1. 66 details of luxury house marketing
Content recommendation:
As the end products in the residential value chain, villas and high-end apartments are favored by high-end customers for their irreplaceable privatization of resources and strict product details. Its corresponding market segments are very different from ordinary houses, which directly affect a series of actions such as product design, promotion strategy and price strategy.
This book divides luxury house marketing into positioning, promotion, marketing and service, and extracts the characteristics of luxury house marketing from 66 operational details. It is a practical reference book, which has a strong reference significance for high-end residential product development, design and marketing personnel.
Media comments:
I have been engaged in real estate marketing and read many books on real estate, but when I carefully read the manuscript of 66 Details of Luxury House Marketing written by Mr. Tang, I agree with it very much. Because this is not a theoretical book, it systematically summarizes the details of actual transactions and is completely practical. In fact, it is a training textbook for real estate marketing, which is very practical for the positioning, planning and marketing of high-end houses.
Chen Yunfeng
Secretary General of China Real Estate Managers Union and Vice President of Huaye Real Estate.
As the rotating chairman of China Real Estate Managers Union, I warmly recommend the book 66 Details of Luxury House Marketing written by Mr. Tang, which is very professional, delicate, practical and organized. In short, it is very valuable! I will ask Vanke Marketing System to learn this book and do the product and marketing details well!
Mao Daqing
Founder of Maker Workshop, former Executive Vice President of Vanke Group and General Manager of Vanke Beijing.
2. Urbanization and real estate market
Content recommendation:
This book is Volume 46 of China Real Estate Research Series 20 1 1. The contents of the book include the analysis of China's property market, urbanization, the current situation of the real estate market and several issues in its regulation and control: interactive influence and coordinated development, comparative study on the supervision mode of housing provident fund, and the experience, lessons and enlightenment of the development and management of housing rental market in developed countries in Europe and America. This book is for the reference of relevant professionals.
3. Pulsating real estate marketing-second and third tier cities 100 problems and 100 solutions
Content recommendation:
Impulse real estate marketing (second-and third-tier cities 100 questions, 100 methods) is the first book about real estate marketing in second-and third-tier cities in China, involving the whole process of real estate development. The author of this book, Tang, puts forward the transformation and development trend of real estate marketing model through the prediction and analysis of the transformation direction of real estate. The book not only summarizes a set of effective residential product solutions, but also deeply analyzes the commercial complex, tourism real estate, pension health real estate and so on. , which has attracted much attention in the current and future markets. The biggest feature of Pulsating Real Estate Marketing (second-and third-tier cities 100 questions, 100 methods) is its strong practicability. The author refines the problems encountered by real estate marketing planners in 65,438+000 second-and third-tier cities, conducts targeted research and gives professional answers. This book is suitable for enterprise executives, marketing planning directors, sales managers, planning managers and other personnel engaged in real estate marketing planning.
4. Commercial real estate: planning and investment operation
Content recommendation:
This book takes value chain analysis as the main line, focusing on how commercial real estate developers and operators create value, build the value chain of commercial real estate and realize the value of commercial real estate.
This book analyzes the types of commercial real estate, the value chain analysis method of marketing planning, the architectural planning, market positioning and marketing promotion of commercial real estate. The operation of stock commercial real estate is studied and discussed. Finally, based on typical domestic commercial real estate planning and operation cases, the knowledge of this book is systematically integrated, so that readers have a sense of mastery.
This book is the product of the close combination of commercial real estate theory and practice. It is not only the "Art of War" but also the "Sword Method", which can guide the marketing practice.
This book is widely suitable for commercial real estate developers and marketing planners to read, and is also suitable for college teachers and young students as professional learning reference books.
5. Commercial real estate operation management
Content recommendation:
The book "Operation and Management of Commercial Real Estate" written by Dalian Wanda Commercial Real Estate Co., Ltd. summarizes the experience of Wanda Group in commercial real estate operation for more than ten years, fills the theoretical gap, introduces practical experience and provides successful cases. The book focuses on the whole process of Wanda's commercial real estate management and theoretical innovation, and decrypts Wanda Speed and Wanda Model. I hope this book can give some useful reference to commercial real estate practitioners, promote the specialization of commercial real estate industry, form a benign development, and make some contributions to the urbanization process of China.
6. N modes of strategic breakthrough of real estate enterprises
Content recommendation:
Focusing on the strategic transformation benchmark in real estate enterprises, this paper conducted in-depth interviews with 13 bosses of real estate enterprises, and extracted 13 typical models of strategic transformation of real estate enterprises in China.
13 enterprises, every chapter, every chapter is a typical model of strategic transformation, with distinctive features, * * first-hand information and in-depth interpretation.
Every enterprise has a label, which not only comprehensively interprets its strategic transformation, but also attaches key data such as the introduction of typical projects and profit rate trend table.
7. Best Practices of Real Estate Project Operation
Content recommendation:
In the future, real estate project operation management should become the scale engine and profit monitor in the process of real estate enterprises becoming bigger and stronger. At present, the whole domestic real estate project operation management is transitioning from extensive to standardized, but the different layouts of different enterprises in different development stages and first, second and third tier cities also bring about differences in project operation management strategies and methods. Based on the cross-regional and multi-project development of domestic real estate, this book finally precipitates a set of relatively mature and practical project operation management concepts and models according to the management practices and lessons of more than 200 domestic benchmark real estate enterprises, emphasizing that there is no best and perfect project operation management model for real estate enterprises, and only the right one is the key to choice. The book is divided into eight chapters, including: an overview of the project operation; Organizational selection and control of real estate projects; Real estate project investment income tracking management; Planning and management of real estate projects; Decision management of real estate project operation meeting; Real estate cost management; Marketing control of real estate projects; Performance management of real estate project operation.
The readers of this book are mainly middle and senior managers of real estate, and it is especially recommended to the chairman, general manager, person in charge of project operation of real estate enterprises and the person in charge and manager of business function line of housing enterprise group.
8. Boutique real estate transaction-marketing planning
Content recommendation:
What can realize all the upfront investment of developers is sales. It is the last word to sell the house through marketing planning after the preliminary investigation and project positioning of a real estate. Marketing planning needs innovation and execution most, and it is marketing planning thinking and teamwork that determine the result of marketing work. The biggest feature that distinguishes the marketing planning of the real estate market from ordinary small and medium-sized real estate projects is how to capture foreign tourists. This is also one of the focuses of this book.
This book talks about six things: first, how to understand the channels and effects of advertising when doing real estate marketing planning; The second is about how to establish and use various sales media; Third, how to analyze foreign customers, obtain foreign customers and finally form a transaction; Fourthly, how to design the media delivery combination and how to evaluate and monitor the delivery effect; Fifth, how to manage the sales team that can successfully open the market together with Qi Xin. Sixth, how to screen the most important consumption category of supermarkets: big customers.
9. Commercial real estate investment and operation-models, cases, plans and tools
Content recommendation:
The Commercial Real Estate Investment and Operation (Model Case Planning Tool) edited by Wang focuses on commercial real estate investment and operation planning, mainly including commercial real estate project investment, commercial real estate model, marketing promotion, investment site management, investment negotiation, investment personnel management and daily management of commercial real estate. In addition, this book combines theory with practice and provides a large number of practical tables and tools, which can be used after appropriate modification. The planning cases in the appendix can learn from the success points of each planning case and can be used for reference when planning projects.
Commercial real estate investment and operation (model case planning tool) can be used and used for reference by commercial real estate practitioners and planners, and can also be used for reference by those who are about to engage in commercial real estate.
10. Commercial real estate planning and investment operation (revised edition)
Content recommendation:
Commercial Real Estate Planning and Investment Operation (Revised Edition) focuses on value chain analysis, focusing on how commercial real estate developers and operators create value, build commercial real estate value chain and realize the value of commercial real estate.
This book analyzes the types of commercial real estate, the value chain analysis method of marketing planning, the architectural planning, market positioning and marketing promotion of commercial real estate. It also increases the research and discussion on the operation of existing commercial real estate. Finally, based on typical domestic commercial real estate planning and operation cases, the knowledge of this book is systematically integrated, so that readers have a sense of mastery.
Commercial real estate planning and investment operation (revised edition) is the product of the close combination of commercial real estate theory and practice. It is not only a highly theoretical Art of War, but also a "sword method" that can guide marketing practice, making up for the lack of mature teaching materials and reference books in the market at present.
Commercial real estate planning and investment operation (revised edition) is widely suitable for commercial real estate developers and marketing planning researchers to read and use, and is also suitable for college teachers, senior students and graduate students to learn from.