The Proposal And Empirical Test On The Optimum-Speed Marketing Theory Of The Real Estate

Based on the cross-over research about speed-marketing theory and classical marketing theory on the real estate,combined with examples of the rolling-development project in which a large project developed with only small fund,this essay puts forward the optimum-speed marketing theory and constructs the mathematical model.The optimum-speed marketing theory aims at the vacancy in the study of the speed marketing theory on real estate and tries to solve the problems like"fuzzy of speed concept","lack of theoretical model" and "ignore traditional industries".At the same time,it tries to solve those practical problems like low marketing efficiency,blindness in "property hoarding" and lackness of dynamic marketing concept,which can not be solved with the traditional marketing theory that "focus on the scale,less attention to the speed".The optimum-speed marketing theory means that in the rolling-development model of real estate,the real estate company or project should provide customers with product and service in an optimum speed and try to improve the capital utilization efficiency moderately,to lower the cost of a rolling-development project,to mitigate the risk of capital chain that simple economies of scale can not relieve,then to maximize the dynamic profit of enterprise,and to gain the advantages of marketing competition.The mathematical model of the optimum-speed marketing theory is a new one that based on the analysis of those arguments such as speed,time,price,interest rate,and dynamically optimizing the model of "quantity,cost and profit".With the use of mathematical formula,quantitative processing to the speed of marketing has been made through this model,which solved the problem that previous investigators only focused on the "speed" but not quantification.Meanwhile,the model emphasizes the important role that "time value of money" plays in the real estate marketing,and pursues the marketing objective——maximize the dynamic profit.This model can be used to make the marketing decision to real estate project,thus to find the best speed of the real estate marketing——the most optimum speed.Through the empirical test on marketing practice of a project in Nanning,the optimum-speed marketing theory of real estate and its model have proved to be objectively existed in the background where the real estate mainly characterized by rigid need and relatively stable housing price.When there are normal price fluctuations in the real estate market,the application of the theory and its model can avoid the capital chain risk caused by marketing methods that purely depend on scale effect or excessively depend on the unilateral increased price of real estate.