本文關(guān)鍵詞： 上庭苑 房地產(chǎn) 項(xiàng)目 開發(fā) 定位　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：本文研究的基礎(chǔ),基于以下四個(gè)假設(shè)：一,房地產(chǎn)屬于不動(dòng)產(chǎn),具有不可移動(dòng)性和不可復(fù)制性,因此,房地產(chǎn)產(chǎn)品必須建造在特定的土地之上,不能獨(dú)立存在；二,房地產(chǎn)項(xiàng)目開發(fā)具有一定的時(shí)效性,因受土地出讓年限和企業(yè)資金成本等的限制,房地產(chǎn)項(xiàng)目開發(fā)時(shí)間不可能無限制延期；三,由于資本市場的介入,中小型房地產(chǎn)企業(yè)因受其自身?xiàng)l件的限制,獲得土地的機(jī)會(huì)越來越少；四、在我國房地產(chǎn)是一種特殊的商品,商品房開發(fā)建設(shè)類別必須與政府批準(zhǔn)的用地性質(zhì)相一致。 本文研究的上庭苑房地產(chǎn)項(xiàng)目開發(fā)定位,是以位于長沙市南城的天心生態(tài)新城版塊、新韶西路與新姚中路交匯處西南角的特定地塊為前提。作為長沙市本土最早的房地產(chǎn)開發(fā)企業(yè)之一,L房地產(chǎn)公司開發(fā)的商品住宅小區(qū)均以建銷同步實(shí)現(xiàn)企業(yè)的經(jīng)營目標(biāo)。上庭苑項(xiàng)目用地性質(zhì)為辦公,基于對長沙市房地產(chǎn)市場特點(diǎn)及區(qū)域板塊的分析,以及對長沙市南城市場現(xiàn)狀的了解和該區(qū)域未來房地產(chǎn)發(fā)展趨勢的預(yù)測,該地塊只有作為商品住宅開發(fā),才能快速銷售及時(shí)回籠資金,從而實(shí)現(xiàn)企業(yè)生存及發(fā)展的經(jīng)營目標(biāo)。按照傳統(tǒng)的從宏觀到微觀的縱向定位方法,無法解決該項(xiàng)目規(guī)劃定位與市場定位相平行的矛盾。 經(jīng)過廣泛深入科學(xué)地調(diào)研,分析上庭苑項(xiàng)目區(qū)域競爭,并對上庭苑項(xiàng)目地塊進(jìn)行了解析：其區(qū)位優(yōu)勢、不可復(fù)制的原生態(tài)環(huán)境優(yōu)勢、大市政配套優(yōu)勢、教育優(yōu)勢及交通路網(wǎng)優(yōu)勢注定了上庭苑項(xiàng)目與生俱來的高端品質(zhì)。借鑒橫向定位的水平營銷理論,明確了上庭苑項(xiàng)目開發(fā)差異化定位：其規(guī)劃定位為“公寓式寫字樓”,市場定位為“一棟酒店加三棟酒店式公寓”,上庭苑項(xiàng)目規(guī)劃定位和市場定位這兩個(gè)平行的定位,通過營銷主題“第五代社區(qū)——上庭苑酒店式公寓”實(shí)現(xiàn)交叉。
[Abstract]:Abstract: the basis of this study is based on the following four hypotheses: first, real estate belongs to real estate, which is immovable and non-replicable, so real estate products must be built on a specific land and cannot exist independently. Real estate project development has certain timeliness, because of the limitation of land transfer years and enterprise capital cost, the development time of real estate project cannot be postponed indefinitely. Third, due to the intervention of capital market, Because of the restriction of their own conditions, the small and medium-sized real estate enterprises have less and less opportunities to obtain land. Fourthly, real estate is a special commodity in our country, and the types of commercial housing development and construction must be consistent with the nature of land approved by the government. In this paper, the development orientation of Shangting Yuan real estate project is based on the Tianxin Ecological New City Plate, which is located in Nancheng, Changsha City. As one of the earliest local real estate development enterprises in Changsha city, the commercial residential district developed by the real estate company of Xinjiao road and Xinyaozhong road is built and sold simultaneously to realize the enterprise's economic development in the southwest corner of Xinshao west road and Xinyaozhong road, which is one of the earliest local real estate development enterprises in Changsha. The land use of the courtyard garden project is office, Based on the analysis of the characteristics of Changsha real estate market and the regional plate, as well as the understanding of the present situation of Changsha Nancheng market and the forecast of the future development trend of the real estate in this area, the plot can only be developed as a commercial residence. According to the traditional vertical positioning method from macro to micro, the contradiction between project planning and market orientation can not be solved. Through extensive and deep scientific investigation and investigation, this paper analyzes the regional competition of the Shangting Court project, and analyzes the land block of the Shangting Garden Project: its location advantage, the unrepeatable advantage of the original ecological environment, the advantages of the large municipal supporting set, The advantages of education and traffic network determine the inherent high-end quality of the Shangting Garden Project. Learn from the horizontal marketing theory of horizontal positioning. This paper clarifies the differential orientation of the development of the Shangting Court project: its planning position is "apartment office building", the market position is "one hotel plus three hotel apartments", and the two parallel positions are the planning orientation and market orientation of the Shangting Court project. Through the marketing theme of "the Fifth Generation Community-Court Hotel apartment" to achieve cross-fertilization.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F299.233.4

【參考文獻(xiàn)】

相關(guān)期刊論文 前6條

1 陶云彪;;房地產(chǎn)定位意義及要素分析[J];企業(yè)活力;2010年05期

2 潘彤;;房地產(chǎn)項(xiàng)目定位過程模型及其應(yīng)用[J];江蘇商論;2008年04期

3 李耀峰;;論房地產(chǎn)開發(fā)項(xiàng)目的市場定位[J];四川建材;2010年02期

4 印文郁;;從垂直營銷到水平營銷[J];市場營銷導(dǎo)刊;2006年02期

5 王鵬;;房地產(chǎn)項(xiàng)目定位分析模型設(shè)計(jì)[J];商業(yè)時(shí)代;2007年02期

6 孫金一;;跳出盒子的思考——水平營銷[J];天津職業(yè)院校聯(lián)合學(xué)報(bào);2009年01期

，

本文編號：1497187