本文選題：房地產(chǎn)項(xiàng)目 + 市場(chǎng)定位　； 參考：《河北工業(yè)大學(xué)》2015年碩士論文

【摘要】：1994年,國(guó)家正式出臺(tái)《關(guān)于深化城鎮(zhèn)住房制度改革的決定》,這標(biāo)志著我國(guó)由計(jì)劃分房時(shí)代轉(zhuǎn)入逐步探索市場(chǎng)化時(shí)代。1998年,國(guó)家正式印發(fā)《關(guān)于進(jìn)一步深化住房制度改革加快住房建設(shè)的通知》,通知明確指出我們住房制度導(dǎo)向?yàn)椤叭∠＠址?實(shí)現(xiàn)居民住宅貨幣化、私有化”,住房市場(chǎng)化成為了當(dāng)時(shí)的熱詞和關(guān)鍵詞。在國(guó)家政策引導(dǎo)下,我國(guó)房地產(chǎn)業(yè)取得了突飛猛進(jìn)發(fā)展。特別是2000年以來(lái),我國(guó)房地產(chǎn)投資和增加值年平均保持15%以上增長(zhǎng)速度,遠(yuǎn)超過(guò)國(guó)內(nèi)生產(chǎn)總值(GDP)10%的增幅,北京、上海、廣州等一線城市房?jī)r(jià)10年增長(zhǎng)在5倍。房地產(chǎn)成為我國(guó)國(guó)民經(jīng)濟(jì)飛速發(fā)展的三駕馬車,帶動(dòng)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(gè)關(guān)聯(lián)行業(yè)發(fā)展發(fā)展。巨大的利潤(rùn)誘惑下,大量非房地產(chǎn)專業(yè)企業(yè)進(jìn)入房地產(chǎn)領(lǐng)域,導(dǎo)致房地產(chǎn)市場(chǎng)莨莠不齊,盲目拿地開(kāi)發(fā),導(dǎo)致房?jī)r(jià)過(guò)快、過(guò)高的增長(zhǎng),部分城市出現(xiàn)為房產(chǎn)業(yè)泡沫。為了保證房地產(chǎn)業(yè)健康發(fā)展,2005年以來(lái)國(guó)家陸續(xù)出臺(tái)了一系列調(diào)控政策,如限貸、限購(gòu)、認(rèn)房、認(rèn)貸等政策,房地產(chǎn)市場(chǎng)逐步降溫,交易量和成交價(jià)格都有所下降。房地產(chǎn)企業(yè)紛紛準(zhǔn)備“過(guò)冬”,許多中小開(kāi)發(fā)企業(yè)資金緊張,有的企業(yè)面臨著崩盤的危險(xiǎn),如何科學(xué)、合理定位市場(chǎng)成為擺在中小開(kāi)發(fā)企業(yè)面前的難題。本文系統(tǒng)分析了當(dāng)前國(guó)內(nèi)房地產(chǎn)市場(chǎng)發(fā)展環(huán)境,從省到市再到縣,通過(guò)層層深入并過(guò)渡到本次研究對(duì)象,采用SWOT分析方法對(duì)研究對(duì)象“書(shū)香名邸”的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇、挑戰(zhàn)進(jìn)行分析,結(jié)合市場(chǎng)細(xì)分、市場(chǎng)調(diào)研分析對(duì)項(xiàng)目地的顧客定位、產(chǎn)品定位和品牌定位進(jìn)行分析,提出了“書(shū)香名邸”項(xiàng)目如何科學(xué)選定開(kāi)發(fā)定位與策略,集聚目標(biāo)客戶群體形成了本項(xiàng)目的細(xì)化開(kāi)發(fā)策略和營(yíng)銷策略,驗(yàn)證了市場(chǎng)定位理論方法在房地產(chǎn)開(kāi)發(fā)中的實(shí)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(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F299.23

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