本文選題：房地產(chǎn)企業(yè)　切入點：HQ項目　出處：《西安工業(yè)大學》2017年碩士論文　論文類型：學位論文

【摘要】：隨著經(jīng)濟的不斷發(fā)展,我國房地產(chǎn)行業(yè)也在不斷發(fā)展壯大,隨著行業(yè)的不斷擴大,房地產(chǎn)商之間的競爭也越來越激烈,而競爭的焦點主要集中的價格上,那么如何確定合理的房地產(chǎn)商品價格成為所有的房地產(chǎn)商關(guān)注的重要問題,HQ項目也是如此。本文通過探討HQ項目所面臨的宏觀和微觀環(huán)境入手,對HQ項目周邊樓盤的競爭境況進行對比分析,綜合各項因素,制定了 HQ項目定價的流程和具體方法,有利于提升HQ項目的核心競爭力。本文從市場營銷學理論的基礎(chǔ)著手,對HQ項目所處的宏觀環(huán)境進行分析,具體闡述了HQ項目所處的政治與法律環(huán)境、經(jīng)濟環(huán)境、社會文化環(huán)境和技術(shù)環(huán)境,對項目所處的市場需求進行了預(yù)測,根據(jù)HQ項目的特點進行了市場定位,并綜合對比房地產(chǎn)定價的三種方法之后,根據(jù)HQ項目的特點確定了市場比較法來進行定價研究,由此確定了 HQ項目的價格定位,最后提出HQ項目定價策略的實施。論文的應(yīng)用價值和實踐意義在于對HQ項目定價體系的完善和創(chuàng)新,為HQ項目開盤定價提供有效的思路和參考意義,對于我國房地產(chǎn)新的形勢下的定價策略也有一定的指導意義。
[Abstract]:With the continuous development of the economy, the real estate industry in our country is also growing. With the continuous expansion of the industry, the competition between real estate developers is becoming more and more fierce, and the focus of the competition is mainly on the price. So how to determine the reasonable real estate commodity price has become an important issue that all real estate developers pay attention to. This paper discusses the macro and micro environment of HQ project. This paper makes a comparative analysis of the competitive situation of buildings around HQ project, synthesizes various factors, and formulates the pricing process and specific method of HQ project, which is helpful to enhance the core competitiveness of HQ project. The macro environment of HQ project is analyzed, and the political and legal environment, economic environment, social and cultural environment and technical environment of HQ project are expounded, and the market demand of HQ project is forecasted. According to the characteristics of HQ project, the market positioning is carried out, and after synthetically comparing the three methods of real estate pricing, according to the characteristics of HQ project, the market comparative method is determined to carry out pricing research, and the price orientation of HQ project is determined. Finally, the paper puts forward the implementation of the pricing strategy of HQ project. The application value and practical significance of this paper lies in the perfection and innovation of the pricing system of HQ project, which provides an effective way of thinking and reference significance for the opening pricing of HQ project. For our country real estate under the new situation of pricing strategy also has certain guiding significance.
【學位授予單位】：西安工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F299.233.4

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