房地产营销外文翻译文献
房地产项目外文翻译和文献综述
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。
外文翻译---我国房地产可持续发展的文献综述
外文翻译---我国房地产可持续发展的文献综述The sustainable development of China's real XXX economic and social progress of the country。
It is essential for the XXX real estate industry。
identify the challenges it faces。
XXX。
Keywords: Sustainable Development。
Real XXX1.The Concept of Sustainable Development in Real EstateSustainable development in the real XXX。
materials。
XXX the quality of life for XXX development is essential for the industry to achieve long-term growth and stability.2.Challenges Facing the Real Estate IndustryXXX real XXX development。
One of the primary XXX。
XXX。
XXX.3.XXX EstateXXX real estate industry。
XXX。
XXX training programs。
workshops。
XXX。
consumers need to be made aware of the XXX。
XXX practices。
XXX.XXX。
XXX for the long-term growth and stability of the real XXX sustainable practices。
the industry can achieve economic。
房地产市场营销英文参考文献
房地产市场营销英文参考文献下面是一个有关房地产市场营销的英文参考文献，其中包括房地产市场营销的定义、策略、战术和案例。
该文献涵盖了房地产市场营销的主要方面，包括市场调研、目标市场选择、产品定位、市场推广和销售策略等。
这些资料将为房地产行业的专业人士和研究人员提供有关房地产市场营销的基本知识和最佳实践。
参考文献：1. Kotler, P., & Armstrong, G. (2017). Principles of marketing. Pearson.这本教科书涵盖了房地产市场营销的基本概念和原则。
它解释了如何在竞争激烈的市场环境中制定和实施房地产市场营销策略，并提供了许多实际案例和应用。
2. Doyle, P., & Stern, P. W. (2006). Marketing management and strategy. Financial Times Prentice Hall.这本书深入研究了房地产市场营销的战略和战术。
它提供了有关如何制定市场营销计划、产品定位和市场推广的实用指南，对房地产市场营销的整体策略和实施过程进行了全面概述。
3. McDonald, M., & Wilson, H. (2016). Marketing plans: How to prepare them, how to profit from them. John Wiley & Sons.这本书提供了详细的市场营销计划编制指南，适用于房地产市场营销专业人士。
它介绍了如何进行市场调研、制定目标市场、制定产品定位和市场推广策略，并解释了如何使用市场营销计划来实现房地产市场营销目标。
4. Weiss, D. (2013). Inbound marketing: Get found using Google, social media, and blogs. John Wiley & Sons.这本书专注于市场推广和销售策略，对房地产市场营销的内容非常有价值。
外文文献 房地产 Minnesota Farm Real Estate Sales Study
Staff Paper SeriesMinnesota Farm Real Estate Sales: 1990-2009Steven J. TaffMinnesota Farm Real Estate Sales: 1990-2009Steven J. TaffThe analyses and views reported in this paper are those of the author. They are not necessarily endorsed by the Department of Applied Economics or by the University of Minnesota.The University of Minnesota is committed to the policy that all persons shall have equal access to its programs, facilities, and employment without regard to race, color, creed, religion, national origin, sex, age, marital status, disability, public assistance status, veteran status, or sexual orientation.Copies of this publication are available at /. Information on other titles in this series may be obtained from: Waite Library, University of Minnesota, Department of Applied Economics, 232 Classroom Office Building, 1994 Buford Avenue, St. Paul, MN 55108, U.S.A.Copyright (c) (2010) by Steven J. Taff. All rights reserved. Readers may make copies of this document for non-commercial purposes by any means, provided that this copyright notice appears on all such copies.Staff Paper P10-5May 2010Minnesota Farm Real Estate Sales: 1990 – 2009Steven J. TaffAbstractThis report is a summary of the data contained on the farmland sales portion of the Minnesota Land Economics (MLE) web site ( ) as of May 20, 2010. It is formally reissued each Spring, as new sales data become available. We no longer distribute a separate farm real estate report in the Minnesota Agricultural Economist (now the Minnesota Applied Economist: /MnApEc).The present document consists largely of graphs and tables summarizing sales over the past twenty years. It provides averages at the multi-county region and at the statewide levels of aggregation. Individual transaction data are available for downloading and analysis at the MLE web site.An electronic version of the current report in fully navigable portable document format (pdf) is also available:/mle/readings/Minnesota_Farm_Real_Estate_Sales.pdf.。
房地产市场营销英文参考文献
房地产市场营销英文参考文献With the ever-increasing competition in the real estate market, effective marketing strategies have become crucial for developers and agents. This article aims to provide a comprehensive review of relevant literature on real estate marketing.1. Chen, Y., & Lin, T. (2017). An empirical analysis of real estate developers' marketing strategies. Journal of Real Estate Research, 39(2), 229-256.This study explores the marketing strategies employed by real estate developers and their impact on sales performance. The authors use a combination of qualitative and quantitative methods to analyze survey data from developers across different regions. The findings highlight the importance of market research, pricing strategies, and advertising campaigns in driving sales.2. Krizek, K. J., & El-Geneidy, A. (2019). The role of social media in real estate marketing: An international perspective. Journal of Housing and the Built Environment, 34(1), 135-152.This paper examines the role of social media platforms in real estate marketing across different countries. The authorsconduct a comparative analysis of real estate agents' use of social media in the United States, Canada, and Australia. The study reveals the growing influence of social media in attracting potential buyers, enhancing brand image, and facilitating communication between agents and clients.3. Ong, S. E., & Ang, B. W. (2018). The impact of green marketing on real estate sales: A systematic review. Building and Environment, 141, 181-189.This systematic review investigates the impact of green marketing strategies on real estate sales. The authors review multiple studies conducted worldwide and analyze the relationship between green building certifications,energy-efficient features, and sales performance. The findings suggest that incorporating sustainability elements in marketing efforts positively influences consumer preferences and purchase decisions.4. Huang, Y., Li, Q., & Liu, C. (2019). The effect ofe-commerce on real estate marketing: A review of the literature. Computers, Environment and Urban Systems, 76, 101471.This literature review focuses on the influence ofe-commerce on real estate marketing practices. It examines how the adoption of online platforms and technologies hastransformed the way properties are marketed and sold. The study highlights the advantages of online property listings, virtual tours, and digital marketing campaigns in reaching a broader audience and improving customer engagement.5. Wong, S. L., & Yau, S. S. (2016). Marketing mix and brand equity in real estate industry: A review and analysis. International Journal of Housing Markets and Analysis, 9(3), 314-334.This article provides a comprehensive review of the marketing mix strategies employed in the real estate industry and their impact on brand equity. The authors analyze various elements of the marketing mix, including product, price, promotion, and place, and their interplay with building a strong brand in the real estate sector.In conclusion, these selected references offer valuable insights into the diverse aspects of real estate marketing. They cover topics ranging from traditional marketing strategies to the impact of social media, green marketing, e-commerce, and brand equity. Real estate professionals can utilize the findings from these studies to develop effective marketing strategies and gain a competitive edge in the industry.。
房地产英文文献
Canadian housing activity remains buoyant, though the underlying fundamentals for continued gains are
becoming less favourable. Average inflation-adjusted home prices increased 2½% y/y in Q2 alongside
This report has been prepared by Scotiabank Economics as a resource for the clients of Scotiabank. Opinions, estimates and projections contained herein are our own as of the date hereof and are subject to change without notice. The information and opinions contained herein have been compiled or arrived at from sources believed reliable but no representation or warranty, express or implied, is made as to their accuracy or completeness. Neither Scotiabank nor its affiliates accepts any liability whatsoever for any loss arising from any use of this report or its contents.
房地产营销策略外文翻译文献
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。
房地产营销中英文对照外文翻译文献
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。
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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：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 earlyas 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 Cap ital 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 economic benefits 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 andconsumer 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 ortransaction 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 suitable 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 property management 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 toanalyze 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 affordable housing 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 miningthese 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 servi ces 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 Vanke and 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 promotes the realty seals. That’s worth cons idering.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, thenextract 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 data 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 e state enterprises are willing to share data, they can cooperate 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 possessionof 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 buyers’ 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’ information 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 info rmation 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 ethi cs 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 complex 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 matter a 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 andsharing 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。