本文選題：投資風(fēng)險(xiǎn) + 風(fēng)險(xiǎn)管理��； 參考：《大連理工大學(xué)》2014年碩士論文

【摘要】：隨著中國(guó)經(jīng)濟(jì)的迅速發(fā)展,居民對(duì)生活水平的高水平的追求,我國(guó)的房地產(chǎn)產(chǎn)業(yè)發(fā)展迅猛。但是,近幾年,隨著全球經(jīng)濟(jì)危機(jī)的蔓延,以及中國(guó)政府出臺(tái)的一些政策的影響,也給中國(guó)的房地產(chǎn)事業(yè)造成嚴(yán)重的沖擊。房地產(chǎn)企業(yè)想要在快速變化的環(huán)境中保持盈利,獲得競(jìng)爭(zhēng)優(yōu)勢(shì),就必須要找到能夠影響其投資的風(fēng)險(xiǎn)因素,并對(duì)這些因素進(jìn)行細(xì)致的分析,找到哪些因素是根本的影響因素,哪些因素是直接的影響因素,并根據(jù)自身的實(shí)際情況,結(jié)合風(fēng)險(xiǎn)要素的特點(diǎn),制定切實(shí)有效的防范策略。 本文可分為五個(gè)部分,第一部分介紹了本文的選題背景以及選題的意義,并對(duì)房地產(chǎn)項(xiàng)目投資風(fēng)險(xiǎn)相關(guān)的國(guó)內(nèi)外因素進(jìn)行了綜述,隨后,介紹了本文的研究方法和技術(shù)路線等。第二部分和第三部分介紹了HXH項(xiàng)目投資風(fēng)險(xiǎn)的識(shí)別,主要包括風(fēng)險(xiǎn)識(shí)別的方法,并根據(jù)這些風(fēng)險(xiǎn)識(shí)別的方法對(duì)HXH項(xiàng)目進(jìn)行了外部和內(nèi)部風(fēng)險(xiǎn)的識(shí)別；同時(shí),對(duì)HXH項(xiàng)目的基本情況進(jìn)行了介紹,主要包括項(xiàng)目的背景、項(xiàng)目總體規(guī)劃以及商圈的介紹,以及HXH項(xiàng)目投資估算和融資方案。第四部門(mén)是HXH項(xiàng)目投資風(fēng)險(xiǎn)因素的分析。在這個(gè)部分中,通過(guò)對(duì)總經(jīng)理層面、采購(gòu)部層面、營(yíng)銷(xiāo)部層面和工程部層面的調(diào)研,分別分析了四個(gè)部門(mén)層面的風(fēng)險(xiǎn)因素,并綜合的對(duì)HXH項(xiàng)目投資風(fēng)險(xiǎn)因素進(jìn)行了分析。第五部分是針對(duì)這些風(fēng)險(xiǎn)因素制定的風(fēng)險(xiǎn)防范策略。 本文通過(guò)研究主要得到了：(1)營(yíng)銷(xiāo)能力風(fēng)險(xiǎn)、財(cái)務(wù)風(fēng)險(xiǎn)和社會(huì)風(fēng)險(xiǎn)成為HXH項(xiàng)目投資風(fēng)險(xiǎn)因素中最重要的原因因素。(2)企業(yè)管理能力的風(fēng)險(xiǎn)和項(xiàng)目定位等方面的風(fēng)險(xiǎn)成為HXH項(xiàng)目投資風(fēng)險(xiǎn)因素中最重要的結(jié)果因素。(3)企業(yè)還需要通過(guò)以下幾個(gè)方面來(lái)進(jìn)行風(fēng)險(xiǎn)防范：精準(zhǔn)確定項(xiàng)目定位,確定以“高品位”和“高享受”為主題的定位；確定目標(biāo)顧客群,將市場(chǎng)目標(biāo)顧客群集中在對(duì)生活環(huán)境具有高質(zhì)量追求的高收入白領(lǐng)人群以及需要改善生活環(huán)境的二次置業(yè)的顧客；突出產(chǎn)品價(jià)值,HXH項(xiàng)目可以考慮將這種生態(tài)性、宜居性作為產(chǎn)品的主要價(jià)值進(jìn)行推介,以區(qū)別于其他的競(jìng)爭(zhēng)對(duì)手。合適的價(jià)格策略,HXH項(xiàng)目應(yīng)該在開(kāi)盤(pán)之初選擇低價(jià)銷(xiāo)售,吸引顧客的關(guān)注,積攢人氣,并由這些業(yè)主繼續(xù)帶動(dòng)銷(xiāo)售。
[Abstract]:With the rapid development of Chinese economy and the pursuit of high standard of living, the real estate industry in China is developing rapidly. However, in recent years, with the spread of the global economic crisis and the impact of some policies introduced by the Chinese government, China's real estate industry has also had a serious impact. If real estate companies want to maintain profitability and gain competitive advantage in a rapidly changing environment, they must find out the risk factors that can affect their investment, and make a careful analysis of these factors, and find out which factors are the fundamental factors. Which factors are direct influencing factors, and according to their own actual situation, combining the characteristics of risk factors, to formulate effective preventive strategies. This paper can be divided into five parts. The first part introduces the background of the topic and the significance of the topic, and summarizes the domestic and foreign factors related to the investment risk of real estate projects. Then, it introduces the research methods and technical routes of this paper. The second and third parts introduce the identification of investment risk of HXH project, including the method of risk identification, and identify the external and internal risk of HXH project according to these risk identification methods. This paper introduces the basic situation of the HXH project, including the background of the project, the overall plan of the project and the introduction of the business district, as well as the investment estimation and financing scheme of the HXH project. The fourth part is the analysis of HXH project investment risk factors. In this part, through the general manager level, purchasing department level, marketing department level and engineering level of the investigation, respectively analyzed the risk factors in four levels, and comprehensive analysis of the HXH project investment risk factors. The fifth part is the risk prevention strategy for these risk factors. In this paper, we mainly get the risk of marketing capability. Financial risk and social risk are the most important factors in HXH project investment risk. 2) the risk of enterprise management ability and the risk of project positioning become the most important result factor of HXH project investment risk factor. Companies also need to guard against risks in a number of ways: pinpointing the project, Identify "high-grade" and "high-enjoyment" themes; identify target customer groups, Focus market target customers on high-income white-collar people with high quality of living environment and secondary home buyers who need to improve their living environment. Habitability is recommended as the main value of the product to distinguish it from other competitors. The appropriate pricing strategy HXH project should open at a low price to attract the attention of customers, accumulate popularity, and these owners continue to drive sales.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F299.23

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本文編號(hào)：1979615