本文選題：房地產(chǎn) + 產(chǎn)品定價(jià)��； 參考：《西南財(cái)經(jīng)大學(xué)》2014年碩士論文

【摘要】：從企業(yè)經(jīng)營決策的角度來看,產(chǎn)品定價(jià),對任何企業(yè)而言,都是核心內(nèi)容和問題之一。按照新古典企業(yè)理論,單個企業(yè)是一個獨(dú)立的系統(tǒng)。在自身技術(shù)(稟賦)、產(chǎn)品市場和要素市場的共同約束下,這個系統(tǒng)通過價(jià)格調(diào)整和產(chǎn)量調(diào)整來實(shí)現(xiàn)系統(tǒng)均衡,即企業(yè)目標(biāo)利潤最大化。因其產(chǎn)品生產(chǎn)周期較長、經(jīng)營狀況和盈利狀況的不確定性大,房地產(chǎn)企業(yè)必須在產(chǎn)品定價(jià)、資金成本和時間三者之間尋求均衡,找到最優(yōu)行動方案。這就需要應(yīng)用合理的定價(jià)方法來指導(dǎo)其進(jìn)行產(chǎn)品定價(jià)。 本文運(yùn)用經(jīng)濟(jì)理論中的最優(yōu)化方法,構(gòu)建了產(chǎn)品定價(jià)決策目標(biāo)函數(shù)和數(shù)據(jù)模型,以Excel電子表格為工具對數(shù)據(jù)模型進(jìn)行規(guī)劃求解,并通過what-if分析對房地產(chǎn)企業(yè)實(shí)現(xiàn)自身系統(tǒng)均衡的過程進(jìn)行模擬。本文的研究過程也根據(jù)函數(shù)和模型構(gòu)建過程依次展開： 首先,通過規(guī)范分析對房地產(chǎn)市場價(jià)格機(jī)制和競爭機(jī)制進(jìn)行了研究。 其次,以“經(jīng)濟(jì)利潤”作為企業(yè)定價(jià)決策目標(biāo),并對經(jīng)濟(jì)利潤的影響因素：產(chǎn)量、價(jià)格、單位生產(chǎn)成本、稅負(fù)水平、資本成本、銷售期的性質(zhì)及其相互關(guān)系進(jìn)行了分析。以資金運(yùn)動的過程來描述房地產(chǎn)企業(yè)的生產(chǎn)過程,即,房地產(chǎn)企業(yè)的生產(chǎn)過程僅僅是一個資金的聚集、使用和轉(zhuǎn)化的過程,將房地產(chǎn)企業(yè)的產(chǎn)品成本最小化問題轉(zhuǎn)化為資金需求量和資金成本的最小化問題。函數(shù)建立過程得以有效簡化,進(jìn)而得出本文的房地產(chǎn)產(chǎn)品定價(jià)決策目標(biāo)函數(shù)。 再次,根據(jù)不同交易條件和環(huán)境變化,以利潤表作為形式語言,Excel電子表格作為建模工具,設(shè)計(jì)了二個層級三種交易條件下的房地產(chǎn)產(chǎn)品定價(jià)決策數(shù)據(jù)模型； 最后,運(yùn)用所設(shè)計(jì)的房地產(chǎn)產(chǎn)品定價(jià)決策數(shù)據(jù)模型對三個案例進(jìn)行研究。揭示了案例問題的真實(shí)原因,并得出了結(jié)論。 本次研究的主要成果： (1)為中小型房地產(chǎn)企業(yè)優(yōu)化其產(chǎn)品定價(jià)、改善其定價(jià)決策效率提供有效的實(shí)現(xiàn)工具。本模型得出的價(jià)格策略制訂方法不僅適用于房地產(chǎn)產(chǎn)品定價(jià),還可以推廣到其他生產(chǎn)周期較長產(chǎn)品的定價(jià)決策。 (2)本模型可以用于投資管理。通過比較折現(xiàn)率變動對目標(biāo)利潤的影響,本模型可以用于不同投資機(jī)會的套利空間的比較研究,有利于投資人做出最有利的決策。 (3)本模型設(shè)計(jì)過程中,還發(fā)現(xiàn)了價(jià)格調(diào)整幅度與稅負(fù)水平的關(guān)系,稅負(fù)水平的合理范圍可以影響企業(yè)的價(jià)格漲幅：此發(fā)現(xiàn)與現(xiàn)實(shí)的經(jīng)驗(yàn)相符。
[Abstract]:From the point of view of enterprise management decision, product pricing is one of the core contents and problems for any enterprise. According to the neoclassical enterprise theory, a single enterprise is an independent system. Under the constraints of its own technology (endowment), product market and factor market, the system realizes the equilibrium through price adjustment and output adjustment, that is, maximizing the target profit of the enterprise. Because of the long production cycle and the uncertainty of the operation and profit, the real estate enterprises must find the best plan of action by balancing the pricing, capital cost and time of the product. This requires the application of reasonable pricing methods to guide its product pricing. In this paper, using the optimization method in economic theory, the objective function and data model of product pricing decision are constructed, and the data model is solved by using Excel spreadsheet as a tool. And through the what-if analysis of real estate enterprises to achieve their own system equilibrium process simulation. The research process of this paper is also carried out according to the function and model construction process. Firstly, the price mechanism and competition mechanism of real estate market are studied through normative analysis. Secondly, the paper takes "economic profit" as the target of enterprise pricing decision, and analyzes the influencing factors of economic profit: output, price, unit production cost, tax burden level, capital cost, the nature of sale period and their relationship. The process of capital movement is used to describe the production process of real estate enterprises, that is, the production process of real estate enterprises is only a process of collecting, using and transforming funds. The problem of minimizing product cost of real estate enterprises is transformed into the minimization of capital demand and capital cost. The process of establishing function is simplified effectively, and then the objective function of real estate product pricing decision is obtained. Thirdly, according to the different transaction conditions and environment changes, the paper designs the real estate product pricing decision data model under two levels and three transaction conditions with the profit statement as the formal language and Excel spreadsheet as the modeling tool. Finally, Three cases are studied by using the data model of real estate product pricing decision. The real reason of the case problem is revealed, and the conclusion is drawn. The main results of this study are as follows: (1) to provide effective tools for small and medium-sized real estate enterprises to optimize their product pricing and improve their pricing decision-making efficiency. The pricing strategy of this model is not only applicable to real estate product pricing, but also can be extended to the pricing decision of other products with longer production cycle. (2) this model can be used in investment management. By comparing the effect of the change of discount rate on the target profit, this model can be used to study the arbitrage space of different investment opportunities, which is helpful for investors to make the most favorable decision. (3) in the process of designing this model, The relationship between the range of price adjustment and the level of tax burden is also found. The reasonable range of the level of tax burden can affect the price increase of enterprises.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：TP391.13;F299.23;F224

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