本文選題：開發(fā)商偏好 + 區(qū)位選擇�。� 參考：《城市規(guī)劃》2017年06期

【摘要】：開發(fā)商區(qū)位決策實際上是開發(fā)商對不同區(qū)位的收益和風(fēng)險進(jìn)行權(quán)衡的過程。與大多基于完全理性和企業(yè)同質(zhì)視角的現(xiàn)有研究不同,本文從行為經(jīng)濟(jì)學(xué)和企業(yè)異質(zhì)性假設(shè)入手,以杭州市為研究區(qū)域,基于前景理論的思想設(shè)計開發(fā)商調(diào)查問卷,探討區(qū)位因素和開發(fā)商規(guī)模因素對開發(fā)商偏好的影響。本文試圖從收益和風(fēng)險大小的判斷、效用曲線、參照點、最低收益要求和最高風(fēng)險容忍度這幾個方面入手,詳細(xì)剖析開發(fā)商在區(qū)位選擇中的權(quán)衡過程。根據(jù)問卷調(diào)查結(jié)果,本文依次進(jìn)行開發(fā)商偏好與區(qū)位的單因素方差分析,以及開發(fā)商偏好和區(qū)位、企業(yè)規(guī)模的雙因素方差分析。結(jié)果顯示:區(qū)位因素對開發(fā)商偏好有顯著影響,且這種影響主要源于開發(fā)商區(qū)位參照點差異;"名聲效應(yīng)"降低了開發(fā)商在市中心開發(fā)時的損失感;開發(fā)企業(yè)規(guī)模因素對開發(fā)商區(qū)位選擇偏好無顯著影響;開發(fā)商的風(fēng)險容忍度是穩(wěn)定的。
[Abstract]:In fact, the developer's location decision is a process of balancing the profits and risks of different locations. Unlike most of the existing research based on the perspective of complete rationality and enterprise homogeneity, this paper starts with the behavioral economics and the hypothesis of enterprise heterogeneity, taking Hangzhou as the research area and the developer investigation based on the prospect theory. This paper discusses the impact of location factors and developers' scale factors on the developer's preference. This paper tries to analyze the trade-off process of the developer in location selection from the aspects of income and risk size, utility curve, reference point, minimum income demand and maximum risk tolerance. A single factor variance analysis of the developer's preference and location, as well as the two factor variance analysis of the developer's preference and location, and the scale of the enterprise are analyzed. The results show that the location factor has a significant influence on the developer's preference, and this effect is mainly due to the difference of the developer's location reference point, and the "reputation effect" reduces the developer's development in the center of the city. Sense of loss; the scale factor of development enterprises has no significant impact on the location choice preference of developers; the risk tolerance of developers is stable.
【作者單位】： 浙江大學(xué)城鄉(xiāng)規(guī)劃理論與技術(shù)研究所;華潤(深圳)有限公司市場部;同濟(jì)大學(xué)建筑與城市規(guī)劃學(xué)院;
【基金】：浙江省之江青年計劃項目“城市增長管理的調(diào)控策略與方法”(編號:11ZJQN029YB)資助
【分類號】：TU984.12

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