本文關(guān)鍵詞： 房地產(chǎn)項(xiàng)目 市場(chǎng)定位 SWOT分析法 市場(chǎng)分析　出處：《中南大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：摘要：本文通過對(duì)總用地面積93600平方米,總建筑面積153000平方米的高橋新城B4項(xiàng)目市場(chǎng)定位的研究,分析了在房產(chǎn)調(diào)控長(zhǎng)期化、房產(chǎn)行業(yè)相對(duì)成熟、房產(chǎn)利潤(rùn)趨于平均、消費(fèi)者日益理智情況下,如何依據(jù)對(duì)國(guó)家、上海及區(qū)域房地產(chǎn)市場(chǎng)的充分研究、對(duì)項(xiàng)目自身狀況的正確認(rèn)識(shí)、對(duì)項(xiàng)目財(cái)務(wù)目標(biāo)的合理設(shè)置,尋找出區(qū)域市場(chǎng)空缺的產(chǎn)品,從而根據(jù)目標(biāo)客群的需求,以高性價(jià)比和差異化產(chǎn)品來贏取目標(biāo)市場(chǎng),使得公司能夠確保現(xiàn)金流正常并取得不低于市場(chǎng)平均利潤(rùn)的效益,實(shí)現(xiàn)國(guó)有資產(chǎn)的保值增值。 本論文采用房地產(chǎn)項(xiàng)目市場(chǎng)定位的研究方法,分六個(gè)步驟在對(duì)高橋新城B4項(xiàng)目所處市場(chǎng)環(huán)境充分研究的基礎(chǔ)上,明確了項(xiàng)目目標(biāo)客群定位、產(chǎn)品定位。 本文確定高橋新城B4項(xiàng)目的市場(chǎng)定位如下：高橋新城B4項(xiàng)目應(yīng)當(dāng)定位于本區(qū)域內(nèi)緊缺的剛需公寓房,建設(shè)以”兩加一”房型和”三加一”為主力房型的毛坯小高層公寓,2014年銷售時(shí),與同區(qū)域的精裝高檔公寓及別墅錯(cuò)位競(jìng)爭(zhēng),可確保市場(chǎng)風(fēng)險(xiǎn)為最小,實(shí)現(xiàn)資金的快速回籠和穩(wěn)定的利潤(rùn)回報(bào)。 本文的研究結(jié)果明確了高橋新城B4項(xiàng)目的市場(chǎng)定位,為高橋新城B4項(xiàng)目成功實(shí)施和運(yùn)作打下基礎(chǔ)；同時(shí),本文的研究成果對(duì)于高橋新城后期項(xiàng)目的開發(fā)、對(duì)于外高橋區(qū)域項(xiàng)目的開發(fā),以及對(duì)于擬進(jìn)入外高橋區(qū)域的房地產(chǎn)商等均具有一定的借鑒意義。圖13幅,表9個(gè),參考文獻(xiàn)50篇
[Abstract]:Absrtact: through the research on the market orientation of Gaoqiao New Town B4 project which has a total land area of 93600 square meters and a total building area of 153000 square meters, this paper analyzes the long-term development of real estate regulation and control. The real estate industry is relatively mature, real estate profits tend to average, and consumers are becoming more and more rational, based on the full study of the national, Shanghai and regional real estate market, the correct understanding of the project itself. The reasonable setting of project financial objectives, find out the regional market vacancy products, thus according to the needs of the target customer group, to win the target market with high price ratio and differentiated products. So that the company can ensure normal cash flow and obtain no less than the average profit of the market to achieve the value of state-owned assets. This paper adopts the research method of real estate project market positioning, divides into six steps on the basis of the full research on the market environment of Gaoqiao New Town B4 project, defines the target group positioning and product positioning of the project. This paper determines the market positioning of the Gaoqiao New City B4 project as follows: the Gaoqiao New City B4 project should be located in the area of the rigid demand for housing shortage. Construction of "two plus one" room and "three plus one" as the main room for the main blank high-rise apartment, in 2014 sales, with the same area of high-grade apartments and villas dislocation competition, to ensure that the market risk is minimal. To achieve rapid return of funds and stable return on profits. The research results of this paper confirm the market orientation of the Gaoqiao New Town B4 project, and lay the foundation for the successful implementation and operation of the Gaoqiao New Town B4 Project. At the same time, the research results of this paper for the Gaoqiao Xincheng project development, for the Waigaoqiao area project development. And the real estate developers who intend to enter the Waigaoqiao area are of certain significance. 13 figures, 9 tables and 50 references
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F299.23

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1 曹宏;高橋新城B4項(xiàng)目市場(chǎng)定位研究[D];中南大學(xué);2013年

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