JH县书香名邸项目开发定位研究

发布时间：2018-05-27 04:12

本文选题：房地产项目 + 市场定位　；参考：《河北工业大学》2015年硕士论文

【摘要】：1994年,国家正式出台《关于深化城镇住房制度改革的决定》,这标志着我国由计划分房时代转入逐步探索市场化时代。1998年,国家正式印发《关于进一步深化住房制度改革加快住房建设的通知》,通知明确指出我们住房制度导向为“取消福利分房,实现居民住宅货币化、私有化”,住房市场化成为了当时的热词和关键词。在国家政策引导下,我国房地产业取得了突飞猛进发展。特别是2000年以来,我国房地产投资和增加值年平均保持15%以上增长速度,远超过国内生产总值(GDP)10%的增幅,北京、上海、广州等一线城市房价10年增长在5倍。房地产成为我国国民经济飞速发展的三驾马车,带动了钢铁业、水泥制造业、建筑业、装潢业、化工业等50多个关联行业发展发展。巨大的利润诱惑下,大量非房地产专业企业进入房地产领域,导致房地产市场莨莠不齐,盲目拿地开发,导致房价过快、过高的增长,部分城市出现为房产业泡沫。为了保证房地产业健康发展,2005年以来国家陆续出台了一系列调控政策,如限贷、限购、认房、认贷等政策,房地产市场逐步降温,交易量和成交价格都有所下降。房地产企业纷纷准备“过冬”,许多中小开发企业资金紧张,有的企业面临着崩盘的危险,如何科学、合理定位市场成为摆在中小开发企业面前的难题。本文系统分析了当前国内房地产市场发展环境,从省到市再到县,通过层层深入并过渡到本次研究对象,采用SWOT分析方法对研究对象“书香名邸”的优势、劣势、机遇、挑战进行分析,结合市场细分、市场调研分析对项目地的顾客定位、产品定位和品牌定位进行分析,提出了“书香名邸”项目如何科学选定开发定位与策略,集聚目标客户群体形成了本项目的细化开发策略和营销策略,验证了市场定位理论方法在房地产开发中的实际作用。
[Abstract]:In 1994, the state formally issued the decision on deepening the Reform of Urban Housing system, which marked the transition from the era of planned housing allocation to the era of gradual exploration of marketization. The State officially issued the Circular on further deepening the Reform of the Housing system and speeding up Housing Construction. The circular clearly pointed out that our housing system is oriented towards "abolishing the distribution of welfare housing, monetization and privatization of residential buildings." Housing marketization became a hot word and keyword at that time. Under the guidance of national policies, China's real estate industry has made rapid progress. Especially since 2000, China's real estate investment and added value has maintained an average annual growth rate of more than 15 percent, far exceeding the GDP growth rate of 10 percent, and housing prices in first-tier cities such as Beijing, Shanghai, Guangzhou and other first-tier cities have increased fivefold in 10 years. Real estate has become the troika of the rapid development of our national economy, which has driven the development of more than 50 related industries, such as steel industry, cement manufacturing industry, construction industry, decoration industry, chemical industry and so on. Under the huge profit temptation, a large number of non-real estate professional enterprises enter the real estate field, leading to the real estate market unevenness, blind land development, leading to the housing price too fast, too high growth, some cities appear as the housing industry bubble. In order to ensure the healthy development of the real estate industry, the state has issued a series of regulation and control policies since 2005, such as limited loan, limited purchase, house recognition, loan recognition and so on. The real estate market has gradually cooled down, and the transaction volume and transaction price have declined. Real estate enterprises are preparing for "winter" one after another, many small and medium-sized development enterprises are facing the risk of collapse, some enterprises are facing the danger of collapse. How to scientifically and rationally locate the market has become a difficult problem in front of small and medium-sized development enterprises. This paper systematically analyzes the current domestic real estate market development environment, from province to city to county, through layers of depth and transition to this research object, using SWOT analysis method to study the object of "Shuxiang Mansion" strengths, weaknesses, opportunities, The challenge is analyzed, combined with market segmentation, market research and analysis to analyze the customer orientation, product positioning and brand positioning of the project site, and how to scientifically select the development location and strategy of the "Shuxiang name residence" project is put forward. Agglomeration of target clients forms the detailed development strategy and marketing strategy of this project, which verifies the practical role of market positioning theory and method in real estate development.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F299.23

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