本文關鍵詞：房地產(chǎn)“功能型定位”理論的提出與實證檢驗　出處：《廣西大學》2014年碩士論文　論文類型：學位論文

  更多相關文章： 功能型定位 多重性 層次分析法 定位風險 超計劃總價增值率

【摘要】：中國房地產(chǎn)業(yè)經(jīng)過二十年的發(fā)展,在我國國民經(jīng)濟中占有越來越重要的地位,成為了重要的支柱性產(chǎn)業(yè)。近年來,盡管房地產(chǎn)市場上存在著供需結構性矛盾部分地區(qū)房價過高等問題,但隨著我國城鎮(zhèn)化進程的加快,以解決人們剛性住房需求為主導的房地產(chǎn)業(yè)仍在穩(wěn)定增長。但是,房地產(chǎn)的開發(fā)與經(jīng)營畢竟有著其自然的經(jīng)濟規(guī)律。在經(jīng)過相當長一段時期的高速增長之后,房地產(chǎn)市場的平衡期甚至衰退期終將到來。 當房地產(chǎn)行業(yè)的平衡期甚至衰退期到來的時候,對房地產(chǎn)商而言,項目開發(fā)的各種風險將變得極為突出。和銷售風險、財務風險、政策風險等風險相比,項目定位的風險更加舉足輕重。然而,傳統(tǒng)的項目定位僅僅從開發(fā)商的角度,確定目標銷售人群在客戶群體消費特征的基礎上,尋找項目的核心控制力和穩(wěn)定利潤點,使項目具有獨特的市場定位。因此,基于傳統(tǒng)項目定位制定的銷售單元內(nèi)控價格和整個價格體系具有單一性,而沒有基于購買者源于各自不同的買房用途,來對銷售單元制定相應的內(nèi)控價格區(qū)間。在銷售階段,這種內(nèi)控價格體系缺乏足夠的靈活性,不能根據(jù)市場變化尤其是購買者消費者偏好的變化而相應作出調(diào)整。 不同于開發(fā)商視角下的“項目定位”理論,本文原創(chuàng)性地提出了購買者視角下的“功能型定位”理論。并認為,存在著不同的消費者需求,也就存在著不同的“功能型定位”,即功能型定位具有多重性。 本文試圖從購買者不同使用意圖的角度,通過層次分析法來分別量化不同功能型房源的各種影響因子的權重,并基于房地產(chǎn)業(yè)常用的銷售內(nèi)控價格體系模型,制定出整個項目銷售單元的內(nèi)控價。 本文在功能型定位多重性的基礎上,提出了當房地產(chǎn)市場處于極度旺盛的環(huán)境下,每個銷售單元均按照最有利的功能屬性的價格售出,從而導致整個房地產(chǎn)項目的銷售總價高于原銷售計劃的總價,其差值定義為“超計劃總價增值額”,而增值額和原計劃總價的比值,定義為“超計劃總價增值率”。本概念從“功能型定位“的角度很好地解釋了在整個市場極為興旺的環(huán)境下,房地產(chǎn)開發(fā)商能取得比原先期望值更高的超額利潤的原因。 “超計劃總價增值額”和“超計劃總價增值率”對房地產(chǎn)開發(fā)商來說,具有一定的指導意義,即在市場最有利的情景下,從購買者的視角來評價房地產(chǎn)商能實現(xiàn)利潤最大化的程度。除此之外,這個概念對房地產(chǎn)銷售代理公司來說,意義更加重大。房地產(chǎn)銷售代理公司可以通過這兩個數(shù)值,對能否承接市場上的樓盤銷售項目以及預期利潤的大小直接進行定量評價。 同時本文也提出了,當市場處于極度不景氣的環(huán)境下,每個銷售單元都被迫按照最不利的功能屬性的價格售出,導致整個房地產(chǎn)項目的銷售總價有可能低于開發(fā)成本。當銷售總價尚不能補償其開發(fā)成本時,其差額部分定義為基于功能型多重性的“定位風險”。 功能型多重性的“定位風險”對房地產(chǎn)開發(fā)商來說,具有較大的指導意義,即從購買者買房用途的角度來判定項目開發(fā)是否具有風險,以及所要承擔的風險最大程度是多少。同時,在房地產(chǎn)的銷售階段,內(nèi)控價格不再是業(yè)界通常使用的唯一價格,而變成了一個基于“功能型”多重性測算的價格區(qū)間。在這個區(qū)間中的任何一個價格都是合理的,并根據(jù)銷售過程中動態(tài)指標的變化而調(diào)整。 最后,本文通過某房地產(chǎn)項目的改造方案,確認了該方案的功能型定位存在著三重性,并藉此計算出了每套銷售單元不同的價格定位,以及就市場處于極端有利和極端不利的情景下,計算出了相應的“超計劃總價增值額”、“超計劃總價增值率”和“定位風險”的數(shù)值。 通過實證檢驗,證明了“功能型定位”理論的合理性,以及基于功能型定位的“超額收益”和“定位風險”是客觀存在并可以量化的。
[Abstract]:After 20 years of development , China ' s real estate industry occupies an increasingly important position in our national economy , and has become an important pillar industry . In recent years , the real estate market has its natural economic law . However , after a long period of high - speed growth , the equilibrium period and even decline of the real estate market will come . When the balance period of the real estate industry is even in decline , the risks of the project development will become extremely prominent . Compared with the risks of sales risk , financial risk and policy risk , the risk of project positioning is more important . However , the traditional project positioning is based on the consumption characteristics of the customer group . Therefore , the internal control price of the sales unit and the whole price system based on the traditional project positioning have the unique market position . Therefore , the internal control price system of the sales unit based on the traditional project positioning lacks enough flexibility to adjust accordingly according to the change of the market change , especially the consumer preference of the purchaser . Different from the theory of " project positioning " from the perspective of developers , this paper puts forward the theory of " functional positioning " in the perspective of the purchaser , and believes that there are different consumer demands , and there are different " functional positioning " , that is , the functional positioning has multiplicity . In this paper , the weights of various influencing factors of different functional types of real estate are quantified by means of analytic hierarchy process , and the internal control price of the whole project sales unit is worked out based on the common sales internal control price system model commonly used in real estate industry . Based on the multiplicity of functional positioning , this paper puts forward that when the real estate market is in an extremely prosperous environment , each sales unit is sold according to the most favorable function attribute , which leads to the total sale price of the whole real estate item higher than the total price of the original sales plan , and the difference is defined as the value - added value of the super plan . In addition , this concept is of great significance to real estate developers . In addition , this concept is of great significance to real estate sales agents . In addition , the concept is of great significance to real estate sales agents . At the same time , this paper also puts forward that when the market is in an extremely depressed environment , each sales unit is forced to sell at the price of the most unfavorable functional attribute , which may result in the total sale price of the whole real estate project possibly lower than the development cost . When the total price of the sales cannot compensate for its development cost , the difference part is defined as the " location risk " based on the function type multiplicity . Functional multiplicity " location risk " is of great significance to real estate developers , which is to determine whether the project development has the risk and the maximum risk to be undertaken from the perspective of the buyer ' s purchase purpose . At the same time , in the sales phase of the real estate , the internal control price is no longer the only price normally used by the industry , and becomes a price interval based on the " functional " multiplicity calculation . Any price in this interval is reasonable and adjusted according to the change of the dynamic index in the sales process . Finally , through the transformation scheme of a real estate project , the paper confirms that the functional positioning of the scheme is triple , and accordingly calculates the price positioning of each unit of sales unit , and calculates the corresponding value of " overplanned total value added value " , " overplanned total value added rate " and " location risk " in the situation that the market is extremely favorable and extremely unfavorable . Through the empirical test , the rationality of " functional positioning " theory is proved , and the " excess return " and " location risk " based on functional positioning are objective and quantifiable .

【學位授予單位】：廣西大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F299.23

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