HQ地产项目定价策略研究

发布时间：2018-03-03 06:09

本文选题：房地产企业　切入点：HQ项目　出处：《西安工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济的不断发展,我国房地产行业也在不断发展壮大,随着行业的不断扩大,房地产商之间的竞争也越来越激烈,而竞争的焦点主要集中的价格上,那么如何确定合理的房地产商品价格成为所有的房地产商关注的重要问题,HQ项目也是如此。本文通过探讨HQ项目所面临的宏观和微观环境入手,对HQ项目周边楼盘的竞争境况进行对比分析,综合各项因素,制定了 HQ项目定价的流程和具体方法,有利于提升HQ项目的核心竞争力。本文从市场营销学理论的基础着手,对HQ项目所处的宏观环境进行分析,具体阐述了HQ项目所处的政治与法律环境、经济环境、社会文化环境和技术环境,对项目所处的市场需求进行了预测,根据HQ项目的特点进行了市场定位,并综合对比房地产定价的三种方法之后,根据HQ项目的特点确定了市场比较法来进行定价研究,由此确定了 HQ项目的价格定位,最后提出HQ项目定价策略的实施。论文的应用价值和实践意义在于对HQ项目定价体系的完善和创新,为HQ项目开盘定价提供有效的思路和参考意义,对于我国房地产新的形势下的定价策略也有一定的指导意义。
[Abstract]:With the continuous development of the economy, the real estate industry in our country is also growing. With the continuous expansion of the industry, the competition between real estate developers is becoming more and more fierce, and the focus of the competition is mainly on the price. So how to determine the reasonable real estate commodity price has become an important issue that all real estate developers pay attention to. This paper discusses the macro and micro environment of HQ project. This paper makes a comparative analysis of the competitive situation of buildings around HQ project, synthesizes various factors, and formulates the pricing process and specific method of HQ project, which is helpful to enhance the core competitiveness of HQ project. The macro environment of HQ project is analyzed, and the political and legal environment, economic environment, social and cultural environment and technical environment of HQ project are expounded, and the market demand of HQ project is forecasted. According to the characteristics of HQ project, the market positioning is carried out, and after synthetically comparing the three methods of real estate pricing, according to the characteristics of HQ project, the market comparative method is determined to carry out pricing research, and the price orientation of HQ project is determined. Finally, the paper puts forward the implementation of the pricing strategy of HQ project. The application value and practical significance of this paper lies in the perfection and innovation of the pricing system of HQ project, which provides an effective way of thinking and reference significance for the opening pricing of HQ project. For our country real estate under the new situation of pricing strategy also has certain guiding significance.
【学位授予单位】：西安工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4

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