On the small size of real estate marketing - Hong City Stories

 On the real estate marketing for a small apartment, smaller units of marketing support elements 1, lots of products to support lots of small units to support two main factors, namely the small size of the product itself absolute location, the second is the psychological position of the small size products . small size of the main product is the absolute location of the small size of the geographical coordinates of the location products, and its relationship with the land and elements of the core business district of the absolute distance, traffic conditions, community and neighborhood function planning, neighborhood commercial maturity and other factors. small psychological position of the product units, elements of their relationship with the psychological distance with the core business district, and closely connected to fashion consumption degree circle, and the ideological trend of cutting-edge ring binding tightness. small size of product factors on the small size of the lot the marketing of products often a decisive role. So we study the small size of the product lots of factors, discovery and mining products, lots of small size advantage, small units often become a key factor in product marketing. To this end we will be the factors we have listed products for small units The location factors were analyzed. and the core business district of the absolute distance: the absolute distance of the core business district, is a small size product lots of factors the most important factor. a fully commercial activities, services, facilities are first class, well-developed transportation system, stylish atmosphere of a strong , thought living in the forefront of the business district, its value in itself unique. The lot, in general, is a high knowledge, high-tech gathering place for the knowledge industry. So here gathered a large number of high diploma, high education level intellectual and cultural elite. matched their high income and high consumption. their consumption often become the spokesman for the city's consumer trends, to some extent, they are the spokesman for the city fashion consumption. So in these lots of small units the performance of products is one of the most common high prices, and product innovation are mostly in these lots. such as the small size of the fitting room first marketing, usually occurring in these locations in our market, we can of example is the small size of hardcover abound Jiefangbei product marketing. product innovation and high value-added products are closely linked, an overview of the property market Jiefangbei small size, we can come to the conclusion that the price of fitting room After deducting the cost of renovation, water is still far higher than housing prices. and the fitting room to adapt the high prices is that the marketing of advanced products, most of the property market in Chongqing, the concept of products are by their contributions, and proportion of their marketing and promotion expenses are far higher than the water room. they passed the rigid color large format advertising and promotion news at great length in terms of ideology change people's consumption concept and product values. The absolute distance with the core business district more Recently, this state the more obvious. Therefore we can say the prosperity of the small size of product marketing degree is the core business district as the axis, extended outward. From the above discussion, we can see that the core business district around the region into a small size products innovation, marketing innovation hotbed. high value-added products and innovative products, and more in these places. so we can come to a conclusion that the absolute core business district closer, the more suitable for the production of high added value and innovative products, and product marketing, the greater the likelihood of success. and the psychological distance of the core business district and the core business district of the psychological distance is a relative concept, that is, people with different understanding of a location is different . but usually psychological distance in terms of the distance, in the city, with well-developed public transportation system is closely related. public transport system more prosperous place where people from the more recent psychological. This psychological sense of the different perception of small size of the marketing is very important. the purpose of home buyers, small units of three, one is the ultimate single or DINK family houses, these users to buy small apartment properties, the use of functional end-use as a small apartment, pay more attention to product the use of function; second single and Zhunding Ke prospective families will use as a room over the kinds of users, more focused on product features over temporary; third real estate family, their concern is the return on investment and housing occupancy rate. The first two purposes of the buyers, from the current structure of our urban population, and socio-economic and educational development rate, the majority of the young family (in the aging society, or perhaps the economy is maturing society exception). more obvious in Chongqing, a city when the middle class has not yet formed, the young white-collar city has become the dominant consumption trends of the city spokesman. As the city's economic development stage and level of education reform in China, in the present , China's intellectuals are mostly concentrated in the 25-35 year old age. At this stage the young urban white-collar workers, if not the real situation well off, and only rely on themselves to meet the housing needs of business, then, the great for them, no doubt a luxury products, can enjoy the young garage Jinling also have people in our city should be said to be a relatively small range. Through this analysis, we can outline the city small apartment buyers in the form of the first two purposes of the customer. that they rely on their knowledge and ability in the development of our cities, by virtue of their ability and insight, after several years of hard work, to life in this city increased demands on a firm footing. forced the city to survive the pressure, they will Most of the time in the development of their career, so time for them, is the first important factor. to reach the workplace and become a mature commercial district of the time they are an important factor in housing demand. Therefore, the absolute distance relatively close to the core business district because of the high prices and when they can not afford the time away from the proximity of the housing of their choice to become an extremely important factor. in the city that the distance, usually by direct bus to calculated or not so well-developed public transport system, which became a measure of psychological distance of an extremely important factor. the property market in Chongqing, the Golden Island Garden is a very typical example. psychological distance is another important factor is and fashion business district, close contact degree of fashion. When the urban core business district and the fashion conscious, fashion-phase separation, for this reason that consumers purchase the importance of factor analysis to show out. This situation is more typical of The emergence of major near the core business district and the same distance Sand pear Yang Road Road and prosperity of labor is very obvious differences, the same as real estate, labor road is the small size of looting the situation presented, and Okawa and Imperial Garden Garden in the sales were relatively slow and more. at the same absolute distance, traffic conditions are not, and Yang Li Road, on the degree of recognition of small units, but much higher than this place, it fully proved the psychological distance of the small size of the distance the importance of demand. From the above analysis, we can conclude that: the measure of the appropriateness of the construction of a small size products, in addition to the core business district and the absolute distances, but with the core business district has become the psychological distance is an important criterion for building small size products. transportation traffic conditions in the above we discussed the importance of psychological importance of the distance, there has been discussed, but the small size of traffic conditions on the importance of the product, we have yet to fully find out. So We will continue to the traffic conditions in this discussion. in the city, traffic conditions, developed or not, usually determines the value of land and housing. traffic is developed can be divided into two different cases, one originating location as the bus the number of lines, and second, as an intermediate station past the number of bus lines. In most cases, the small size product lines in the bus-intensive areas of origin. However, many of these areas as the core business district location, away from the core business circle other populated places, products and rare small size, typically only the Golden Island Garden. This is because the population of non-core business district settlements, because normally, the entire region was relatively backward, usually for the traditional old street area. These places not only the facilities of city life behind, people and ideas behind the ideology, and often a lack of change that occurred in emerging companies. They serve as the city's rural concept. Intermediate station bus lines developed in the past place, usually located in the city two or more core business district a few press triangle. They all pressure to approximately the same distance from the core business district. These places have the distance in space optional, it is also popular small Unit buyers of all ages. in the construction of small units where products are relatively easy to be successful. But if this is not a city in the Triangle area, but the bus system is relatively developed areas and relatively small size of building products, will face a relatively large marketing challenge, because these places were extended to the extension of the city. From the above discussion can be concluded that, in the small apartment building products site, we do not and are not far from the central business district where the city triangle Construction of small size products. neighborhood features community model of urban planning, neighborhood planning functions of the small size of the impact of product features mainly in urban planning. urban planning reference features three main factors, namely, the history of the area function, and now the actual function, or because the city is about to expand or re-planning capabilities embodied in the future. blocks the history of real estate marketing is often a function of the quality of prescriptive and can not be changed. real estate companies in dealing with the history of neighborhood features and product planning should be focus on the history and combines the functions of blocks that combined with the degree of the history and function of the strength of blocks is closely related to - the one that blocks the impression in the minds of the stability of the correlation function of the more prominent historic district where the project function and the coincidence of functional blocks should be higher. because of the established image to change people's minds, the more profound this image is difficult to change. blocks the function of the reality constraints on the product form of relatively small, a real neighborhood function, because the less the inheritance of history, heritage, the image in people's minds is not stable, so developers building product, piece of land can be based on the geographical characteristics and economic indicators for planning the project, but the project in positioning, block where the block should pay close attention to construction and sales period, may produce functional changes due to planning functions and runs counter to the project, resulting in the exclusion of the market, the impact of product sales. block future functional planning, mainly by the future number of years time, according to the project site and surrounding commercial centers of the opportunities created by the geographical connection or because of major changes in traffic conditions resulting opportunities. So the project developers in determining the function, in addition to close attention to the government planning dynamic, we must also pay close attention to the economic development, geographical location and economic development and land area between the connection point on their own to predict the future in the region may have the opportunity to pre-planning products, functional morphology, to avoid product features planning failure occurred a major decision wrong. In another aspect, the project features production and project planning results, to government departments will also affect the function of planning the geographic area. So from this perspective, developers select a land not yet functional planning, the analysis should be prepared in advance, make full use of functional blocks the interaction between the product, fight for a most favorable opportunity for the project. This section discusses the neighborhood function of planning, connecting with the small size of the close degree of product not high, but the small size of the product as a marketing function of the blocks have a greater dependency. This is because the small size of the product is more single marketing object, character, also point to more features, marketing, risk is greater. So should pay more attention to this principle to good use. Longhu plus sign next to the impression that a new era of ignoring this principle, therefore, although a few degrees change in product sales, sales still not ideal. the core of the core business district of the commercial district of the commercial maturity maturity degree, the provisions of the small size of the product is mainly reflected in the small size of features on the use of the product. The core business district of the higher maturity, small size of the product's features even more extensive. from the residence, three aspects of investment or business analysis, we have the following conclusion: the higher the maturity of the core business district, the product of small size compared to three functions can get full market recognition. Jiefangbei the property market in Chongqing, promotion of small-size products for residential, investment, difference between the proportion of business is not poor, can fully prove this point of view. commercial district in the core sub-district low maturity, small size of the product to reflect the business function of the not so obvious, investors have small size products greatly reduced, replaced by a product function of the small size is a strong addition. and away from the central business district, or the maturity of the core business district is very low, the small size of the commercial function of the product is almost negligible. Core district on the small size of the product is reflected in the other provisions of the price of the product, the higher the maturity of the core business district, the more strong demand for small size, small size, the higher product prices, the more the range of products more; the core business district, the lower the maturity, the lower the demand for small size, small size the lower the price of the product, the less kind. and the relationship between fashion consumer fashion consumption loop circles the main function of planning of the city various functional areas of mutual separation, the resulting impact on the market. Generally speaking, the fashion and retail business district is always closely co-ordinated with the currents of thought, therefore, the main consumer of fashion shopping district located in the heart of the core, or thinking the emerging trend of active various local commercial activities are concentrated. fashion consumer products circle and the relationship between small size small size products are mainly embodied in the product performance and functionality. circle as a result of fashion consumption trend of consumption of a city spokesman, so the more is from the fashionable circles close to the consumer, the product the higher the degree of innovation and innovation, its marketing is not quite the way will need to update. because of the trend of a temporary nature, and only in a limited fashion time, the product sold to in order to achieve the project's economic value. So the closer circle from the fashionable consumer product marketing for the small size the greater the risk, the small size of the higher product prices, sales cycle is shorter, the more advertising efforts Big .2, the economic environment to support the economic environment of small units of products and projects to support the major industry formats closely related to the local economy. If the project is located in the economic pillar industry in two industries, and small size requirements will be very limited. according to the principles of sociology. secondary industries as a collective collaborative organization, very strong sense of team of people, people's values are to team-oriented values, awareness of people's independence is not strong, so most young people, living together with their parents, with little desire to pursue its own independent space. If the project is located three more prosperous industry, the market demand for small units will be relatively strong performance. The situation with the prosperity of the three industries become more intense. tertiary industries has not only brought a lot of the young intellectual elite, to change the local Habitat structure, to allow local young people fully into the community, but also to the local community values and regional spirit bring change, make people more respect for independence, advocating innovation. a lot of young urban intellectual elite's own demand, and they inspire After advocating the independence of the local needs of young people constitute the total demand of products of small size. tertiary industries in the higher proportion of knowledge-based industries, small-size products, the more diverse hierarchy of needs. on the small size of the product itself, marketing and residence requirements are more showing a concept of diversity. This situation for marketers, is full of opportunities and risks, the demand for personalized products into the premise of creating high profits, but also adds to the risk of marketing. Therefore, how to find a balance between the two, thought to be the problem, we should be .3, population, environment and support the small size of population, environment and support products are mainly reflected in the local aspects of population structure and population quality. small size of the objective needs of product There are two population environment, one community youth community, and second, the local is now an aging community, family structure, the empty nest a considerable proportion of the family. In the history of urbanization in China because it is not long, the second condition in the current our cities, is still relatively rare. small size of population, environment and support the product requires not only community youth community, but also for local youth groups have a higher cultural education, value orientation of modern trends, the trend of the concept of life, and have independent character. When a city due to rapid pace of urbanization appears abnormal intellectual development and tertiary industries, the demand for the local purchase of investments mainly in small size customers. identify the population structure of the local marketing of small size is important, population structure usually on the small size of the decisive product marketing, product project is the small size of the most critical factor, marketers should maintain a high degree of attention to this .4, functional elements of support for small size products are usually products of small units we refer to two concepts, the First, the small size of functional products, refer to the product's features elements of small size only a few elements such as kitchen bench is only one of each kind, which we usually refer to the concept of a room, the area is usually no more than 50 square meters, the Second, the small size of area-based products that function in the same case, the product was relatively small area, such as 60 square meters of two rooms, three rooms of 80 square meters. We small size of the latter product category, no doubt expand the extension of the concept of small size products. So given the small size of product marketing for more variables. This classification of the small size of the impact of product marketing is not very strong, we will not be discussed separately in this .5, marketing and promotion of small units elements to support the promotion of small size elements of product marketing support is a comprehensive concept, it is the accumulation of all the project characteristics. is the spirit of this product. It focused on the small size of the product location, product features, functionality, small size living philosophy and product developers such as the prestige and strength of all elements. We present elements of the small size of product marketing promotion is to emphasize the small size of the integrity of product marketing, comprehensive grasp of the spirit of the whole product, rather than simply to enlarge the small size a certain product marketing elements, as well as the embarrassment of struggling to make sales. for the promotion of small-size elements of product, we will analyze the author later explained .6 specifically, the small size of the product element of the product support of small units to support the main elements of refers to the small size and more personalized products, products of the facade of the small size of the design and deployment of color; to make use of the product features a small size greater recognition, while the small size of product units to a more reasonable design; order to enhance the small size of products more fashionable, for a variety of digital design and with supporting facilities, the use of public space with a variety of planning functions; small size of product environmental landscape design. Second, the small size of product pricing strategy 1, the relationship between price and lot size lot is a small price first determining factor. lots of us here will be back down to the project frontages, pedestrian streets and other urban centers and the distance will be calculated in meters. lots associated with the price of the following : back street price is often less than the price of street surface; Typically, the back side of street and the street price is extraordinarily sensitive, in marketing practice, we have to carefully measure the back street of the price difference is usually the situation is that the higher price of products, consumers are also more sensitive to price sensitivity coefficient appears not very high. Typically, the back surface of the street price of roughly 2-3% of the difference, but when the street surface and the There were significant differences in the back street, they usually spread will increase to 6-8%. in the development of pricing strategy, we must be careful and detailed analysis of customer buying psychology and their sensitive point of this product. to make reasonable and prudent spread interest. more from the city center near its price is higher; This is the general principles of real estate practice, we will not be in this argument. It is worth noting that the absolute distance from the city center project in the near and far, can not be The absolute pricing standards in the development of prices, also need to refer to the project site living facilities and land features scalability, traffic conditions and other factors change in the future, combined with project quality comprehensive reference, being identified in this reasonable price range of this project, and then find the item in the price range the best price point. commercial price than the high price of residential areas; commercial areas because demand was, significantly higher than commercial prices. non-commercial function of the land area of not understanding, or refusal on the concept of consumers, demand will be lower than the commercial center. in the formulation of the price point, we recommend that a law on the implementation of the light in order to find the best prices. close to a large the price of shopping malls than high prices do not rely on; small size of shopping malls on the impact of product price, depending on location and land management projects and products shopping fashion level, flow index as the basis for the pricing of the project. If The site is more in the city center, shopping malls higher the degree of size and reputation, the more business products with fashion, then the small size of the greater price of the product space, if the way in marketing, to change, the more prices may become the market leader. Core prices will be higher than commercial products, the price of non-core areas; relationship and functional relationship for the lot, the price will be higher than the core business district the price of non-core business district. We in the development of non-core business Region size product prices, be sure to note that the price of a small size product development. Typically, the small size of the price of development, depending on the situation of the regional situation theory theory and industry. When the regional situation in a strong situation, When the product is extremely competitive, the small size of the product price index should be the core business district to the high-end prices in line with the century Arima Time Galaxy Star success has fully proved this point. When in a strong regional industrial competition, the small size of the product price should have the foresight and market competitiveness. Yangjiaping a small apartment prices higher than the Nanping area should be appropriately small size of the product price. the main central business district of the price is higher than the price of sub-central business district . in the main central business district of the main central business district and non-price relationship, there is a marginal market theory problem. In this not negate our conclusions. However, in actual operation of the project, we follow this rule in addition, we also should pay attention to give us the edge of the market opportunities and pitfalls: the edge of market theory is the core of an opportunity to find the problem. the amount or value of the opportunities available to find the two indicators, one around the base population projects and support of traditional industries, the second is to block of cultural heritage and urban population of this culture of acceptance. in our market practice, Jiangbei and Nanping of the small size of products appear less, its price relative to other product forms, the number appears to be competitive Based on this for two reasons. Nanping as a new urban area as the original population of the old foundation is weak, there is no support for traditional industries; and as a new area, its culture has not yet formed, so in the zone, not only small size products become less , and the price does not have a comparative advantage. And although the old town, Jiangbei District, the population is far more solid foundation, but its traditional industries are not developed, and its cultural heritage in the city, the performance is not obvious, thus losing the identity of the city trend . Therefore, Jiangbei, we also found fewer small-size products appear .2, the essential elements of high value-added marketing, product marketing to the small size of the excavation depth value of the products, in addition to our neighborhood on lots of factors and planning functions the depth of excavation and historical features, you can also brand of small units, the developer's credibility, product and marketing innovation advanced start. because of the brand is a generic concept, so we will more than a marketing point of view When making elaborate on a comprehensive analysis of branding. In this list of some commonly used marketing measures, to the small size of the marketing value-added products are described: Housing Strategy decoration room decoration products of small units to achieve branding and marketing to create high value-added a very effective means. because the price is relatively small size of products was relatively low, and thus the relative consumer price of products seemed not so sensitive. because the small size, coupled with the price of renovation, the small size of the total price of the product advantage is still quite obvious, so fitting room marketing products of small units will not form a resistance to the price, nor will user of the product to stress. small size of product specific buying groups, decided not only after the renovation will not affect small units small size of product marketing, but will greatly promote the small size of product marketing. Lukeng was written that way in addition to small size of the product decoration or decoration. due to the small size buyers are mostly young and white-collar city, valuable resources, their time, thus purchase of housing, the requirement of convenience seems quite obvious; the other hand, the size is small, so that consumers throughout the renovation process, has cooked a big pot, but only one person to eat a sense of loss, that is, consumers from their own renovation process, can not find more fun; The third is the effect of housing renovation, the embodiment of the scale, a single individual renovation of small units will be much higher than the renovation cost of developers to provide housing renovation cost of the renovation. it is generally quite small apartment owners were happy to buy products decorated room. so the developers can, through a part of the decoration of the scale for excess profits, thereby enhancing the profits of developers to develop products. while small units after renovation products, marketing personnel can give them more content, more fashionable residential advanced concept, so that product is filled with contemporary and stylish. This appears in the image of the product on the market will show the quality and style of a sense of value-added products for the small size leave enough room for growth. products matching products supporting gentrification gentrification is a relative concept, but also the importance of small family brand of measures supporting the core principles of quality and grade of products showed a relative difference, supporting the grade should be slightly higher than product and its corresponding price level, to achieve small size the importance of brand marketing initiatives. due to higher product configuration will result in cost increases, a considerable number of developers are reluctant to do so, for fear the price risk of unnecessary . In fact, this fear seems a bit redundant, housing value in the promotion process, supporting the product upgrade is a very important way. Since the grade of complementary products, but also a corresponding increase in product market image, and good image, higher than the market price of the product there is reason. project the grade of product configuration is an important aspect of real estate facilities, complete intelligent system or not, in general, such as intercom systems, intelligent control system is available in common projects, small units supporting the project in the product quality issues, should focus on project characteristics, specially designed to not only match with the project, and with the appropriate advance, but has a distinct personality. intelligent product support not only projects to improve facilities, but also should include the configuration of public facilities, real estate, due to limited volume projects, public facilities most of the functions of the club is difficult to be reflected in the project. But the lobby is almost home buyers can appreciate by each, if the small units can give considerable consideration to fast food, more home owners meet the requirements of small units. advanced the concept of living art and fashion style living concept is to establish a small size product image and brand is another important way. given the small size of advanced product fashion philosophy is to give the small size of residential products to the specific cultural meaning. given the small size of advanced concepts and stylish way of living there are two, one is a reference application of the concepts in other cities, such as SOLO, SOHO, STUDIO concepts . Another way is through the refinement of life, and grasp of the modern fashion trends, the concept of creation. relative to the reference concept, create their own concept of a greater risk of marketing, accepted the difficulty is greater, But if the spirit of the city, and urban culture has a deeper understanding, then create their own concept of more vitality, but also very likely lead to the formation of competitor products insurmountable personality. art and fashion with reference to the creation of the concept, we must combined customer base than the target of this project a higher level of people's behavioral characteristics consistent with the thinking. consumer psychology tells us that consumers are to a higher level than their own line of consumer attitudes consumer groups. so long for people to create target groups living philosophy is a major principle of the product concept. developers supporting the development of the brand's brand support products on the formation of small size has an important role in brand marketing. in the use of developer support for the brand product in small units, it is necessary for developers careful analysis of the brand. because a more powerful developers, and its flagship product, is certainly not small units, small units can not directly form the support element of brand marketing. Typically, the developer is based on the business strategy to determine the dimensions of brand development point with the brand, so the developers and the aesthetic values of the brand product and the small size required by aesthetics and values are consistent, the small size portable products, an important factor in the development of commercial brands. on the development of branded amendment is to make accommodate the developer's brand appropriately small size of the product value and aesthetic value. in the amendment the developer on the brand's aesthetics and values, must meet with the developer's conflict with mainstream values of the problem. such as the South Group's , housing park; South Garden, Healthy Paradise basis, the only thing we can do is to increase corporate brand dimensions, so that the values of inclusive small size products. Unless the transformation of business strategy, otherwise we will not have chance to lay down the original developer of the brand aesthetic. products, unique products is a unique combination of concept, which consists of the uniqueness of product appearance, facade colors and products ahead of the entity that poses a unique matching. products unique difference is mainly reflected in the above, the simple sense, that is to take the in the design of unexpected routes, such as the higher level of knowledge, the easier for people to accept composite color, the market mostly in the use of color in order to brown, brown and other colors to personalize the product shape. We may wish to try black and white come to the right create personalized products, or other items thought to express solid color match can often receive unexpected good results. supporting aspects of the product as well. But this we must first establish the uniqueness of the consumer of such above the likes of the subconscious, and if there are consumers in the subconscious resentment of this uniqueness, then any of our differentiation strategy will be doomed to fail. facades of modern contemporary design and color scheme outside facade design and color, can fully display the item unique personality. This small size has an important significance in product marketing. As the owners of small units are generally young people, their novel shape and color of exaggerated jumps and students with both to the favorite. facade so small size of the product design and use of color, and have a modest exaggeration and in advance. form of traditional Chinese culture in addition to the depth of excavation, the reference can be more popular abroad , novelty shape. color, you can learn from fashion magazines on the combination of colors, so showing a small size product perceptual facade, so that small units of fashion products are completely free. the relative scarcity of the product if the market oversupply, Even if the lot no matter how good the product further features, or how advanced the idea of living products, I am afraid in the marketing battle, inevitably not be affected. When planning product form, we must supply the product form of market depth analysis, and production ...