HHNXC项目定位研究

发布时间：2018-01-04 23:10

本文关键词：HHNXC项目定位研究　出处：《大连理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着国民经济的发展,建筑业在国民经济中发挥的作用越来越突出,在日趋激烈的市场竞争环境下,房地产企业发展趋于理性化。在项目开发的进程中,房地产产品定位成为关键核心,对于房地产开发的成败起到关键作用。房地产产品定位是指通过市场调查和研究分析以及创新构思,最终确定整体房地产产品的主要特征。由于外部性环境复杂性,房地产项目定位面临着重大挑战。伴随着企业全国化发展战略,HHNXC项目,由于较长开发周期、比较生僻的位置、巨大的开发规模、商业比重高等种种因素,对企业的开发能力提出重大挑战。项目该如何定位成为H企业获取土地后,首要核心的工作。本文遵循研究问题的基本路线,即提出、分析和解决问题的路线。力图通过HHNXC项目面临的复杂形势,从宏观调控的背景下,分析全国、沈阳乃至HN新区房地产市场发展情况,为H企业项目定位提供依据。从客户群、土地、竞争情况、经济效能等因素定位分析,为采取相应的开发策略奠定基础。 HHNXC项目的核心定位于“微城市”,并对项目定位的价值形态和产品形态进行阐述。进而,分析相关的产品定位的主题,提升项目产品的定位品牌,建立H企业中华系的产品体系。从而,利于后期项目产品的运作,形成以客户群为导向的发展定位思路,为房地产企业对产品的定位开发提供借鉴指导意义,促进房地产企业的良性发展。
[Abstract]:With the development of the national economy , the role of the construction industry in the national economy is more and more prominent . In the fierce market competition environment , the development of real estate enterprises tends to be rational . In the process of the project development , the real estate product positioning becomes the key core , and plays a key role in the success or failure of the real estate development . The real estate product positioning refers to the main characteristics of the whole real estate product through market investigation and research analysis and innovative concept . Due to the complexity of the external environment , the real estate project is facing a great challenge . Along with the national development strategy of the enterprise , the HHNXC project , because of the longer development cycle , the more remote location , the huge development scale , the high commercial specific gravity and so on , poses a major challenge to the enterprise ' s development ability . This paper follows the basic line of the research problem , that is to put forward , analyze and solve the problem - solving route . In order to analyze the development of real estate market in the whole country , Shenyang and even HN under the background of macro - control , the paper analyzes the development of the real estate market in the whole country , Shenyang and the HN region under the background of macro - control , and lays the foundation for taking the corresponding development strategy from the aspects of customer group , land , competition situation and economic efficiency . The core of the HHNXC project is located in " micro city " , and expounds the value form and product form of the project positioning . Furthermore , the theme of the product positioning is analyzed , the product system of H enterprise is established . Therefore , it is beneficial to the operation of the later project product , to form the development positioning thought based on the customer group , and to provide reference for the development of the product positioning and development for the real estate enterprise , and to promote the benign development of the real estate enterprise .

【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.27

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