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从事房地产的人都听说过这样一句名言:“第一是地段,第二是地段,第三还是地段。”此言虽有理却无法解释同一地段不同物业出现不同的市场效果,有时甚至好地段的楼房卖不过差地段的楼盘。于是有人将此话改为:“第一是设计,第二是设计,第三还是设计。”这句话却经不住实践的考验。后来又有了景观说,概念说……一个楼盘的成功,是各种因素同时作用的结果。这当中可能有一些因素,更加突出成为该楼盘的主要特色,关于地段、设计、景观的说法都有其一定的道理,都能找出一些成功的案例来佐证。但以这些说法指导房地产的开发,往往会走偏了道,那么,开启房地产运作成功之门的金钥匙在哪里呢?相信这这是每个从事房地产业的人士都急于弄清的问题。由洪建宁先生所著的《观念,观念,还是观念》一书提出营销观念一说。书中并不过多涉及具体操盘的技巧,因为具体矛盾具体分析,简单地仿效只会走向失败。作者的目的是想从哲学层面上,方法论层面上,给专业的营销策划、推广人员一点启示。全书深入浅出,附有经典案例,读来平易实在,毫不吃力。相信对读者有所裨益。
Real estate people have heard such a famous saying: “The first is the lot, the second is the lot, the third or the lot.” Although this statement is reasonable but can not explain different properties in the same lot appear different market effects, and sometimes even lots The sale of real estate but lots of real estate. So some people changed the remark: “The first is the design, the second is the design, the third or the design.” This sentence can not withstand the test of practice. Later, the landscape said that the concept that ... ... the success of a real estate, is the result of various factors simultaneously. There may be a number of factors that will highlight the key features of the real estate market. There are certain truths about the location, design and landscape, and we can find some successful cases to prove. However, in order to guide the development of real estate with these statements, they tend to go the wrong way. So where is the golden key to opening the door to real estate operation? I believe this is something everyone in the real estate industry is eager to figure out. Mr. Hong Jianning by the “concept, concept, or concept,” a book put forward a marketing concept. The book is not too much involved in the skills of specific trader, because the specific analysis of specific contradictions, simply follow the example of failure. The author’s purpose is to think from a philosophical level, methodological level, to professional marketing planning, promotion staff a little inspiration. The book explain profound theories in simple language, with a classic case, easy to read reality, no effort. I believe it will benefit the reader.