發(fā)布時間：2018-05-27 04:12

  本文選題：房地產項目 + 市場定位��； 參考：《河北工業(yè)大學》2015年碩士論文

【摘要】：1994年,國家正式出臺《關于深化城鎮(zhèn)住房制度改革的決定》,這標志著我國由計劃分房時代轉入逐步探索市場化時代。1998年,國家正式印發(fā)《關于進一步深化住房制度改革加快住房建設的通知》,通知明確指出我們住房制度導向為“取消福利分房,實現(xiàn)居民住宅貨幣化、私有化”,住房市場化成為了當時的熱詞和關鍵詞。在國家政策引導下,我國房地產業(yè)取得了突飛猛進發(fā)展。特別是2000年以來,我國房地產投資和增加值年平均保持15%以上增長速度,遠超過國內生產總值(GDP)10%的增幅,北京、上海、廣州等一線城市房價10年增長在5倍。房地產成為我國國民經濟飛速發(fā)展的三駕馬車,帶動了鋼鐵業(yè)、水泥制造業(yè)、建筑業(yè)、裝潢業(yè)、化工業(yè)等50多個關聯(lián)行業(yè)發(fā)展發(fā)展。巨大的利潤誘惑下,大量非房地產專業(yè)企業(yè)進入房地產領域,導致房地產市場莨莠不齊,盲目拿地開發(fā),導致房價過快、過高的增長,部分城市出現(xiàn)為房產業(yè)泡沫。為了保證房地產業(yè)健康發(fā)展,2005年以來國家陸續(xù)出臺了一系列調控政策,如限貸、限購、認房、認貸等政策,房地產市場逐步降溫,交易量和成交價格都有所下降。房地產企業(yè)紛紛準備“過冬”,許多中小開發(fā)企業(yè)資金緊張,有的企業(yè)面臨著崩盤的危險,如何科學、合理定位市場成為擺在中小開發(fā)企業(yè)面前的難題。本文系統(tǒng)分析了當前國內房地產市場發(fā)展環(huán)境,從省到市再到縣,通過層層深入并過渡到本次研究對象,采用SWOT分析方法對研究對象“書香名邸”的優(yōu)勢、劣勢、機遇、挑戰(zhàn)進行分析,結合市場細分、市場調研分析對項目地的顧客定位、產品定位和品牌定位進行分析,提出了“書香名邸”項目如何科學選定開發(fā)定位與策略,集聚目標客戶群體形成了本項目的細化開發(fā)策略和營銷策略,驗證了市場定位理論方法在房地產開發(fā)中的實際作用。
[Abstract]:In 1994, the state formally issued the decision on deepening the Reform of Urban Housing system, which marked the transition from the era of planned housing allocation to the era of gradual exploration of marketization. The State officially issued the Circular on further deepening the Reform of the Housing system and speeding up Housing Construction. The circular clearly pointed out that our housing system is oriented towards "abolishing the distribution of welfare housing, monetization and privatization of residential buildings." Housing marketization became a hot word and keyword at that time. Under the guidance of national policies, China's real estate industry has made rapid progress. Especially since 2000, China's real estate investment and added value has maintained an average annual growth rate of more than 15 percent, far exceeding the GDP growth rate of 10 percent, and housing prices in first-tier cities such as Beijing, Shanghai, Guangzhou and other first-tier cities have increased fivefold in 10 years. Real estate has become the troika of the rapid development of our national economy, which has driven the development of more than 50 related industries, such as steel industry, cement manufacturing industry, construction industry, decoration industry, chemical industry and so on. Under the huge profit temptation, a large number of non-real estate professional enterprises enter the real estate field, leading to the real estate market unevenness, blind land development, leading to the housing price too fast, too high growth, some cities appear as the housing industry bubble. In order to ensure the healthy development of the real estate industry, the state has issued a series of regulation and control policies since 2005, such as limited loan, limited purchase, house recognition, loan recognition and so on. The real estate market has gradually cooled down, and the transaction volume and transaction price have declined. Real estate enterprises are preparing for "winter" one after another, many small and medium-sized development enterprises are facing the risk of collapse, some enterprises are facing the danger of collapse. How to scientifically and rationally locate the market has become a difficult problem in front of small and medium-sized development enterprises. This paper systematically analyzes the current domestic real estate market development environment, from province to city to county, through layers of depth and transition to this research object, using SWOT analysis method to study the object of "Shuxiang Mansion" strengths, weaknesses, opportunities, The challenge is analyzed, combined with market segmentation, market research and analysis to analyze the customer orientation, product positioning and brand positioning of the project site, and how to scientifically select the development location and strategy of the "Shuxiang name residence" project is put forward. Agglomeration of target clients forms the detailed development strategy and marketing strategy of this project, which verifies the practical role of market positioning theory and method in real estate development.
【學位授予單位】：河北工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F299.23

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