本文選題：商品房 + 定價(jià)理論��； 參考：《華中科技大學(xué)》2013年碩士論文

【摘要】：在過去的三十年中，我國房地產(chǎn)市場伴隨著改革開放的不斷推進(jìn)和深化，獲得了長足的發(fā)展。但是，房地產(chǎn)市場的快速發(fā)展帶來了一系列的問題，其中尤以房價(jià)過高最為突出，引起了社會(huì)的普遍關(guān)注和質(zhì)疑。同時(shí)，市場的競爭日益加劇，房地產(chǎn)行業(yè)“黃金十年”正逐漸遠(yuǎn)去，主流開發(fā)商都意識(shí)到以往簡單依賴于項(xiàng)目升值帶來利潤的模式在今后將難以為繼，未來的市場競爭將更多的取決于公司內(nèi)部和具體項(xiàng)目的精細(xì)化管理，通過提高經(jīng)營效率和周轉(zhuǎn)率而不是價(jià)格來獲得更高的利潤。作為營銷活動(dòng)中的重要組成部分，如何實(shí)現(xiàn)有效定價(jià)成為開發(fā)商不得不重視的問題。 本文首先探討了影響商品房價(jià)格的相關(guān)因素，并進(jìn)行了歸納總結(jié)。接著分析了有關(guān)商品房價(jià)格的相關(guān)理論研究，簡要比較了幾種主流定價(jià)方法的特點(diǎn)。同時(shí)，考慮到行為因素對(duì)購買決策過程的影響越來越大，在定價(jià)方法中引入行為因素成為構(gòu)建更加完善的定價(jià)理論與模型的重要趨勢(shì)，因此本文以是否包含行為因素為依據(jù)，，將定價(jià)理論劃分為經(jīng)典商品房定價(jià)理論和行為商品房定價(jià)理論。經(jīng)過充分的理論分析，本文以武漢H公司的W項(xiàng)目為例，討論了幾種主流定價(jià)方法的實(shí)際應(yīng)用問題，并比較了其應(yīng)用效果和各自的優(yōu)劣。 經(jīng)過研究，本文認(rèn)為，成本定價(jià)法與初步的競爭導(dǎo)向定價(jià)法，以及通過現(xiàn)金流折現(xiàn)的計(jì)算方法，難以對(duì)商品房的定價(jià)形成正確的指導(dǎo)作用，基于特征因素的定價(jià)法在實(shí)際應(yīng)用中優(yōu)勢(shì)明顯。而行為定價(jià)法如何在實(shí)際工作中進(jìn)一步發(fā)揮作用，還有待于進(jìn)一步的研究。
[Abstract]:In the past 30 years, the real estate market of our country has made great progress along with the continuous promotion and deepening of reform and opening up. However, the rapid development of the real estate market has brought a series of problems, especially the high housing prices, which caused widespread concern and doubt. At the same time, competition in the market is increasing, the "golden decade" of the real estate industry is gradually gone, mainstream developers have realized that the pattern of simple reliance on project appreciation to bring profits will be unsustainable in the future. The market competition in the future will depend more on the fine management within the company and specific projects, and gain higher profit by improving the operating efficiency and turnover rate rather than the price. As an important part of marketing activities, how to achieve effective pricing has become a problem that developers have to pay attention to. This article first discusses the influence commodity housing price correlation factor, and has carried on the summary. Then it analyzes the relevant theoretical research on commercial housing prices and briefly compares the characteristics of several mainstream pricing methods. At the same time, considering the increasing influence of behavior factors on the process of purchase decision, the introduction of behavioral factors into pricing methods has become an important trend to build a more perfect pricing theory and model, so this paper bases on whether or not to include behavioral factors. The pricing theory is divided into classical commercial housing pricing theory and behavioral housing pricing theory. Taking the W project of Wuhan H Company as an example, this paper discusses the practical application of several mainstream pricing methods, and compares their application effects and advantages and disadvantages. Through the research, this paper holds that the cost pricing method, the preliminary competition-oriented pricing method, and the calculation method of discounted cash flow are difficult to form the correct guiding effect on the pricing of commercial housing. The characteristic factor based pricing method has obvious advantages in practical application. However, how to play a further role in practical work is still to be further studied.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F299.233.4;F231

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 陳昌權(quán);張艷春;張虹;;基于實(shí)物期權(quán)理論的房企囤地分析[J];財(cái)會(huì)通訊;2009年08期

2 溫海珍;呂雪夢(mèng);張凌;;房價(jià)與地價(jià)的內(nèi)生性及其互動(dòng)影響——基于聯(lián)立方程模型的實(shí)證分析[J];財(cái)貿(mào)經(jīng)濟(jì);2010年02期

3 黃厚霞;侯莉穎;;房價(jià)影響因素綜述[J];中國房地產(chǎn);2011年14期

4 龔樸;陳睿;;房地產(chǎn)定價(jià)理論與方法研究[J];中國房地產(chǎn);2012年10期

5 齊淑蘭;;房地產(chǎn)價(jià)格波動(dòng)影響因素文獻(xiàn)綜述[J];合作經(jīng)濟(jì)與科技;2008年13期

6 楊帆;;房地產(chǎn)價(jià)格的影響因素研究——基于35個(gè)大中城市面板數(shù)據(jù)的分析[J];價(jià)格理論與實(shí)踐;2011年11期

7 何雄;;住宅價(jià)格的影響因素及理論模型研究——住宅價(jià)格理論的文獻(xiàn)綜述[J];經(jīng)濟(jì)經(jīng)緯;2009年05期

8 薛燕,胡娜;行為資產(chǎn)定價(jià)理論述評(píng)[J];經(jīng)濟(jì)師;2005年08期

9 盧艷;;消費(fèi)者預(yù)期心理下的房地產(chǎn)營銷研究[J];經(jīng)濟(jì)師;2008年12期

10 陳彥斌,周業(yè)安;行為資產(chǎn)定價(jià)理論綜述[J];經(jīng)濟(jì)研究;2004年06期

本文編號(hào)：1801337