Marketing Theory and Practice (a) - Ma Junsheng's blog - the focus of blog

 First of all, then,UGG shoes, how to talk, last night we still talking about a project, the transformation of Beijing Qianmen problem. Engage in a report, but said Principal is not clear how to use this report in the end, he says anyone can use , actually wondering when this thing is actually impossible. a purpose he is coming to us, a purpose that is looking to the Government, that is, the government moved, on this project, it is necessary on how to, simple with the necessary may not, from the performance point of view, the words from the people or the present economic growth is now a view to pondering this stuff. finished, then talked about the need for the same time, it may encounter some problems, so that when the policy will Some things, such a perspective. get this thing to the investment investment that may be different, to attract investment investment investment, the first planning this thing is how you look like, over the Government's policy is to give you what, I want to come, What you give me a value of such a thing, this is the case, the most fundamental point, then he felt the place to earn money, attractive, with the government complained to maximize our call to let you policy support, the two target to the contrary, these two opposite goals. If so,UGGs, you get this thing to you if the report is completed the company to do, the company point of view, how do you like to operate in the State, the first step should be doing, what the second step, What do the third step, fourth, how slowly push up the project. But then, the client would like to cover all the things one thing, the fact itself not quite understand this thing. This is such a planning process thing. But I still talk about the, marketing, and I did not prepare today a marketing thing, but I have talked about, marketing and planning, now is basically similar. We just talked about, the market Marketing does not mean promotion, does not mean the sale of late, there is consensus that we have basically, from the West is like this, he began to market research, product positioning, so something. and then later promotions, sales so something. But the marketing, then it is actually the development of the whole development as a business objective, which is three changes. One is the stage of product quality, product quality is watching this, or is called a production-oriented stage. and then a stage of great importance to sales, from the West is concerned, emphasis on marketing stage. That is the marketing of late. The third stage is a stage of marketing, in fact, have both early and late, but in fact it more emphasis on early, that is, pre-produce a good product, and if after this thing resolved, of course, is not to say that good product quality, functionality issues, in fact, this market-oriented, for the consumers, and tap the potential market demand to meet its thing. In this case, behind you naturally will be able to resolve it sold the problem, so called marketing. Of course, now overseas marketing development to the so called society, such a stage, this is the word I suddenly can not remember, this is the fourth stage. but we now also similar attention to the environment, attention to some other things. This is marketing it in a process in one place. but it covers all aspects of marketing , all aspects of this process. So the next word, I'd talk about the marketing or planning its importance, and of course we are talking about planning, many people do not want when you see the paper planner or planning the things, so many people are unwilling to give themselves or others say is what a master plan, the consultant ah, so you see some newspapers, the so-called planning as fluff, is that some ideas, the traditional planning, is actually the case Therefore, many people say use the word abuse plan, but I still talk about our form from scratch, on the understanding of this thing. In our country, then, is this the past few years, nearly six years have marketing plans that have a concept. But why is the idea that popular? Why we place more emphasis on this thing? I think if not you'd like to take this thing to accept, in fact, if forced to, forced by the market. You do not get to the main station is not in the market, in particular, face the future competition. Therefore, we have the background of this market still has an understanding. our past, then the market is there in the traditional planned economy, in terms of the plan to learn so is a shortage economy, is essentially a shortage economy, or a seller's market. But to the 96 selected symbol from the 96 began to gradually reached a called a relative excess or a named buyer's market real estate is such a production out of something, not so easy to then be able to sell out, not consumers, to find you the producer, but you ask the consumer, in such a condition, a lot of ideas You do not have to change to change, so why the West put forward the customer, the consumer is God, it actually was in such a context derived. Why do you go to buy things he has smiling faces meet, why do we have there, a face plate ? This is a large background caused by such a pattern. So, we from 96 onwards, then, that is, the whole economy in the markets have emerged in a big turning point, but the big turning point if raise it to that is irreversible. is that I personally think that if a shortage or a shortage of shortage of this universality, of course, can not be so temporary about the individual, the shortage of universality, which is linked to the planned economy , the essential characteristics of the planned economy is this. relative surplus of the buyer's market is the essential characteristic of a market economy, it is so defined. In the era of Marx is that, why capitalists poured the milk into the sea inside, while the poor starve one side is for milk, milk in the sea inside, to the same in our country is now down milk, it is justified, this makes sense, does not mean money to you as you do not, no, it is to maintain a price, a consumer market conditions, the normal order. But we must be clear that such a situation, I personally think it is a normal, that we are now into the future under a market economy, always with one thing. So, I have an idea, to cast away illusions, I had written one, called the lost illusions, what is lost illusions? We also look forward to in the past that era, but expectations may not be so high. clear terms, including our room real estate is concerned, expect 92 years or 93 years at that time that the arrival of hot, you see, 92 years after 93 years of macro-control, 94 years of many articles to write, fast, fast, 95 years to write, fast, 96 years to write fast, to the back to no sound, and who do not write, because once said that once, once said, or the like, with the wolf, is not believed, and no one said that he can not say, in fact, I think this is a phenomenon of a normal, even though we have this anomaly may be a little worse, or a little better, we may think that a little better, The Government considers that a little more aggressive, like something called deflation, but I think the government has yet to identify clearly the thing is the characteristics of a market economy, did not realize this, and so gave us a relatively high hopes. is the essential characteristic of a market economy This relative surplus, the buyer's market, producers seeking consumers, it is forever. so to throw away the original kind,Bailey UGG boots, holding the attitude that lost the topic, that topic never to be lost, and future competition, more and more intense. so many people, so many companies, is doing? to do? what what what right do your job. So then I think the second knowledge, then how to grasp the market, the market in economic terms, is the supply and demand, supply and demand, rose to such a final thing, two things, supply and demand of these two opposite things. the so-called system of policy, the so-called consumer mentality, the so-called what factors influence the market very large, but in the end, he could be his final composition of these two aspects, one is the impact on demand, one is the impact of the supply, nothing more than this thing, speaking from the economics. is if the market is better, or demand on the rise, but then, if you supply is increasing, but supply is greater than the rate of increase in demand, such an integrated result, the market is like this, into the direction of a more competitive, is such a thing. that is the people buy a house, buy more, but you are also produced by the house more, and demand growth than the faster, is not very dangerous? to such a thing. So, I just said, so people, so many companies doing now? Which aspects of what the rich do your job, and now can not find live, so there is little demand for a large number of supply, supply. So, even if the market good, consumer good, but We all do so, this market is not very good, which is to recognize clearly. supply and demand of these two aspects of a local market, especially the supply of real estate you are now under construction or engineering, has launched a project ,Discount UGG boots, to build the project also launched the project in the back of this project to wait for things to be how much to look at the market level. so to such a view of the market, so we tend to only see one side, only to see demand for this side, did not see that side of the supply, many of the market analysis. Therefore, such a state is required to firmly clear. another one, we see how successful people, so I think if there are two types of success, look at the success of the market economy, he earned the money, he do a very good and successful. successful there are two types, one indeed is his business management or marketing planning done well, he succeeds, he can ah seize this market to cater to this market indeed a success. there is a category, I summarized it, is a time-out, a phase-out of such a thing, after the success of place and out of, or hit, hit hit a new policy introduced by the Government a good time, not to say that he was competent he is to have this plan in advance or that we plan to meet this thing over you he succeeded. Now I think a lot of our success is a hit , of course, but we did not succeed the other person, state of mind to grasp is not correct, how sure is not correct, not only hope to fall on my head that something good, or what the government introduced good policies in how, or what what the local how about a big change, this thing is impossible. Therefore, we hold the future, take this opportunity to master in their own hands, rather than the external environment should not only hope to change your success. So I that speak in a meeting I had one, that is a strategic terms, throwing coins, coin throwing more positive negative, it appears almost, of course, I say what an example, you find a thousand monkey, called a monkey to give it a coin, throw it, you find out there is always a thousand or two is much higher than the front flip reverse, throwing eight ten times definitely gotta find one or two, but The monkeys have brains? no brain, but it is such a thing. So many of our owners to communicate with them, he always felt special how to become, how this thing is such a state of mind I do not think so, to reverse. Of course, we often say, then, want you to come and so on to create the conditions to meet this thing to cater to this market, rather than waiting for external circumstances to you to catch up with this thing, this thing is to grasp this. Therefore, in our country, then long-term life business, or the popular consciousness of the very few, that is a 6-business success, and will last, or rarely called sustainable development, including not only a business, is a quite a few scholars can continue to are Person of the Year, short-lived, business is so personal is the case. China has a number of this, the final fate if these are not good, unlike the West, a successful enterprise it can be decades or even centuries This is a brand, an enterprise like this. if we are warming up for a few days to be lost, we played a bad metaphor, including the hero is so good is so typical, Su Li finished a few days, is a short-lived, in fact, many of which are run into that thing, we are talking about the so-called, including myself, may be a planner or something, that maybe he just came out a few ideas to hit him, really it species, so he continues to sell his experience in the planning of how good that thing, that thing, so you might fail again to imitate, it just hit planning. you talk about, he has recorded a video of this , not very good, others come to me, you do your imitation of imperial garden in Guangdong to go mess things to see, that thing is driven by a school, and now Beijing has a lot of schools all over driven, but everything is in a environment, do the following to be successful. Now competition is getting fierce, more and more increased, so has ever called one foot mind that, in fact, the market competition is so, so I had talked to no one with perfect success of the experience and what skills impossible. you're going to imitate, to follow the trend may be one reason for the failure is one reason. so that only constant innovation, constant so that it can really achieve this success. Why mentioned this point, now we will look at, look back, because I did not swap the material, I simply recall of real estate in general how to make money which has gone through several stages to make money, so we could see this thing . Of course the first case, is to find a piece of Government land, the creation of a term is basically able to make money, and take this indicator, the approval of a back hand to almost the same. and then a stage, then, is how to cut corners, what that something earn money, you could save on the province, to cut corners to cut corners, so something. and then a stage, then, to how to increase the floor area ratio, expand the area, do these things. Another is how to go to advertising, we do not attach importance to the original ad , then advertising, there is the case, including some tricks, including a few minutes, ten minutes, and in fact ah get that joke, maybe it is not a night person ten minutes to open a big Mercedes-Benz, that is, and so something. there is something to send to buy a house, get furniture, decoration, to send what the roof, or something like underground garden. Still later, then, is watching the environment, or supporting community, ah, or especially, Wind & Fire the moment the school to promote this thing. But now this time also caused a concept of intelligent, so some of stuff. this thing, I mean to say it, every idea, a thing it is only used for some things, learn this thing to become a universal phenomenon, we have this thing for you this thing to die, to die. So you say that again come up with more suitable for what people need now, of course, if consumers buy a house in the inside He also mastered a lot of things slowly, but also learned a lot. you include the past, we engage in projects with farmers, he had not, people do not know, only cheaper to buy a share, only cheaper plans to buy, then you may successful, the cost of greatly reduced, is such a thing. had to earn more money, you increase the floor area ratio, increasing density, and the people a look at this site is such a price, average price, too, we all know that environment does not Well, would greatly reduce the price, sell and not sell out, you increase the area, but your price down, but one compared to the same, and even difficulty in marketing, this thing has to die this trick . we basically have a school, or attach importance to this thing, and there may be. So now this is something intelligent, I speak the words, planning in particular, talked about the ideas of them, of course, some people think that planning and the not the same idea here is simple to imitate either side, such a thing. Of course, we feel that in different regions, its different degrees of market maturity, so can compare the backward can learn some advanced, that thing moved quickly. to the degree of competition in your market that did not reach the level of other people, you like, or to in Zhengzhou, Hangzhou, or one in the northwest, there is no such as Guangzhou, ah, or the like Beijing, Shanghai or competitive time, Beijing, Shanghai, Guangdong in front of some of the things you can learn the aspects of this up to success. So, we are about these ideas need to reverse, needs to be reversed. Next, we talk about the market context for marketing and planning the following importance. I'm talking about some changes in its title, so I speak a little trouble. I say concept on the first turn is very important, if I had a dozen ideas may change, the concept of change, so that I think of it, from the beginning to talk about. real estate development, it does not mean simply building a house, or sell the house if not sold out, in fact it is there in the early, planning the process to decide, the decision . This concept must be changed, we must establish. sell the house is not selling out, this is the first point, nor is it built out, in fact it is the time investment decisions in the early ... ... B side: ... ... it make this project deficiencies, congenital deficiencies. to a later stage, some of you may do some make up, but if the overall situation, then, is often difficult to restore. This is the point to set. The second point, we do real estate development, some attention should be paid early, except I have talked a little bit outside. because in many of our bosses inside, like it, do a planning or market research or feasibility study that some of the reports feeling very empty, I feel so false, I grabbed Eventually, it would not want to invest the funds. So, then, even now I met a lot believe it is more emphasis on oral pre-feasibility studies, seek expert advice, to open a variety of seminars, but in fact there still feel inside not a real thing, not spend the money to buy something, buy a piece of land, build a building or the real thing, especially if the money went out, the feel of this project not to deny the project, He felt the desire to spend, so this idea to change the fact that fifty thousand million or a maximum investment of hundreds of thousands, millions, but it can save you thousands or even billions that such an investment, such a concept is very important. So, in this invisible market research, project research, or planning the necessary inputs, should have such an idea that you need to input in.. this is such a. There are a number of consultants not superstitious or some people, anything he should not be superstitious, some of my guests, of course, not talking about the more famous, famous, including Hong Kong, including China, so some things, in fact, especially those related of those, they asked these people say, is to actually do these things, these people may actually never would have seen, basically there is no theoretical study, in fact he is actually a condom over a book, took over the pages out, go and get it done. because some of my students, a lot of things in this office, he asked, I smiled. then we do not understand the country to some of them some time ago that one case, a buildings, a shopping mall, the water pipes that are placed on the upper and lower control which position is better, and got a do not know who they are inside, the last picture of this thing, your point of view good, your good opinion, many of which include I felt this thing, of course, he really has some thing very seriously, and some are not very good if you complete a consultant to do these things, then I saw ... ... so it is not so simple to some of superstition, of course, If possible, you could not grasp the time, people casually say that this thing seems good, I may not say this word because a lot of you do the advisor or the pre-planning this thing actually the past, he advocated his One thing, in fact, doing so really there are some fundamental no professional training, no practice, or some of you do this stuff, so this thing should avoid some things. another one, many of our is to strengthen faith, not to change at any time of something, this is my last night several of us talked, discussion of a thing. Ambassador in Beijing, the garden, done in a real, Ambassador garden that, in Diaoyutai, Ambassador garden. He was actually doing an apartment, office buildings such things, then Beijing apartment office for some time to die, changed hotels, but now the words of the hotel has not been fully up, he said, do not change if the case was like , he actually is the construction of the temporary change to an apartment hotel, then changed to look bad, look now regret it, this thing is to grasp how difficult it is to speak clearly. so arbitrary that some of change, I am afraid is to be noted. Next, I still talk about the things there is also a few points. real estate market changes, as long as the market, it certainly has changed, there must be high tide and low tide. we just talked about , and our market is a whole in terms of a relative surplus that is, a buyer, a competition will become increasingly fierce, in general, is such a thing, but in this market there, we can not be too pessimistic. Because the real estate of this product, it is an important feature is not mobile, it is called a regional market, so be sure to be clear that it is a regional market. It can not be other things, the things the rest of the production can not be transported to another place to go, as we said, watermelon, watermelon this season of Hainan to Beijing to sell, this place needs, and can come from other local transport, the local production can also be shipped to more than elsewhere, Real estate can not. So we must understand such a market, it is a regional market. including the present entry we often talked about, what effect on the property entry, of course, if on this topic, he's two different things, and general . entry after the car may be the impact of China's agricultural products such things, we may be a little better textile industry, textiles can go abroad, so some. But the real estate, the United States less than its real estate to move to China, which Most funds of funds to enter into it for this do, or in the local, such a. In fact we have already had a large number of attracting foreign investment as well at home. real estate demand is a result of demand, it is not a immediate needs, is a result of the need to attract the lead, leading to the cause, resulting in demand. of course you may do business in China, many offices do something so, so, led to office or apartment, or hotel, the increase in demand is such a thing. but it is directly into the product, but come, not out of our products, real estate, so this is an area of a market, not mobility. So if We know this market, then, in our country, then the market in each region the status of the development process of development may be different, first of all is the thing. you are like us 93 years, the real estate market is going down the whole , but Hainan, the North Sea is a way, Beijing, Shanghai is a way, it may have to rebuild, Hangzhou, Chengdu is one of the outside looks like, this thing is not an overall thing. especially the 93 years after Beijing, Shanghai, market is better, 94 years 95 years, but also better. but then step back down to Shanghai than in Beijing go to Beijing, then a step a little late, Hangzhou, then read some time ago are still slow to rise, such a phase However, in accordance with its rules, then have to come down soon, we all feel a rise in profit-making, outsiders can do, other local industries do, the role of supply and demand this thing down slowly, so from Each region may have some early start, a bit late. It reached a peak time for some early, somewhat later, the time it down a bit early a bit late, but it is a rule of the state to maintain a certain increase in the whereabouts of such a thing again . This is a point of view from the region. It within itself from its point of view, therefore, we usually talk about it, talk about the planning or marketing, an important point is to have a concept of market segments, or call Such a concept of market segmentation. the so-called market segments, then, is a breakdown of you may have big shopping malls, there are apartments, office buildings, but also ordinary residence, or a hundred potential of the plant such a thing. can be broken down within , for example, housing that inside, you may then have a single apartment, and if possible have old age home so that something called market segments, of course, which also can be broken down, for the grasp of this market, no matter what kind of market there is a segment of the market, so that changes in the market, also known as market segments, I see it described as alternating hot and cold changes. can not fire a market always, always the poor, of course, it is the market segments alternating hot and cold changes, or if we are talking about the past three decades east west three years such a thing. So, then describe the competition in the West when, or with the concept of competition to buy books, then it is actually in a fish pond inside with plenty of fish, you give a little feed in, the fish rush up, and water came in over the fish ate the feed, and calm, and give over that place to eat and feed it calm. So, then, the profit is a feed, these fish is the business, over the waves on behalf of the price. That profit up, companies have to dry, if done more than industry, but also down, down, after we dealt with a further breakdown of the market, the other one. So if This is the segment of its alternating hot and cold changes. Then there is an idea, we slowly step by step toward the development of the West of some of the pace of development such as our real estate development, then we have the most important is the relationship between relationship of such a thing, like the West on the real estate business know-how we all know, and now as a joke, location, location, or position, so many people deny this position is everything, this is a one-sided understanding, is indeed the real estate location is very important, in the past lectures, I now rarely talked about, our country relations or relations with a relationship, this thing can be successful, location and relationships, but you have to pay attention to location is definitely not, but is not to say there the location, everything, but the relationship is not to say there has been everything, and it is to visualize it, and visualize a thing, did a lot of real estate development in foreign countries, chat with us, then, in China indeed the mainland can not do development. because a lot of things he can not control, can grasp, including the progress of the project, including cost control you, is this. It is actually the operation of real estate in the West simply to say is very simple, to say the complexity is very complex, but we are gradually developing in that direction. they are simple to what extent? actually optimistic about the market and do a project, promising a market, make a report so come to attract investors to invest in people, so they let the real estate business may be two different things with the real estate business he is an organizer, to convince someone to fund a person, he found the market, finished After that he felt that the market can do anything, take Yi Dadui report came out, or we say that the project proposal or out of Merchants of Shu, and then persuade others to invest. As for which taxes Zenme planning and design, as well project management, this is very mature and do not need to think about. So you see many Western books, which specialized in architectural talked about these things, planning and design which he there to talk about the architect, or construction which stresses the As a developer he did not pay attention to these things. those things are very important specialized service, very successful. So, we gradually, then slowly but also a development process, so we should pay attention to the market slowly. Of course , we talk about real estate investment, or call us now talk about the development, more emphasis on this. So then I talk about the real estate industry. Moving on, I still go into detail about, we're planning, because now I have heard a lot of gay, Some comrades do not listen to the contents of my plan. I think our real estate industry also has a clear understanding of our country now called a few aspects of real estate is the case, a real estate development, an aspect of real estate services , called the property management aspect, are basically three major categories, intermediary services, which is divided into consulting, divided into the valuation, divided into the broker or agent, or the so-called sales agents such a thing. So the first talk about the development of our development, now is basically basically stereotyped as a model, took the land, building houses, selling, basically a model. to get land, building a house sales, and sales which are mainly pre-sale, such a model, the actual on the real estate in the West in terms of this investment, this kind of thing is not the case, this thing is not mainstream. We say that a development itself, in fact, if you can get to a piece of agricultural land, a city which Old Town, you can get it done mature, and then transfer the project, which is a. You can also wrap a project, of course, we now have, a lot, promising an old building, the renovation, change of use, transfer again , such a thing. Of course, we can also come from inside the Tuen half to build a number of projects, others do not go dry, or dry half, we come to Tuen it built and then later resell such things. Of course, as the real real estate investment is more, in addition to the several types, it is more important then is to buy a ready-made building to lease, operate, and then wait for time to resell, so some form. In fact we have this forms similar to the form of speculation, in fact, this is a normal investment in something else. that I am now on the market, when relatively low, especially now, office prices are low, Tuen it in, then rent a few years two years, three years is estimated that two-year wait for another three years after the building went up, then it is sold out, so more of a mode of operation. Of course, then this is the impact of market background, market background, this would be the development of others more mature, and not such a big amount of new development, I do not know our future long can this thing? means that each year the start and completion of such a large amount, basically we the last decade, the basic look of the city There is a big ...