本文關(guān)鍵詞：梅江H6項目開發(fā)與定位研究　出處：《天津大學》2014年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 房地產(chǎn)開發(fā)項目 項目市場定位 SWOT分析法

【摘要】：隨著市場經(jīng)濟的不斷發(fā)展,房地產(chǎn)的種類形式也在不斷發(fā)生變化,居住公寓、旅游地產(chǎn)、商業(yè)地產(chǎn)等等。但是對于房地產(chǎn)的市場定位研究在房地產(chǎn)開發(fā)過程中起到了舉足輕重的地位。為了使開發(fā)的項目在激烈的市場中有保證，而且能夠取得成功，就要使定位理論的研究經(jīng)得起時間的考驗，尤其在實踐中得到驗證。作為上市公司津濱發(fā)展集團來說，新開發(fā)的境界·梅江H6項目，面對復雜的形式和競爭激烈程度，作科學的市場定位是一項艱巨的工作，所以，境界·梅江H6開發(fā)項目的成敗，該項目的成功運作也為公司的經(jīng)濟利益提供有利的支持。在有限資源的前提下，更好地揚長避短，發(fā)揮自身優(yōu)勢，洞察市場變化，了解客戶所需，迎合客戶需求，打造讓客戶滿意的產(chǎn)品。在理論和實踐中，解決信息不對稱問題也存在著實際操作困難，因此，對其研究并應用于實踐仍然非常必要。 本文的研究對象為境界·梅江H6項目的市場定位，以此為目標，通過運用項目管理理論以及市場營銷學理論為基礎(chǔ)，進行廣泛的市場的調(diào)研工作，對于目標市場進行篩選分析，合理進行選擇。力求解決企業(yè)現(xiàn)實問題和提高自己的實踐與研究能力。并根據(jù)天津市的區(qū)域特點，進行市場細分，通過定量分析和大量實證分析，來探討影響房產(chǎn)價市場定位的各方面因素。 本文的內(nèi)容開始介紹了境界·梅江H6項目房地產(chǎn)開發(fā)的背景情況和意義，基于項目管理理論和市場營銷理論，結(jié)合境界·梅江H6項目房地產(chǎn)開發(fā)項目的實際情況，同時開始分析研究國內(nèi)房地產(chǎn)開發(fā)環(huán)境及其政策，客觀上對與天津市房地產(chǎn)市場土地供需、商品房的供需作了分析。為了說明現(xiàn)實情況，對相鄰項目的狀況，進行了合理分析，并且做了大量的數(shù)據(jù)研究。根據(jù)自身項目特點，，通過SWOT分析。在此基礎(chǔ)上進行了定位分析，以及設(shè)計方案分析，為了實施的可行性，對財務資金與經(jīng)營進行分析，最后證明科學的市場定位一定能取得較好的效果。同時，本文的定位研究結(jié)果對于整個梅江區(qū)域現(xiàn)實的市場定位及今后的區(qū)域的經(jīng)濟發(fā)展趨勢，也都具有市場價值及具有一定的指導作用。
[Abstract]:With the continuous development of the market economy, the types of real estate forms are also constantly changing, residential apartments, tourism real estate. Commercial real estate and so on. But for the real estate market positioning research in the real estate development process played a pivotal role. In order to make the development of the project in the fierce market guaranteed, and can achieve success. It is necessary to make the research of positioning theory stand the test of time, especially in practice. As a listed company, Jinbin Development Group, the newly developed state 路Mejiang H6 project. In the face of complex forms and fierce competition, it is a difficult task to make scientific market positioning. Therefore, the success or failure of Mejiang H6 development project. The successful operation of the project also provides favorable support for the economic interests of the company. Under the premise of limited resources, the project can better enhance its strengths and circumvent its weaknesses, give play to its own advantages, insight into market changes, and understand the needs of customers. In theory and practice, it is difficult to solve the problem of information asymmetry, so it is necessary to study and apply it to practice. The research object of this paper is the market orientation of Meijiang H6 project. Based on the project management theory and marketing theory, this paper carries out extensive market research work. For the target market screening analysis, reasonable selection, and strive to solve the actual problems of enterprises and improve their own practice and research capabilities. And according to the regional characteristics of Tianjin, market segmentation. Through quantitative analysis and a large number of empirical analysis, to explore the impact of real estate market positioning factors. The content of this paper begins to introduce the background and significance of the real estate development of Meijiang H6 project, based on project management theory and marketing theory. Combined with the actual situation of the real estate development project of Meijiang H6 project, the author began to analyze and study the domestic real estate development environment and its policies, and objectively to the supply and demand of land in Tianjin real estate market. The supply and demand of commercial housing are analyzed. In order to explain the actual situation, the condition of adjacent projects is analyzed reasonably, and a large number of data are studied, according to the characteristics of their own projects. On the basis of the analysis of SWOT, this paper analyzes the location and the design scheme, and analyzes the financial fund and operation in order to realize the feasibility. Finally, it is proved that scientific market positioning can achieve good results. At the same time, the results of this paper will be helpful to the market orientation of the whole Meijiang region and the regional economic development trend in the future. Also has the market value and has the certain guidance function.
【學位授予單位】：天津大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：TU71;F299.23

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