【摘要】：隨著中國(guó)城鎮(zhèn)化水平不斷發(fā)展，房地產(chǎn)行業(yè)的競(jìng)爭(zhēng)也日趨激烈，樓市走向?qū)γ裆?jīng)濟(jì)以及國(guó)家經(jīng)濟(jì)可持續(xù)發(fā)展性的影響日益突出，通過(guò)政府不斷地調(diào)控，樓市走向也越來(lái)越引起廣泛討論。2011年至今，我國(guó)限購(gòu)、限價(jià)、限貸等相關(guān)調(diào)控政策頻頻收緊，房地產(chǎn)在市場(chǎng)經(jīng)濟(jì)周期的波動(dòng)中與政府調(diào)控下開(kāi)發(fā)企業(yè)優(yōu)勝劣汰的趨勢(shì)更加明顯。房地產(chǎn)住宅項(xiàng)目開(kāi)發(fā)是技術(shù)與經(jīng)濟(jì)相結(jié)合的綜合型問(wèn)題，，住宅項(xiàng)目開(kāi)發(fā)又涉及到一系列的風(fēng)險(xiǎn)控制環(huán)節(jié)，要求房地產(chǎn)開(kāi)發(fā)企業(yè)具備一定的專業(yè)技術(shù)水平。本文提出新的課題“房地產(chǎn)住宅項(xiàng)目關(guān)鍵技術(shù)研究”，力求從關(guān)鍵技術(shù)的角度（包涵：市場(chǎng)定位、戶型設(shè)計(jì)、營(yíng)銷推廣、融資渠道、服務(wù)技術(shù)）引導(dǎo)房地產(chǎn)開(kāi)發(fā)企業(yè)注重技術(shù)革新。 本文在查閱大量文獻(xiàn)的基礎(chǔ)上，從國(guó)內(nèi)知名房地產(chǎn)企業(yè)和房地產(chǎn)理論專家各自不同的經(jīng)營(yíng)理念和專業(yè)角度闡述了國(guó)內(nèi)房地產(chǎn)住宅項(xiàng)目關(guān)鍵技術(shù)研究背景，通過(guò)分析前述因素對(duì)房地產(chǎn)住宅的積極意義得出開(kāi)展房地產(chǎn)住宅項(xiàng)目關(guān)鍵技術(shù)研究的必要性。通過(guò)統(tǒng)計(jì)國(guó)家和珠海區(qū)域的房地產(chǎn)市場(chǎng)信息，結(jié)合華發(fā)四季前期認(rèn)籌客戶的問(wèn)卷調(diào)查等方式方法，論證了市場(chǎng)定位的重要性，同時(shí)利用SWOT分析提出項(xiàng)目戰(zhàn)略調(diào)整建議。采用調(diào)查法和參考文獻(xiàn)搜集相結(jié)合總結(jié)以華發(fā)四季為案例的中小戶型設(shè)計(jì)與市場(chǎng)定位的關(guān)聯(lián)性，提出中小戶型發(fā)展趨勢(shì)。在收集與整理資料的過(guò)程中，認(rèn)識(shí)到服務(wù)技術(shù)作為新課題開(kāi)始被廣大消費(fèi)群體所重視，也在實(shí)踐過(guò)程中優(yōu)質(zhì)超前的服務(wù)技術(shù)可以為房地產(chǎn)開(kāi)發(fā)企業(yè)獲得價(jià)值利益產(chǎn)生深遠(yuǎn)影響。 在現(xiàn)代市場(chǎng)競(jìng)爭(zhēng)中，房地產(chǎn)企業(yè)需要強(qiáng)化對(duì)房地產(chǎn)住宅項(xiàng)目市場(chǎng)定位、戶型設(shè)計(jì)、融資技術(shù)、營(yíng)銷推廣以及服務(wù)等關(guān)鍵技術(shù)的應(yīng)用，為企業(yè)增加市場(chǎng)動(dòng)力，建立房地產(chǎn)企業(yè)及產(chǎn)品的市場(chǎng)特色。
[Abstract]:With the continuous development of China's urbanization level, the competition in the real estate industry is becoming increasingly fierce. The impact of the property market on the livelihood of the people and the sustainable development of the national economy is becoming increasingly prominent. The trend of the real estate market has aroused more and more extensive discussion. From 2011 to now, the related regulation and control policies such as limited purchase, price limit and loan restriction in our country have been tightened frequently, and the trend of real estate in the fluctuation of the market economic cycle and the development of enterprises under the control of the government is more obvious. The development of real estate housing projects is a comprehensive problem which combines technology and economy. The development of housing projects involves a series of risk control links and requires real estate development enterprises to have a certain level of professional technology. In this paper, a new project, "Research on key Technologies of Real Estate Housing Project", is proposed, which aims to include: market positioning, household design, marketing promotion, financing channels. Service technology) guide real estate development enterprises to pay attention to technological innovation. On the basis of consulting a large number of documents, this paper expounds the research background of the key technologies of domestic real estate housing projects from the different management ideas and professional perspectives of domestic well-known real estate enterprises and real estate theory experts. Through the analysis of the positive significance of the above factors to the real estate housing, the necessity of the research on the key technology of the real estate housing project is obtained. Based on the statistics of the real estate market information of the country and Zhuhai region, combined with the questionnaire survey of Huafa's early four seasons' customer recognition, this paper demonstrates the importance of market positioning, and puts forward some suggestions for strategic adjustment of the project by using SWOT analysis. This paper summarizes the relationship between the design of small and medium size households and market orientation taking Huafa's four seasons as a case, and puts forward the development trend of small and medium-sized households by means of investigation method and reference collection. In the process of collecting and collating the data, it is recognized that service technology as a new subject has been attached importance to by the vast consumer groups, and in the process of practice, the high quality and advanced service technology can have a far-reaching impact on the real estate development enterprises to obtain value benefits. In modern market competition, real estate enterprises need to strengthen the application of key technologies, such as market positioning, household design, financing technology, marketing promotion and service, for real estate housing projects, so as to increase market motivation for enterprises. Establish market characteristics of real estate enterprises and products.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：TU71;F299.23

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