本文選題：房地產(chǎn)開(kāi)發(fā)項(xiàng)目 + 項(xiàng)目市場(chǎng)定位　； 參考：《西安建筑科技大學(xué)》2014年碩士論文

【摘要】：中國(guó)房地產(chǎn)市場(chǎng)在2008年經(jīng)歷了一次金融危機(jī)的洗禮，導(dǎo)致整個(gè)房地產(chǎn)市場(chǎng)低迷停滯，交易萎縮、人群觀(guān)望，行業(yè)性的危機(jī)可謂四處蔓延。09年以后市場(chǎng)漸漸復(fù)蘇,開(kāi)始進(jìn)入了反復(fù)調(diào)控的政策震蕩性周期。目前國(guó)內(nèi)房地產(chǎn)市場(chǎng)表現(xiàn)出三個(gè)顯著特征：一是市場(chǎng)需求更趨于理性；二是政府調(diào)控越來(lái)越嚴(yán)；三是開(kāi)發(fā)商越來(lái)越注重產(chǎn)品力的塑造。在十八大以后，政府更加注重產(chǎn)業(yè)的變革和發(fā)展，對(duì)房地產(chǎn)業(yè)的要求也是如此，傳統(tǒng)粗放的發(fā)展模式已經(jīng)是窮途末路，只有不斷加強(qiáng)對(duì)政策因素、經(jīng)濟(jì)環(huán)境、客戶(hù)需求等的研究，謀求綠色發(fā)展和可持續(xù)發(fā)展，在市場(chǎng)定位以及產(chǎn)品定位上創(chuàng)造特色化的服務(wù)、需求，以產(chǎn)品差異化和藍(lán)海戰(zhàn)略贏取市場(chǎng)。 本文首先提出了選題背景、研究目的和意義，，結(jié)合蘇州低碳小鎮(zhèn)項(xiàng)目的實(shí)際情況，分析了蘇州市近階段房地產(chǎn)發(fā)展歷程以及區(qū)域項(xiàng)目產(chǎn)品銷(xiāo)售實(shí)際情況，并開(kāi)展了大量的市場(chǎng)調(diào)研工作。在此基礎(chǔ)上，以蘇州低碳小鎮(zhèn)項(xiàng)目的市場(chǎng)整體定位為研究案例，分別從項(xiàng)目的SWOT分析、項(xiàng)目市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇等各個(gè)側(cè)面進(jìn)行研究論證，最終確定低碳小鎮(zhèn)項(xiàng)目的定位。 本文以蘇州低碳小鎮(zhèn)開(kāi)發(fā)項(xiàng)目為研究對(duì)象，展開(kāi)其市場(chǎng)定位的研究工作，分別對(duì)低碳小鎮(zhèn)項(xiàng)目的所處的區(qū)域環(huán)境、宏觀(guān)環(huán)境以及蘇州市房產(chǎn)需求狀況進(jìn)行了大量的市場(chǎng)調(diào)研分析，合理選擇了低碳小鎮(zhèn)的目標(biāo)市場(chǎng)。研究對(duì)國(guó)內(nèi)綠色生態(tài)社區(qū)、綠色建筑市場(chǎng)定位以及對(duì)于政府出臺(tái)關(guān)于綠色建筑方面的相關(guān)政策都具有一定的參考價(jià)值，并對(duì)低碳小鎮(zhèn)的可持續(xù)發(fā)展具有一定的借鑒意義。
[Abstract]:China's real estate market experienced the baptism of a financial crisis in 2008, resulting in the entire real estate market stagnating, transactions shrinking, people watching and watching, and the industrial crisis spreading everywhere. After 2009, the market gradually recovered. Began to repeatedly adjust and control the policy shock cycle. At present, the domestic real estate market shows three remarkable characteristics: first, the market demand tends to be more rational; second, the government controls more and more strictly; third, the developers pay more and more attention to the molding of the product force. After the 18th CPC National Congress, the government paid more attention to the transformation and development of industries, and so did the demands on the real estate industry. The traditional extensive development model is already a dead end. Only by constantly strengthening the policy factors and the economic environment, The research of customer demand, seeking green development and sustainable development, creating special service in market positioning and product positioning, demand, winning the market by product differentiation and blue sea strategy. In this paper, the background, purpose and significance of the research are put forward, and the development process of Suzhou real estate and the actual situation of regional project product sales are analyzed according to the actual situation of Suzhou low carbon town project. And carried out a large number of market research work. On this basis, taking the overall market positioning of Suzhou low-carbon small town project as a case study, the project SWOT analysis, project market segmentation, target market selection and other aspects are studied and demonstrated to determine the positioning of the low-carbon small town project. This paper takes the development project of Suzhou low carbon small town as the research object, carries out the research work of its market orientation, respectively, to the regional environment of the low carbon small town project, The macro environment and the real estate demand in Suzhou are investigated and analyzed, and the target market of low carbon town is reasonably chosen. The study has a certain reference value to the green ecological community, the market orientation of green building and the related policies on green building issued by the government, and has certain reference significance to the sustainable development of low-carbon small town.
【學(xué)位授予單位】：西安建筑科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F299.27

【相似文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 管邢華;蘇州生態(tài)城低碳小鎮(zhèn)項(xiàng)目市場(chǎng)定位研究[D];西安建筑科技大學(xué);2014年

本文編號(hào)：2101279