本文選題：海外房地產(chǎn)市場　切入點(diǎn)：宏觀環(huán)境分析　出處：《中國地質(zhì)大學(xué)（北京）》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：當(dāng)今世界經(jīng)濟(jì)危機(jī)給房地產(chǎn)帶來了影響，但是從2012年以來，世界經(jīng)濟(jì)開始復(fù)蘇，房地產(chǎn)市場也開始逐漸恢復(fù)。中國政府的政策從原來的鼓勵(lì)房地產(chǎn)粗放式發(fā)展到現(xiàn)在的有意識的調(diào)控房價(jià)，引導(dǎo)房地產(chǎn)向良性健康階段發(fā)展。同時(shí)也鼓勵(lì)房地產(chǎn)公司走出去，開發(fā)海外市場。中國很多的房地產(chǎn)企業(yè)已經(jīng)在海外開拓了房地產(chǎn)市場，隨著近年來中國經(jīng)濟(jì)的發(fā)展和人民幣的升值，有很多中國的個(gè)人也到海外去買房置業(yè)。開拓海外市場也就自認(rèn)而然成了A公司的目標(biāo)之一。 本文收集了A公司的內(nèi)部資料和財(cái)務(wù)情況信息，分析了A公司的經(jīng)營情況和發(fā)展戰(zhàn)略，資產(chǎn)負(fù)債表和收入情況，分析了A公司自身的優(yōu)勢和遇到的挑戰(zhàn)，從A公司的挑戰(zhàn)中看出A公司到海外投資的必要性和緊迫性，從優(yōu)勢可以感知到A公司海外投資的物質(zhì)基礎(chǔ)和可能性。 關(guān)于目標(biāo)海外市場的選取，本文在收集整理全球經(jīng)濟(jì)發(fā)展情況資料的同時(shí)發(fā)現(xiàn)，大部分中國的投資目的地一開始都在亞洲的國家和地區(qū)身上，如新加坡和香港等地。但是后來，由于這些國家調(diào)整了政策，目前中國的海外投資大都集中在英國、美國和澳大利亞等發(fā)達(dá)的國家，因?yàn)檫@些國家經(jīng)濟(jì)發(fā)達(dá)，政治法治穩(wěn)定，收益相對可以預(yù)見。所以A公司決定在全世界眾多房地產(chǎn)市場中選擇了三個(gè)具有代表性的發(fā)達(dá)國家——美國、英國和澳大利亞——作為研究對象。 根據(jù)市場營銷的宏觀分析理論，本文分析了三個(gè)不同的海外房地產(chǎn)市場的情況，包括人口環(huán)境，自然環(huán)境，政治法律環(huán)境，經(jīng)濟(jì)環(huán)境、社會(huì)文化環(huán)境和技術(shù)環(huán)境�；贏公司的具體情況和SWOT分析法，本文通過機(jī)會(huì)和威脅以及優(yōu)勢和劣勢的分析，把A公司和三個(gè)市場做了比較研究。根據(jù)比較結(jié)果，，得出結(jié)論，A公司選擇這三個(gè)發(fā)達(dá)國家的房地產(chǎn)市場作為潛在的發(fā)展對象市場是合適的。 最后本文運(yùn)用市場選擇的理論，和AHP層級分析法，對三個(gè)房地產(chǎn)市場的具體市場因素進(jìn)行比較篩選，選取了市場現(xiàn)實(shí)需求量、市場潛在需求量、人均國民收入、競爭情況、經(jīng)濟(jì)周期狀況五個(gè)因素作為分析因子。通過定性和定量的分析方法，最后得出A公司需要投資的最佳目標(biāo)對象市場是澳大利亞。
[Abstract]:The current world economic crisis has had an impact on real estate, but since 2012, the world economy has begun to recover. The real estate market has also begun to recover gradually. The Chinese government's policy of encouraging the extensive development of real estate has now been consciously regulating housing prices to guide the development of real estate to a healthy stage. At the same time, it has also encouraged real estate companies to go out. Develop overseas markets. Many real estate enterprises in China have opened up the real estate market overseas. With the development of China's economy and the appreciation of the RMB in recent years, Many Chinese individuals have also gone overseas to buy their homes. Opening up overseas markets has become one of the goals of company A. This paper collects the internal information and financial information of company A, analyzes the management and development strategy, balance sheet and income of company A, and analyzes the advantages and challenges of company A. The necessity and urgency of A company's overseas investment can be seen from the challenge of A company, and the material basis and possibility of A company's overseas investment can be perceived from its advantages. With regard to the selection of target overseas markets, while collecting and collating information on global economic development, this paper finds that most of China's investment destinations started out in Asian countries and regions. Places such as Singapore and Hong Kong. But later, as these countries adjusted their policies, at present, most of China's overseas investment is concentrated in developed countries such as Britain, the United States and Australia, because these countries have developed economies and political stability under the rule of law. So company A decided to select three representative developed countries-the United States, Britain and Australia-among the world's many real estate markets. According to the macro-analysis theory of marketing, this paper analyzes the situation of three different overseas real estate markets, including population environment, natural environment, political and legal environment, economic environment. Social and cultural environment and technological environment. Based on the specific situation of company A and SWOT analysis, this paper makes a comparative study of company A and three markets through the analysis of opportunities and threats, strengths and weaknesses. The conclusion is that the real estate market of these three developed countries is suitable. Finally, by using the theory of market choice and AHP analytic hierarchy process, this paper compares the specific market factors of the three real estate markets, and selects the actual market demand, market potential demand, per capita national income, competition. Through qualitative and quantitative analysis, it is concluded that the best target market for company A is Australia.
【學(xué)位授予單位】：中國地質(zhì)大學(xué)（北京）
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.233.4

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