房地产营销-毕业论文外文翻译

房地产营销管理英文文献及翻译房地产开发是支持人们日常生活的基矗社会主义市场经济体制的制定，使得房地产业成为市场经济活动的主体成员，面对市场的风云变幻，房地产企业要想抓住机遇，迎接挑战，必须树立现代的营销观念，掌握现代的营销技术。

我国的房地产营销环境与营销管理虽然经过二十年的市场观念熏陶，但是我国的房地产在诚信问题、营销创新、产品创新、以及管理体制等方面与国际接轨上有距离。

1 房地产营销的基础知识1.1营销的概念毕业论文市场营销译自英文marketing一词。

最早产生于美国，1960年美国市场营销协会（AMA）定义委员会的定义：市场营销是把产品或服务从生产者引导到消费者或用户所进行的一切企业活动。

房地产市场营销是通过房地产市场交换满足现实的或潜在的房地产需求的综合性的经营销售活动过程。

它有以下几层涵义：1、房地产市场营销的目的是满足消费者对房地产商品和劳务的需求。

2、既包括现实需求也包括潜在需求。

3、房地产市场营销的中心是实现商品的交换，完成销售活动。

4、房地产营销的手段是开展综合的营销活动。

房地产营销是市场营销的一个重要分支，是建立在市场营销理论体系上的。

在房地产营销的运用上主要由政府管理部门和房地产开发商。

政府部门主要作为市场管理者对市场行为的监督以及对房地产开发商进行指导，披露市场供给需求信息，制定相关策略以利于社会稳定和经济发展。

房地产开发商主要是发现市场机会，进行营销管理活动。

1990年，美国企业营销专家劳特朋提出了4C理论，4C即消费者的欲望和需求、消费者获取满足的成本、消费者购买的方便性、企业与消费者的有效沟通。

4C理论的营销主张重视消费者导向，其精髓是由消费者定位产品。

1.2 房地产的发展长久以来国内对住房的要求就是能够遮风避雨就行了，但是，随着社会的发展以及我国城市化进程的加快，房地产市场不仅仅局限于提供给人们遮风避雨的场所，而在引领住宅文化潮流上更是不遗余力。

房地产有其区别于其它产品的特点。

房地产营销管理英文文献及翻译房地产开发是支持人们日常生活的基矗社会主义市场经济体制的制定，使得房地产业成为市场经济活动的主体成员，面对市场的风云变幻，房地产企业要想抓住机遇，迎接挑战，必须树立现代的营销观念，掌握现代的营销技术。

我国的房地产营销环境与营销管理虽然经过二十年的市场观念熏陶，但是我国的房地产在诚信问题、营销创新、产品创新、以及管理体制等方面与国际接轨上有距离。

1 房地产营销的基础知识1.1营销的概念毕业论文市场营销译自英文marketing一词。

最早产生于美国，1960年美国市场营销协会（AMA）定义委员会的定义：市场营销是把产品或服务从生产者引导到消费者或用户所进行的一切企业活动。

房地产市场营销是通过房地产市场交换满足现实的或潜在的房地产需求的综合性的经营销售活动过程。

它有以下几层涵义：1、房地产市场营销的目的是满足消费者对房地产商品和劳务的需求。

2、既包括现实需求也包括潜在需求。

3、房地产市场营销的中心是实现商品的交换，完成销售活动。

4、房地产营销的手段是开展综合的营销活动。

房地产营销是市场营销的一个重要分支，是建立在市场营销理论体系上的。

在房地产营销的运用上主要由政府管理部门和房地产开发商。

政府部门主要作为市场管理者对市场行为的监督以及对房地产开发商进行指导，披露市场供给需求信息，制定相关策略以利于社会稳定和经济发展。

房地产开发商主要是发现市场机会，进行营销管理活动。

1990年，美国企业营销专家劳特朋提出了4C理论，4C即消费者的欲望和需求、消费者获取满足的成本、消费者购买的方便性、企业与消费者的有效沟通。

4C理论的营销主张重视消费者导向，其精髓是由消费者定位产品。

1.2 房地产的发展长久以来国内对住房的要求就是能够遮风避雨就行了，但是，随着社会的发展以及我国城市化进程的加快，房地产市场不仅仅局限于提供给人们遮风避雨的场所，而在引领住宅文化潮流上更是不遗余力。

房地产有其区别于其它产品的特点。

毕业论文外文翻译与文献综述系别土木与建筑工程系专业工程管理学生姓名刘祝成学号090340201年级09级指导老师陈蓓教务部制表二Ο一三年五月二十六日The Analysis of the Issue Related to the Feasibility ofStudy the Real Estate Project on the Basis of theImplicit CostBilin Shao,Bin DingAbstract:It is known that the feasibility study of real estate project plays an important role in real estate development.Nevertheless,there still remains many problems in the feasibility study.In this paper,the concept of implicit cost will be introduced,which will be used to analyse these problems.Meanwhile,some useful strategies will be raised for these problems,which intends to further improve the feasibility study of the real estate projects.Keywords:real estate project;feasibility study;implicit cost;problems1.IntroductionThe feasibility study is the decision science has been used in project area,and the basic target is on the basis of the comprehensive investigating and researching to identify a construction object whether have the characteristics of progressive,reality and reliable in the whole prosess from previously project construction to line operation.We also need to know those whether can pay off from the finance and the credibility in the economy to give a big help for the investating decisions.It is real role that a framework to investing project, and is the key factors that can decide the project can be invested or not to give some supports on the project decisions.The real estate is characteristic of accounting for huge financing,a long period relative to the investing and easily influenced by the instable factors.Therefore,the the feasibility study is very important for the real estate.However,currently we are more and more focusing on the explicit cost in the feasibility study and ignoring the intangible cost.The intangible cost is,as opposed to explicit cost and hided among the total cost of enterprise,caused by the decision maker characterized by lower diathesis,wrong concept,and the deficiency of informations,coupled with the non-market factors to lead to the total cost increaseing directly or indirectly.The amount of economic benefits of the project largely depend on getting full knowledge of the intangible cost in the real estate.2.The Existence of the Questions Lied in the Feasibility Study on the Basis of the Intangible CostRecently,the real estate have got a big improvement in the feasibility study.As the main contents andmethods,it have been normed and stabilized gradually to use in the project decisions.But that is fact that the feasibility study cannot play the role above mentioned in the real case.The worst case is that there is no the feasibility study before starting the work.And another events is that the feasibility study had been done,but the result was not fit to the requestions.The main problems are following:2.1.The Investor with Low Diathesis Did Not Pay More Attentions on itUntil now,a number of the investors did not get a clear clue and realize the importantance related to the feasibility study.They had made a decision whether building the real estate relied on their own wish,and reckoned the feasibility study was just a“payable paper”to submit to lending institution,investor and government.There is no meaning in the feasibility study because of carrying on is not thorough,focusing on the format.Therefore,the“feasibility study”is the aim that how to get a permission from the related department and a loan from the bank,so the data cannot be used to reflect the real conditions.The economic benefits of the whole real estate project have decreased,even failed that was mainly ascribed to the invetor’s attitude,ignoring the importance of feasibility study.Those are called the intangible cost.The other factors is linked closely with calibre that a excellent decision maker should be characterized by determination, confidence,far-sighted.ect.When a favorite investing project lie in front of a investor,he must be confidence and determination to make a decision as soon as possible,or the problems relative to the economic benefits′lost would be happened to create the intangible cost.Moreover,the investor should have the characters of far-sighted to consider the investing process,and not care the“gain and loss”in a small events to make a wrong decision.It is obviously that the high-calibre is an very important factor to the investor to avoid the intangible cost.2.2.The Feasibility Study Related to theConstruction Project is Mainly Completed by the Consultant Agency and Design Dthe Deviser Has Low-CalibreDepartment of construction entrusted by investor.It is possible that the accuracy largely depend on those institutions′level controlled by the deviser’s calibre.Unfortunately,a huge number of devisers are lacking of the attitude on seek truth from facts.They have partially used the data to optimistically evaluate the market price movement.They also did not exploit the market survey in details to predict the market prospect;at the same time,they did not care about some faults,however,more lights shed in exaggerateing the advantages of technology and product that reducing the success rate of investing.On the basis of the devisers having low-calibre,the feasibility study cannot be completed by course of correct way and canonical process that the decision maker got a wrong judgement to result in losting the economic benefits,even the whole project’s depleting.2.3.The Analysis and Forecasting of the Market is not EnoughThe earning power of investing project is not only depending on the all kinds of available resources,butalso relying on the current and potential requests needed by society.Currently,there are no more attenions concentrated on the market survey and forecasting in the feasibility study.A large numbers of data came from the related researchers’experience and social relations.Even though they did a survey and forecasted the market trend,the results are more qualitative analysis than quantitative.The data measured by above process cannot really reflect the market condition and prospect.It is seemly like having good benefits,because of the fault existed in the analysis and forecasting of market to lead to the investing project has to face the condition “having a price but no sales”.Those can be avoided according to the reseacher’s endeavor.2.4.There is No Comparative among Every ProjectA larger numbers of reseachers pay more attentions on the single project than the comprehensive in the feasibility study.In some cases,they also analyse some projects at the same time but a particular one will be analysed more deeper than another analysed superficially.The decision maker have to accept the project choosed by reseachers on their wishes,and then the comprehensive researching changed into single will lose the meaning in the feasibility study.Because lack of the comparative project,leading to the economic benefits related to the finance will be fixed to lose the chance of getting more benefits from the market to create more intangible cost.2.5.Ignoring the Value of the Environmental AssessmentThere are many faults lies in the currently environmental assessment showed by the report of feasibility study.In some cases,there is few contents and the analysing superficially about the environmental assessment, because of there is no surveying the surroundings nearby the project or the assessment is not correct.It is obviously that those are contradiction with the strategy of sustainable development developed by our country. Moreover,there is no consideration between the project and sustaining ability of environment carried out by the investor.As a result,the developing intensity will exceed the loading capacity of environment near by the project to produce seriously environment contamination.This will increase the project later environmental protection costs,such as controling environmental pollution and strengthen the green,ect.There is a serious environmental evaluation work to be needed on environmental protection,and using real data reflect the revenue and expenditure to provide true evidences for the final decision.However,many of the feasibility study overlooked this respect that the project had been put more money in late to produce increasely the intangible cost.2.6.Don't Pay Attention to the Analysis of the Sensitivity and Risk FactorsThe estate project itself has a high risk and investing,because of there are some uncertain factors in project implementation process.With these uncertainties,the investment project there is a risk,thus the uncertainty of the whole project is of vital importance.If the feasibility study of these risk factors were accurately analysed that will cause additional costs of the project.In practical work of the feasibility study,theanalysis of risk is not enough or only stay in qualitative analysis,give a quantitative analysis.Though some of them to quantify,but either quantitative method unsuitable or quantitative results do not take seriously,not have a good understanding to project risk factors,thus make some project in concrete implementation appear of risk or risk factors change,led to increase costs and economic benefit greatly decreased,causing the recessive cost of production.3.Countermeasures of Feasibility Study3.1.Strengthening Ideological Education and Quality Education of the Decision MakerIn order to make feasibility study go smoothly,decision makers should be educated to fully realize the importance and function of the feasibility study.The ideologycal recognition and definite feasibility study effect,so that it can from the fundamental guarantee of feasibility study work smoothly.In addition,there must be necessary education to investors to improve the quality and professional skills of their own,so that when making decisions they can decisively and correctly make decision to reduce implicit costs and increase profits.3.2.Improving ability of the deviserInstitutions of training feasibility study professional must be established and perfected,related departments should organize professional training regularly.Professional ethics education should is necessary to make professionals realize the importance of feasibility study;in the mean time,in order to decrease fault because of professsional skills deficiency and increase correctness of feasibility study professional skills must be enhanced.Establishing and perfecting of the feasibility study for the vocational education training employees of the system,by related departments groups regularly for feasibility research personnel's service training.3.3.Pay Attention to Market Investigation and Market ResearchIn the feasibility study phase,in order to avoid"negotiable without city"awkward situation and more implicit costs,feasibility study professionals should be ready for market research and market forecast work. This requires the relevant personnel take related work seriously,guarantee the correctness of market information to reflect a true market prospect.And earnestly analyze the market consumption levels,an accurate grasp of market demand.In order to keep commodity to consumption group and to avoid implicit costs,feasibility study professionals must earnestly analyze the market consumption levels,grasp market needs and main consumption groups accurately,prepare for marketing positioning.pare and Chose Comprehensive Investment ProjectFor a specific project there may be several different investment plan,after accurately study and compare of every investment project,the optimal project can be achieved.Through compare of different comprehensive investment project risks can be reduced,more profits can be achieved.That proves feasibility study plays aimportant role in reducing costs and making accurate decisions.3.5.Paying More Attention to Environmental EvaluationPay importance to environmental evaluation,abstractly analyze environmental impact.qualitative analysis must be made thoroughly if quantitative analysis is not suitable.During site selecting phase,in order to decrease later costs and implicit costs load capacity of environment around must be taken into account. When considering investment project,we should realize environment impact and economic profit to chose relatively environmental project and reduce implicit costs.3.6.Deepen Investment Projects Sensitivity and Risk AnalysisIn order to effectively prevent and control the risk,in feasibility study,we should strengthen the sensitivity analysis,pay great attention to digging the potential risk factors,such as investment environment risk,project construction risk,etc.And we should pay special attention to unfavorable factors and bad results, for example,implicit cost because of residents unmovement;Implicit cost caused by construction damage and extension of construction limits time limit because of local seasonal natural disaster.Therefore we should unify the quantitative analysis and qualitative analysis and give priority to quantitative analysis so as to prevent risk purposely and make scientific decisions.If sensibility analysis and risk analysis should be based on scientific data,strategic fault of project can be reduced greatly so as to reduce implicit accuracy.References[1]Guangjun Ma:The discussing of investment project feasibility research work problems and measures.[J]. Economic researchguide,2009,p.132-133.[2]Yang Wang and Shourong Wu:The impact analysis and countermeasures of market economy to the project feasibility study[J].Manage engineering journal,2005,p.179-181.[3]Kai Liu:Discuss the current investment project feasibility study of the main existing problems and countermeasures[J].Building economy and management,2006,p.137-138.[4]Xinhua Mu:Discuss the investment project feasibility study problem in the work and countermeasures [J].Chinese collective economic strategy research,2009,p.35-36.可行性研究对房地产项目隐形成本的相关问题分析作者：Bilin Shao,Bin Ding摘要：据了解，房地产项目的可行性研究在房地产开发中起着重要的作用。

From The EconomistHome ownershipShelter, or burden?The social benefits of home ownership look more modest than they did and the economic costs much higherIn a scene from the film “It’s a Wonderful Life”, a happy couple is about to enter their new home. Jimmy Stewart, whose firm has sold them the mortgage, reflects that there is “a fundamental urge…for a man to have his own roof, walls and fireplace.” He offers t hem bread, salt and wine so “joy and prosperity may reign for ever”.That embodies the Anglo-Saxon world’s attitude to home ownership. Owning your own roof, walls and fireplace, it is thought, is good for householders because it helps them accumulate wealth. It is good for the economy because it encourages people to save. And it is good for society because homeowners invest more in their neighbourhoods, engage more in civic activities and encourage their children to do better at school than do renters. Home ownership, in short, benefits everyone—not just the homeowner—and the more there is of it, the better. Which is why it is usually encouraged by the government. In America, Ireland and Spain, homeowners can deduct mortgage-interest payments from taxable income.Yet the worldwide crash was bound up in this supposed miracle of social policy. The disaster began with defaults on American subprime mortgages, a financial instrument designed to spread home ownership among the poor. It gathered pace after the failures of Fannie Mae and Freddie Mac, two government-sponsored enterprises that provide cheap home loans. As a result, the home-ownership rate in America has fallen for four years, the first time that has happened in a quarter of a century. In 2008, families lost their homes or faced foreclosure—double the average before the crisis—reducing the home-ownership rate from 69% in 2004 to % at the end of 2008. The number of owner-occupied dwellings also slipped in Britain in 2007-08 for the first time since the 1950s.Subsidised castlesSo attempts to expand home ownership have contributed to the wider economic crisis without succeeding in their own terms. How does that affect the arguments for supporting home ownership? Should it still be deemed a public good?N o, say several economists and commentators. “Given the way US policy favours owning over renting,” writes Paul Krugman, 2008’s Nobel laureate in economics, “you can make a good case that America already has too many homeowners.” Edward Glaeser, an economist at Harvard University, talks about “the madness of encouraging Americans to bet everything on housing”.So far, policymakers are unmoved. In mid-February Barack Obama proposed a $275 billion plan to support America’s housing market. Outside the Anglo-Saxon world Nicolas Sarkozy, who campaigned for the presidency to turn France into a property-owning democracy, has expanded zero-interest housing loans for the poor.The main economic argument for home ownership is that, in the words of Thomas Shapiro of Br andeis University, “it is by far the single most important way families accumulate wealth”. This argument now looks as weak as house prices.In Britain prices have fallen 21% since their peak in October 2007. Prices in America have fallen more slowly but further, down 30% since their peak in mid-2006 (see chart 1). This has reduced the total value of the country’s housing stock from over $22 trillion in 2007 to $19 trillion at the end of 2008. In the past few weeks, housing markets on both sides of the Atlantic have seen signs of life, but there is every chance that prices have further to fall before they finally reach their low.The collapse in house prices matters most directly to two overlapping groups: those who bought property at the peak of the market and now face “negative equity”; and those (in America) who took out subprime mortgages. Roughly 10m Americans are in negative equity—ie, the cost of their mortgage exceeds the value of their home. In Britain about 3% of households are in negative equity. For homeowners, negative equity makes houses more like a trap than a piggy bank. Those who cannot meet their payments lose their house, their savings and (in America, usually) their credit rating for seven years.The other area of concentrated distress is subprime mortgages, which increased their share of the American mortgage market from 7% in 2001 to over 20% in 2006. According to the Mortgage Bankers Association, the delinquency rate was 22% in the fourth quarter of 2008, compared with only 5% for prime loans. Many people have concluded that, in Mr Krugman’s words, “home ownership isn’t for everyone.” However, a study by the Centre for Community Capital, part of the University of North Carolina, Chapel Hill, casts some doubt on that conclusion. It compared a group of people who took out subprime loans with a group of borrowers from the Community Advantage Programme (CAP), a government-backed scheme that lends to the sort of people who might have had a subprime mortgage. The default rate for CAP borrowers was only a quarter what it was for subprime mortgage holders, even though the incomes and backgrounds of borrowers were similar. Since the real problem lay partly in the mortgages, rather than the borrowers, this suggests the subprime crisis was a financial-market mess, as well as a housing one.Does that also imply that home ownership has the economic benefits that its proponents claim? Two pieces of evidence seem to support such a view. The first is that housing has fared better in the crisis than other assets. Share prices are around 50% below their peaks in many countries, so compared with shareowners, homeowners have not done badly. However, home ownership in a downturn has one big disadvantage: most people buy shares outright but homes on margin (ie, they put down a small stake, if anything). If share prices fall by 10%, you lose 10%; if house prices fall by 10%, you may lose your entire savings. The value of American homeowners’ equity in their own houses has slumped from a peak of $ trillion in 2005 to just $ trillion at the end of 2008. This undermines one claim that homeowning is economically beneficial.The other piece of evidence for home ownership’s benefits is that the house-price fall has so far spared most existing homeowners from absolute losses. In America, forexample, house prices have fallen back only to where they were in 2004. There were roughly 29m house sales in the United States between 2004 and 2007, compared with 115m households, and anyone who bought before then is probably sitting on a nominal profit. However, as Harvard University’s Martin Feldstein points out, if house prices rise, people feel richer and borrow and spend more. If they feel poorer, they may cut back even if the price of their house has not fallen below what they paid for it.Subsidies to home ownership have thus increased economic volatility. They boosted consumption, as homeowners used their houses as collateral to finance consumption or investment. In America mortgage-equity withdrawals reached $9 trillion between 1997 and 2006—equal to more than 90% of disposable income in 2006. This gave homeowners more to spend in the good times but less in bad ones. In Britain home-equity withdrawals added the equivalent of 3% of post-tax income to households in the fourth quarter of 2007 but subtracted 3% a year later. So changes to house prices aggravate the economic cycle. Recent research by the IMF finds that a quarter of the 100-odd recessions since 1960 have been associated with house-price busts and that these contractions “are deeper and last longer than other recessions do”. Subsidies to home ownership have also weakened financial services. They encouraged more people to buy houses (which was the point), but, logically enough, also encouraged lenders to take greater risks with housing. This was fine while house prices were rising, but the fall exposed how vulnerable banks’ bal ance sheets had become.Moreover, if public policy aims to create wealth, there are other ways of doing it. People could invest their savings in the stockmarket and rent their homes, for example. Had they done so in the past two years, they would have done worse than homeowners. But for three decades before that, equity prices easily outstripped property prices (see chart 2), so in the long run equities have been a better bet than houses. (Admittedly, this strips out the effects of share dividends and imputed rents, which favour property.) Housing suffers from two further weaknesses as an investment. It sucks up disproportionately large amounts of money, falling foul of the idea that investors should diversify: in America the equity tied up in houses accounts for 45% of the net worth of the average householder. And it is illiquid. If you need to raise money, you cannot sell a room or two, whereas you can always sell a few shares. It is hard to argue houses are the best asset for building wealth.“Perhaps the most compelling argument for housing as a means of wealth accumulation”, argues Richard Green of the University of Southern California, “is that it gives households a default mechanism for savings.” Because people have to pay off a mortgage, they increase their home equity and save more than they otherwise would. This is indeed a strong argument: social-science research finds that people save more if they do so automatically rather than having to choose to set something aside every month.Yet there are other ways to create “default savings”, such as companies offering automatic deductions to retirement plans. In any case, some of the financial snake oil peddled at the height of the housing bubble was bad for saving. Subprime,interest-only and other kinds of mortgage instruments allowed people to buy their homes without a down-payment and without building up equity. “Negative amortisation” (neg-am) mortgages even let people pay only part of their interest each month and to add the rest to the principal, increasing their debt, not their savings. Home-equity loans had the same effect.Where the heart isThe main arguments for home ownership, though, are not primarily economic, but social. Home ownership, argue those who want to expand it, benefits society because it encourages stable, more law-abiding communities; it makes people more likely to vote in local elections and join clubs; and it benefits future generations because, it turns out, the children of homeowners do better at school and have fewer behavioural problems than children of renters.On the face of it, the evidence for these claims is strong. In America homeowners are less likely to move than renters, so areas with a lot of homeowners are more stable. According to the 2007 American Housing Survey, homeowners stay where they are for about nine years whereas renters move every two.More stable neighbourhoods are more law-abiding. According to a study of New York City, the home-ownership rate was second only to income as an explanation for different crime rates.The link between ownership and political participation is stronger still. In America in the early 1990s, 69% of homeowners voted, compared with only 44% of renters. Homeowners are more likely to know who their representatives are; more likely to support local causes or parent-teacher associations and (this being America) more likely to go to church.Perhaps the most surprising link is between ownership and children. One study in America found that, in 2000, the mathematics scores of the children of homeowners were 9% higher than those of renters’ children; reading levels were 7% higher. This had nothing to do with income: the research controlled for that. In another study homeowners’ children were 25% more likely to graduate from high school and more than twice as likely to go to university. Their teenage daughters were also less likely to become pregnant.These studies, though, are not the last word. They find a link between children’s education and homeowning. But is this because, as some suggest, home ownership requires parents to possess managerial or financial skills that they pass on to their children? Or is it because the people with those skills help their children at school and also buy houses? No one knows.Nor is it certain that owners always take better care of their neighbourhoods than renters do. Some studies claim that the effect in fact depends on a few public-spirited people willing to set an example. Renters can be public-spirited too. In America areas with lots of renters tend to be transient because the typical rental period is short. In Germany, though, people rent for years. Stable neighbourhoods and widespread home ownership can go together but do not need to. As Bill Rohe of the University of North Carolina, Chapel Hill puts it, “evidence regarding the societal benefits of home ownership is highly conjectural.”Still, on balance, home ownership gives people a stake in the state of their surroundings. Thriving streets increase the value of properties, giving owners incentives to improve them further. Renters get no such benefit; they may even have to pay more if the neighbourhood improves.Whether stability is such a good thing in a downturn, though, is a different matter.A decade ago Andrew Oswald of Warwick University argued that owning your own home makes you more reluctant to move, so labour markets tend to become more rigid as home ownership increases. He claimed that increases in the level of home ownership (though not necessarily the level itself) are associated with rises in unemployment. Ireland, Greece and Spain all saw large increases in home ownership in the 1980s and 1990s, and had relatively high unemployment. America and Switzerland had stable ownership rates, and escaped the long-term rise in joblessness.His argument remains controversial. Critics point out that many things other than home ownership might prevent peop le from moving (children’s schools, friends and so on). Anyway, liquid housing markets should make it possible for people to move, if they want to. It is also possible that, even if people were trapped in distressed areas, jobs should move there to take advantage of the willingness of homeowners to accept lower wages.All that said, Mr Oswald’s arguments seem especially powerful at the moment. The recession in America is bearing down most heavily on two groups of states: Florida, California and Nevada, which had the largest house-building booms in the 1990s; and Michigan, New Hampshire, Delaware, West Virginia and Mississippi, which have the highest home-ownership rates. People are not, in fact, moving as frequently as they used to: the share of those moving house in 2007-08—% of the population—was the lowest since records began. So labour markets look less flexible than they were. Negative equity exacerbates immobility because people are reluctant to move if it means selling at a loss. Researchers at the Wharton School reckon that people in negative equity are only half as likely to move as those who are not. In all these ways, high home ownership may prolong and deepen a recession.The problem remains of how to weigh the economic costs against the social benefits of home ownership. There can be no easy judgment about this but the recent rise and fall of house prices suggests both that the costs are greater and the benefits smaller than once thought.If owning were such a boon, you would expect neighbourhoods with lots of owners to have done better than those with lots of renters during the boom years. That does not seem to have happenedWhat has happened, though, is that above a certain level, foreclosures have done a lot of damage during the bad years. Recent studies of New York and Cleveland find that, if lenders foreclose on 3-4% of properties in an area, local prices fall even faster and further than average. Rows of For Sale signs almost certainly have the same effect in Britain. In other words, ownership can sometimes be worse for a neighbourhood than renting.A shelter—for your moneyLastly, and perversely, the decade of obsession with expanding home ownershipmay actually have reduced neighbourhood stability. Nicolas Retsinas, the director of the Joint Centre for Housing Studies at Harvard University, suggests that, until the crash in 2008, Americans were coming to see their homes as financial investments rather than as places to live. That is true in other countries. Neg-am mortgages in America and buy-to-rent arrangements in Britain were based on the assumption that houses were primarily investments.As a result, people seem to have started to buy and sell homes more frequently. Between the mid-1990s and mid-2000s, the number of new houses sold almost doubled in America, from just over 600,000 to over in 2006.Perhaps that made labour markets more mobile, but it was certainly not what policymakers were aiming for when they set out to increase home ownership. Their efforts in the past few years seem to have weakened, though not destroyed, the best arguments for treating home ownership as something to be encouraged: that it increases people’s savings and creates better neighbourhoods for everyone. But perhaps you should not be surprised by that. As Adam S mith wrote in “The Wealth of Nations” two centuries ago, “a dwelling-house, as such, contributes nothing to the revenue of its inhabitants.”自有住房--是避难营还是重担？自有住房带来的社会利益中看不中用，而且经济成本高昂。

本科毕业设计（论文）外文翻译原文：Chapter Twenty-NineReal EstateReal estate should represent a significant position in every investor’s portfolio. Before detailing why real estate should be a core holding in all portfolios, a discussion of the potential negatives is warranted.I feel we may currently be experiencing a real estate bubble, similar to our stock market bubble of the late 1990s, similar to the Japanese stock market and real estate bubble of the late 1980s. Schiller, the author of Irrational Exuberance has recently voiced similar concerns. This bubble is due at least in part to the historically low interest rates that we have had for several years and the great amount of liquidity (i.e., money) being pumped into the economy.One way to measure the real value of your home is to compare what the property could be rented for in comparison to the price and then compare this to the return on any investment. As an example, if a home costs $100,000 and can be rented for $800 a month ($9,600 a year), this 9.6% return represents a solid investment. However, say the price of the home has risen more than 15% a year for 5 or 6 years and would now sell for $200,000. But the rent has actually dropped slightly to $750 a month because so many people now qualify for mortgages so there are less renters. The rate of return on the home as a rental has dropped to 4.5% ($750 × 12 months is $9,000, which is 4.5% of $200,000). Considering the amount of money invested, the illiquidity of real estate, the sales commission, expenses such as insurance, taxes, maintenance etc., a 4.5% return is probably not adequate. To be able to realize a more usual rate of return from the property, either the rent must rise or the price must drop (the more likely scenario).When the only hope of return on a real estate investment is from the favorable taxconsequences (such as depreciation) or “potential appreciation,” it is very likely that the property is overpriced.When there have been multiple years of gains and within the last year prices are up another 25 to 30%, as at multiple sites in the United States, (homes in Las Vegas are up more than 50%, the greatest annual increase in any metro area on record), then you must be concerned about the possibility of a “blow-off” top.This is the ups ide equivalent of a “panic sell.”You are almost certain to be buying at the top.With this in mind, at present I would only buy a piece of investment real estate if the circumstances were especially compelling. Otherwise, keep your powder dry. other general investing principles, of course, also apply to real estate.It is impossible to make money on even the best property if the purchase price is too high. Nothing ever goes straight up and it is possible to lose money on any investment.Location, location, location. What 10 or 15 years ago was in the most fashionable area of town may now be in an area that is not as desirable or even undesirable. Even a great property in a great location may not do well if it is over-leveraged or poorly managed.There are several reasons that real estate traditionally does well and will continue to do well in the long-term. As they say, they are not making any more land. The supply is clearly limited. This fact is already quite apparent in the center of large cities, such as Manhattan, Boston, San Francisco and Washington DC. Because of the financial, educational, business, and government base of these areas, it is a prerequisite that people live in close proximity. As society continues to progress and the population continues to increase, there will be an even greater demand for real estate, especially in desirable areas.In general, the longer an investment is held, the greater the potential for profit. An investor buying the average stock has an almost infinitely higher chance of realizing a profit if the position is held for 1 year as compared to if it is held for just 1 day. Stocks can be traded on-line by literally a touch of the button.Compare this to real estate. Selling a piece of real estate is cumbersome. It may take weeks or months, or longer in a down market or if the property is overpriced, and the commissions are significant. You do not sell your home in a panic as sometimes occurs when the stock market drops and stocks are sold in a panic. These factors essentially force you to hold real estate longer, which in the end increases the likelihood of a profit.Think of this as a sort of system enforced patience.The leverage of a mortgage increases the profit. A piece of real estate is often a sound investment with only a 20% down payment. Compare this to purchasing a stock with only 20% down and 80% margin (the average investor cannot make such an investment since this is greater than the usual margin requirements allowed by the Federal Reserve. However, hedge funds sometimes do use this amount of leverage). The purchase of a stock on 80% margin would be a terribly flimsy investment. Consider the following as a reasonable example of the finances and profit potential of the purchase of a rental property. A $200,000 property is purchased with a 20% down payment of $40,000. If the property was chosen appropriately, the rent should just about cover the mortgage payment on a 15-year note. After 15 years, your $40,000 has grown to $200,000, a more than 11% compounded annual rate of return. But the gain could be even greater. There is also the following:1. Depreciation, with its favorable short-term tax consequences.2. The interest on the note and the expenses to maintain the property are tax-deductible.3. Hopefully there will be an increase in the value of the property itself.4. It should be possible to raise the rent as time goes on, such that at sometime, or possiblyeven from the outset, there is positive cash flow over and above debt service for the mortgage and expenses.This is identical to a corporation that regularly increases dividends. This excess cash flow can be used for anything such as paying off the note early or for other investments.A properly chosen piece of rental property may produce a 15% compounded annual rate of return. The limiting factors to such profit are straightforward, namely, having themoney for the down payment, choosing the right property, paying an appropriate price,the work and time of managing the property, and patience.Real estate traditionally performs well in an inflationary environment. During inflationary periods, financial assets, such as bonds, cash and stocks, lose value. People turn to hard assets, with real estate and gold being the prime examples. In addition, if the property is financed with a fixed rate note, the debt is being paid off with cheaper dollars that are easier to come by.The inverse can occur in a deflationary environment. Real estate can be devastated. Fortunately, periods of deflation occur rarely, but they do occur. The only period ofdeflation in living memory in the United States was The Great Depression.Japan hashad mild deflation for the last 5 years, and Japanese real estate is still down approximately 30% from its late 1980s peak (real estate can go down in value). The problem with real estate and deflation is not only the property is worth less, but because almost all real estate is purchased with some amount of debt, the dollars used to pay off the loan are both more dear and tougher to come by than those borrowed. The US was barely able to avert a deflationary recession in 2002 and 2003. Considering my concern that we may not have yet seen the final low of this bear market (see Chapter Twenty-Eight) and the degree of debt in our society, (the national debt is currently more than $7 trillion and increasing at a rate of $50 million an hour) we still may not have yet completely dodged the bogey man of deflation. If the reader should have further interest in learning about deflation, I refer you to the book and article by Robert Prechter referenced at the end of the chapter.History shows that debt bubbles typically end in a deflationary crash. At present, the total amount of government, corporate and personal debt in the United States is equal to three times the GDP (gross domestic product). Every many, woman, and child in the United States of America would have to work 3 years just to pay off this debt. Paul Volcker, possibly the most capable Chairman of the Federal Reserve ever, who’s actions in the late 1970s and early 1980s many feel literally saved the dollar,was recently quoted as predicting a 75% chance of a Third-World style debt crisis in the United States within the next 5 years.OWNING A PROPERTY OUTRIGHTThere are several situations, in addition to your home, that you should strongly consider the direct purchase of real estate as an investment.The first is vacation or recreational property. A typical example is a home or condo in areas you like to go to on vacations or just relax. Examples include anywhere on water, whether that be a seacoast, riverbank or lake, such as Lake of the Ozarks in this area. I must make one recommendation. The desirable properties are the ones right on the water. Do not purchase a “second tier” pro perty, one that is not directly on the water. These will never be as desirable as the properties directly on the water and it is quite unlikely they will appreciate as rapidly. You do not want to be forced to look around someone else’s trees or shrubs or h ome to see the water.You want that unobstructed view, those gorgeous sunrises or sunsets, the sounds of the waves, to be right outside your window, balcony, or piazza. Real estate is like collectibles.People want the best and there will always be someone willing to pay for the best. Buy the best property you can afford (note I emphasize “afford.” Do not get carried away!). These will be the most fun and have the greatest potential to appreciate in value.Other obvious examples of desirable areas include snow skiing areas, resorts, golf courses, land for hunting or hiking, islands, and properties in general in areas that are warm during the winter, such as the southeast, south, gulf coast, and southwest. Remember there is a practical aspect to vacation property. Not only is cost important, but how long it takes to get there is much more important for the vast majority of people looking for a second home, or any piece of recreational property. A 75-mile drive can be easily accomplished two weekends a month as compared to a full day’s travel with multiple airplane connections to get from the upper Midwest or Northeast to a beachfront home in the Florida Keys.I believe that as our society becomes wealthier more money will be spent onvacation/ recreational property. Only so much money can be spent on a home (albeit sometimes very much), car, electronics, and other basic needs. This leaves more discretionary income to be funneled into recreational property. I also believe this will apply to collectibles (see Chapter Thirty). Anyone can buy a new car but there are only so many pieces of antique furniture to go around. Look at the late 1990s. The price of recreational property went bonkers. I believe this is only a sample of what will occur in the future as more people accumulate wealth and look for enjoyment, recreation, and relaxation.One question that always arises with vacation and recreational property is if you should purchase a stand-alone home or a condo. The majority of people probably find stand-alone homes more desirable. The appreciation potential is almost always greater than a condo because you own the land. The principle features that make condos desirable are the lower price and lack of maintenance. Unless you are willing to pay others to perform the maintenance on a stand-alone home, a good part of your precious vacation time will be spent on maintenance and upkeep such as mowing the lawn, raking the leaves, or painting, etc. Whatever you choose should suit your preference and needs but do not forget this very important and practical issue.From: The Physicians Guide to Investing: A Practical Approach to Building Wealth Written by: R. M. Doroghazi . Humana Press Inc., Totowa, NJ译文：第二十九章房地产房地产应该代表着每个投资者的投资组合的重要性。

中文3000字本科毕业设计（论文）外文翻译原文：Buying a House and the Decision to Use a Real Estate BrokerIntroductionWhat is it that residential real estate brokers do and why would a home buyer engage their services? As is often the case,answering this question is not a simple task. Home buyers who acquire their house through a broker do not purchase just a house--they also obtain the services of the broker. In other words, these buyers are consuming a bundled good. One dimension of this good is lower search time, and thus lower search costs, associated with buying through a broker. Recent research (Baryla and Zumpano, 1995) suggests that choosing a broker improves the marginal efficiency of search, making it more likely that a buyer will find a satisfactory match earlier in the search process.Buying through a broker also increases the supply of houses available to buyers, and provides buyers with information on the quality of different houses and the neighborhoods in which they are located. Brokers frequently help buyers identify sources of mortgage financing and property insurance, as well as assist buyers in recording the title.All of these services suggest that brokers provide value added to buyers (in addition to providing a service to sellers), something that these buyers would be willing to pay for.Thus, this bundle of services and the house that is purchased would, intuitively, be priced higher than homes purchased without the assistance of a broker. Several studies (Janssen and Jobson, 1980; Jud and Frew, 1986) observe that buyers pay more for homes listed with brokers. It is not possible, however, to determine whether this applies to the entire residential housing market, since research to this point has relied on local data. Higher prices indicate a willingness by buyers to pay more for broker-listed houses than those sold directly by owners. Alternatively, competition from for-sale-by-owner properties may prevent sellers from passing on commission costs to buyers in the form of higher prices.Therefore, at issue is whetherbroker-assisted sales result in higher prices.If search duration is affected by broker assistance, what about price? This study attempts to answer these questions by developing an empirically testable model of broker choice.In the process, this study should provide important insights into the efficiency of the residential housing market as well as the effectiveness of brokers as market intermediaries.Specifically, this study examines the effects of a real estate broker by hypothesizing a two-stage process. In the first step, a buyer decides whether to engage the services of a broker to assist with the search. Empirically, this decision is modeled as a probit equation,where the choice to use a broker is a function of such variables as the cause of the move (i.e., changes in the household, or work-related moves), the income, age, experience, and market knowledge of the buyer, and other buyer characteristics.The second step is the purchase. Here selling prices are modeled as a function of house characteristics, buyer characteristics, and whether the sale was broker-assisted. This approach should provide information about the determinants of housing prices. In particular，this model should allow us to determine whether the broker-assisted buyers and buyers for-sale-by-owner properties constitute segmented markets which would permit the maintenance of housing price differentials.This study uses cross-section data from a nationwide survey of recent home buyers and sellers conducted by the Research Division of the National Association of Realtors. This database includes both broker-assisted sales and sales by owners, allowing an assessment of the impact of the real estate broker on selling price, and by implication, the value of the marketing services which brokers provide to sellers.Our results indicate that indeed buyers who use brokers do pay more for their homes than those who do not buy through a broker. But our results also imply that it is not because these buyers have used a broker. Rather, this group of buyers would have paid a higher price regardless of the means by which the purchase was consummated. These buyers have higher incomes, are more likely to be from out of town, are more likely to have employer assistance in the purchase--all factors that lead them to pay more for a house, but also to make them more likely to use a broker in purchasing their home. When the decision to use a broker is accounted for, these buyers do not wind up paying more for their homes, and there is some evidence that they actuallypay less than a comparable buyer who buys without an agent's assistance.The layout of this study is as follows. The relevant literature is reviewed in section 2.In section 3, the data, variable selection, and model are described. section 4 presents the empirical results, and the last section contains the conclusions of the study.Literature reviewA broad range of research has focused on the determinants of housing prices. These include traditional estimates of housing demand, hedonic modeling of housing prices, the determinants of the tradeoff between price and time on the market, and models of the search process. Other literature has examined the role of real estate brokers and has focused on the impact of brokers on buyer search, or has examined the welfare and/or moral-hazard implications of broker intermediation. Few studies have tried to measure the direct effects of real estate brokers on the housing market, and fewer still on home selling prices. The work that has been produced to date has often generated conflicting results. In part, these disparate results may reflect data availability problems, as virtually all of these earlier studies have been based on local data, and samples tended to be small, making generalizations difficult.In one of the first empirical studies of broker choice, Janssen and Jobson (1980) find that real estate agents do have an impact on price. Using data from the Canadian housing market, Janssen and Jobson's results indicate that with real estate firms of comparable size, brokers who list comparable properties for higher prices than competing brokers tend to realize significantly higher selling prices. The higher selling prices tend to be associated with transactions involving executive transfers and broker-arranged secondary financing. These results may, in turn, indicate that brokers obtain higher prices when dealing with buyers who are both less knowledgeable about local market conditions and less sensitive to price. Yavas and Colwell (1994) suggest that selling price may also be, at least to some degree, a function of the type of broker listing arrangement used by the seller.In a study of the residential market, Jud (1983) estimates the demand for real estate brokerage services. Using housing transactions data from three urban areas in North Carolina, Jud finds that brokers do not affect the prices of the houses which they sell, although they do appear to influence the level of housing consumed by buyers. In a subsequent study, Jud and Frew (1986), using different data, find that brokers do obtain higher prices for the homes they sell. Evidence is also presentedthat broker-assisted buyers have a greater demand for houses than their non-broker-assisted counterparts. Their results lead them to conclude that broker intermediation has an effect analogous to that of advertising in markets with imperfect information.More recent research by Turnbull and Sirmans (1993) examines the extent to which differences in information and search costs are related in housing prices. Using data from the Baton Rouge market area, Turnbull and Sirmans compare the prices paid by first-time and out-of-town buyers to the prices paid for comparable housing by more knowledgeable, local and repeat homebuyers. Their results indicate that home prices are similar across buyers with different information sets and search Costs. Since these were all broker-assisted transactions, Tarnbull and Sirmans conclude that existing brokerage institutions, such as the MLS, successfully eliminate the potential price effects of asymmetric information and, thereby, improve the efficiency of the housing market. It isnot possible, however, to determine from this study whether price differences exist between broker-assisted and non-brokerassisted transactions.Although selling prices are not compared, a study by Baryla and Zumpano (1995), for the first time, uses a national sample of broker-assisted and non-broker sales transactionsto assess the impact of intermediation by the agent on search effort. This study indicates that information asymmetries are present in the residential real estate market and that intermediation by agents does affect buyer search efforts. First-time buyers and out-of-town buyers search longer than more experienced and local home buyers. Equally important, real estate brokers are able to reduce search time for virtually all classes of consumers, whether first-time, experienced, local, or out-of-town buyers. A follow-up study by Baryla, Zumpano, and Elder (1995) finds that the mechanism by which agents reduce buyer search duration is an increase in search intensity. Having more market access and housing information than buyers working without brokers, broker-assisted consumers are able to visit more homes during a given period of time. These results suggest that buyers with high information and search costs are more likely to seek out the services of real estate brokers. Whether this implication is true, and what effect such a search decision has on selling price, however, remains to be seen. The next logical step, therefore, is to examine this choice and its consequent effect on home prices.Data and methodologyThis study uses data from a nationwide survey of home buyers conducted by theNational Association of Realtors in 1987. The survey, The Home Buying and Selling Process, was mailed to over 30,000 households. After eliminating incomplete or faulty questionnaires, the database totaled 2,495 observations, all of which took place in 1986.Table 1 displays summary statistics from the survey sample, categorized by whether the transaction was agent-assisted or non-agent-assisted. Table la displays agent usage based on differences in information and search costs among the buyers.Evaluating the impact of the real estate broker on prices paid by home buyers would seem, initially a straightforward process: One estimates a price equation using ordinary least squares, controlling for differences in housing characteristics (as in a hedonic price model) and the impact of buyer characteristics on the price, including a dummy variable defined to indicate whether the buyer used a broker in the transaction. Or one could estimate separate equations for the broker-assisted and non-broker-assisted buyers. The difficulty is that the price paid by the buyer and the choice of whether to utilize a broker may be linked. A higher price paid by buyers using a broker may not imply that prices are higher for homes listed by brokers. Instead, it may be that this group of buyers would have paid a higher price regardless of whether or not they used an agent. This is a classic example of self-selection: If those who use an agent are predisposed to pay a higher price, the ordinary least squares estimate of the coefficient on the agent variable will overestimate the effect of the agent on the price paid by the buyer.The presence of selection bias could imply a number of possibilities. One is that the bias exists, and that after taking into account the self-selection by these buyers, housing prices are still higher for the group using a broker (as indicated by the coefficient of the broker variable). This result would imply that there are two separate residential real estate markets: one for broker-assisted properties, and the second for the for-sale-by-owner (FSBO) properties.This separation could permit the maintenance of housing-price differentials between the two groups of consumers. If selection bias is present, and housing prices are higher for broker-listed properties, the price differences observed could be attributed to the predisposition of buyers using a broker to pay more for their homes. If no selection bias is present, the higher prices may represent the value added by the broker which the buyers are willing to pay for. Alternatively, no price differentials may exist due to the competitive impact of FSBOs on the prices paid for broker-assisted transactions.The choice of whether to use a broker and its subsequent effect on price is modeled using a Heckman two-stage model. In the first stage, a probit equation is employed to model the decision to choose a real estate broker. The decision is modeled as a function of eight variables. Buyer income (AINC) is employed as a measure of the opportunity cost of search. It has already been shown that buyer search duration can be reduced by working with a real estate broker. If higher income buyers have higher opportunity costs, we would expect that they would choose to buy through a real estate broker.Source: Leonard V.Zumpano,Harold W.Elder,Edward A.Baryla.1996. Journal of Real Estate Finance and Economics.Academic Publishers,13:169-181.译文：通过房地产经纪人决定买房子简介房地产经纪人究竟是做什么的，为什么购房者会激发他们的服务呢？在通常情况下，这是一个不容易回答的问题。

销售房屋的英语作文带翻译Selling a house can be a daunting task, especially if you are not familiar with the real estate market. However, with the right approach and mindset, it can also be a rewarding experience. In this article, we will explore some tips and strategies for selling your house successfully.First and foremost, it is important to price your house correctly. This means doing your research and finding out the market value of similar properties in your area.Pricing your house too high can deter potential buyers, while pricing it too low can leave you with less profit than you deserve. A good real estate agent can help you with this process.Secondly, you should focus on making your house lookits best. This means decluttering, cleaning, and staging your house to appeal to potential buyers. You want to create a welcoming and inviting atmosphere that will make buyers feel at home. This can also increase the perceivedvalue of your house.Thirdly, you should be prepared to negotiate with potential buyers. This means being flexible and willing to compromise on certain aspects of the sale, such as the closing date or the price. A good negotiation strategy can help you get the best deal possible.Finally, it is important to be patient and persistent. Selling a house can take time, and you may encounter setbacks along the way. However, if you stay focused and committed to the process, you will eventually find the right buyer and close the deal.卖房子可能是一项令人畏惧的任务，特别是如果你不熟悉房地产市场。

文献信息：文献标题：Marketing Strategies in the Real-Estate Industry in Prishtina（普里什蒂纳房地产行业的营销策略）国外作者：Nail Reshidi，Reimonda Hoxha，Rasim Zufer文献出处：《ILIRIA International Review》,2015, 5(1): 29-40字数统计：英文2508单词，13495字符；中文3918汉字外文文献：Marketing Strategies in the Real-Estate Industry in Prishtina Abstract Real Estate is the industry that has always influenced the economic development of a country due to very costly investment and employment of thousands of people. This industry has been vastly developing in recent years in Prishtina, resulting in huge demand for real estate, which led to the establishment of many construction companies ready to meet this demand.The paper draws on data collection and information with the purpose of exploring and analyzing marketing strategies of construction companies in Prishtina’s market. This paper examines the role of internal and external factors that influence the development of the Real Estate industry and analyses the trends for the future. The objects chosen for the study are construction companies currently operating in this market, which was done so as to analyse their ways of doing business and their strategies and plans for achieving their objectives. Also, this research includes the level of demand versus supply for these companies and the success of meeting these requirements.Key Words:Sales, property, market, Prishtina, customers, companies, supply, demand, price, quality, payment.1.IntroductionThe dynamics of the development of society, in many ways, whethertechnological, economic, or cultural, have highlighted the standardized needs to adapt to new ways of living. People have invented various new methods of individuals becoming functional enough so that they become an inseparable part of the social group in which they belong.Modern technology, the Internet and social networks, today dictate a series of activities to which most people devote a large part of their time.In addition, the industries and manufacturing companies also tend to adapt their products to the flow of this development and these trends. In this case, enterprises are faced with drastic changes in their strategies and production operations. These uncontrollable dynamics of development require an unstoppable commitment to customer tracking and identification of their needs at any point. This strategy can only be put to work by further strengthening the marketing department and implementing marketing plans and strategies at the right time and place.All industries, including the real estate industry, have faced these trends of development that have modified customer needs and have highlighted new demands. Fortunately, technological innovations have also improved manufacturing, quality and introduced new materials into the market. In the real estate industry, the dynamics of development is directed towards the production of construction materials which, in the long-term aspects, provide comfort and help saving energy, thus making housing even more affordable and more economical.Marketing as a significant part of every industry, is committed to identifying new discoveries to fit them in the daily life of every customer that will potentially buy their product. After all, Marketing is about identifying and meeting human and social needs.2.Defining the problemBig companies which extend their activities in various fields and deal with the production of products or services, need adequate policies and strategies to keep their business alive. These companies are the engine of economic growth in developed countries but in developing countries just as well.In recent years, one of the main industries, especially in Kosovo, is the real estate industry. The real estate market consists of a chain of material producers and service providers who work in the same environment, the outcome being a final product such as buildings. Incorporating a certain number of participants makes the process of managing and implementing strategies to produce the final product even more complicated. Despite this, real estate is an industry that has always influenced the economic development of a country. First, it represents 2/3 of the net profits of a state. Second, real estate industry is an essential part of the production process. Thirdly, the real estate industry is one of the largest employers. But the real estate market is quite flexible. At the time of product production and placing on the market of an apartment for sale, investors face another influx of problems that have to do with the structuring of action steps and sales plans. At the moment when the sale of a flat of a certain building happens, companies tend to apply different techniques to achieve their goals. How applicable and profitable these techniques are, can only be seen by the results of these investors. By knowing that the purchase of a real estate property is a major investment by a potential client, the decision to buy a house is a long research process and is based on specific customer preferences. The process of making a decision regarding a purchase is quite slow and will also be associated with data collection and comparison of bids, to in fact realize the purchase. But, how do investors and construction companies convince their customers to buy these apartments? What strategies and techniques they use to inform their consumers and to conduct a sale? How satisfied are customers with their choices?3.Research purposesBefore buying a real estate anywhere in Prishtina, clients explores various blogs and web sites for a long time. This indicates that the level of commitment by the companies and investors in developing worthy marketing strategies, and their implementation in the market, has been inadequate.Today, in developed countries, there is no room within the city for newly built neighborhoods. The society has infiltrated new ways of living that are considered tobe both acceptable and required. Suburban areas are thought to be the right choice opposite the messy and polluted environment of the city, to live in the luxury of large houses with open views and fresh air. This way of life is associated with high costs and only suits the individuals with higher incomes.In the postwar period, a large number of people were displaced from villages towards cities, mainly in Prishtina. The high influx of people allowed construction companies to find a great demand to build apartment buildings. This market began to grow, until equilibrium was established between supply and demand, prices were set too high, the quality was not at the desired level and few companies cared enough to design marketing strategies. At the time of repletion with the offer, the influx of housing purchases declined.Today, potential customers are much fewer in number, because investment in real estate is an investment that is, almost always, done once in a lifetime. Today, a significant number of apartments are empty, because customers began to choose between offers. At this point, a need for good marketing strategy appeared. How much have the construction companies used the benefits of marketing, and how necessary is the marketing plan for new investors today? How can marketing solve the problems of companies that cannot manage to achieve sales?4.Research methodology, models and results4.1.Research methodologyPrimary data sources: Primary data collected from fieldwork such as interviews and questionnaires conducted with construction companies.Secondary data sources: Secondary data collected from literature, existing statistical data obtained from various sources and reviews of market development plans.The research method is based on personal research oriented towards the goal for the recognition of the truth, the causes and the reasons to come to the systematization of data thus solving the problem. The collected data is to be used for proving answers to the fundamental problems put forward by the research.Another research method used is the interview and survey with subjects involved in the research process.Research instruments: Interviews with construction companies "Lesna" and "Tregtia" as a case study.4.2.ModelsThe research, investigations and analyzes of the information collected, will serve to the fulfillment of the purpose of the paper and simultaneously the solution of the defined problem will be based upon the collection of valuable information that will be used correctly to achieve the desired results.The information to be analyzed is that which relates to the ability of individuals to buy a property which is offered by construction companies in Prishtina’s market.The city market is analyzed through the PESTLE Analysis to therefore identify its conditions and potentials of this market for construction companies.Figure 1: Diagram for land usageSource: Urban Development Plan (Prishtinë 2013)Figure 2: Graphic presentation of the population (1948-2011 in urban settlements in Prishtina)Source: Urban Development Plan (Prishtinë 2013)Important aspects of the research are also the social welfare and economic opportunities of individuals which make it possible for them to buy a real estate property in Prishtina.An important factor is the identification of the unemployment rate and average family income to find the opportunities that potential customers have, to be able to afford a purchase.Table 1: The unemployment rate in KosovoSource: Statistical Agency of Kosovo 2014The average incomes in Kosovo, vary depending on the gender and the level of education. According to the Statistical Agency of Kosovo, the average salary for Kosovo in 2013 is 334 Euro, while according to the Kosovo Business Alliance; the average salary for 2014 was raised to 346 Euros.Table 2: The main source of income for households in KosovoSource: Statistical Agency of Kosovo, 2014To fully understand the household economy, other than the income, it is just as important to analyze the distribution of consumption or costs that these families make.According to the Statistical Agency of Kosovo, the bulk of the household budget in 2013 was spent on food and non - alcoholic beverages, by 45%. Housing costs are up to 30%, which means that from the average income of 346 Euros, 104 Euros are spent for housing purposes.Figure 3: Residential cost in Kosovo (Euro per year)Source: Statistical Agency of Kosovo, 2014Factors influencing the decision of purchase are different but judging by thesurvey, the most important factors are: Location, Price, Quality, Architecture and Conditions of Payment.The model used to measure the weight of the importance of decision-making factors is the Fishbein’s expectancy value model. The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their brand beliefs (the positives and negatives) according to importance.4.3.ResultsBased on the collected data, it has been concluded that the largest number of construction companies do not engage in marketing strategies. Their plan of action is completely focused on the realization of sales without taking into account any of the requirements and needs of potential buyers.This way of functioning, is harmful to the welfare of potential residents because companies completely ignore their needs and desires.Prishtina has approximately 208,230 inhabitants.According to the Property Tax Department, in the Municipality of Prishtina, there are approximately 68,500 residential properties. As a result of research, it has been recorded that the average family in Prishtina consists of 4 members.After a calculation we arrive at the result that says: 68.500 × 4 = 274.000 meaning that if there are 68,500 properties with 4 members for the average family, there will be no great need for new residential properties.This tells us that new companies should analyze the market to fully understand these calculations on their abilities, to come to the conclusion that the demand for apartments is much lower opposite the offer. In this case, construction companies have to design and explore new customer needs and identify these potential new clients. This can be done by researching urban development plans that predict population growth trends. This way, companies can explore the market to know the client and to offer him the most favorable offer.5.Conclusion and proposalReviews of literature, data collection, research and analysis have led to theconclusion that the real estate industry in Prishtina’s market is a profitable industry. Many companies have become part of this market with the aim of extending their activities in this gap, to meet the demand and to generate profit.Today costumers are more selective and companies that do not perform a competitive offer do not come into consideration by them as a part of their decision process.Presented here are almost all the problems of the construction companies. In a period of high growth in supply and the creation of a "bubble" in the real estate industry, means that companies need to rethink their strategies and plans of action to stay in the market and maintain their competitive position. This dictates a reconsideration of their budget allocation across departments and especially significant investments in creating a marketing department which all companies lack.The proposal relies heavily on the establishment of the marketing department in construction companies, to design decent policies of marketing activities that are inevitable and without which, these companies will jeopardize the rate of sales, that would bring a financial crisis’ and might condition the business’ bankruptcy.Creating a marketing department would enable the creation of proper plans and strategies that would match with the realization of the objectives and goals set by the companies by assisting the completion process of these objectives in a much more appropriate and professional way.The lack of experts in this department does not justify at all the strategies of most companies to distribute responsibilities and duties of the marketing department onto other workers belonging to other departments.This way of functioning has been noticed in most construction companies operating in Prishtina’s market.The engaging of professionals enables the creation of action strategies in different market conditions as well as forecasting market changes based on external and internal environmental factors.Market research prior to construction or even prior to the initial design of the project, can affect the identification of needs and requirements of potential clientswho want to invest in real estate.Such research leaves no room for errors or unexpected problems that may occur as a result of the confrontation of customer’s needs and desires with the company's offer.Forecasting changes in demographic factors related to the lifestyles of different generations, identifying the number of family members who are potential clients of companies and establishing pre-contractual relationships with these clients, can result in achieving sales and growth.The proposal for the commitment of companies towards the realization of the matters set forth, can affect the growth of the reputation of said companies, the establishment of close relations with company clients and their trust in their investment towards these companies that have provided the comfort, quality and functionality the costumers needed and desired.中文译文：普里什蒂纳房地产行业的营销策略摘要由于房地产行业涉及到非常高昂的投资和数以千计人的就业，所以一直是国家经济发展的重要影响因素。

中英文对照翻译(文档含英文原文和中文翻译)Experiential MarketingAn Insight into the Mind of the ConsumerAbstractExperiential Marketing is the process of engaging customers with in-depth experiences of the product or a brand. It can also be termed as a live marketing engagement where there is a face to face interaction between the consumer and a product or a brand. Its purpose is to appeal to the emotional senses of the customers and to influence their choice decision. This paper aims at investigating consumer'sresponse to retail experiential marketing. As a descriptive and explanatory study, it establishes a connection between consumer lifestyle and behavior in modern retailing and how it affects customer satisfaction. The paper suggests various characteristics and specifications that a retail outlet should have in order to appear most appealing to the consumer and create an experimental touch in the entire retailing process.Keywords:Shopping experience, customer, experiential marketing, customer satisfaction, emotional attachment.1. INTRODUCTIONIn recent years, there has been increased interest in building and enhancing customer experience among researchers and practitioners. Companies are shifting their attention and efforts from premium prices or superior quality to memorable experiences. Also, the value created by memorable or unique customer experiences and emotions exert significant impact on organizational performance in terms of customer satisfaction, retention and loyalty. Experiential marketing is the new approach which views marketing as an experience and treats consumption like a total experiment, by taking cognizance of the rational and emotional aspects of consumption using eclectic methods.We are in the era of …experience economy‟ and the main concern and preoccupation of proactive organization is how to create total experience and unique value system for customers, which necessitate the need to understand the life of customer from perspective of their shopping experience. Experiences is inherent in the mind of everyone, and may result into physical, emotional, and cognitive activities which invariably may generate strong feelings that the customer might take away. Experience tends to come from the interaction of personal minds and events, and thus no two experiences may be the same in any occasion (Schmitt1999).Schmitt (2003) distinguishes between five types of experience that marketers can create for customers to include; sensory experience (sense)affective experience (feel), creative cognitive experience (think), physical experience, behaviors and lifestyles (act), and social-identity experience, all relating to a reference group or culture (relate). The author posits that the ultimate goal of experiential marketing is to create holistic experience that seek to integrate all these individual types of experiences into total customer experience.According to Pine and Gilmore (1999), economic development is generating a new and dynamic era of experiences, which challenge the traditional sales approach focusing on product sales and service offering. And in order to enhance consumers' emotional connections to the brand and provide a point of differentiation in a competitive oligopoly, retailers have turned their attention to creating memorable retail experiences, which try to appeal to consumers at both physical as well as psychological levels.The emergence and spread of shopping malls, supermarkets and hypermarkets in both developed and developing countries, heightened competition for consumers‟ spendable or discretionary incomes. There are therefore more choices available for consumers than ever before. In such a situation retailers seeks to develop business strategies that focus on creating and maintaining customers, by offering customers a differentiated shopping experience.The term "Experiential Marketing" refers to actual customer experience with the product/service that drive sales and increase brand image and awareness. When done right, it's the most powerful technique to win brand loyalty. Olorunniwoetal (2006) concluded that customer experience is related to behavioral intentions and connecting the audience with the authentic nature of the brand is one of the prime goal of experiential marketing. This is achieved through participation in personally relevant, credible and memorable encounters.Shopping has been considered a search process where shoppers would like to ensure that they make the right decisions. In addition, they also intend to derive emotional satisfaction (Tauber1972). It has been found that a high level of brand awareness may not translate into sales. Proactive organization should consider every visit of the shopper as a distinct encounter and a moment of truth. Unless the interaction is satisfactory, the next visit may not guaranteed. Therefore, if the storedoes not provide a compelling reason for a repeat patronage, the amount of purchase per visit may likely decline (Zeithaml1998).The growing significance of experiential marketing has resulted into diverse and fascinating study on the concept (e.g. Csikzentmihalyi1997Schmitt 1999; Pine and Gilmore 1999; Holbrook2000; Arnouldetal2002Caru and Cova 2003 to mention a few). However, the dynamics of consumer behavior have necessitated the need for more papers. With few exceptions, the existing experiential retail literature has focused mainly on the isolated testing of static design elements (i.e. atmospherics, ambient conditions, and services cape architecture) of retail stores (Turley and Milliman2000).McCole (2004) in particular recognizes this dearth of academic research in the areas of experiential and event marketing as an indication of the division between academia and business and calls for marketing theory in these areas to be more closely aligned with practice.Similarly, Gupta, (2003) identified a lack of systemic body of knowledge and conceptual framework on which to base scientific inquiry as a key tenet of experiential marketing. The current study seeks to address some of these gaps in the literature. In consequence this paper aims to gauge consumers' responses to experiential marketing in modern retail outlets and analyze the effect of experiential marketing on consumer behavior.2. CONCEPTUAL BACKGROUNDExperience as defined within the realm of management is a personal occurrence with emotional significance created by an interaction with product or brand related stimuli (Holbrook and Hirschman1982). For this to become experiential marketing the result must be “something extremely significant and unforgettable for the con sumer immersed in the experience” (Caru and Cova2003, p. 273). According to Schmitt (1999) experiential marketing is how to get customers to sense, feel, think, act, and relate with the company and brands. Customer satisfaction is a key outcome of experien tial marketing and is defined as the “customer fulfillment response” which is an evaluation as well as an emotion-based response to a service. It is an indication of the customer‟s belief on the probability or possibility of a service leading to a positive feeling. And positive affect is positively and negatively related to satisfaction.Experiential marketing involves the marketing of a product or service through experience and in the process the customer becomes emotionally involved and connected with the object of the experience (Marthurs1971). A well designedexperience engages the attention and emotion of the consumer, and becomes memorable and allows for a free interpretation, as it is non-partisan (Hoch2002). In contrast to traditional marketing which focuses on gaining customer satisfaction, experiential marketing creates emotional attachment for the consumers (McCole2004). The sensory or emotional element of a total experience has a greater impact on shaping consumer preferences than the product or service attributes Zaltman (2003). The benefits of a positive experience include the value it provides the consumer (Babinet al1994; Holbrook1999) and the potential for building customer loyalty.Experiential retail strategies facilitate the creation of emotional attachments, which help customers obtain a higher degree of possessive control over in-store activities (Schmitt2003). These strategies allow consumers to become immersed within the holistic experience design, which often creates a flow of experiences. Affective reaction based on an interaction with an object can be described as a person‟s subjective perception or judgment about whether such interaction willchange his or her core affect or his or her emotion toward the object. Cognitive reaction toward interacting with the object involves cognitive reasoning or appraisal, and is a consumer assessment of the purchase implications for his/her well being. Cognitive and affective reactions towards an object can be quite different, for example: one might a ppraise taking garlic as good and useful for one‟s health, nevertheless, one can at the same time consider it unpleasant due to its smell and taste.Experiential events can turn out to create both consumer and consumption experiences and can by far more effective in attaining communication goals. Caru and Cova (2003) conceptualization of experience, and Csikzentmihalyi(1997) experience typology and 7 …I‟s of Wood and Masterman (2007) may serve as a useful framework for evaluating the effectiveness of an event by developing measures that relates to the level of challenges, newness, surprise, and matching it with the audience‟s prior experience and skill level. However, the usefulness of measuring these attributes of the event depends upon the assumption and belief that an event that is strong in those attributes will effectively create a memorable and potentially behavior changing experience.The strategic experiential marketing framework consists of five strategic experiential models which create different forms of experience for customers. The five bases of the strategic experiential modules are: (1) Sensory experience: the sensory experience of customers towards experiential media includes visual, auditory,olfactory and tactile response results. (2) Emotional experience: the inner emotion and sense of customers raised by experience media. (3) Thinking experience: customers' thoughts on the surprise and enlightenment provoked by experience media. (4) Action experience: is the avenue through which experience media, linked customers so that they can acquire social identity and sense of belonging. (5) Related experience for customers: is actualizes through the experience of media production links, and to social recognition.3. METHODOLOGY AND METHODSThis study, being descriptive and explanatory, utilized secondary sources of information. Secondary information is a good source of data collection and documentation that cannot be under-estimated as it provides necessary background and much needed context which makes re-use a more worthwhile and systemic endeavour (Bishop, 2007).4. DISCUSSION AND CONCLUSIONSThe retailing business is constantly changing and experiencing huge trends due to changing consumer tastes, consumption patterns and buying behaviors. As a result of the changing consumer shopping ecosystem, retailers‟ ability to sell its merchandise, depends largely on the strength of its marketing mix elements and ability to create a rewarding and fulfilling experiences for customers.Traditional marketing strategies focusing on price or quality are no longer a source of differentiation and competitive advantage. Researchers advocate that one of the main routes to successful differentiation and competitive advantage is a much stronger focus on the customer (Peppers and Rogers, 2004). Shopping involves a sequence of '‟see–touch–feel–select'‟ and the degree to which a shopper follows the whole or part of this process varies with brand, product category, and other elements of the marketing mix.Experiential marketing evolved as the dominant marketing tool of the future (McNickel2004). Companies have moved away from traditional “features and benefits” marketing, towards creating experiences for their customers (Williams, 2006). Experiential marketing has evolved as a response to a perceived transition from a service economy to one personified by the experiences, for instance, Williams (2006, p.484) argues that “modern economies are seen as making a transition from the marketing of services to the marketing of experiences, all tourism and hospitality offers acts of theater‟that stage these experiences”.From now on leading edge companies, whether they sell to consumers or businesses, will achieve sustainable competitive advantage by staging experiences which include personal relevance, novelty, surprise, learning and engagement (Schmitt1999Poulsson and Kale (2000). Undoubtedly, consumers now desire experiences and, in order to fully capitalize on this, business must deliberately orchestrate and engage in offering memorable experiences that create value and ultimately achieve customer loyalty.5.References[1]Alvin Toffler. Future shock [M].New York: Bantam Books, Inc., 1970.[2]Elizabeth C. Hirschman, Morris B. Holbrook. Hedonic Consumption: Emerging Concepts, Methods and Propositions [J].Journal of Marketing, 1982, 46(3):92- 101. [3]B. Joseph Pine II. Welcome to the experience economy [J] Harvard Business Review, 1998- 7- 8: 97- 105.体验营销: 洞察消费者的消费心理摘要体验营销是通过提供深入的对产品或品牌体验过程来吸引客户。

原文：本科毕业设计（论文）外文翻译Development of China’s Real Estate MarketOver the oast two decades, real estate has evolved rrom governmentcontrolled to a commercial product, emerging ana developing into an important component of China s nnancial markets. Altnough the overall gross aomestic product (GDP) and income levels have been growing rapidly, the even-faster rising housing costs have exacerbated the problem of housing affordability. Real estate development has become a key factor in China' s economic growth, as real estate has become an essential part of the overall functioning of the economy. Recent signs following the global financial crisis suggest that China ^ s real estate market has bottomed and may be on its way to a rebound. In the long run, this market offers lucrative investment opportunities for domestic and foreign investors.The government owned，controlled，and managed all real estate in China under a socialist central-planning system until 1988, when reform in this sector started (Fung, Huang, Liu，and Shen 2006)• Since then, a market-based real estate industry has gradually developed, related legislation was enacted, and various types of real estate services have emerged. During this period, real estate in China has changed from a public to a commercial product. Although the state remains the owner of land in name，the rights of land use and land improvements are now commonly privately owned. The privatization effort has driven the growth of the real estate industry, and has made it possible for many modern business practices to be introduced into China.In recent years，Cnina ’ s real estate market has demonstrated increasing integration with real estate markets in other parts of the world，with almost synchronous ebbs and flows. This gave rise to imbalances between supplv and demand, increasing real estate price volatility. In addition, the Chinese economy has been growing at one of the fastest rates in the world, leading to rising disposableincome levels.The increase in housing prices have actually outpaced income growth, thereby exacerbating the affordability problem. A comparison between the inland area and themore affluent coastal area finds that the latter' s housing affordability problem has been more severe.Nevertheless, since 1997，the heavy investment in the real estate sector has provided an important impetus for overall economic growth, by stimulating the demand for many other industries, including machinery, steel, electronics, chemical products, and architecture. This is especially important for the economy of a country like China，where savings rates are high and consumption share in the GDP is relatively low.Another important development in recent years is the real estate market’ s increasing integration with its counterparts in other countries- For instance, the real estate bubble between early 2003 and late 2007 and the ensuing rapid cool-off coincided with many other markets. The global financial crisis exacerbated the decline, giving rise to a host of problems including widespread mortgage loan defaults, negative net worth families, and aborted construction projects. This global integration both poses serious challenges and brings opportunities to domestic and foreign investors.ChallengesAlthough China' s real estate market is still in a relatively early stage of development in comparison to the United States and other developed markets, China' s real estate boom between 1998 and 2007 was one of the biggest in the world. During this period, the average annual growth rate for real estate investment was 22.1 percent, more than double the average GDP growth rate of 9.4 percent. In particular，theaverage annual growth between 2000 and 2007 exceeded 20 percent, and surpassed 30 percent every year between 2003 and 2007 (Pan 2009)• However，beginning in the second half of 2007，China’ s real estate market took a big tumble, resulting in substantial losses for real estate investors.The recent cyclical changes in the real estate market and the global financial crisis exemplify the inherent risk in real estate investments. However, much like the Chinese word “crisis，” composed of the signs for “danger” and “opportunity,” challenges and opportunities go hand-in-handOpportunitiesDue to the special features of its political decision-making system, the Chinese government has quickly formulated and put into effect numerous policies and regulations to address the sharp decline in the real estate market. u China is unusual in that it has this incredible capacity to mobilize all its institutions，” said Vikram Nehru,the World Bank's chief economist for Asia (Batson 2009). Because the downturn that began in the second half of 2007 caused many economic and social problems, many policies and regulations favorable to real estate market participants were enacted by both the central and local governments and took effect in 2008.These included reducing mortgage interest rates, lowering payment requirements, extending mortgage loan terms, relaxing or eliminating the caps on loans from the housing Public Accumulation Fund, conversion of commercial mortgage loans to government-backed ones, reducing or removing the housing deed tax, offering direct subsidies to house buyers，relaxing regulations on second-house purchases，and eliminating the real estate stamp tax (Fung et aL 2006).By the end of the first quarter of 2009, the real estate market in China had started to show signs of recovery. Although housing prices still remain at a relatively low level, Cheng (2009) reported that many cities saw increases in housing transactions as compared to the same period last year，including Beijing (6.28 percent)，Shanghai (27.89 percent), Tianjin (15-77 percent), and Nanjing (9.17 percent). This recovery can be attributable to the aforementioned stimulative policies and regulations and, more importantly, to the recent rapid expansion of the money supply. According to statistics released by the People' s Bank of China，as of the end of February 2009, various loan balances at financial institutions were RMB33.06 trillion, a 24.17 percent increase over one year ago. In particular, the balances rose by RMB1.07 trillion in the month of February alone, a whopping jump of 441 percent over the increase in the same month a year ago. In addition, a good portion of the recently announced RMB4trillion (US$585 billion) economic stimulus program was aimed to boost fixed assets and housing investments and expected to further revive the real estate market. By the end of February, real estate-related stocks traded on the 90 The Chinese Economy.Shanghai and Shenzhen Stock Exchanges recorded considerable gains, and China' s real estate stock index gained over 40 percent.It is uncertain how long the world financial crisis will last and how much impact it will have on China’ s real estate market, but the market appears to have bottomed out. Some economists have predicted that China will be among the first to come out of the global downturn. Batson (2009) argued that China' s economy will turn a corner as the RMB4 trillion stimulus program kicks in, as evidenced by rising crude oil and iron ore imports, record monthly car sales figures, improved manager confidence,a 34.24 percent rise in the Shanghai Composite stock index, and rising real estate sales. Anderlini (2009) also reported a rebound in real estate capital spending and transaction volumes, and the first slight rise in month-on-month prices in March 2009 since July 2008.From our perspective，there might still be considerable fluctuations and risks in the long run，however，China’s real estate market is expected to offer lucrative returns and rewarding opportunities for domestic and foreign investors-The Real Estate Industry and the Overall EconomyChina' s economy has been growing at one of the fastest rates in the last decade. There are many reasons for this growth, and real estate development is one of them. Unlike in many Western developed economies, where consumption accounts for 60 to 80 percent of the overall GDP, consumption only constitutes about 40 percent of the Chinese economy.Thus，investments, especially those in real estate and infrastructure, play a critical role in China’s economic development. China’s GDP grows at an annual rate of 10.9 percent，while real estate capital，or the newly-created value of real estate through investment, expands at a faster rate of 13.0 percent. Real estate capital as a percentage of GDP increased from 36.7 percent in 1997 to 42.6 percent by 2005. These percentages are at about the same level as the weights of consumption in the economy, suggesting that consumption and real estate investment are of approximately the same importance to the overall economy. Actually, real estate investment has risen during this period, in view of its steadily increasing weight in the GDP, in contrast to the decreasing share of consumption.Second，as urban areas dominate China ’ s economy，urban fixed-asset investments account for the majority of real estate capital, growing at an annual rate of 18.6 percent. In the mean time, over 60 percent of these investments are construction and installation projects, expanding at an even faster annual rate of 18.8 percent. Thus，it can be argued that construction and installation projects drive the growth of urban fixed-asset investments. These drive the growth of the overall real estate industry, which, in turn, drives the growth of the overall economy.Third，the construction of new urban areas (roads，bridges，and other infrastructure) and housing represents the main component of construction andinstallation projects- New urban areas, completed between 1997 and 2005, and comprising 12,307 square kilometers, accounted for 37.8 percent of the total urban area as of the end of 2005. The new urban housing comprising 10.34 billion square meters, completed during the same period，constituted 62.9 percent of total housing. Meanwhile, the cumulative newly constructed 744,700 kilometers of highways and 33,643 kilometers of new expressways represent 38.6 percent and 91.7 percent，respectively, of the total roadways at the end of the period These high percentages demonstrate the exceptional efforts by the government to improve and expand housing and infrastructure during this period.Fourth, government expropriations of land，actually mainly of rural land, are the main source of supply. Cumulative land expropriations between 1997 and 2005 added up to 10,996 square kilometers, accounting for 89.4 percent of the new urban january -february 2010• As most of this is arable land，such fast urbanization did, to a certain degree, negatively affect agricultural production, and create some social issues. But on the other hand，as then-premier Zhu Rongji argued，it provided the indispensable foundation for further economic development.The construction of roads, highways, and expressways provides another impetus for economic growth by serving as a platform for local governments to utilize financial resources and stimulate local economies. China has one of the highest savings rates in the world，usually above 40 percent. Chinese banks，mostly owned and operated by the government, attract vast amounts of capital.The immature and volatile capital markets have not been able to provide outlets for this capital. In light of this, the government adopted the policy of “borrow to build，and use the toll to repay” in road construction. By 2006，96 percent of expressways (about 39,500 km)，70 percent of Level 1 highways (about 26,900 km)，and 46 percent of Level 2 highways (about 113,000 km) had been completed using this approach.Between 2004 and 2006，the highway administrations of several provinces provided net government investments of only RMB2.11 billion, but the total bank capital that road construction projects utilized amounts to RMB60-3 billion, with a ratio of bank capital to net government investments of RMB28.6 billion- This means that RMB1 billion of net government spending in this area results in RMB28.6 billion of bank capital being utilized, creating a sizeable ripple effect in the economy. The banks,in fact, often compete for such lending opportunities because of the role played by local governments and the lucrative toll funds that result from these projects. More important，most such government investments turn out to be profitable，with revenues of RMB16.01 billion far exceeding expenditures of RMB12.76 billion.ConclusionsOver the past two decades，China’s real estate has evolved from government controlled to a commercial product. The real estate market has emerged and developed into an important component o f China’s financial markets. This market has quickly been integrated into the world market, as demonstrated by its cycle, which has generally coincided with those in other countries. The higher volatility in housing prices, a byproduct of such integration，could become an important issue that investors and authorities need to examine closely in the future.Although the overall GDP and income levels have been growing rapidly, the even-faster rising housing costs have exacerbated the housing affordability problem, appearing to be more serious in the more affluent coastal areas. Real estate development has become a key factor in China’ s economic growth and an essential part of the overall functioning of the economy. On the other hand，if China’s economy can main tain healthy growth in the current world economic environment, it will be able to further stimulate the demand for bigger and better housing.The decline in China' s real estate market since the second half of 2007 and the ongoing world financial crisis have posed serious challenges to market participants. But there have been signs recently that suggest the market has bottomed and may be on its way to a rebound In the long run, we believe this market offers lucrative investment opportunities for domestic and foreign investors.SOURCE: Hung-Gay Fung，Jau-Lian Jeng，Qingfeng Liu，2010，“Development of China’s Real Estate Market” ，The Chinese Economy,vol. 43, no. 1，January 一February 2010, pp. 71 - 92译文：中国房地产市场的发展在过去的 2 0 年里 , 对中国金融市场而言，房地产市场已经从政府控制发展成为一项商业产品,演变与发展成一个重要组成部分。

房地产营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)原文：Innovation Model of the Real Estate Marketing StrategyAbstract:With the rapid development of the real estate industry, real estate market is constant maturity, real estate marketing continues to move to a higher level, and real estate marketing innovation has become a key factor of the survival and sustainable development of enterprises. Through analyzing the development and the limitations of the traditional marketing theory, this paper proposes marketing strategy innovationfrom the customer satisfaction, differentiation, experience marketing, integrated marketing, relationship marketing, network marketing, and several other aspects. At last the paper builds innovation model of the real estate marketing strategy.Key words: the real estate, marketing strategy, traditional marketing, innovation model.1. INTRODUCTIONAt present the salient features of the real estate market can be summarized as two words: high and fast. On the one hand, the real estate market vacancy rate is high. As of the end of March 2006, area of vacant commodity housing reached 1.23 billion square meter, up 23.8%,if the average 4,000 yuan per square meter to calculate, its total assets is approximately 5000 billion yuan. The current vacancy rate of China's real estate market is far more than the international police line10%,reaches 20% even 30%.On the other hand, we have seen rapid increases in house prices. By the end of March 2006, the survey jointly issued by National Development and Reform Commission and the National Bureau of Statistics showed that, in February 2006,70 medium-sized cities nationwide housing sales price of a new year-on-year rise 6.2%, national housing prices maintained a steady growth, 70 medium-sized cities housing sales price rose over the same period last year 5.5%. The major reasons are: helped purchase investment, structural imbalance, and a serious lack of marketing concepts.2.TRADITIONAL REAL ESTATE MARKETING STRATEGY AND ITS DRAWBACKSThe peak of traditional marketing theory is founded in the United States in 1960 of the Michigan State University 4P theory, marketing is the effective combinations of four basic elements, that is, Product, Price, Place, Promotion. The theory assumes that as long as an enterprise have high-quality products, the development of a reasonable price, using the appropriate distribution channels and suitable promotional measures, corporate expected marketing objectives can be successfully achieved. The theory of "enterprise-centric" implemented the marketing from the inside out.Product as the core marketing strategy is the product as a source of competitive advantage, product development, product market share as the driving force of corporate profits, products asset-oriented, configure a variety of marketing resources, to achieve the most excellent product portfolio in limited resources, to enable enterprises to achieve maximum profit in order to obtain the sustainable developmentof enterprises. Its main drawbacks are: it is no guarantee that the product itself will certainly be able to meet the market demand, concerned about the process of product marketing, the indicators products of less than expected for the future, and Product portfolio management to make business performance evaluation results of one-sidedness (Bai 2006).In the face of harsh market conditions, real estate companies began to rethink their marketing, and gradually accepted theory 4C. 4C is the desire and needs of consumers (Consumer), the cost of consumer access satisfaction (Cost), the convenience of consumers to buy (Convenience), business and consumers effective communication (Communication). The real importance of 4C theory lies in the behavioral responses of consumers, through the two-way communication of businesses and consumers, the establishment of stable long-term relationship, to establish the competitive advantage of enterprises and brand in the market. 4C theory suggests that, in the marketing mix, product, pricing, marketing channels and other variables are likely to be imitated by competitors to or surpass, but only the value of corporate brand is hard to replace, and that is closely related to the degree of consumer recognition , so enterprises must fully arrange marketing mix strategy for the consumer's point. This theory emphased on consumer demand-oriented, full account of the cost of consumers willing to pay, care for the convenience of consumers, and communicate to consumers, so as to promote the combination between long-term interests of the community and the economic interests of businesses.In 20th century 90’s, the United States, Schulz put forward 4R theory, that is Related, Reflect, Relation, Reward, set forth the new marketing elements, including the establishment of linkages with customers, improving market reaction speed, attention to relationship marketing and marketing returns. This theory is oriented to competition, to focus on relationship marketing, to maintain the long-term cooperative relations between business and clients.Under the new situation, real estate sales face new challenges, and marketing strategy innovation is imperative. When consumers’ choose to living no longer stays in the emotional consumer, when the market demand shifts from emphasis on experience living life to the pursuit of high-quality conversion, real estate is on the access to “quality of the winning” time. This requires the implementation of total quality marketing in the whole process of real estate development and operation.From planning to design, from material selection to construction, from recruitment to the service system building, brick by brick, plant by plant, real estate businesses will invest time and energy to build to enable target customers find valuable “quality.”Commodities as a result of real estate properties and real estate companies in China based on different levels, the situation is different, marketing and business marketing are still in development, so at least one time, 4Ps, 4Cs, 4Rs will be used in different companies. 4Ps of marketing theory is a basic framework for marketing though thinking in standing enterprises terms. 4Cs marketing theory thinks standing in terms of customers, but they do not focus on the overall operation from the business perspective, but there is no focus from the core purpose of marketing to analyze the problem, 4Ps and 4Cs marketing are static description to key elements of the marketing process, not a dynamic process from the marketing core purpose. 4Rs is the result of two integrated refining, to meet the core of marketing, and is a dynamic process. But 4Rs is not as a substitute for 4Ps, 4Cs, but is innovation and development based on the 4Ps, 4Cs, so we can not be separated into three or even against. Only in this way enterprises can be in fierce competition in the real estate market.3. INNOV ATIVE MARKETING STRATEGY3.1 Differences in the Quality of PositioningThrough the survey analysis of the state of objective customers demand and expectations of the quality, the quality positioning of product is determined. On the quality of positioning, enterprises should not only focus on of the functional quality of products, but also the applicability of the quality of the product. In the increasingly prominent consumer personality today, enterprises must start from these two aspects of products innovation and personalized products in order to gain advantages in products. On the one hand, with the economic and technological developments, customer demand changes, customer puts forward new requirements for products, and enterprises must provide continuously innovative products for the customers to adapt to such changes. On the other hand, higher-level customers are no longer satisfied with mass produced products, they can reflect the personality of the more popular products. As a result of technology development, product personalization and production economies of scale are no longer mutually antagonistic contradictions. Enterprises can maintain a certain economy of scale, at the same time, to provide customers with individual products to meet their different needs, so that everycustomer can be satisfied with the feelings.3.2 Customer SatisfactionAs an enhancing tool to enterprise competitiveness, customer relationship management (CRM) has given rise to great concern to the real estate industry, and in some well-known real estate company has been applied.“Satisfactory” is a psychological term and refers to a person's positive state of mind. This state is due to that some outside stimulus make some sort of demand or expectations be met and the “desired” (that is, in line with the intention), in order to feel some kind of “Fiat” (that is, psychological pleasure). The premise of satisfied is this kind of outside stimulus, including the stimulation of physical, mental and a combination of both. Therefore, the master of marketing Philip Kotler defined customer satisfaction as: customer satisfaction refers to a person forms the formation of feeling state after comparing a product of the effect of perceived (or results) to his expectations, is the differences function between effect perceived and expectations. The features as followed: subjectivity, instability, the multilevel nature.Customer satisfaction can benefit to the enterprise through ongoing repeat purchase, recommendation of new clients. This is one of the reasons for many businesses to pursuit customer satisfaction. For real estate development enterprises, the significance of customer satisfaction is also reflected in these two areas. As shown in Figure 1, customer satisfaction from the purchase to satisfaction, from satisfaction to loyalty, and finally spread to their own friends and family, this process will result in high profit to real estate development companies. In order to increase customer satisfaction, enterprises should first collect information on customer needs, expectations and habits. These sources of information include: market analysis; through surveys to customers, meetings with customers as well as the concerns of specific customer groups and understand the customer's needs and the customer satisfaction information; not satisfied information from customers services failure report or customers complaining. Secondly, this information should be based on the development of real estate products; it can make use of QFD (Quality Function Deployment) to achieve. Third, we should come up with a solution according to complain and customers services failed report to improve the products and services (Yang 2006).3.3 Network MarketingThe 21st century is the century of network marketing. Real estate networkmarketing refers to a kind of marketing that enterprises make use of computer systems, networks online and interaction digital media to market research, product marketing and other business activities, so as to more effectively individuals and organizations contributed to the realization of transactions in order to achieve the objectives of corporate marketing (Xu 2007). With the advent of the age of electronic commerce, network marketing as a brand-new modern marketing idea will become real estate an irresistible trend.Network marketing has changed the traditional marketing of information “push” mode, and provides a “Pull” approach, consumers on the network can have a lot of initiative, you can decide when browsing, to which pages to visit, browse the contents of the information. In addition, if consumers are interested in real estate ads on the internet, you can click the relevant content, detail more information, real estate enterprises take advantage of this new type of marketing can get the following benefits: (1) Save the cost of marketing activities, (2) Consumers can participate in interactive marketing activities, (3)Use of multimedia functions to introduce a comprehensive real estate projects, (4) Network Marketing breakthroughs of the geographical boundaries of real estate marketing, (5) Provide 24-hour non-stop marketing services (Liu 2008).3.4 Integrated Marketing20th century 90’s, the United States, Professor D•E Schulz, who put forward Integrated Marketing, the basic idea can be summed up in two aspects: on the one hand, advertising, promotion, design, packaging and all communication activities are attributable to advertising campaigns within the framework; On the other hand so that the spread of a unified corporate advisory conveyed to consumers (Liu 2007). Its purpose is to use various means of communication to maximum effectiveness on different stages of marketing, and to establish long-term and maintain the relationship between businesses and consumers ultimately. For the implementation of the integrated marketing project, what consumers see and hear and what feel are exactly the same, the benefits of the project will be numerous different ways to communicate to consumers, consumer can be given a strong shock, so much repeated the same stimulation that the project has strengthened the impression the consumer, that will help increase consumer awareness of the project.Integrated marketing of real estate is formed based on the highly specialized division in the marketing aspect. It is under the guidance of the reunificationmarketing goal, a broad range of integrated marketing dynamic combination of systematic factors, the coordination of the various factors to adapt to the external marketing environment, for the different marketing tools at every stage of project development to play the best , unified, focused on the role, and ultimately establish a corporate image or brand groups, the overall strength and consistency, and to establisha long-term, two-way, to maintain the relationship.4. INNOV ATIVE MODEL OF REAL ESTATE MARKETING STRATEGY4.1 The Connotation of Innovative Model of Real Estate Marketing StrategyWith the development of the real estate industry, the customer has become a leader in the real estate market, real estate companies should shift customer perspective, customer satisfaction is the goal of marketing strategy. As a result of diversification of customer demand, the implementation of the difference between products and service is embodied the essence to achieve this goal. And integrated marketing and network marketing are means to achieve specific goals.Real estate marketing is full of innovation (Sui 2006). The so-called the whole real estate marketing refers to developers in the basis of full understanding and analysis of market demand, make the use of its available range of external and internal resources to optimize the combination, the conceptual design of the project and product positioning, planning and design, marketing plan promoting, property management and many other parts to this plan and co-ordinate the implementation and cost-effective process to make good.4.2 The Application of Innovative Model of Real Estate Marketing StrategyThe new situation setting new challenges to real estate sales, marketing strategy innovation is imperative. When consumers choose to live no longer staying in the emotional consumer, when the market demand shift from emphasis on living life experience to the pursuit of high-quality conversion, real estate access to "quality of the winning" Time. This requires the implementation of total quality marketing in the whole process of development and operation of real estate. From planning to design, from material selection to construction, from recruitment to the service system building, brick by brick, plant by plant, and real estate businesses are willing to invest time and energy to build to enable target customers find valuable “quality”.Total quality marketing is based on customer needs as the guide, focus on improving the quality of products and services, through the whole process of marketing efforts to improve product quality, by driving quality performance toachieve the objectives of customer satisfaction, which is a new marketing idea.The implementation of the comprehensive quality marketing require marketers to pay attention to not only the quality of the whole process of marketing, to implement the quality management of the whole process of marketing (that is, marketing a comprehensive quality management); but also pay attention to the quality of their products, to participate in developing and controlling product quality standards, so that the quality of products can meet consumer demands. On the one hand, through the external marketing of quality control, we can improve customer perceptions of product quality, thereby enhancing customer satisfaction with the product; On the other hand, through internal marketing, we can promote the improvement of product quality.5. CONCLUSIONSAll in all, the starting point of the real estate marketing should be people-oriented and the integrity of the operation, which is an objective requirement of demand-oriented economy. Fundamentally speaking, no one marketing strategy is superior to another channel, therefore real estate developers in the marketing process should not rigidly adhere to a sales channel, but should be in accordance with their respective actual conditions, according to different market situation, consumers and policy, using a variety of marketing mix, giving full play to all kinds of marketing tactics advantages.Real estate marketing is a system, the key lies in its marketing resources in every link of the restructuring process, which requires marketing innovation in the project to do every step of the operation of quantitative, technical and standardization. Real estate marketing includes not only location, environment, room, price, brand, which also covers the design, packaging, and promoting the entire process. Only the professional marketing system by combining the local market characteristics and characteristics of the project itself and is the most effective marketing innovation. Therefore, we should do: (1) Profound insight into the market, (2) Market research innovation, (3) Qualitative and quantitative decision-making combination, (4) Specialized and systematic planning and the promotion of sales planning, (5) Effective implementation and control of sales.译文:房地产营销策略的创新模式摘要：随着房地产行业的快速发展，房地产市场的不断成熟，房地产市场继续移动到一个更高的水平，房地产营销创新已成为企业生存和可持续发展的关键因素。

房地产的英文作文Title: The Role of Real Estate in Economic Development。

Real estate plays a pivotal role in driving economic growth and development in any nation. It encompasses a wide range of activities, including the development, buying, selling, and leasing of property, both residential and commercial. In this essay, we will delve into the various ways in which the real estate sector contributes to economic prosperity.First and foremost, the real estate sector serves as a significant source of employment. From construction workers to real estate agents, architects to interior designers,the industry employs millions of people worldwide. This not only reduces unemployment rates but also stimulates consumer spending, thereby boosting economic activity.Furthermore, real estate development leads to infrastructure growth. New residential and commercialprojects often necessitate the construction of roads, bridges, and utilities, which in turn enhances connectivity and accessibility. Improved infrastructure not onlybenefits the local community but also attracts investment from other sectors, fostering economic development.Moreover, the real estate market is closely linked to the financial sector. Banks and financial institutions provide loans and mortgages to individuals and businesses looking to invest in property. This capital injection stimulates demand in the real estate market and encourages entrepreneurial ventures, thereby driving economic expansion.Additionally, real estate serves as a store of wealth and a hedge against inflation. Property ownership provides individuals with a tangible asset that tends to appreciate over time. As the population grows and urbanization accelerates, the demand for real estate continues to rise, leading to capital gains for property owners. Moreover,real estate values often outpace inflation rates, making it an attractive investment option for wealth preservation.Furthermore, the real estate sector stimulatesancillary industries such as home furnishings, construction materials, and interior design. The ripple effect of real estate transactions generates demand for goods and services across various sectors of the economy, creating amultiplier effect that drives economic growth.In addition to its economic contributions, the real estate sector also plays a crucial role in urban development and sustainability. Well-planned real estate projects can promote sustainable practices such as green building design, energy efficiency, and resource conservation. By incorporating eco-friendly features into buildings and infrastructure, the real estate industry can mitigate environmental impact and contribute to long-term sustainability goals.Moreover, real estate investment fosters urban revitalization and community development. Redevelopment projects in blighted urban areas not only rejuvenate neglected neighborhoods but also create vibrant mixed-usespaces that attract residents, businesses, and tourists. This revitalization enhances the overall quality of life and fosters a sense of community pride.In conclusion, the real estate sector is a vital engine of economic development, driving job creation, infrastructure growth, financial activity, and urban revitalization. By fostering investment, innovation, and sustainability, the real estate industry plays a fundamental role in shaping the economic landscape of nations around the globe.。

毕业设计（论文）外文原文及译文题目：北京链家房地产经纪有限公司的营销策略研究一、外文原文Survey on the Applications of Big Data in Chinese Real Estate EnterpriseAbstract:This paper focuses on the present applications of big data in Chinese real estate development and marketing from the perspective of real estate enterprises. The problems in this practice for big data’s application are analyzed by now. What’s more, the possible solutions to solve the above problems are proposed in this paper. It benefits the real estate enterprises to strength their competition with big data technology.Keywords: Big data,Chinese real estate enterprises,application status1 IntroductionThe explosion of data volume fueled by stunning and exciting advances in the computer technology and Internet techniques made the big data the focus of widespread attention. As early as 2000, in the first few weeks of Sloan Digital Sky Survey the data size observed by telescope in New Mexico is bigger than that has been collected in the entire history of astronomy. Big data almost derives its origin from astronomy. In addition to natural science such as astronomy, biomedicine, geoinformatics and other fields easily accompanied by enormous data volume, big data is widely known in social life. Especially in recent years, the appearance of cloud computing and the IOT speed up the arrival of “the era of big data”. It says that Google and Baidu have to deal with dozens of petabytes every day; there is a video length of over one hour released on the YouTube per second; there are more than one billion Facebook accounts uploading almost ten million photos every day with “like” and comment up to billions; Taobao generates about 20TB data every day with over 35 billion transactions on November 11th. This size of data is far away from the perception we had in pre- information-era society. In addition, there are more and more personal information controlled by banking and financial industry or some telecommunications industry; industrial data collected by pervasive sensors also rises sharply. As the CBC Capital chairman Tian Suning puts it, “Now, an age of mass production, sharing and application in big data is approaching.”There is no doubt that data resources are crucial in the age of big data. A number of enterprises have gained excellent decision making capabilities and immeasurable economicbenefits through valuable information produced by data mining.In order to keep Chinese economic development in a sustainable, sound and rapid manner, it is very important for real estate enterprises to take full advantage of big data because of the status of real estate industry as a pillar industry of the national economy. Especially when property prices continue upward or property bubble inflation involves the national economy and people’s livelihood, those real estate enterprises should make effective use of big data to tap the potentials.Solving the problems in applications on Big data, improving the abilities of investment and marketing, the estate will be able to keep playing a fundamental guiding role in national economy.2 LiteratureTo understand thoroughly the big data phenomenon is late in last several years relative to the recognition of usual data. So is the related academic research. Actually, it received high attention from academic and industrial sector at once presented, followed by the big data boom both in theory research and practical application. Chinese property enterprises seize opportunities in time making successful practices, though the systematic research about the applications in big data in academia is not sufficient so far.It is McKinsey that first puts forward the concept of big data. Big data has become an important factor of production permeating into different industries and functional areas for now. The mining and applications of large data means a new wave of productivity growth and consumer surplus. Viktor Mayer-Schönberger stared the research on big data. He is also known as the prophet of the era of big data. He made a point that prediction is the core of big data. The transformation from samples to the overall data, the change from the pursuit of exactness to acceptance uncertainty and the correlativity instead of causality are indispensable to prepare for the age of big data. He also studied how to make a choice from complicated data volume and then how to build the positive healthy future. The Nature made big data special issue as early as 2008,describing the potential value of big data and the challenge from data handling techniques in Internet technologies, biomedical and environmental sciences, cloud technologies and other fields. Likewise, the Science, one of the top international academic journals, published a special issue to convey the ideas of the time of big data. In 2012, the European academy of informatics and mathematics studied big data systematically including the management of big data, the direction and results of academic research. In the area of applications of big data in realty, Lohr S. holds the view that the property sales forecasts for the next quarter depended on big data is much more precise than that made by economists. Brown B and Chui M et al. believe that the reaching of big data provides potential for both realty enterprises and realty buyers with direct data sharing, bypassing the estate agents. And this can be a shock to the sense of data property right.The MIIT stressed four innovative projects on key techniques including information processing technology in the "twelfth five-year" plan in December 2012, though “big data” was not official definition then. The information processing technology such as mass data storage technique and video image intelligent analysis is closely related to big data. With the time of cloud, big data is not only the IT hot word but also the focus of academic study. Studying a lot, Wang Shan at RenMin University of China illustrates the performance objectives of big data analytics platform. She reviews the framework of big data warehouse designed for analysis, supplying theory base for the structure of big data. Li Guojie and Cheng Xueqi at the Institute of Computing Technology in the Chinese Academy of Sciences make a systematic exposition on the academic development of big data and the challenge in applications from a scientific research perspective, coming up with the implications of big data study.The present domestic researches center on fields with large amounts of data easily available, such as library information management system and the building of digital library, the influence of big data to culture and media, the business marketing and accounting context with big data, the micro-miniature credit management based on big data, diseases control and prevention depended on big data, and so on. In spite of some achievements, the applications of big data in a few certain fields are more advanced. For example, there are quite a few portal sites support big data sharing and communication, while the academic research on big data resources or how to value these resources is deficient. And the studies on the range of issues of data sharing or transaction are less. Similarly, the academic research on big data of real estate is also behind the realty entrepreneurs’ practice. Chen Dachuan and Zhang Baoshan studied the application of big data in housing information system to propose the building of big housing database in 2012. Yan Juan studied the realty enterprises’ precision marketing based on big data in 201. By now, the research is not in-depth or complete enough compared with the practical applications.3. The Present Applications of Big data in Chinese Real Estate EnterprisesRegarding big data as the “future petroleum resource”, White House stared the Big data Research and Development Program. It is apparently to us to get the point. At the industrial level, the age of big data likely offer an even greater space for growth for those enterprises with a huge number of data and advanced data handling techniques. It seems that the property bubble is not endless and the housing price will back s uitable sooner or later. Then it’s the key to realty development and marketing for Chinese real estate enterprises to use big data effectively.Those huge numbers of data with variety and complexity brings new revenue model and vast space for development. In current applications of big data, the realty enterprises including developers, agency and property management companies all expand multiple comprehensive business domains. The realty development operation, intermediary services and propertymanagement are bound together inextricably. Mainly, this paper centers on realty development and marketing to illustrate the current applications of big data in Chinese real estate enterprises.3.1. The Applications of Big data in Realty DevelopmentBig data provide strong support for a more rational way to develop. It benefits realty enterprises to implement diversified investment through data remining for potential value. The digital personal information and the revolutionary changes in the way of thinking make innovative investments the new revenue growth opportunities for realty enterprises in the age of big data.3.1.1. Rational Investment and Diversified DevelopmentThere are more than 660 cities in our country with different housing price and different appetite for investment as well as diverse natural environment and situation on economic development in different regions.The real estate market is still rising steadily overall, but the phenomenon of ghost towns of empty houses seriously deviates from developers expectation. Fortunately, the history of real estate is long enough for these enterprises to possess large numbers of data, such as geographic location, situation on economic development, urban planning and policy orientation, investment under construction, the land market competition, and so on. Using an advanced method to analyze the big data, these enterprises could be able to forecasts the supplies and demands and then value the investment to make a wise decision. Though this unstructured data is disordered, some even useless, the size of the data is big enough to make up the inaccuracy. The more, the better. Google may be the pioneer in big data prediction. Before a potential pandemic influenza outbreak in 2009,google provided precise indicators swiftly by analyzing the relationship between searching key words collected from 2003 to 2008 and actual cases. That helped the US CDC get more chances. In like manner, google estimate the demand-supply equilibrium and predicted the price index in realty market successfully. What google has done is just to analysis stored data, mathematical modeling, manipulation and making a comparison.Google is several times the efficiency of the government at a fraction of the cost. That is part of charm of the big data.Land resources are very important for realty enterprises. The big data provides the potential for real estate enterprises to have access to explicit land market information. Realty enterprises should attach importance to the land market and pay attention to the market trend. China Vanke Co.Ltd .always concentrates on residential market, and its datas on land resources almost come from the third party. Facing the constantly climbing land prices, Vanke analysis the big data to get land in the secondary market, or from the "three old" transformation,or the affordablehousing construction land. It's benefit for realty enterprises to analysis big data of land resources to deal with the rising land price. “Holding on residence, no property hoarding and no land hoarding”is the big data strategy of Vanke.Apart from supply-demand analysis or buying land reasonably, the applications of big data in diversified investment within the business-wide also bring massive profits. Wanda Group and Greenland Group and some other companies take the opportunity of big data to expend their business diversely to hotel and traveling commodity service, exploring profit space out of housing market. As Viktor says, the recycle of data can reveal its potential value instead of depreciation. The big data not collected for diversified investment at first may bring extra profit through professional analysis.3.1.2. Innovative InvestmentIt’s good for rational development and diversified investment to analyze previous data of investment and sale. However, these enterprises, especially the bigger ones, possess more than that. The data of buyers’personal information is also considerable, and this information is far more than the name, family structure,incomes and purchasing intent. More and more personal informations are getting easily available due to the development of the Internet and the spread of computers in era of big data. A lot of informations that used to be meaningless for real estate such as the buyers’ habits and customs and the preferred travel routes will be revealed by mining these data. Although these data isn’t so structured, the potential value is great. It means new opportunities for realty development and breakthroughs of benefit.Vanke Group and Fantasia Group, two of the leader realty enterprises, also stay ahead of the applications of big data. Based on consumer demand, Fantasia planned to build community e-commerce creatively, combining commercial tenants with customers through app on cellphones. Holding millions of homebuyers’ data, Fantasia is able to establish a convenient efficient platform for marketing. This advantage of big data will help Fantasia to improve strength at the same time. In addition to community e-commerce, Fantasia expands its big data business based on the Mobile Internet to other eight areas, such as financial sector, hotel services, culture and tourism. It seems that Fantasia is far away from traditional real estate enterprise. The improving big data handling techniques bring tremendous business opportunities to Vanke Group in the same way. The 4.8 million property owners means an enormous amount of wealth for Vanke as the realty almost become manufacture nowadays. After data processing, Vanke put forward the concept of building city support services, combining community logistics, medical services and pension with the 4.8 million property owners’ big data. It will bring a great opportunity.The innovative investment made by Shimao Group is more remarkable compared to Vankeand Fantasia. As its business ideas state, the homebuyers prefer an experience of a lifetime rather than a mere house in the future.Therefore Shimao introduced the “health clouds” business management to its property owners for the health monitoring and advisory opinion. Analyzing the monitor data collected by some mobile devices like cellphones and watches in real time, they can produce a health scheme, preparing for disease and helping these owners keep healthy or providing them with hypostatic medical service. Taking advantage of big data, other enterprises like Gold Ground Group and Green Ground Group also open up new operations such as Intelligent City and Cloud Service in succession. These enterprises pay more attention to consumer's satisfaction of spirit and psychology instead of a shelter. Better service for customers matter a lot.The applications of big data in innovative investment are common occurrence at foreign real estate enterprises. The classical case, Windermere Real Estate, is popular in American college textbooks. They plan for the potential buyers with their commute routes and the cost of time by analyzing information from nearly one hundred million drivers’ GPS. This innovative business not only meets the customers’ demand with improving quality of service, but also promo tes the realty seals. That’s worth considering.Table 1. The Applications of Big data in Realty Development3.2. The Applications of Big data in Realty MarketingIn fact, there are over-developed real estates in some medium and small cities in our country. House is essentially a special consumer good while the seemingly substantial benefit attracts large amounts of investment. Actually, the attraction there is far less than tier one and tier two cities leaving the vast number of vacant houses. Therefore, how to use big data to promote sales is crucial. In addition, traditional marketing models are ineffective as the popularization of electronic commerce is changing the consumption manners of the Chinese.The prospects of realty marketing are not so bright.To deal with these issues, above all, is to market successfully in the era of big data. Data resources are very important for realty enterprises to raise competitiveness. The huge and perfect sources of data ensure precise customer location and the effective marketing. At first, real estate enterprises can implement precise marketing relying on information system. They can build the customer data system based on the possession of big data to categorize the customers, then extract useful information by big data mining for the precise marketing.In addition, some large estate enterprises change marketing patterns, actively turning to e-commerce. Xinfeng real estate created five big data application system last years. The resources decision support system, the house book network and Xinfeng automated assessment systems are part of the five systems already running with high performance. The houses book network can select certain houses according to the users’demand. The automated assessment systems can evaluate the housing price automatically depended on the big data processing. Once the users input the data of the conditions it will estimate the price and other information like loan and mortgage or the transaction tax. It’s impossible without advanced big d ata processing technique. Xinfeng made realty e-commerce the same as Wanda Group, combining online services with offline services. The offline sales departments also get in touch with customers according to the online information. This marketing pattern requires excellent technique on data collection, storage and analysis. So the estate enterprises should master the data processing technology as well as the big data.Those marketing models above all widen existing business domain proactively without the third-party. In Viktor’s opinion, if the estate enterprises are willing to share data, they cancooperate with the third-party,joining up with the market players like developers and home services and customers, fully demonstrating the advantage of big data. For example, the CNFS real estate big data system includes data of 289 cities ranging from government to the estate enterprises even the Second-hand housing market, and some reach a length of ten years. There is no doubt that the data are only collected and processed by CICC. Realty Mogul bridges opportunities of small investments between estate enterprises and investor via the Internet crowd funding. The information and analysis result provided for investors all come from its possession of big data. E-house China is rather typical for the asset-light strategy, leading a diverse scope of services in Chinese realty estate.E-house introduces the China Real Estate Information Circle servicing for over one million property buyers. Depended on advanced IT, the big data with low cost brings considerable profit. There are many similar third-party marketing platforms, such as SouFun, Myfun, Real Estate Network, Ifeng, and so on, possessing advanced Internet and data processing technology for big data collection and storage. Some realty platforms have made great achievements like Fangdd and Haowu, though the history of realty estate e-commerce is short. Haowu absorbed huge number of buyers’ personal information, and established the big data warehouse, then matched the b uyers’ demand with the house available through certain algorithm, promoting the sales successfully. There are 1.6 million page views on Ifeng. That makes the customers’ demand well available, so they can market more precisely by analyzing big data effectively. The thought on big data will promote the real estate. Ever since the introductions of Instant Messenger, there are more and more users registered. In March of last year, the cooperation between Tencent qqfangshi and the Country Garden made a marvelous success on realty marketing with 3300 houses available at the opening. This is a win-win situation----the big data on Internet platform provide realty enterprises with precise marketing pattern based on habits of users; meanwhile the realty buyers’ inform ation online is used for the update of the Internet platform. Other famous enterprises like Long for Group ever attempted group-buying, making effort to build the realty TaoBao.4 The Problems of Applications of Big data in Real Estate Enterprises and the SolutionsBig data is new. Estate enterprises should pay more attention to the challenges and potential problems while taking advantage of big data for development and marketing. The contradictions between privacy protections and big data are irreconcilable. The big data processing technology is not easily available for most enterprises. In addition, the characteristic of real estate corporations bring more challenges into the applications of big data.4.1 The Problems on Big data and the SolutionsIt’s inevitable to get enough personal information when the estate enterprises provide specific services for different customers. If the size of the data is big enough, recognition rates of the personal identity can reaching more than 99% even without personal information. According to present ethics and moral concept it’s impossible for us to ignore the big data containing much personal privacy. To deal with this problem, Viktor prefers the data users rather than the possessors to take responsibility of privacy protections or making the personal information indistinct deliberately to give up some precision for the protection of personal privacy.Whether it works or not has to be studied further.Big data encompasses much more than just lots of number.It’s more c omplex and disordered. The collection,storage and processing of this enormous unstructured data needs unusually advanced technology. The generation of big data is fast and sustained with lower and lower value-density. It’s a big challenge for any estate corporation to capture the sort of useful information from the large numbers of multifarious data. On theone hand, to make national big data strategies and to promote the process of academic study on big data and the conversion of research achievements into realistic productivity will help estate corporation improve the big data handling capabilities.On the other hand, it may be a good choice for real estate enterprises to have big data handled by professional third parties. Different types of companies play different roles at the age of big data. The estate corporations can center on the applications of information to deepen development, leaving big data processing to third-parties excellent on technology.Great importance should be attached to international exchange and cooperation in the era of big data. Meanwhile, real estate enterprises should pay attention to the possible impact making by foreign advanced technology on applications of big data. Seeing the big data in Chinese market, several foreign companies want to enter the market for the big data business, while there is no comparable domestic enterprise being able to counter that at present. Under this condition domestic companies should cooperate with the foreign at first,promoting the internationalization of big data business. Meanwhile appropriate operation model and the status of both sides mattera lot. The foreign companies play role of middlemen and the domestic companies should keep the property right and potential value of big data.4.2 The Problems on Real Estate Enterprises and the SolutionsReal estate is the mainstay of real economy with some characteristics of fictitious economy such as complexity, metastability and high risk, increasing the uncertainties in applications of big data. As fictitious economy system is highly sensitive to expectation, the publicity and sharing of big data can impact investment demand because of the changes on people’ expectations of realty. Given the metastability this impaction will destroy the instability of real estate, influencing national economic development. Therefore, these estate companies should be judgmatical in revolution while taking the opportunity of big data for innovation.The advantage of big data is not nature for real estate other than e-commerce. There exist data structural imbalances and information asymmetry. So the platform for data sharing is a crying need. The platform should be designed for the realty data storage and help to build a huge real estate database referring to the Real Estate Appraiser’ work. For example, set up and improving of housing information system is beneficial to systematical management of the data of housing monitoring, housing fund and housing security. Building a safety integrity level and limitation of independence system by designing program for data collection,warehouse and searching, the system achieves the goal of data sharing within government, enterprises and individuals.More comprehensive business, wider range and more collective management are the current growing trends in real estate enterprises. Under the conditions, how to operate effectively is also a big data problem. The estate enterprises have to build a big data warehouse planning person, money, matter, and information, and carry out the integration management by data mining and analysis for predictions.From:Procedia Computer Science 30 ( 2014 ) 24 – 33二、译文大数据在我国房地产企业中的应用研究摘要：从房地产企业的视角阐述大数据的应用情况, 分析近年来大数据在我国房地产企业中的应用案例，并结合国外个别经典案例分析大数据在房地产企业开发和营销方面的积极作用。

房地产作文英文Title: The Impact of Real Estate on Economic Growth。

Real estate plays a pivotal role in the economic growth of nations worldwide. Its influence extends beyond providing shelter to individuals, shaping urban landscapes, and contributing significantly to a country's GDP. In this essay, we will explore the multifaceted impact of the real estate sector on economic development.Firstly, real estate serves as a barometer of economic health. Fluctuations in real estate prices often reflect broader economic trends. During periods of economic expansion, demand for real estate typically rises as businesses expand, leading to increased investment in commercial properties and residential housing. Conversely, economic downturns may result in decreased demand for real estate as consumers and businesses tighten their budgets, leading to declining property values. Therefore, monitoring the performance of the real estate market provides valuableinsights into the overall state of the economy.Moreover, the real estate sector acts as a catalyst for job creation and employment opportunities. Beyond construction workers, architects, and engineers involved in building new properties, the industry generates employment across various related sectors such as finance, legal services, property management, and real estate brokerage. The ripple effects of real estate transactions stimulate economic activity and support livelihoods, fostering economic stability and reducing unemployment rates.Furthermore, real estate development contributes to infrastructure improvement and urban renewal. Investments in real estate projects often necessitate upgrades to transportation networks, utilities, and public amenities, enhancing the quality of life for residents. Additionally, redevelopment initiatives aimed at revitalizing blighted urban areas not only rejuvenate neglected neighborhoods but also attract businesses and investors, stimulating economic growth in previously marginalized communities.In addition to its direct economic contributions, the real estate sector also plays a vital role in wealthcreation and wealth distribution. Property ownership represents a significant portion of household wealth for many individuals, serving as a store of value and a meansof intergenerational wealth transfer. Moreover, real estate investment opportunities, such as rental properties andreal estate investment trusts (REITs), offer avenues for individuals to diversify their investment portfolios and generate passive income, thereby promoting financialsecurity and wealth accumulation.Furthermore, the real estate market influences consumer spending patterns and economic behavior. Changes in housing prices and mortgage interest rates impact consumer confidence, household borrowing, and discretionary spending. For instance, a decline in housing affordability may constrain household budgets, leading to reduced consumer spending on non-essential goods and services. Conversely, favorable housing market conditions, such as low mortgage rates, can stimulate consumer spending, particularly in sectors closely tied to housing, such as home improvementand furnishings.Additionally, real estate development has significant implications for environmental sustainability and urban planning. Sustainable building practices, energy-efficient design, and green infrastructure are increasinglyprioritized in real estate projects to mitigate environmental impacts and promote long-term sustainability. Urban planners collaborate with real estate developers to create vibrant, walkable communities that prioritize public transportation, green spaces, and mixed-use development, fostering social cohesion and environmental stewardship.In conclusion, the real estate sector is a cornerstone of economic development, exerting profound influences on various aspects of the economy, including employment, infrastructure, wealth creation, consumer behavior, and environmental sustainability. Policymakers, industry stakeholders, and urban planners must collaborate to harness the potential of the real estate sector to drive inclusive and sustainable economic growth.。

本科毕业设计（论文）外文翻译原文：Geographical externalities of local real estate marketsOne of the main objectives of property market analysis has been to understand patterns of location. Why do firms occupy space in some places and not in others? It has always been assumed that there is a spatial dimension to the accommodation decision and that this results in some locations being favoured over others, emphasizing, their popularity. Two countervailing influences dominate current thinking on location. On the one hand,there is the availability and cost of land as a factor of production and, on the other, there are the economies of scale in the labour market that can be achieved throughagglomeration and concentration. Little or no thought is given to the interaction between local real estate markets. Traditionally, it has been thought that these marketsnaturally achieve equilibrium, with rent levels determined by the scarcity of offered space relative to demand. Rents are usually regarded as a function of the size of a city and the distance of a location from the city centre and/or from other cities. However,recent analysis of real estate markets has show that they are rarely, if ever, in equilibrium. With market fundamentals changing continuously, equilibrium is now considered to be the exception rather than the rule. The paper addresses the following questions. Do local markets compete with each other in the process of achieving internal equilibrium? Do local planning decisions have an impact on subject or other markets (and vice versa) and what would that impact be? What is the precise pattern ofinfluences in tenancy and investment pricing and how this can be captured in analytical and forecasting models?There has been little thinking on how local property markets may be differentiated, or what the implications of that might be. Traditionally, differences have been thought of in a simple spatial sense, as a matter of distance from othercentres, market size, and individual characteristics of the labour force. This is the way in which suburban locations have been viewed. While the existence of centrally emitted “ripple effects”has been acknowledged, no coherent explanation of a generalised network of cross-market influences has been offered. Local markets have tended to be analysed separately and portrayed as following distinct trajectories (relating, for example, to their rental cycles) which are merely associated with national aggregate property or capital market trends. At the local level, the first efforts to analyse property markets employed simple administrative boundaries, such as regions, counties and districts. Towns and cities (or parts of them) that displayed similar real estate supply and demand characteristics might be grouped together for the purposes of analysis. In order to do this, though, it was essential to understand whether demand for commercial space in each town was determined only internally. If this is not the case, then it is necessary to obtain a precise measurement of the way that each centre’s market and economy is affected by the complex of other centres’ markets and economies. In technical terms, this requires a test of how and at what price accommodation offered in local markets tends to substitute or to complement accommodation offered elsewhere. Over the last few years, marked improvements in data availability for commercial property markets and the development of more powerful analytical techniques has enabled a deeper understanding of market structure and of the relationships between economic fundamentals, such as rent levels, and the level of supply and demand. As a result, the similarities and disparities between regions have become evident. Centres in different regions have responded very differently to changes in supply and demand. Little explanation has been provided for this. As a result, the validity of any conclusions of market analysis – such as market forecasts of the effects of policy implementation based on regional pricing models –that do not take account of such cross-market influences may be suspect. If we are to understand the performance of local and national property markets, then we need to identify in more detail the nature of these cross-market influences. We need to be able to measure the spill-over effects on other areas that arise from local supply-side policies, particularly planning policies. Earlier work by the authors has explored theimpact of planning policy on price equilibrium in the occupier and investment markets at a local level. In relation to the occupier market, this work suggested that the application of local policies may have spill-over effects on other local markets that may distort the expected outcome atthe national level. Put simply, the result of such policies may be that economic activity is attracted to the centre or displaced from it to other national centres or centres overseas (cf. the increasing trend of off-shoring of sections of business services industries). As a consequence, existing analytical tools may not be able to assess what the aggregate impact of planning changes will be on the demand for space or on the overall level of economic activity. Another study by the authors indicated that planning constraints on supply are a powerful leading indicator of local market value. However, it also showed that the actual impacts depends greatly on the extent to which demand could be satisfied in other areas. Both these pieces of work suggest that if we could measure the sustainability of rental income in the face of local market supply shocks, we would be able far more effectively to model investment values and yield movements at the local level – the key measures needed for property market forecasting. Does this mean that we have to think again about how rents are determined at the local market level, and how we define our models to derive these rents? Urban theory traditionally assumes that transport costs are a key driver in the location of different parts of the production chain. However, with the growth of more knowledge-intensive industries, do transport costs actually matter any more? Here we take a different approach which down-plays the importance of distance in the face of the digital technologies that are increasingly used in business services. Instead we focus on firms’ requirem ents for a mix of different qualities of labour and space in the overall production structure, and on the role of the agglomeration process in meeting these two needs. By bringing together rental values, building stock and local income for a large range of centres from the whole of England, the employment of robust analytical techniques was enabled (panel data). This produced significant support for the hypotheses of the study and measurements of the impacts of change that may enhance the precision of applied analysis.With firms becoming increasingly trans-national in nature, they are no longer bound to one country. A consequence of this is that we should try to understand how firms distribute their employment not only within a national economy but also between national economies. A quantitative measurement of off-shoring can be derived when we analyse the forces that distribute business plants within a country, because if locations within national borders compete in commercial real estate markets, they also compete across such borders.2. Theory and an empirical modelDistance between locations is an essential analytic component of urban economics.It underpins efforts to understand, explain and interpret the development of cities and to provide rational advice to planning policy makers. Although the recent development of real estate economics has been based on the broad concepts of urban theory, the economic literature does not yet provide a coherent analytical tool for the implementation of planning policy, either at local or national level.There is little doubt that space and the cost of travel have been factors of critical importance when city development was driven by agriculture or manufacturing industry. In recent years, this has changed in two ways. First, services have consistently grown to become the dominant economic sector of developed urban economies. The Chinese example clearly demonstrates the feasibility of relocating manufacturing to low cost locations of the globe, increasing the focus of economically more developed areas on higher added value sectors, such as advanced business services. Secondly, the recent trend of off-shoring sections of service firms has demonstrated that even this sector cannot be seen as a stronghold of elite economies. The relocation of basic service activities to distant, low-cost locations is economically feasible, and has grown in volume. This underlines the fact that distance is no longer of critical importance in the organisation of advanced business service industries, emphasising the need to re-examine the priorities of existing theoretical approaches.To address the matter of contemporary industrial location it is necessary to draw upon and to interrelate three fields of social science with distinct means, purposes and practices. Urban economics considers space as the critical factor incontemporary city formation. It provides a frame for the more applied field of real estate economics but does not seem to integrate the developments of the latter systematically. Likewise, property economists tend to focus providing explanations for their narrowly defined complex of markets but rarely feed their findings back to urban theory. The third field is planning, which defines itself largely in social and political terms and utilises mainly qualitative methodologies. This leaves it disengaged from abstract economic theory. There have been relatively few attempts to analyse quantitatively the implementation of local planning decisions; and none to examine the national impact of planning. However, planning policy has recently been subject to considerable criticism from the radical liberal perspective. It is suggested that economic welfare will benefit from a transfer of the locus of decision making from planning authorities to individual landowners and developers within a national framework that co-ordinates local policies. The paper addresses this issue through an initial exploration of the potential for developing a mainstream, neoclassical economic theory of planning for property markets.译文：当地房地产市场的外部地理物业市场分析的主要目标之一是要了解地点的模式。

郑州轻工业学院毕业设计外文翻译题目房地产营销学生姓名孙钰雯专业班级经济学07-1 学号200706020136院系经济与管理学院指导教师(职称)冯阳（讲师）完成时间 2011年03月10日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 objections. 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 seller 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 ask 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 completed 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 agent 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 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 indicates 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 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 the 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 thebroker has to sell and who the potential customers will be. It also considers 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 improper 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 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 institutional 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, brochures, 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 firm's reputation and image in the eyes of potential home buyers or sellers. Newspaper advertising can accomplish this 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 opinion 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. 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 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 advertising.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 Sunday. In addition, out-of-town buyersoften 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 often 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 intended 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 in 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."For Sale" and "Sold" signs on listed properties properties are one of the best means of providing 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 "For Sale" signs on homes. The arguments for these laws have been based on the concepts of "detracting from appeatance" and "preventing panic selling". 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 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 through 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 BuyersProspective 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 large 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. These 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 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 each 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 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 their 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:,address, and 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 payment.f.Marital status and family size.g.Type of home desired(size, style, and location)h.Reasons for moving.i.How long client has been looking.j.Why client came to this brokerage office.Once this analysis of the buyer has been completed, the salesperson can make plans and formulate a strategy to serve the buyer's interest and also to plan the most efficient use of her own time.房地产营销市场营销是一个企划与实施的过程，在这一过程中，对理念、产品和服务进行创意、定价、促销和推广，目的是促成交易实现个人或者组织的目标。

房地产英语作文The real estate market plays a pivotal role in the economic growth of any country. It not only contributes significantly to the gross domestic product (GDP) but also affects employment, consumption, and investment. In this essay, we will explore the impact of the real estate market on economic growth and discuss some of the key factors that influence its performance.The real estate market is a crucial driver of economic growth. It contributes significantly to the GDP through the construction of new buildings, renovation of existing ones, and the sale of real estate properties. Additionally, the real estate industry creates employment opportunities for a large number of people, including architects, engineers, constructors, real estate agents, and brokers. This employment generation further boosts economic growth by increasing income levels and consumer spending.Moreover, the real estate market affects consumption and investment patterns. As property prices rise, households and businesses are encouraged to invest in real estate, which in turn drives up demand for goods andservices. This increase in demand stimulates economicgrowth by driving up production and sales. On the other hand, as property prices fall, consumers and investors may become cautious and hold back on spending and investing, which can slow down economic growth.Several factors influence the performance of the real estate market. One of the most important factors is the supply and demand dynamics. When demand for real estate exceeds supply, prices rise, and vice versa. Governmentscan influence the supply of real estate by adjusting land use policies, zoning regulations, and development approvals. Additionally, interest rates and inflation rates also playa crucial role in the real estate market. Higher interest rates make it more expensive to borrow money for purchasing property, which can slow down the market. On the other hand, inflation can erode the real value of property, affectingits demand and prices.In conclusion, the real estate market has a significant impact on economic growth. It contributes to GDP, creates employment, and affects consumption and investment patterns. However, the performance of the real estate market isinfluenced by various factors such as supply and demand dynamics, interest rates, and inflation rates. Therefore,it is important for governments and policymakers to closely monitor the real estate market and take appropriate measures to ensure its healthy and sustainable growth.**房地产市场对经济增长的影响**房地产市场在任何国家的经济增长中都扮演着至关重要的角色。

文献信息：文献标题：Marketing Strategies in the Real-Estate Industry in Prishtina（普里什蒂纳房地产行业的营销策略）国外作者：Nail Reshidi，Reimonda Hoxha，Rasim Zufer文献出处：《ILIRIA International Review》,2015, 5(1): 29-40字数统计：英文2508单词，13495字符；中文3918汉字外文文献：Marketing Strategies in the Real-Estate Industry in Prishtina Abstract Real Estate is the industry that has always influenced the economic development of a country due to very costly investment and employment of thousands of people. This industry has been vastly developing in recent years in Prishtina, resulting in huge demand for real estate, which led to the establishment of many construction companies ready to meet this demand.The paper draws on data collection and information with the purpose of exploring and analyzing marketing strategies of construction companies in Prishtina’s market. This paper examines the role of internal and external factors that influence the development of the Real Estate industry and analyses the trends for the future. The objects chosen for the study are construction companies currently operating in this market, which was done so as to analyse their ways of doing business and their strategies and plans for achieving their objectives. Also, this research includes the level of demand versus supply for these companies and the success of meeting these requirements.Key Words:Sales, property, market, Prishtina, customers, companies, supply, demand, price, quality, payment.1.IntroductionThe dynamics of the development of society, in many ways, whethertechnological, economic, or cultural, have highlighted the standardized needs to adapt to new ways of living. People have invented various new methods of individuals becoming functional enough so that they become an inseparable part of the social group in which they belong.Modern technology, the Internet and social networks, today dictate a series of activities to which most people devote a large part of their time.In addition, the industries and manufacturing companies also tend to adapt their products to the flow of this development and these trends. In this case, enterprises are faced with drastic changes in their strategies and production operations. These uncontrollable dynamics of development require an unstoppable commitment to customer tracking and identification of their needs at any point. This strategy can only be put to work by further strengthening the marketing department and implementing marketing plans and strategies at the right time and place.All industries, including the real estate industry, have faced these trends of development that have modified customer needs and have highlighted new demands. Fortunately, technological innovations have also improved manufacturing, quality and introduced new materials into the market. In the real estate industry, the dynamics of development is directed towards the production of construction materials which, in the long-term aspects, provide comfort and help saving energy, thus making housing even more affordable and more economical.Marketing as a significant part of every industry, is committed to identifying new discoveries to fit them in the daily life of every customer that will potentially buy their product. After all, Marketing is about identifying and meeting human and social needs.2.Defining the problemBig companies which extend their activities in various fields and deal with the production of products or services, need adequate policies and strategies to keep their business alive. These companies are the engine of economic growth in developed countries but in developing countries just as well.In recent years, one of the main industries, especially in Kosovo, is the real estate industry. The real estate market consists of a chain of material producers and service providers who work in the same environment, the outcome being a final product such as buildings. Incorporating a certain number of participants makes the process of managing and implementing strategies to produce the final product even more complicated. Despite this, real estate is an industry that has always influenced the economic development of a country. First, it represents 2/3 of the net profits of a state. Second, real estate industry is an essential part of the production process. Thirdly, the real estate industry is one of the largest employers. But the real estate market is quite flexible. At the time of product production and placing on the market of an apartment for sale, investors face another influx of problems that have to do with the structuring of action steps and sales plans. At the moment when the sale of a flat of a certain building happens, companies tend to apply different techniques to achieve their goals. How applicable and profitable these techniques are, can only be seen by the results of these investors. By knowing that the purchase of a real estate property is a major investment by a potential client, the decision to buy a house is a long research process and is based on specific customer preferences. The process of making a decision regarding a purchase is quite slow and will also be associated with data collection and comparison of bids, to in fact realize the purchase. But, how do investors and construction companies convince their customers to buy these apartments? What strategies and techniques they use to inform their consumers and to conduct a sale? How satisfied are customers with their choices?3.Research purposesBefore buying a real estate anywhere in Prishtina, clients explores various blogs and web sites for a long time. This indicates that the level of commitment by the companies and investors in developing worthy marketing strategies, and their implementation in the market, has been inadequate.Today, in developed countries, there is no room within the city for newly built neighborhoods. The society has infiltrated new ways of living that are considered tobe both acceptable and required. Suburban areas are thought to be the right choice opposite the messy and polluted environment of the city, to live in the luxury of large houses with open views and fresh air. This way of life is associated with high costs and only suits the individuals with higher incomes.In the postwar period, a large number of people were displaced from villages towards cities, mainly in Prishtina. The high influx of people allowed construction companies to find a great demand to build apartment buildings. This market began to grow, until equilibrium was established between supply and demand, prices were set too high, the quality was not at the desired level and few companies cared enough to design marketing strategies. At the time of repletion with the offer, the influx of housing purchases declined.Today, potential customers are much fewer in number, because investment in real estate is an investment that is, almost always, done once in a lifetime. Today, a significant number of apartments are empty, because customers began to choose between offers. At this point, a need for good marketing strategy appeared. How much have the construction companies used the benefits of marketing, and how necessary is the marketing plan for new investors today? How can marketing solve the problems of companies that cannot manage to achieve sales?4.Research methodology, models and results4.1.Research methodologyPrimary data sources: Primary data collected from fieldwork such as interviews and questionnaires conducted with construction companies.Secondary data sources: Secondary data collected from literature, existing statistical data obtained from various sources and reviews of market development plans.The research method is based on personal research oriented towards the goal for the recognition of the truth, the causes and the reasons to come to the systematization of data thus solving the problem. The collected data is to be used for proving answers to the fundamental problems put forward by the research.Another research method used is the interview and survey with subjects involved in the research process.Research instruments: Interviews with construction companies "Lesna" and "Tregtia" as a case study.4.2.ModelsThe research, investigations and analyzes of the information collected, will serve to the fulfillment of the purpose of the paper and simultaneously the solution of the defined problem will be based upon the collection of valuable information that will be used correctly to achieve the desired results.The information to be analyzed is that which relates to the ability of individuals to buy a property which is offered by construction companies in Prishtina’s market.The city market is analyzed through the PESTLE Analysis to therefore identify its conditions and potentials of this market for construction companies.Figure 1: Diagram for land usageSource: Urban Development Plan (Prishtinë 2013)Figure 2: Graphic presentation of the population (1948-2011 in urban settlements in Prishtina)Source: Urban Development Plan (Prishtinë 2013)Important aspects of the research are also the social welfare and economic opportunities of individuals which make it possible for them to buy a real estate property in Prishtina.An important factor is the identification of the unemployment rate and average family income to find the opportunities that potential customers have, to be able to afford a purchase.Table 1: The unemployment rate in KosovoSource: Statistical Agency of Kosovo 2014The average incomes in Kosovo, vary depending on the gender and the level of education. According to the Statistical Agency of Kosovo, the average salary for Kosovo in 2013 is 334 Euro, while according to the Kosovo Business Alliance; the average salary for 2014 was raised to 346 Euros.Table 2: The main source of income for households in KosovoSource: Statistical Agency of Kosovo, 2014To fully understand the household economy, other than the income, it is just as important to analyze the distribution of consumption or costs that these families make.According to the Statistical Agency of Kosovo, the bulk of the household budget in 2013 was spent on food and non - alcoholic beverages, by 45%. Housing costs are up to 30%, which means that from the average income of 346 Euros, 104 Euros are spent for housing purposes.Figure 3: Residential cost in Kosovo (Euro per year)Source: Statistical Agency of Kosovo, 2014Factors influencing the decision of purchase are different but judging by thesurvey, the most important factors are: Location, Price, Quality, Architecture and Conditions of Payment.The model used to measure the weight of the importance of decision-making factors is the Fishbein’s expectancy value model. The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their brand beliefs (the positives and negatives) according to importance.4.3.ResultsBased on the collected data, it has been concluded that the largest number of construction companies do not engage in marketing strategies. Their plan of action is completely focused on the realization of sales without taking into account any of the requirements and needs of potential buyers.This way of functioning, is harmful to the welfare of potential residents because companies completely ignore their needs and desires.Prishtina has approximately 208,230 inhabitants.According to the Property Tax Department, in the Municipality of Prishtina, there are approximately 68,500 residential properties. As a result of research, it has been recorded that the average family in Prishtina consists of 4 members.After a calculation we arrive at the result that says: 68.500 × 4 = 274.000 meaning that if there are 68,500 properties with 4 members for the average family, there will be no great need for new residential properties.This tells us that new companies should analyze the market to fully understand these calculations on their abilities, to come to the conclusion that the demand for apartments is much lower opposite the offer. In this case, construction companies have to design and explore new customer needs and identify these potential new clients. This can be done by researching urban development plans that predict population growth trends. This way, companies can explore the market to know the client and to offer him the most favorable offer.5.Conclusion and proposalReviews of literature, data collection, research and analysis have led to theconclusion that the real estate industry in Prishtina’s market is a profitable industry. Many companies have become part of this market with the aim of extending their activities in this gap, to meet the demand and to generate profit.Today costumers are more selective and companies that do not perform a competitive offer do not come into consideration by them as a part of their decision process.Presented here are almost all the problems of the construction companies. In a period of high growth in supply and the creation of a "bubble" in the real estate industry, means that companies need to rethink their strategies and plans of action to stay in the market and maintain their competitive position. This dictates a reconsideration of their budget allocation across departments and especially significant investments in creating a marketing department which all companies lack.The proposal relies heavily on the establishment of the marketing department in construction companies, to design decent policies of marketing activities that are inevitable and without which, these companies will jeopardize the rate of sales, that would bring a financial crisis’ and might condition the business’ bankruptcy.Creating a marketing department would enable the creation of proper plans and strategies that would match with the realization of the objectives and goals set by the companies by assisting the completion process of these objectives in a much more appropriate and professional way.The lack of experts in this department does not justify at all the strategies of most companies to distribute responsibilities and duties of the marketing department onto other workers belonging to other departments.This way of functioning has been noticed in most construction companies operating in Prishtina’s market.The engaging of professionals enables the creation of action strategies in different market conditions as well as forecasting market changes based on external and internal environmental factors.Market research prior to construction or even prior to the initial design of the project, can affect the identification of needs and requirements of potential clientswho want to invest in real estate.Such research leaves no room for errors or unexpected problems that may occur as a result of the confrontation of customer’s needs and desires with the company's offer.Forecasting changes in demographic factors related to the lifestyles of different generations, identifying the number of family members who are potential clients of companies and establishing pre-contractual relationships with these clients, can result in achieving sales and growth.The proposal for the commitment of companies towards the realization of the matters set forth, can affect the growth of the reputation of said companies, the establishment of close relations with company clients and their trust in their investment towards these companies that have provided the comfort, quality and functionality the costumers needed and desired.中文译文：普里什蒂纳房地产行业的营销策略摘要由于房地产行业涉及到非常高昂的投资和数以千计人的就业，所以一直是国家经济发展的重要影响因素。

大连理工大学本科外文翻译我国房地产市场监管的必要性研究China's real estate market regulators need to study学院（系）：建筑工程学院专业：工程管理学生姓名: 石强学号：200834027指导教师: 徐冰冰完成日期: 2012年2月15日大连理工大学程城市学院Dalian University of Technology City InstituteChina’s real estate market regulators need to study Abstract: real estate has become an important pillar industry, real estate Development and closely related to the national economy。

This paper theoretically discusses the real estate market monopoly，externalities, public goods characteristics and information asymmetry，and from our real estate Development process and the specificity of the perspective of the real estate market analysis studies，and thus fully proved right China's real estate market, the need for regulation。

Keywords: real estate；market; regulation1. the real estate market failure determines the need for government regulationRegulatory Economics research amply demonstrated that market failure is a market economy, an important reason why government regulation, resulting in market failure is due mainly to a monopoly, externalities，public goods and asymmetric information，the real estate market also exists market failure.(A）the real estate market there is no monopolyMonopoly of real estate is determined by the real estate properties, real estate is the location of the main features of the non-mobility，a housing Once the location of other buildings on the irreplaceable，but also because there are floors, towards the various other factors，determine a house in each house are independent，so the property in the rental and sale，with regional and monopoly, and thus the formation of monopoly prices. As the largest real estate investment，long payback period，which can enter the real estate market can only be a few enterprises coupled with the limited supply of land and real estate Development and operation of the scale of requirements，it iseasy to form partial or regional monopolies the land market by a government monopoly, affordable housing and low-rent housing provided by the Government。

房屋销售英语作文House Sales: A Lucrative Market with Unique ChallengesIn the realm of real estate, house sales are often seen as a profitable yet complex business, encompassing a wide range of factors that must be carefully considered and managed. From market trends and buyer preferences to property valuations and negotiation skills, the successful sale of a house requires a blend of expertise, insight, and perseverance.One of the most significant aspects of house sales isthe ever-changing nature of the real estate market. Market fluctuations, driven by factors such as economic conditions, interest rates, and government policies, can have a significant impact on demand and pricing. Sellers and real estate agents must stay abreast of these developments to ensure that their listings are priced competitively and marketed effectively.Moreover, understanding buyer preferences is crucial in the house sales process. Buyers have diverse needs and wants, ranging from the size and layout of the property toits location and amenities. Sellers and agents mustidentify these preferences and position their properties accordingly to attract potential buyers. This ofteninvolves staging the house to highlight its best features, creating an inviting atmosphere, and providing accurate and appealing listings that capture the essence of the property. Property valuations are also a key component of house sales. Determining the fair market value of a house is essential for setting an appropriate listing price. This involves considering factors such as the property's age, condition, size, and location, as well as recent sales data and market trends. Accurate valuations ensure that sellers don't overprice their properties, which can lead to longer selling times and potential price reductions, or undervalue them, which can result in lost profits.Negotiation skills are another essential aspect ofhouse sales. Effective negotiation can lead to higherselling prices and smoother transactions. Sellers andagents must be prepared to negotiate on price, terms, and conditions, while maintaining a professional and respectful demeanor. It's important to remember that negotiation is atwo-way street, and compromising on certain points can sometimes lead to more favorable outcomes overall.Despite the challenges, the house sales market remainsa lucrative one for those with the right skills and knowledge. With the right approach, sellers and agents can navigate the complexities of the market, identify opportunities, and achieve successful sales. From staging and valuation to negotiation and closing, each step of the process requires careful consideration and execution.In conclusion, house sales are a dynamic and rewarding field that requires a combination of expertise, market insight, and negotiation skills. By staying informed about market trends, understanding buyer preferences, accurately valuing properties, and negotiating effectively, sellersand agents can capitalize on the lucrative opportunities presented by the real estate market.**房屋销售：充满独特挑战的有利可图的市场**在房地产领域，房屋销售通常被视为一项既盈利又复杂的业务，涉及必须仔细考虑和管理的广泛因素。