本文選題：房地產(chǎn) + 項(xiàng)目定位�。� 參考：《天津大學(xué)》2013年碩士論文

【摘要】：隨著全球經(jīng)濟(jì)風(fēng)云變幻，房地產(chǎn)項(xiàng)目建設(shè)一直是我國(guó)成為拉動(dòng)內(nèi)需、推動(dòng)經(jīng)濟(jì)增長(zhǎng)的主要支柱產(chǎn)業(yè)之一。由于房地產(chǎn)企業(yè)在進(jìn)行項(xiàng)目綜合定位時(shí)，所依據(jù)的信息資料不夠充分和準(zhǔn)確，，以及所采用的項(xiàng)目定位方法不同，經(jīng)常造成房地產(chǎn)開(kāi)發(fā)投資決策失誤，導(dǎo)致項(xiàng)目后期樓盤(pán)銷(xiāo)售不暢，造成房地產(chǎn)市場(chǎng)中商品房大量空置，嚴(yán)重制約了房地產(chǎn)企業(yè)開(kāi)發(fā)活動(dòng)的持續(xù)性，影響了地方經(jīng)濟(jì)的發(fā)展。 因此在房地產(chǎn)項(xiàng)目定位決策時(shí)，房地產(chǎn)企業(yè)對(duì)注重項(xiàng)目相關(guān)資料和數(shù)據(jù)的分析、與項(xiàng)目產(chǎn)品競(jìng)爭(zhēng)戰(zhàn)略的制定凸顯出了極其重要作用。本文主要針對(duì)企業(yè)的房地產(chǎn)項(xiàng)目進(jìn)行政策、區(qū)域、競(jìng)爭(zhēng)對(duì)手、客戶群體等各方面的綜合分析，將灰色綜合評(píng)價(jià)理論知識(shí)運(yùn)用到房地產(chǎn)項(xiàng)目綜合定位決策的過(guò)程中。 本文首先從介紹我國(guó)房地產(chǎn)行業(yè)發(fā)展現(xiàn)狀，并闡述房地產(chǎn)項(xiàng)目定位涵義開(kāi)始，強(qiáng)調(diào)項(xiàng)目定位對(duì)企業(yè)決策的重要性；其次，分析房地產(chǎn)企業(yè)項(xiàng)目綜合環(huán)境；然后，結(jié)合房地產(chǎn)項(xiàng)目綜合定位的特點(diǎn)及影響因素，對(duì)北碚某房地產(chǎn)的A地塊房地產(chǎn)項(xiàng)目進(jìn)行綜合分析，從競(jìng)爭(zhēng)戰(zhàn)略的角度，通過(guò)項(xiàng)目的優(yōu)勢(shì)與劣勢(shì)的分析、機(jī)會(huì)與威脅的分析，構(gòu)建SWOT矩陣，綜合分析項(xiàng)目定位的影響因素。最后構(gòu)建綜合評(píng)價(jià)指標(biāo)體系，對(duì)A地塊房地產(chǎn)項(xiàng)目進(jìn)行了灰色綜合評(píng)價(jià)，彌補(bǔ)了當(dāng)前房地產(chǎn)企業(yè)在項(xiàng)目定位中的不足，使房地產(chǎn)企業(yè)項(xiàng)目的綜合定位有一套合理的科學(xué)的依據(jù)，進(jìn)而促進(jìn)企業(yè)科學(xué)化的發(fā)展。
[Abstract]:With the changes of the global economy, the construction of real estate projects has been one of the main pillar industries to stimulate domestic demand and promote economic growth in China. Because of the insufficient and accurate information based on when the real estate enterprise carries on the project comprehensive positioning, and because of the difference of the project positioning method, it often causes the real estate development investment decision error. As a result of the late stage of the project, the sale of the real estate is not smooth, and a large number of commercial houses are vacant in the real estate market, which seriously restricts the sustainability of the development of the real estate enterprises and affects the development of the local economy. Therefore, when the real estate project positioning decision-making, the real estate enterprise to pay attention to the project related information and the data analysis, and the project product competition strategy formulation has highlighted the extremely important role. This paper analyzes the policies, regions, competitors and customer groups of real estate projects, and applies the theory of grey comprehensive evaluation to the decision-making process of real estate projects. This paper begins with the introduction of the present situation of the real estate industry in our country, and expounds the meaning of the real estate project positioning, emphasizes the importance of the project positioning to the enterprise decision-making; secondly, analyzes the comprehensive environment of the real estate enterprise project; then, Combined with the characteristics and influencing factors of the comprehensive positioning of real estate projects, this paper makes a comprehensive analysis of the A plot real estate projects of a certain real estate in Beibei. From the point of view of competitive strategy, through the analysis of the advantages and disadvantages of the projects, the opportunities and threats, The SWOT matrix is constructed and the influencing factors of project positioning are analyzed synthetically. Finally, the comprehensive evaluation index system is constructed, and the grey comprehensive evaluation of the real estate project in plot A is carried out, which makes up for the deficiency of the current real estate enterprise in the project positioning, and makes the comprehensive positioning of the real estate enterprise project have a set of reasonable scientific basis. And then promote the scientific development of enterprises.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F299.233.4

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