本文選題：STP理論 + SWOT分析　； 參考：《西南交通大學(xué)》2017年碩士論文

【摘要】：經(jīng)過(guò)近二十年的高速發(fā)展之后,中國(guó)房地產(chǎn)市場(chǎng)已上升到國(guó)計(jì)民生,事關(guān)千萬(wàn)老百姓福祉,同時(shí)在近期密集型調(diào)控的政策背景下,同行業(yè)之間的競(jìng)爭(zhēng)日趨激烈,房地產(chǎn)項(xiàng)目開發(fā)更偏向?qū)?xiàng)目進(jìn)行合理的市場(chǎng)定位,更加符合市場(chǎng)需求。本文通過(guò)對(duì)YJSJ項(xiàng)目地塊基地、區(qū)域發(fā)展規(guī)劃、市場(chǎng)競(jìng)爭(zhēng)、供求關(guān)系等方面分析,結(jié)合項(xiàng)目開發(fā)公司發(fā)展戰(zhàn)略,對(duì)目標(biāo)市場(chǎng)進(jìn)行細(xì)分,選擇細(xì)分目標(biāo)市場(chǎng),確定相應(yīng)的市場(chǎng)定位發(fā)展方向。在具體的分析論證過(guò)程中,本文運(yùn)用了波特五力模型、SWOT分析方法對(duì)項(xiàng)目供給和需求進(jìn)行分析評(píng)估,具體論證該細(xì)分市場(chǎng)結(jié)構(gòu)吸引力。本文在以下幾方面取得一定成果:第一,開發(fā)企業(yè)要想更好地選擇目標(biāo)市場(chǎng),必須將自身優(yōu)勢(shì)和市場(chǎng)機(jī)會(huì)結(jié)合起來(lái),優(yōu)化資源配置,更加高效率的開發(fā)項(xiàng)目;第二,將市場(chǎng)細(xì)分模型應(yīng)用于成都市房地產(chǎn)市場(chǎng)細(xì)分中,并用"市場(chǎng)供給和需求關(guān)系是衡量細(xì)分市場(chǎng)重要標(biāo)準(zhǔn)"方法判定市場(chǎng)細(xì)分,對(duì)具體的市場(chǎng)在細(xì)分做出了更加清晰的描述、提高了市場(chǎng)細(xì)分的效率,保證了開發(fā)企業(yè)能夠簡(jiǎn)單快捷找到所需要的市場(chǎng)細(xì)分領(lǐng)域;第三,從市場(chǎng)需求推導(dǎo)居住功能,從客戶群體居住痛點(diǎn)推導(dǎo)市場(chǎng)機(jī)會(huì),將痛點(diǎn)反饋到住宅項(xiàng)目的定位中,從而開發(fā)出真正滿足顧客需求的產(chǎn)品。本文的研究是在房地產(chǎn)市場(chǎng)面粉貴過(guò)面包即樓面地價(jià)高過(guò)房?jī)r(jià),國(guó)家及地方政府全面加強(qiáng)宏觀調(diào)控的大背景下,結(jié)合STP理論對(duì)YJSJ項(xiàng)目市場(chǎng)定位進(jìn)行了較為深入的實(shí)證研究,為房地產(chǎn)項(xiàng)目如何進(jìn)行高溢價(jià)率項(xiàng)目定位,提供具體的建議和定位方向指導(dǎo)。
[Abstract]:After nearly two decades of rapid development, China's real estate market has risen to the national economy and the people's livelihood, affecting the well-being of tens of millions of people. At the same time, in the context of recent intensive control policies, competition among the same industries has become increasingly fierce. Real estate project development is more inclined to the project a reasonable market positioning, more in line with market demand. Based on the analysis of YJSJ project land base, regional development planning, market competition, supply and demand relationship, combined with the development strategy of the project development company, this paper subdivides the target market and selects the subdivision target market. Determine the corresponding market orientation and development direction. In the process of concrete analysis and demonstration, this paper uses the Porter's five-force model and SWOT analysis method to analyze and evaluate the project supply and demand, and proves the attraction of the subdivision market structure. This paper has made some achievements in the following aspects: first, if the development enterprises want to better choose the target market, they must combine their own advantages with market opportunities, optimize the allocation of resources, and improve the efficiency of development projects. This paper applies the market segmentation model to the real estate market segmentation in Chengdu, uses the method that "the relationship between the market supply and demand is the important criterion to measure the subdivision market" to judge the market segmentation, and makes a clearer description of the specific market segmentation. It improves the efficiency of market segmentation and ensures that the development enterprise can find the market segmentation field easily and quickly. Thirdly, the residential function is derived from the market demand, and the market opportunity is derived from the residential pain point of the customer group. Feedback pain points to the location of residential projects and develop products that truly meet the needs of customers. Under the background that the real estate market is more expensive than bread, that is, the floor land price is higher than the house price, and the state and local governments comprehensively strengthen the macro-control, combined with the STP theory, this paper makes a more in-depth empirical study on the market positioning of YJSJ project. For real estate project how to carry out high premium rate project positioning, provide specific advice and orientation guidance.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F299.23

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 門文博;;房地產(chǎn)項(xiàng)目定位與營(yíng)銷3.0人文精神[J];產(chǎn)業(yè)與科技論壇;2012年06期

2 孟繁榮;;房地產(chǎn)市場(chǎng)定位與企業(yè)規(guī)模經(jīng)濟(jì)分析[J];科技創(chuàng)新與應(yīng)用;2012年04期

3 鐘廷均;;基于STP戰(zhàn)略的仙林金鷹重新定位研究[J];中國(guó)商貿(mào);2011年32期

4 劉亞瀟;;房地產(chǎn)項(xiàng)目市場(chǎng)定位分析[J];科技資訊;2011年26期

5 陳萍;;淺議房地產(chǎn)市場(chǎng)定位發(fā)展及應(yīng)遵循的原則[J];中外企業(yè)家;2011年16期

6 丁紀(jì)平;;房地產(chǎn)項(xiàng)目的市場(chǎng)定位和營(yíng)銷策略研究[J];中小企業(yè)管理與科技(上旬刊);2011年05期

7 陶云彪;;房地產(chǎn)定位意義及要素分析[J];企業(yè)活力;2010年05期

8 曾新云;;房地產(chǎn)項(xiàng)目整體定位與經(jīng)濟(jì)評(píng)價(jià)[J];運(yùn)籌與管理;2009年05期

9 劉春英;;房地產(chǎn)項(xiàng)目市場(chǎng)定位探析[J];中國(guó)科技信息;2009年18期

10 葉可莊;;論房地產(chǎn)開發(fā)的定位[J];中國(guó)住宅設(shè)施;2009年08期

相關(guān)碩士學(xué)位論文 前6條

1 才昀;基于STP理論的HQ房地產(chǎn)項(xiàng)目市場(chǎng)定位研究[D];西安建筑科技大學(xué);2013年

2 孫毅;HZ公司STP戰(zhàn)略研究[D];山東大學(xué);2012年

3 葉正文;成都X公司營(yíng)銷環(huán)境與營(yíng)銷策略研究[D];電子科技大學(xué);2011年

4 史建;西安A房地產(chǎn)公司STP營(yíng)銷戰(zhàn)略分析[D];西北大學(xué);2008年

5 周劍平;湖南新五豐股份有限公司大客戶營(yíng)銷策略研究[D];湖南大學(xué);2007年

6 湯立;房地產(chǎn)項(xiàng)目目標(biāo)市場(chǎng)定位研究[D];中南大學(xué);2007年

，

本文編號(hào)：2043534