房地产营销策略外文翻译文献.docx

房地产营销策略外文翻译文献.docx

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房地产营销策略外文翻译文献

文献信息：

文献标题：

MarketingStrategiesintheReal-EstateIndustryinPrishtina（普里什蒂纳房地产行业的营销策略）

国外作者：

NailReshidi，ReimondaHoxha，RasimZufer

文献出处：

《ILIRIAInternationalReview》,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：

MarketingStrategiesintheReal-EstateIndustryinPrishtina

AbstractRealEstateistheindustrythathasalwaysinfluencedtheeconomicdevelopmentofacountryduetoverycostlyinvestmentandemploymentofthousandsofpeople.ThisindustryhasbeenvastlydevelopinginrecentyearsinPrishtina,resultinginhugedemandforrealestate,whichledtotheestablishmentofmanyconstructioncompaniesreadytomeetthisdemand.

ThepaperdrawsondatacollectionandinformationwiththepurposeofexploringandanalyzingmarketingstrategiesofconstructioncompaniesinPrishtina’smarket.ThispaperexaminestheroleofinternalandexternalfactorsthatinfluencethedevelopmentoftheRealEstateindustryandanalysesthetrendsforthefuture.Theobjectschosenforthestudyareconstructioncompaniescurrentlyoperatinginthismarket,whichwasdonesoastoanalysetheirwaysofdoingbusinessandtheirstrategiesandplansforachievingtheirobjectives.Also,thisresearchincludesthelevelofdemandversussupplyforthesecompaniesandthesuccessofmeetingtheserequirements.

KeyWords:

Sales,property,market,Prishtina,customers,companies,supply,demand,price,quality,payment.

1.Introduction

Thedynamicsofthedevelopmentofsociety,inmanyways,whethertechnological,economic,orcultural,havehighlightedthestandardizedneedstoadapttonewwaysofliving.Peoplehaveinventedvariousnewmethodsofindividualsbecomingfunctionalenoughsothattheybecomeaninseparablepartofthesocialgroupinwhichtheybelong.

Moderntechnology,theInternetandsocialnetworks,todaydictateaseriesofactivitiestowhichmostpeopledevotealargepartoftheirtime.

Inaddition,theindustriesandmanufacturingcompaniesalsotendtoadapttheirproductstotheflowofthisdevelopmentandthesetrends.Inthiscase,enterprisesarefacedwithdrasticchangesintheirstrategiesandproductionoperations.Theseuncontrollabledynamicsofdevelopmentrequireanunstoppablecommitmenttocustomertrackingandidentificationoftheirneedsatanypoint.Thisstrategycanonlybeputtoworkbyfurtherstrengtheningthemarketingdepartmentandimplementingmarketingplansandstrategiesattherighttimeandplace.

Allindustries,includingtherealestateindustry,havefacedthesetrendsofdevelopmentthathavemodifiedcustomerneedsandhavehighlightednewdemands.Fortunately,technologicalinnovationshavealsoimprovedmanufacturing,qualityandintroducednewmaterialsintothemarket.Intherealestateindustry,thedynamicsofdevelopmentisdirectedtowardstheproductionofconstructionmaterialswhich,inthelong-termaspects,providecomfortandhelpsavingenergy,thusmakinghousingevenmoreaffordableandmoreeconomical.

Marketingasasignificantpartofeveryindustry,iscommittedtoidentifyingnewdiscoveriestofittheminthedailylifeofeverycustomerthatwillpotentiallybuytheirproduct.Afterall,Marketingisaboutidentifyingandmeetinghumanandsocialneeds.

2.Definingtheproblem

Bigcompanieswhichextendtheiractivitiesinvariousfieldsanddealwiththeproductionofproductsorservices,needadequatepoliciesandstrategiestokeeptheirbusinessalive.Thesecompaniesaretheengineofeconomicgrowthindevelopedcountriesbutindevelopingcountriesjustaswell.

Inrecentyears,oneofthemainindustries,especiallyinKosovo,istherealestateindustry.Therealestatemarketconsistsofachainofmaterialproducersandserviceproviderswhoworkinthesameenvironment,theoutcomebeingafinalproductsuchasbuildings.Incorporatingacertainnumberofparticipantsmakestheprocessofmanagingandimplementingstrategiestoproducethefinalproductevenmorecomplicated.Despitethis,realestateisanindustrythathasalwaysinfluencedtheeconomicdevelopmentofacountry.First,itrepresents2/3ofthenetprofitsofastate.Second,realestateindustryisanessentialpartoftheproductionprocess.Thirdly,therealestateindustryisoneofthelargestemployers.Buttherealestatemarketisquiteflexible.Atthetimeofproductproductionandplacingonthemarketofanapartmentforsale,investorsfaceanotherinfluxofproblemsthathavetodowiththestructuringofactionstepsandsalesplans.Atthemomentwhenthesaleofaflatofacertainbuildinghappens,companiestendtoapplydifferenttechniquestoachievetheirgoals.Howapplicableandprofitablethesetechniquesare,canonlybeseenbytheresultsoftheseinvestors.Byknowingthatthepurchaseofarealestatepropertyisamajorinvestmentbyapotentialclient,thedecisiontobuyahouseisalongresearchprocessandisbasedonspecificcustomerpreferences.Theprocessofmakingadecisionregardingapurchaseisquiteslowandwillalsobeassociatedwithdatacollectionandcomparisonofbids,toinfactrealizethepurchase.But,howdoinvestorsandconstructioncompaniesconvincetheircustomerstobuytheseapartments?

Whatstrategiesandtechniquestheyusetoinformtheirconsumersandtoconductasale?

Howsatisfiedarecustomerswiththeirchoices?

3.Researchpurposes

BeforebuyingarealestateanywhereinPrishtina,clientsexploresvariousblogsandwebsitesforalongtime.Thisindicatesthatthelevelofcommitmentbythecompaniesandinvestorsindevelopingworthymarketingstrategies,andtheirimplementationinthemarket,hasbeeninadequate.

Today,indevelopedcountries,thereisnoroomwithinthecityfornewlybuiltneighborhoods.Thesocietyhasinfiltratednewwaysoflivingthatareconsideredtobebothacceptableandrequired.Suburbanareasarethoughttobetherightchoiceoppositethemessyandpollutedenvironmentofthecity,toliveintheluxuryoflargehouseswithopenviewsandfreshair.Thiswayoflifeisassociatedwithhighcostsandonlysuitstheindividualswithhigherincomes.

Inthepostwarperiod,alargenumberofpeopleweredisplacedfromvillagestowardscities,mainlyinPrishtina.Thehighinfluxofpeopleallowedconstructioncompaniestofindagreatdemandtobuildapartmentbuildings.Thismarketbegantogrow,untilequilibriumwasestablishedbetweensupplyanddemand,pricesweresettoohigh,thequalitywasnotatthedesiredlevelandfewcompaniescaredenoughtodesignmarketingstrategies.Atthetimeofrepletionwiththeoffer,theinfluxofhousingpurchasesdeclined.

Today,potentialcustomersaremuchfewerinnumber,becauseinvestmentinrealestateisaninvestmentthatis,almostalways,doneonceinalifetime.Today,asignificantnumberofapartmentsareempty,becausecustomersbegantochoosebetweenoffers.Atthispoint,aneedforgoodmarketingstrategyappeared.Howmuchhavetheconstructioncompaniesusedthebenefitsofmarketing,andhownecessaryisthemarketingplanfornewinvestorstoday?

Howcanmarketingsolvetheproblemsofcompaniesthatcannotmanagetoachievesales?

4.Researchmethodology,modelsandresults

4.1.Researchmethodology

Primarydatasources:

Primarydatacollectedfromfieldworksuchasinterviewsandquestionnairesconductedwithconstructioncompanies.

Secondarydatasources:

Secondarydatacollectedfromliterature,existingstatisticaldataobtainedfromvarioussourcesandreviewsofmarketdevelopmentplans.

Theresearchmethodisbasedonpersonalresearchorientedtowardsthegoalfortherecognitionofthetruth,thecausesandthereasonstocometothesystematizationofdatathussolvingtheproblem.Thecollecteddataistobeusedforprovinganswerstothefundamentalproblemsputforwardbytheresearch.

Anotherresearchmethodusedistheinterviewandsurveywithsubjectsinvolvedintheresearchprocess.

Researchinstruments:

Interviewswithconstructioncompanies"Lesna"and"Tregtia"asacasestudy.

4.2.Models

Theresearch,investigationsandanalyzesoftheinformationcollected,willservetothefulfillmentofthepurposeofthepaperandsimultaneouslythesolutionofthedefinedproblemwillbebaseduponthecollectionofvaluableinformationthatwillbeusedcorrectlytoachievethedesiredresults.

TheinformationtobeanalyzedisthatwhichrelatestotheabilityofindividualstobuyapropertywhichisofferedbyconstructioncompaniesinPrishtina’smarket.

ThecitymarketisanalyzedthroughthePESTLEAnalysistothereforeidentifyitsconditionsandpotentialsofthismarketforconstructioncompanies.

Figure1:

Diagramforlandusage

Source:

UrbanDevelopmentPlan（Prishtinë2013）

Figure2:

Graphicpresentationofthepopulation（1948-2011inurbansettlementsinPrishtina）

Source:

UrbanDevelopmentPlan（Prishtinë2013）

ImportantaspectsoftheresearcharealsothesocialwelfareandeconomicopportunitiesofindividualswhichmakeitpossibleforthemtobuyarealestatepropertyinPrishtina.

Animportantfactoristheidentificationoftheunemploymentrateandaveragefamilyincometofindtheopportunitiesthatpotentialcustomershave,tobeabletoaffordapurchase.

Table1:

TheunemploymentrateinKosovo

Themainindicatorsofthelabormarket（%）

Male

Female

Total

Therateofparticipationintheworkforce

60.2

21.1

40.5

Employmenttopopulationratio

44.0

12.9

28.4

Unemployment

26.9

38.8

30.0

Theunemploymentrateamongyoungpeople（15-24years）

50.4

68.4

55.9

Source:

StatisticalAgencyofKosovo2014

TheaverageincomesinKosovo,varydependingonthegenderandthelevelofeducation.AccordingtotheStatisticalAgencyofKosovo,theavera