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今年4月,我们出了一本书,叫《现代房地产全程创新风暴》。现在我已不看了。因为我们在许多方面已经超越了它。我想从对策划的看法谈起。对策划这个概念的认识,影响了我对中地行的定位。我个人认为,策划这个概念,已过了它的适用期,它的范围太广,从销售小窍门到大的战略制定,包括薄熙来对大连城市的定位,都可以叫策划。太模糊就会太危险,给不法商人可乘之机,所以你看,现在策划人这个队伍素质良莠不齐。我主张更专业、更准确去描述。中地行叫策略顾问,而不叫策划顾问公司;策略顾问有三方面的涵义,用六个字就能准确表达:优化、计划、控制。优化是为达到目的的整合能力,计划是一种布署,控制是对策略的一种检验过程,就是将整合出来的Idea融入计划,形成创意,贯彻到实际操作中,去进行检验。所以,策略顾问,是对策划概念的一种提升。中地行定位为房地产(包括土地、物业、区域在内)的营销顾问。我们把营销分为两个层面,一个策略,是中地行策略顾问公司,一个是推广,由系统中一个更重要的公司——中地行代理公司来负责。最近我们作为股东,在南京参与了一个1.2万亩也就是18平方公里的区域项目。18平方公里,这已是一个新市镇,一个区域性的经营,我们将从这个项目开
In April this year, we came out with a book called “Innovation Storm in Modern Real Estate.” Now I have not read it Because we have already surpassed it in many ways. I want to talk about planning. Understanding of the concept of planning, affecting my position on the line. I personally think that planning this concept has passed its period of application. Its scope is too wide ranging from sales tips to major strategic planning, including the positioning of Bo Xilai for the Dalian city. Too vague would be too dangerous and give unscrupulous merchants an opportunity to take advantage of, so you see, the quality of the team planners nowadays is mixed. I advocate more professional, more accurate description. The middle of the line called strategic consultants, rather than planning consultant company; strategic consultant has three aspects, can be accurately expressed in six words: optimization, planning, control. Optimization is to achieve the purpose of the integration ability, the plan is a deployment, control is a test of the strategy, is to integrate the Idea out into the plan, the formation of ideas, to implement the actual operation, to test. Therefore, the strategy consultant is an improvement on the concept of planning. The middle of the line positioning for the real estate (including land, property, regional marketing consultant). Our marketing is divided into two levels, one strategy is the strategy Bank of China advisers, one is to promote, the system by a more important company - the agency to take charge of the mainland. Recently, as a shareholder, we participated in a 12,000-mu or 18-square-kilometer regional project in Nanjing. 18 square kilometers, this is a new town, a regional business, we will open from this project