对房地产策划的理性思考

随着房地产业的迅速发展,房地产策划在观念、专业化、组织、创新、协作和信息等方面存在着一些与发展不和谐的因素,通过对房地产策划的危机进行理性思考,以寻找战胜危机的可靠途径。在全面分析房地产策划危机的基础上,从贯穿市场意识、主动创造效益、强化整合功能、塑造品牌、引进管理等方面寻找形成房地产策划核心竞争力的源泉,以战胜暂时的危机。其结果证明了房地产策划仍然具有强大的生命力,暂时的危机一定能被克服。

The Rational Cognition on the Development of the Real Estate Planning Business

With the rapid development of the real estate industry, the real estate planning business has some dishar-monic factors in conception, specialization, organization, innovation, cooperation and information. The paper aims at reliant approaches to conquer the surviving crisis of the real estate planning business by rational cognition. Based on the general analysis on the crisis of the real estate planning business, the paper seeks the headsprings that form the nuclear competitive power of the whole business to conquer the temporary crisis from the aspects: impenetrating market consciousness, creating benefit initia-tively, consolidating conformity function, shaping quality, indraughting management. Based on the analysis, the conclusion is that the real estate planning business has powerful life force all the same and that temporary crisis can be overcome necessarily.