofallkindsof"mistakes"thataffectourcorrectjudgment,analysisanddecisionmaking,andconcreteimplementation,thisisLaiYifaExhibition,sothattheproducttoobtainthebasicconditionsformarketsuccess,thefollowingwewilltrytoanalyzetherealestatedevelopersintheprojectoperationWewillencounterseveralmajor"misunderstandings",whichwillbeanalyzedandexpoundedindetail,soastoarouseourthinking.Misunderstanding1:separationofenterprisebrandandprojectbrandIfanenterprisewantstowinalargermarketshareintherealestatemarketandmaintainthemomentumofsustainabledevelopment,itshouldhaveSeveralconditions:themarketcredibilityandsatisfactionofenterprisebrandtoconsumers;enterprisebrandinarealestateitemThequalityofthebranddisplayedbytheprojectitself.Atpresent,themisunderstandingisthatmanyrealestateenterprisesheavyDependingontheconstructionandshapingoftheprojectbrand,itisfarbetterthantheconstructionofenterprisebrand,includingVanke,gold,ChinaandotherfamousbrandsRealestate,theestablishmentofitsenterprisebrand,butalsothroughthesuccessfuloperationoftheproject,andgraduallysetupinthemarketforconsumersHavemoreinfluentialenterprisebrand,adoptthisbottom-up,projectbrandrefiningenterprisebrandpractices.thisIllustratesthelackoflong-termdevelopmentstrategyforrealestateenterprises,thefuturedevelopmentgoalsofenterprisesintherealestatemarketAndthelackofabasicunderstandingofwhatkindofmarketposition,andthusledtomanyrealestateenterprisespaytoomuchattentionto"Sporadicconstruction"and"spotdevelopment"showtheshort-termmarketbehaviorof"quicksuccessandinstantbenefit"and"shortsightedness",Onlyforthesurvivalofthedevelopmentoftheprojectoperation,insuchaguidingideologyoftherealestateprojectsiteselection,marketadjustmentResearch,planningandplanning,butalsonothingmorethan"paragraphstyle"developmentandconstructionofabusinessunderanumberofopenTheprojectlackscontinuityanddevelopmentinspace,timeandconceptandquality.Itisanoveralldevelopment"Disorder",enterprisebrandandthereforelackofconsistencybetweenconsumersandthemarket.Fromthecurrentpointofview,realestateinKingkeymultiprojectintegrateddevelopmentconcept,designplanningandmarketpositioningandmarketingConsistencyanddevelopmenthavebeenachieved,butbecauseenterprisebrandisrelativelyweakinprojectbrandLessthantheroleofleadership,sothattheenterprisebrandandprojectbrandtherehavebeenseparationanddiscontinuity.VankeTheenterprisebrandand170000Sijihuachengisalsofamous,butgoldenhomes,GoldenMileIsland,warmhomeprojectproductsBrandislessthan170000brands,itshouldbesaidthatthe"fourseasons"isarepresentativeofVanke,Vankehassomecharacteristicsofrealestate,ButthereseemstobealackofalinkbetweentheotheritemsandthecoreoftheVankebrand,whichlackssomedistinctivefeaturesColor,inIwanttocome,Vanketheseseveralprojects,inadditiontopackaging,modelhouses,wallsandsoonhavemorecommonalities,otherIcan'ttellyou.Theworld'sleadingmultinationalchainsarestrictinprojectdevelopment,marketing,designandresearch,productquality,andsoonAfteryearsofaccumulationandunifiedpropaganda,theorderandruleshavebeengivenastrongunifiedimagetoconsumersButwearelackofChineserealestateenterprises.Mythtwo:imbalancebetweenthemarketandtheprofessionTherealestatemarkethasdevelopedformorethantenyears,butthereallarge-scaledevelopmentisnearly5yearsofthings,showinga"marketguide."TheprojectdevelopmentbehaviortowardthegoalisweakenedtoasubordinatepositionandbecomepartofthenormativeimplementationTheopinionsandfunctionsfromthemarkethavebeenexpandedandsomeproblemshaveemerged."Market"and"specialty"inprojectoperationThereisanimbalancebetweentheproducts,andtheproductsdevelopedarehomogeneous,nihility,packagedandconceptualizedManyofthesefeaturesarenotvisibleinresidentialdevelopment10yearsago,andmoreandmorearenotavailableThestuffusedtobefilled,pilingupintheresidentialarea,residentslivingfacilitiesfromtheimaginary,inadditiontoconsumerwasteWhat'stheuseofmoney?ThevalueorientationinrealestatedevelopmentanddesignandmarketingisnotanormalmindsetTheperformanceistocaterforthefalseratherthantherealconsumer'smarketdemand.Sometimes,Iaskmyself,weHowmuchmoneyhasbeenspenttodosomethingmeaninglesstoconsumers,andwearealwaystalkingaboutconsumersTheirneedsareourneeds,butarewereallyawareoftheirinnerneedsandtruehearts?Aretheyreallythinkingwhattheywant?,Orundertheguiseofmarketdemand,dosomeuselesswork,justlikeChenShiminThemastersaid,"thisisreallyontheharassthepeopleandwastemoney.".Infact,themarketobjectivebasedonkitschisnotFewdevelopershavetodothesamething"harassthepeopleandwastemoney.".Itseemsthatwhenwearelearningandusingthelawsofmarketeconomy,weare"outoftheway",thaninothercapitalistcountriesButinfact,whenwevisitedthecitiesinEurope,wedidnotseesuchstrongmarketconsciousnessandtableslikeoursAtpresent,theindustrializedcivilizationandthecapitalistmarketeconomydevelopinarelativelymoderaterangeMorerestrictionsontheinterestsoftheenvironmentandtheenvironmentarenotlikethefreedomandexcessivecompetitioninourpropertymarket,Itisanorderly,restrictive,low-keytalk,suchasseveralnewdevelopmentsontheThamesinLondonSingle,noveryspecialplanning,showingafullgraspandaffordabilityofthemarketandtheatmosphere,inrealestatequality"Moreofitis"pursuingprofessionalinnovationratherthansimplycateringtomarketdemandMarket".Thisisessentiallydifferentfromtheroleofthemarketovertheprofession,whichisalsoatableofmaturemarketsOneofthepresentfeatures.ItshouldbesaidthattheEuropeanpropertymarketismatureandorderly,andisguidedbytheprofessionaloperationofthemarketIsakindoforganicbalance.Andourpropertymarketingeneralisstillinafreedevelopment,ahundredflowersoftheprimarystageofcompetition,themarketTherolewillremaindominantforsometime,butasthemarketdevelopsandmatures,"returntoprofessionaloperations""Ontheroad,"theprofessionalismoftheprojectandthedesignanddevelopmentofproducts,emphasizingthevalueandroleofprofessional,willberemovedNotnecessaryconcept,packaging,excessiveadditivesonlymeansuseless,theoutdoorenvironmentandindoorpavement,highArchives,pilingup,notonlymeaningless,overtime,willbecomeredundantresidents,"lessismore"Simplicitywillbethetrendofthefuturedevelopmentofrealestateprojects,andthemarketdevelopmentwillbetrueinthefieldofprofessionalinnovationOnlywhenwerealizethevalueofthemarketandthebalanceofprofessioninourminds,canwemoveinthemarketResearch,planning,planningandmaterialsselection,basedonacorrectpointofview,toensurethatfutureproductionProductsarelessmarketfactors,moreprofessional,thisisourtruecharacter".Misunderstandingthree:productdesignoftheopenandmarket-orientedCurrentlyonthemarket,manyRealEstateCompanyduetolackofhumanresources,lackofteam,andhadtorelyonthemarket.Source,carryoutmarketresearch,projectplanningandpositioning,conceptualplanning,designschemeandlatermarketingAndsoon,sothatthewholeprojectisinthe"socialsemiopenandmarket-oriented"status,productdevelopmentanddesignalloverAsaresultoftheconsultantcompany,designcompany,salescompanyandsoon,thetechnicalsecretoftheprojecthasbecomeanemptytalk,Andislikelytobesoldorapplied,andoncethecompetitorsstealorgetit,theproject'smarketoperationsareinplaceAdangeroussituation,therefore,suchasHaier'scoretechnologywillneverenterthemarkettofindsupportformarketresourcesThegreaterthedegreeofdependence,theweakerthecompany'sstrength,thecompetitivenessofthemarketandprofessionalinnovation,therewillbenospecialadvantage.Therefore,thecoretechnologyofrealestateprojects,suchasprojectpositioning,planninganddesign,andmarketingshouldbemadeupofrealestateenterprisesTheinternalinstitutionofabusinesscannotbeentrustedtotheresourceorganizationofthemarket.Thisshouldbenoted,whileInfact,Vanke,thegoldandotherbrandenterprisesareinfrontofthemarket,andfortheindustryandconsumersPraisedbecausetheproductisoriginal,includingsomeofthedevelopersoftheoriginalthinkingandunderstanding.ActuallyeverybodyAsweallknow,thedesigndirectionoftheproductofrealestateprojectisdeterminedbythedesigntaskbookofthefirstparty,andthequalityoftheproductandThequalityisgraspedbyPartyAandembodiessomeofthedesignintentionsandideasofPartyA,butiftheseuniqueideasaretakenTothemarkettodo,itmeansthatthedeveloper'sideashavebeenhalfcivilizedandmarket-oriented,thereisnosecrettospeakof.Therefore,theremustbeaproperuseofmarketresources,notonlywiththehelpofbraindevelopmentandfurtherdesignconcept,butalsotomaintainInternalizationoftechnicalcoreofenterprise.Nowallaboutthecompany's"core",whatisthecore?Itisunknownthatmanycompaniesaretoomarket-orientedPublicity,productresearchanddevelopmentinasocialopenlevel,fromplanningtoconceptualdesign,programreview,etc.Eachstageinvitestechnicalresourceorganizationsfromthemarkettoparticipateinproductdevelopmentanddesign,aswellasR&DdesignTheprograminvitesexpertstoreview,ontheonehand,ItdoeshavealottodowiththelevelofproductR&DprogramsBrainhelpstoopenupideas,butalsoraisesanotherproblem.TheprocessandresultofproductpositioninganddesignwillbetransparentIntermediaryanddesignagenciesleakedtocompetitors,sothemarketwillneverbeabletoplaytherealestatecorebrain.Misunderstandingfour:productdesignoverconceptualization,textLikeotherproducts,therealestatedevelopmenthasbeenputonthemysteriousconceptofavarietyofmysteriouscoat,tocatertolessPartoftheconsumerpursuitofnothingnessandspiritualcultureneeds,andsomeprojectsarenothing,buthasbeendubbedafascinatingoverviewRead,butsellwell,indicatingthatconsumersonthecontent,conceptsandcultureisvalued,althoughthedistrictdidnotThecorrespondingsubstantivespacesubjectissupported,butatleastitshowsthattheconceptplaysaroleinthemoderninformationsocietyThe.Atthesametime,weshouldseethattheresidentialdistrictplanninganddesignhasnowplungedintoa"overconceptualization"Misunderstanding,suchaspopular"Continentalwind"inthepastfewyears,andwhat"Italycustoms","southernEuropeanstyletown."","Mediterranean"andsoon,itreallygivesconsumersalotofassociationspace,butalsotothesaleofrealestatehasbroughtalotofhelpHelp,however,asthedayslong,theseborrowed"foreignflavor"willsoonvanishedawayandthetruewind.Thespace,facilitiesandplacesthataccompanytheresidentsaretheconcernofthepeopleforalongtime.Therefore,theproductdesignifonlyTheconceptualandtextualpackaging,withoutanycontentsupport,hasbeenproblematicforthecommunity'ssustainability,andtherefore,Therealestateprojectcannotfallintothemisunderstandingofconceptpackingbecauseofsaleneed".Whenchoosingaconcept,productdesignshouldpayattentiontothepracticalvalue,culturalconnotation,andwhethertheresidentslikeandneedit,Accordingtothisstandardisnothingmorethannaturallandscapeconceptssuchassea,lakeandriver,theloveforthehealthoftheresidentsofhouseholdsTheconceptofoutsidemovementandtheconceptofreadingsuitableforstudentstolearn,etc.,andthesepracticalconceptswillnotbeduetothepassageoftimeDisappear;onthecontrary,itwillbecomeapartofpeople'slife.Ontheonehand,weshouldreflecttheconceptualvalueofproductdesign,ontheotherhandAttentionshouldalsobepaidtotheconceptofhierarchyandmoderation,sothatitisinareasonablepositioninproductdesign.Misunderstandingfive:residentialspaceoverlandscapingandlandscapingandsalesofficesandclubsaretooluxuriousApproximately97yearslater,manyprojectsbegantopayattentiontothesurroundingareaofthebuildingforoutdoorgardendesignandgreenspaceToimprovethelevelofenvironmentaldevelopmentprojects,afterfiveorsixyears,thevastmajorityofprojectsaremoreemphasisonresidentialenvironmentParkForestlandscapedesignandconstruction,frominvitedforeignfamouslandscapedesigncompanytochairthedesignoftheprogram,tospendheavilymovePlantingtrees,flowersandgrassvarietynameintroductionlandscapefacilities,thedistrictnolongerlikealivingarea,antiAsthebotanicalgarden,parkandgardenplantlandscape,environmenthasbecomeasubject,itisdesignedfortheplantinglandscape,Avarietyofplants,richinlayers,colorful,reallybeautifulandpleasant,wesawmanyprojects,mostroomsBeautifuloutsideenvironment,richlandscaping,similarfeatures,thelackoflandscapingistoomuch,butinsteadThereistoolittleroomforoutdooractivities.Asamatteroffact,thegardenenvironmentweseeinEuropeanurbanresidentialareasisrathersimple,simpleandatmosphericTreespeciesaremuchmore,andthenthegroundforpavementorgrassland,whileontheothersideoftheroadareshrubs,etc.,andnotlikeShenzhenDistrictTherichnessofthelayers,thedelicateplants,andtheoverallfeelofthepeopleareparticularlycomfortable,soIthinkourcommunityenvironmentThedesignhasfallenintoamisunderstandingofexcessivelandscapingandlandscaping,andshouldbeavoidedinthefut
溫馨提示
- 1. 本站所有資源如無特殊說明,都需要本地電腦安裝OFFICE2007和PDF閱讀器。圖紙軟件為CAD,CAXA,PROE,UG,SolidWorks等.壓縮文件請下載最新的WinRAR軟件解壓。
- 2. 本站的文檔不包含任何第三方提供的附件圖紙等,如果需要附件,請聯(lián)系上傳者。文件的所有權(quán)益歸上傳用戶所有。
- 3. 本站RAR壓縮包中若帶圖紙,網(wǎng)頁內(nèi)容里面會有圖紙預(yù)覽,若沒有圖紙預(yù)覽就沒有圖紙。
- 4. 未經(jīng)權(quán)益所有人同意不得將文件中的內(nèi)容挪作商業(yè)或盈利用途。
- 5. 人人文庫網(wǎng)僅提供信息存儲空間,僅對用戶上傳內(nèi)容的表現(xiàn)方式做保護(hù)處理,對用戶上傳分享的文檔內(nèi)容本身不做任何修改或編輯,并不能對任何下載內(nèi)容負(fù)責(zé)。
- 6. 下載文件中如有侵權(quán)或不適當(dāng)內(nèi)容,請與我們聯(lián)系,我們立即糾正。
- 7. 本站不保證下載資源的準(zhǔn)確性、安全性和完整性, 同時(shí)也不承擔(dān)用戶因使用這些下載資源對自己和他人造成任何形式的傷害或損失。
最新文檔
- 6.1 法律保護(hù)下的婚姻-同步課件 2024-2025學(xué)年高中政治統(tǒng)編版選擇性必修二法律與生活
- 2024-2025學(xué)年小學(xué)音樂五年級下冊花城版(2024)教學(xué)設(shè)計(jì)合集
- 新人美版七年級上冊美術(shù)1《在美術(shù)世界中遨游》教學(xué)設(shè)計(jì)
- 高中統(tǒng)編中外史綱要上 第四單元 明清中國版圖的奠定與面臨的挑戰(zhàn)(教學(xué)設(shè)計(jì))
- 11《我們周圍的植物》 教案 一年級下冊科學(xué)青島版(五四制)
- 人教版(2019)必修第二冊Unit 2 Wildlife Protection Reading教案
- DB14-T 2761-2023 黃芩栽培技術(shù)規(guī)程
- 第二節(jié) 地理信息技術(shù)在區(qū)域地理環(huán)境研究中的應(yīng)用教案
- 高中物理必修一教案-2.5 自由落體運(yùn)動42-人教版
- 《全國經(jīng)濟(jì)普查條例》主要內(nèi)容
- 烷烴和烯烴的區(qū)別烷、烴和烷烴的定義
- 國家基本公共衛(wèi)生服務(wù)規(guī)范(第三版)
- 經(jīng)濟(jì)效益證明(模板)
- 售后服務(wù)工作流程及管理制度
- 淺談國內(nèi)外綠色儲糧重點(diǎn)技術(shù)
- 儲罐防腐、隱蔽施工、報(bào)驗(yàn)、保溫表格資料
- 建筑裝飾設(shè)計(jì)收費(fèi)標(biāo)準(zhǔn)
- 【經(jīng)典】Unit3BusinessMeals(通用模板)課件
- 2022年浙江物理選考試卷(含答案)
- 五年級上冊數(shù)學(xué)課件-3.3 統(tǒng)計(jì)(平均數(shù)的應(yīng)用)▏滬教版 (共11張PPT)
- 小學(xué)語文人教四年級上冊(統(tǒng)編2023年更新)第五單元-《麻雀》《爬天都峰》整合教學(xué)設(shè)計(jì)
評論
0/150
提交評論