【摘要】：我國房地產(chǎn)行業(yè)自20世紀(jì)房地產(chǎn)市場化開始，發(fā)展至今，作為國民經(jīng)濟支柱行業(yè)的地位已經(jīng)確立。但是，由于競爭的加劇與市場的不成熟，房地產(chǎn)市場產(chǎn)品存在設(shè)計雷同、經(jīng)驗化定制、盈利模式與市場發(fā)展趨勢不相匹配等諸多問題。在經(jīng)濟高速發(fā)展，城鎮(zhèn)化進程進一步加快、土地資源越來越稀缺、持續(xù)的政策限制等多種因素的綜合作用下，國內(nèi)房地產(chǎn)近幾年發(fā)展的重點逐漸由住宅轉(zhuǎn)向了綜合體。這就對房地產(chǎn)市場的良性發(fā)展提出了更高的要求，加大了房地產(chǎn)業(yè)的投資風(fēng)險和不確定因素，在進行房地產(chǎn)投資之前必須做好足夠的準(zhǔn)備，最大限度的降低投資風(fēng)險。 房地產(chǎn)市場運行存在著一定的規(guī)律，但是這種規(guī)律并不是表面的、顯而易見的規(guī)律，而是一種隱蔽的規(guī)律，需要通過在房地產(chǎn)項目開發(fā)前期對地塊價值、投資環(huán)境、市場供求狀況、競爭狀況等進行深度市場調(diào)研及分析，對項目市場定位提供決策依據(jù)，以規(guī)避風(fēng)險。而大型商業(yè)綜合體地產(chǎn)項目因產(chǎn)品多元化、客戶需求的特殊性、盈利模式的不確定性、利益協(xié)調(diào)的的多樣性，更需要在項目開發(fā)前期進行周密的市場調(diào)研及定位分析。通過細分市場的調(diào)研信息，制定適應(yīng)市場需求、變化趨勢的房地產(chǎn)產(chǎn)品定位，讓項目能策應(yīng)市場，滿足社會、政府、企業(yè)、消費者利益需求。 本文通過對房地產(chǎn)市場調(diào)研和房地產(chǎn)項目定位的相關(guān)理論研究，以本人實踐的西湖區(qū)朝陽新城項目為研究對象，對項目所在城市、區(qū)域、產(chǎn)品市場等領(lǐng)域的相關(guān)經(jīng)濟、政策、競爭環(huán)境，及發(fā)展趨勢等維度深入的分析、研究，，確定了項目產(chǎn)品定位，加強了對房地產(chǎn)項目進行市場調(diào)研及定位工作的方式、方法的經(jīng)驗積累及全面認識，深刻領(lǐng)悟在項目開發(fā)前期開展該項工作的意義，對項目整體盈利模式的合理建立，提供了前提條件。
[Abstract]:China's real estate industry has been established as a pillar industry of national economy since the beginning of the real estate marketization in the 20th century. However, due to the aggravation of competition and immature market, there are many problems in the real estate market, such as design similarity, experience customization, profit model and market development trend, and so on. With the rapid development of economy, the acceleration of urbanization process, the scarcity of land resources and the continuous policy constraints, the emphasis of the development of domestic real estate has gradually shifted from housing to complex in recent years. This puts forward higher requirements for the benign development of the real estate market, increases the investment risk and uncertainty factors of the real estate industry, and must make sufficient preparation before the real estate investment to minimize the investment risk. There are certain laws in the operation of the real estate market, but this law is not superficial and obvious, but a hidden law, which requires the value of land and the investment environment in the early stages of the development of real estate projects. Deep market research and analysis are carried out on the condition of market supply and demand and competition so as to provide the decision basis for the market positioning of the project in order to avoid the risk. Because of the diversification of product, the particularity of customer demand, the uncertainty of profit model and the diversity of benefit coordination, the large-scale commercial complex real estate project needs to carry on the thorough market research and the localization analysis in the early stage of the project development. Through the research information of the subdivision market, the real estate product orientation that adapts to the market demand and the change trend is established, so that the project can respond to the market and meet the interests of the society, government, enterprises and consumers. Based on the research of real estate market and the related theory of real estate project positioning, this paper takes the project of Chaoyang New Town in Xihu District as the research object, and the relevant economy and policy of the city, region, product market and other fields where the project is located. The competitive environment, the development trend and so on dimension in-depth analysis, the research, has determined the project product localization, has strengthened the real estate project to carry on the market research and the localization work way, the method experience accumulation and the comprehensive understanding, The profound understanding of the significance of carrying out this work in the early stage of project development provides a prerequisite for the rational establishment of the overall profit model of the project.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F299.21;F721

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