Recommended 1
Nineteen lectures on real estate marketing
The lecture on real estate marketing 19, with 200,000 words, lasted for two and a half years, and was revised according to the feedback from the author's dozens of speeches and trainings. This book is the first one written by folk practitioners in China, which combines theory and practice perfectly to make up for real estate marketing? No major, no theory? Shortboards fill the gaps in the industry.
This book combines the theories and tools of kotler, trout, Porter and other top business consulting companies in the world, such as marketing guru, McKinsey and Boston. At the same time, we have extensively studied hundreds of practical cases of Vanke, Longhu, Jindi, Evergrande, Wantong, SOHO China, Xinghewan, Sunco and other well-known marketing service companies such as World Union, Zhongyuan, Yiju, Crane, Range Rover, Huagaolai and Ye Maozhong. Combined with the author himself,
On the basis of previous studies, the book puts forward many theoretical and technological innovations. The original concepts and theories of real estate marketing logic tree, prosperity and adversity marketing, annihilation activities, iron curtain marketing, and the research on large-scale development, group purchase, channels, relationship marketing, unsalable apartment sales, decent price reduction, sales rhetoric, and third-and fourth-tier city marketing have all made an original summary and development for real estate marketing.
Recommendation 2
23 lessons to change the fate of real estate planners: the transition from planners to planning directors
"23 lessons to change the fate of real estate planners: the transition from planners to planning directors" is a vivid reader that is easy to understand and pays attention to the teaching of real estate planning knowledge. This book is a training book for internal marketing personnel of first-tier housing enterprises such as Vanke, Evergrande and Poly. Word of mouth from thousands of peers, recognition? One of the excellent real estate planning books? .
"23 lessons to change the fate of real estate planners: the transition from planners to planning directors" is a must-read for real estate practitioners and those interested in real estate marketing by studying thousands of real estate projects and combining current events, carefully selecting nearly 100 cases and explaining them carefully. This book covers a large number of cases operated by the author, and restores the inherent essence and laws of real estate planning with vivid brushwork. At the same time, the operation methods of some well-known domestic discs are decrypted, which gives people inspiration and thinking.
This is a textbook that emphasizes telling cases and is the author's ten years' practical experience. This book is informative and concise, and can be read as a marketing note of real estate. The contents covered in this book are closely related to the daily work of real estate planning. It is necessary for real estate planners to give valuable experience and methods through examples, instead of conducting large-scale and systematic argumentation on the targeted topics? Grow chicken soup? .
Recommendation 3
Sales department management manual
The Sales Department Management Manual explains the management practice of the sales department (real estate project department) in detail from four modules: organizational structure, management process, management system and management form, and provides a series of practical systems, tools, processes and templates for standardized management, which is a reference model and reference book for standardized management of the sales department of real estate projects.
The Sales Department Management Manual is applicable to real estate project directors, sales managers (sales managers), project managers, sales supervisors, relevant training institutions, relevant people interested in real estate sales management, and relevant college students.
Recommendation 4
Boutique real estate transaction
Whether a real estate project is sold out depends on whether the preliminary investigation, project positioning and marketing planning meet the market demand, and whether the work details in the transaction process make the initial idea be implemented steadily. The series of "Boutique Real Estate Transaction" selects three important links in real estate development, namely, pre-planning, project positioning and promotion and sales. These three links are the core and key process of real estate transaction, and each book has made detailed step decomposition and implementation explanation according to the real estate development process and technical points.
The editor-in-chief team of "Boutique Real Estate Transaction" series is a famous trader of Zongmei International Consulting Company, and the core trader is Xiao Peng, a doctor majoring in architectural planning of Wuhan University. He led this team to serve Hefu Huang Hui and Shanghai Yiju Ke Rui Group, participated in many real estate projects, and has rich practical experience and professional logic system.
The editor-in-chief team of this book has rich practical experience and is good at early investigation, project positioning and late marketing planning of real estate market development, with thorough theory and detailed case explanation. The steps and workflow methods in the operation of the new real estate market have the characteristics of repeated inspiration and utilization for beginners and people who are implementing real estate sales.
In addition, the editor-in-chief team has been studying the trading techniques and technical strategies of real estate projects in various parts of China for many years, and has rich and detailed market data, emphasizing the regularity and classifiability of the projects. Every case described and cited can be used as a reference for readers from different positions.
Recommendation 5
Contemporary architectural theory and declaration
This book is an architect's theoretical masterpiece, and it is a classic architectural theory work that is highly praised by all theories in the international architectural field today. This book introduces the works of more than 100 architects and theorists, as well as their architectural thoughts and theories.
In these works, the masters have made a comprehensive and in-depth discussion and discussion on related topics, made new explanations and orientations on some theoretical issues, and summarized the development and achievements of the international architectural theory circle in the past century. This book is theoretical and rich in content, which provides a lot of inspiration and reference for China architects and teachers and students of architecture department, and has good guidance and reference value for teachers and students of architecture specialty. It is a classic with high value and a must-read for architecture students.
Recommendation 6
Commercial real estate investment and construction+commercial real estate operation management (2 sets).
This book will be discussed from three levels? Operation management? According to the order of preparation period, opening period and operation period of commercial real estate projects: Part I? The pre-preparation part focuses on how to turn a real estate project into a commercial project through commercial positioning, property condition control, investment promotion implementation and control, and pre-positioning of commercial operation.
Part two? The opening chapter focuses on the stage from the arrival of merchants to one month after opening. Through operation organization, marketing planning, opening guarantee and resumption evaluation, a project is ready, dressed up and opened.
Part three? The commercial part focuses on formulating business objectives and strategies after opening, business process management, paying attention to business environment and services and ensuring safe operation, realizing asset preservation and appreciation of commercial real estate projects and enhancing commercial value. Of course, for a huge commercial real estate project, risk control is particularly important, focusing on the last chapter of this book.
Recommendation 7
Step-by-step solution of real estate marketing planning
The series "Step by Step Real Estate Marketing Planning" divides the real estate marketing system into three modules, which mainly solve three problems of real estate marketing planning: First, how to publicize products? Second, how to find customers? Third, how to sell products to customers? Series * * * is divided into three volumes, namely marketing, customer development and sales control.
This volume is "Step-by-Step Solution of Real Estate Marketing Planning: Marketing Promotion". The main content is to analyze the real estate marketing channels and tell readers? How to promote products? This paper introduces the advertising strategies of traditional media, outdoor media and new internet media, how to combine various media and how to link online and offline to achieve good marketing results.
Recommendation 8
Pre-planning and pricing of real estate
"Pre-planning and Pricing of Real Estate" is a book that comprehensively introduces the pricing strategy of real estate and tells four different guiding pricing methods. Internal price adjustment skills of the project; By distinguishing five types of projects: small apartment, villa, shop, multi-storey/middle-high-rise/high-rise, and large market, this paper puts forward six real estate pricing strategies and the corresponding actual pricing strategies. The book combines practical experience with classical marketing theory, analyzes it layer by layer, supplemented by vivid cases, with rich content, clear system and strong guidance, which organically integrates practice and theory.
"Pre-planning and Pricing of Real Estate" is applicable to the marketing planners of developers and planning institutions.