發(fā)布時(shí)間：2018-07-25 15:18

【摘要】： 隨著房地產(chǎn)業(yè)從賣方市場(chǎng)過(guò)渡到買(mǎi)方市場(chǎng)，房地產(chǎn)開(kāi)發(fā)商也從憑感覺(jué)出發(fā)的粗放經(jīng)營(yíng)過(guò)渡到依賴科學(xué)的項(xiàng)目策劃。90年代以來(lái)房地產(chǎn)投資項(xiàng)目策劃的研究取得了長(zhǎng)足的發(fā)展，然而到目前為止大家對(duì)房地產(chǎn)策劃的內(nèi)涵以及研究對(duì)象還有分歧，還沒(méi)有建立房地產(chǎn)投資項(xiàng)目系統(tǒng)策劃的理論和框架。本文的研究目的是通過(guò)對(duì)房地產(chǎn)投資項(xiàng)目的分析，完善房地產(chǎn)投資項(xiàng)目系統(tǒng)策劃的理論體系，構(gòu)建完整的房地產(chǎn)投資項(xiàng)目系統(tǒng)策劃及反饋跟蹤的框架，說(shuō)明房地產(chǎn)投資項(xiàng)目關(guān)鍵環(huán)節(jié)的策劃方法與手段，并以此指導(dǎo)實(shí)踐，從而降低房地產(chǎn)項(xiàng)目投資風(fēng)險(xiǎn)，提高房地產(chǎn)投資項(xiàng)目實(shí)施過(guò)程中管理、控制的技術(shù)水平，更好地實(shí)現(xiàn)房地產(chǎn)項(xiàng)目投資目標(biāo)。 全文除緒論外，總共包含八章。文中第一章構(gòu)建了房地產(chǎn)投資項(xiàng)目系統(tǒng)策劃的理論體系和框架，包括房地產(chǎn)投資項(xiàng)目系統(tǒng)策劃的內(nèi)涵，理論基礎(chǔ)以及特點(diǎn)。房地產(chǎn)投資項(xiàng)目系統(tǒng)策劃是指為達(dá)到房地產(chǎn)項(xiàng)目投資目標(biāo)，，在調(diào)查、分析有關(guān)資料的基礎(chǔ)上，按照一定的程序?qū)Ψ康禺a(chǎn)投資項(xiàng)目的實(shí)施事先進(jìn)行系統(tǒng)地、全面地構(gòu)思、謀劃，并制定和選擇合理可行的執(zhí)行方案，以及根據(jù)目標(biāo)要求和現(xiàn)實(shí)環(huán)境變化，對(duì)方案進(jìn)行修改、調(diào)整的一種創(chuàng)造性的活動(dòng)。它包括房地產(chǎn)投資項(xiàng)目的市場(chǎng)分析與預(yù)測(cè)，營(yíng)銷策劃，融資策劃，開(kāi)發(fā)過(guò)程策劃，物業(yè)管理策劃，以及投資風(fēng)險(xiǎn)分析等。文章指出房地產(chǎn)投資項(xiàng)目系統(tǒng)策劃不僅僅是這些策劃子系統(tǒng)的簡(jiǎn)單組合，它是由這些策劃子系統(tǒng)所組成的一項(xiàng)系統(tǒng)工程，滿足整體性、綜合性、滿意性、地域性、前瞻性、市場(chǎng)性、創(chuàng)新性、操作性以及多樣性的特點(diǎn)。 第二章到第七章論述了房地產(chǎn)投資項(xiàng)目系統(tǒng)策劃所包含的各策劃子系統(tǒng)以及這些策劃子系統(tǒng)的策劃方法與手段。文中第二章介紹了房地產(chǎn)市場(chǎng)分析的基本概念、內(nèi)容、分析與預(yù)測(cè)的方法以及如何在此基礎(chǔ)上進(jìn)行房地產(chǎn)項(xiàng)目主題概念與形象定位。房地產(chǎn)市場(chǎng)分析的主要內(nèi)容包含房地產(chǎn)市場(chǎng)影響因素分析以及供需分析。房地產(chǎn)市場(chǎng)分析工作主要通過(guò)資料收集和市場(chǎng)調(diào)研來(lái)完成，房地產(chǎn)市場(chǎng)分析工作流程主要分為：確定分析對(duì)象、分析目的、分析日期、收集資料、市場(chǎng)調(diào)研、以及運(yùn)用經(jīng)驗(yàn)、統(tǒng)計(jì)數(shù)據(jù)等方法進(jìn)行市場(chǎng)分析和預(yù)測(cè)，同時(shí)針對(duì)實(shí)際市場(chǎng)分析和預(yù)測(cè)中工作存在的問(wèn)題，提出了解決問(wèn)題的辦法。本章還對(duì)房地產(chǎn)項(xiàng)目主題概念與形象定位的定義、本質(zhì)、功能、風(fēng)格作了理論闡述，設(shè)定了較為科學(xué)的主題概念與形象定位的程序并分析了南京某項(xiàng)目主題概念定位和形象定位的案例。 第三章論述了房地產(chǎn)投資項(xiàng)目營(yíng)銷策劃的概念和理論、房地產(chǎn)投資項(xiàng)目市場(chǎng)營(yíng)銷策劃的步驟和內(nèi)容、以及在房地產(chǎn)投資項(xiàng)目營(yíng)銷策劃存在的問(wèn)題和解決的辦法。房地產(chǎn)投資項(xiàng)目營(yíng)銷策劃主要包含對(duì)市場(chǎng)營(yíng)銷組合、定價(jià)、產(chǎn)品推銷、廣告等方面的策劃。文章還針對(duì)目前房地產(chǎn)投資項(xiàng)目營(yíng)銷策劃中存在工作專業(yè)性不夠、急于求成、對(duì)項(xiàng)目期望過(guò)高以及促銷方法陳舊等問(wèn)題提出了一些建議。 第四章論述了房地產(chǎn)投資項(xiàng)目融資策劃的內(nèi)涵、房地產(chǎn)投資項(xiàng)目融資的階段、房地產(chǎn)投資項(xiàng)目融資計(jì)劃和渠道以及房地產(chǎn)投資項(xiàng)目中融資的成本、風(fēng)險(xiǎn)、結(jié)構(gòu)和其他要素的分析。房地產(chǎn)投資項(xiàng) 房地產(chǎn)投資項(xiàng)目系統(tǒng)策劃研究 目融資包括投資決策分析、融資決策分析、融資結(jié)構(gòu)分析、融資談判和項(xiàng)目融資執(zhí)行五個(gè)階段。房 地產(chǎn)投資項(xiàng)目融資計(jì)劃中必須明確籌資原則以及如何估算融資額度，融資渠道包含自有資金、銀行 信貸資金、社會(huì)集資以及預(yù)收定金和購(gòu)房款。房地產(chǎn)投資項(xiàng)目融資成本分析包括對(duì)融資成本比率、 財(cái)務(wù)杠桿比率和融資收益比率的計(jì)算。在對(duì)房地產(chǎn)投資項(xiàng)目進(jìn)行融資風(fēng)險(xiǎn)分析時(shí)應(yīng)該對(duì)融資中所涉 及的清償風(fēng)險(xiǎn)、利率風(fēng)險(xiǎn)、匯率風(fēng)險(xiǎn)、經(jīng)濟(jì)風(fēng)險(xiǎn)、政策風(fēng)險(xiǎn)、法律風(fēng)險(xiǎn)以及政治風(fēng)險(xiǎn)進(jìn)行全面的考 慮。在對(duì)房地產(chǎn)投資項(xiàng)目進(jìn)行融資結(jié)構(gòu)分析時(shí)則可以采用層次分析法。該章還介紹了如何對(duì)資金投 入、資金收入進(jìn)行控制管理，以及如何加速資金周轉(zhuǎn)等內(nèi)容，同時(shí)通過(guò)案例分析，進(jìn)一步說(shuō)明了項(xiàng) 目融資策劃的過(guò)程及其原理。 第五章論述了房地產(chǎn)工程項(xiàng)目開(kāi)發(fā)前期策劃中存在的問(wèn)題及對(duì)策、項(xiàng)目的實(shí)施控制、以及項(xiàng)目 管理過(guò)程中的組織協(xié)調(diào)和溝通。房地產(chǎn)工程項(xiàng)目開(kāi)發(fā)前期策劃工作非常重要，它能起到影響全局的 作用。房地產(chǎn)工程項(xiàng)目開(kāi)發(fā)前期策劃中包括工程項(xiàng)目構(gòu)思的產(chǎn)生和選擇、項(xiàng)目的目標(biāo)設(shè)計(jì)和項(xiàng)目定 義及其可行性研究。項(xiàng)目的實(shí)施控制包含對(duì)工程項(xiàng)目的系統(tǒng)分析、結(jié)構(gòu)分析、用什么方法對(duì)其進(jìn)行 分解以及如何對(duì)實(shí)施過(guò)程中的工程項(xiàng)目進(jìn)度、成本和質(zhì)量進(jìn)行控制管理等，同時(shí)文中還強(qiáng)調(diào)了項(xiàng)目 管理過(guò)程中的組織協(xié)調(diào)與溝通。 第六章論述了物業(yè)管理與房地產(chǎn)投資項(xiàng)目策劃的關(guān)系，物業(yè)管理策劃的主要任務(wù)和基本流程、 物業(yè)管理定位、物業(yè)管理方式選擇、物業(yè)管理招投標(biāo)、物業(yè)管理前期介入與房地產(chǎn)開(kāi)發(fā)的互動(dòng)等問(wèn) 題。物業(yè)管理與房地產(chǎn)項(xiàng)目的成敗密切相關(guān)，物業(yè)管理己經(jīng)成為房地產(chǎn)商競(jìng)爭(zhēng)的重要手段。物業(yè)管 理策劃的主要任務(wù)是根據(jù)消費(fèi)者的需求，確定物業(yè)管理的具體定位，決定服務(wù)項(xiàng)目、服務(wù)內(nèi)容、服 務(wù)標(biāo)準(zhǔn)、收費(fèi)標(biāo)準(zhǔn)，確定管理方式，選擇物業(yè)管理企業(yè)。根據(jù)物業(yè)管理策劃的內(nèi)容，進(jìn)行物業(yè)管理 前期介入，使
[Abstract]:With the transition of the real estate industry from the seller's market to the buyer's market, the real estate developers have also made great progress in the research of the real estate investment project planning since the transition from the extensive operation on the basis of feeling to the project planning of the.90. The theory and framework of the system planning for real estate investment projects have not been established yet. The purpose of this paper is to improve the system planning of real estate investment projects through the analysis of real estate investment projects, to construct a complete system planning and back tracking framework for real estate investment projects, and to explain the key of real estate investment projects. In order to reduce the investment risk of real estate projects, improve the management of real estate investment projects, control the technical level, and better realize the investment goals of real estate projects, the planning methods and means of the links are used to guide the practice.
In addition to the introduction, there are eight chapters in total. The first chapter constructs the theoretical system and framework of the real estate investment project system planning, including the connotation, theoretical foundation and characteristics of the real estate investment project system planning. The real estate investment project system planning refers to the objective of the real estate project investment, the investigation and the analysis of the related materials. On the basis of a certain procedure, the implementation of real estate investment projects is systematically, thoroughly conceived, planned, and a reasonable and feasible implementation plan is formulated and selected, as well as a creative activity to modify and adjust the plan according to the requirements of the target and the real environment. It includes the market of real estate investment projects. Analysis and prediction, marketing planning, financing planning, development process planning, property management planning, and investment risk analysis. The article points out that the real estate investment project system planning is not only a simple combination of these planning subsystems, it is a systematic project composed of these planning subsystems, which satisfies the integrity, comprehensiveness and satisfaction. Regionalism, foresight, marketability, innovation, operability and diversity.
The second chapter to the seventh chapter discusses the planning system of the real estate investment project system and the planning methods and means of these planning subsystems. The second chapter introduces the basic concepts, contents, methods of analysis and prediction and how to carry out the subject concept of real estate project on this basis. The main contents of the real estate market analysis include the analysis of the influence factors of the real estate market and the analysis of supply and demand. The real estate market analysis work is done mainly through the data collection and market research. The real estate market analysis work process is mainly divided into the analysis object, the analysis of the purpose, the analysis of the date, the collection of information and the market. The market analysis and prediction are carried out with the methods of experience and statistical data. At the same time, in view of the problems existing in the actual market analysis and prediction, the solutions are put forward. This chapter also expounds the definition, essence, function and style of the theme concept and image positioning of real estate projects, and sets a more scientific idea. The procedure of theme concept and image positioning is analyzed, and a case of positioning and image positioning of a project in Nanjing is analyzed.
The third chapter discusses the concept and theory of the marketing planning of real estate investment projects, the steps and contents of the marketing planning of real estate investment projects, and the existing problems and solutions in the marketing planning of real estate investment projects. The marketing planning of real estate investment projects mainly includes the marketing mix, pricing, product promotion and advertising. The article also puts forward some suggestions on the problems of the current real estate investment project marketing planning, such as the lack of professionalism in the marketing planning, the exorbitant expectation of the project and the obsolescence of the promotion methods.
The fourth chapter discusses the connotation of financing planning for real estate investment projects, the phase of the financing of real estate investment projects, the financing plans and channels of real estate investment projects, and the analysis of the cost, risk, structure and other elements of financing in the real estate investment projects.
Research on the system planning of real estate investment project
Eye financing includes five stages: investment decision analysis, financing decision analysis, financing structure analysis, financing negotiation and project financing implementation.
In the real estate investment project financing plan, we must define the principle of financing and how to estimate the amount of financing.
Credit capital, social fund-raising and earnest money and housing purchase. The cost analysis of real estate investment project includes the ratio of financing cost.
The calculation of the financial leverage ratio and the financing income ratio should be related to financing in the analysis of the financing risks of real estate investment projects.
And the liquidation risk, interest rate risk, exchange rate risk, economic risk, policy risk, legal risk and political risk.
In the analysis of the financing structure of real estate investment projects, the analytic hierarchy process can be adopted. This chapter also introduces how to invest funds.
The control and management of capital income and how to speed up capital turnover are explained.
The process and principle of project financing planning.
The fifth chapter discusses the problems and Countermeasures in the early stage planning of real estate project development, implementation control and projects.
Organization, coordination and communication in the management process. The early stage planning of real estate project development is very important, and it can affect the overall situation.
The early stage planning of real estate project includes the generation and selection of the project conception, the target design and the project setting of the project.
Project implementation control includes system analysis, structural analysis, and method of project implementation.
Decomposition and how to control and manage the progress, cost and quality of construction projects are also emphasized.
Organization coordination and communication in the process of management.
The sixth chapter discusses the relationship between property management and real estate investment project planning, the main tasks and basic process of property management planning.
Property management positioning, property management mode selection, property management tendering and bidding, property management pre intervention and real estate development interaction and so on.
Property management is closely related to the success or failure of real estate projects. Property management has become an important means of competition for real estate developers.
The main task of Li planning is to determine the specific location of property management according to the needs of consumers, and decide on service items, service contents and services.
Service standards, charging standards, determination of management methods, selection of property management enterprises. According to the contents of property management planning, property management is carried out.
Early intervention
【學(xué)位授予單位】：南京農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2003
【分類號(hào)】：F293.3

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 陳洪官;房地產(chǎn)開(kāi)發(fā)項(xiàng)目前期策劃的應(yīng)用研究[D];西安建筑科技大學(xué);2007年

2 范灝;房地產(chǎn)開(kāi)發(fā)投資組合研究[D];西安建筑科技大學(xué);2006年

本文編號(hào)：2144222