本文選題：住宅類 + 房地產(chǎn)��； 參考：《西北大學》2013年碩士論文

【摘要】：在中國經(jīng)濟快速發(fā)展和我國房地產(chǎn)調(diào)控政策的新形勢下,宏觀經(jīng)濟政策將支撐中國經(jīng)濟中速增長,房地產(chǎn)也將會走逐步去經(jīng)濟支柱化之路。市場經(jīng)濟和競爭環(huán)境的變化為房地產(chǎn)的營銷環(huán)節(jié)提出新的挑戰(zhàn),住宅類房地產(chǎn)的定價策略也將成為各個房地產(chǎn)開發(fā)企業(yè)的一個所需面對和解決的核心事項。 在行業(yè)調(diào)控呈強周期性循環(huán)波動的背景下,房地產(chǎn)業(yè)成為我國宏觀經(jīng)濟發(fā)展的支柱性產(chǎn)業(yè),住宅類產(chǎn)品的價格問題則成為現(xiàn)階段市場經(jīng)濟體制下的焦點問題之一。在財稅體系嚴重勾稽于“土地—地產(chǎn)—終端”之體系及其細分環(huán)節(jié)的現(xiàn)實環(huán)境中,住宅類房地產(chǎn)的價格發(fā)韌于國家宏觀經(jīng)濟政策和貨幣政策,關聯(lián)制約于區(qū)域形態(tài)發(fā)展的“驅(qū)動力—競爭力—結構平衡”,更波及影響到普通民生的連鎖反應。在發(fā)展與調(diào)整多向貫穿、無定反復的不成熟市場環(huán)境中,如何構建住宅類房地產(chǎn)營銷價格體系,制定適宜于住宅市場的價格策略將成為房地產(chǎn)營銷中的關鍵問題之一。同時,制定切實可行的價格策略也是保持房地產(chǎn)企業(yè)良性、可持續(xù)發(fā)展的重要問題。 論文首先對房地產(chǎn)營銷定價策略進行了深入的探索與研究,以我國住宅類房地產(chǎn)市場的營銷價格體系現(xiàn)狀分析作為切入點,著眼于住宅房地產(chǎn)市場營銷價格體系存在的主要問題,并展開論證。在此基礎上,借鑒先進的房地產(chǎn)營銷策略的理論和方法,構建論文研究領域及構成內(nèi)容的基本框架體系。在經(jīng)濟學理論指導下,通過對房地產(chǎn)價格構成的分析,結合實際,開展TDY公司住宅房地產(chǎn)市場營銷價格策略的研究。同時,關注市場需求要素,研究TDY公司住宅房地產(chǎn)市場營銷流程及銷售價格構成因素,對影響住宅房地產(chǎn)營銷價格因素和住宅房地產(chǎn)市場營銷的特殊規(guī)律進行深入的分析；最后,結合營銷理論和TDY公司的項目操作案例,為TDY公司住宅類產(chǎn)品制定了其產(chǎn)品組合戰(zhàn)略和定價方法,建立完善的整體營銷過程中的價格策略。 論文的應用價值和實踐意義在于TDY有關項目開盤定價體系的完善及創(chuàng)新,為TDY公司各項目開盤銷售定價管理模式和操作方法提供了有效的思路及參考。結合TDY公司內(nèi)部業(yè)務流程及管理制度的不斷完善,將對TDY公司在新的市場形勢下全國范圍內(nèi)的戰(zhàn)略發(fā)展以及定價策略具有一定的現(xiàn)實參考意義。
[Abstract]:In the new situation of China's rapid economic development and real estate regulation and control policies, macroeconomic policies will support the rapid growth of China's economy, and the real estate industry will gradually take the road of taking away the economic pillar. The changes of market economy and competitive environment bring new challenges to the marketing of real estate, and the pricing strategy of residential real estate will also become a core issue for each real estate development enterprise to face and solve. Under the background of strong cyclical cycle of industry regulation, real estate industry has become a pillar industry in the macroeconomic development of our country, and the price of residential products has become one of the focal issues in the current market economy system. In the realistic environment where the fiscal and taxation system is seriously linked to the system of "land, real estate and terminal" and its subdivision, the prices of residential real estate are toughened by the national macroeconomic policy and monetary policy. The "driving force-competitiveness-structure balance", which restricts the development of regional form, affects the chain reaction of ordinary people's livelihood. In the immature market environment of multi-direction development and adjustment, how to construct the housing real estate marketing price system and make the price strategy suitable for the housing market will become one of the key problems in the real estate marketing. At the same time, the establishment of feasible price strategy is also an important issue to maintain the benign and sustainable development of real estate enterprises. Firstly, the thesis makes a deep exploration and research on the marketing pricing strategy of real estate, taking the analysis of the current situation of the marketing price system of the residential real estate market in our country as the starting point. Focus on residential real estate marketing price system of the main problems, and start to demonstrate. On this basis, using the theory and method of the advanced real estate marketing strategy for reference, the basic frame system of the research field and the content of the thesis is constructed. Under the guidance of economic theory, through the analysis of the real estate price composition, combined with the practice, the research of the TDY company residential real estate marketing price strategy is carried out. At the same time, it pays close attention to the elements of market demand, studies the marketing process of TDY company's residential real estate market and the factors that constitute the sales price, and makes a deep analysis of the factors affecting the marketing price of residential real estate and the special law of residential real estate marketing. Finally, combined with the marketing theory and the project operation case of TDY Company, this paper formulates the product combination strategy and pricing method for the residential products of TDY Company, and establishes a perfect price strategy in the whole marketing process. The application value and practical significance of this paper lie in the perfection and innovation of TDY pricing system about project opening, which provides an effective way of thinking and reference for the project opening pricing management mode and operation method of TDY Company. Combined with the continuous improvement of the internal business process and management system of TDY Company, it will be of practical reference significance to the strategic development and pricing strategy of TDY Company in the new market situation.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F299.233.4;F275

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本文編號：1810933