A公司海外房地产目标市场选择研究

发布时间：2018-03-17 21:05

本文选题：海外房地产市场　切入点：宏观环境分析　出处：《中国地质大学（北京）》2014年硕士论文　论文类型：学位论文

【摘要】：当今世界经济危机给房地产带来了影响，但是从2012年以来，世界经济开始复苏，房地产市场也开始逐渐恢复。中国政府的政策从原来的鼓励房地产粗放式发展到现在的有意识的调控房价，引导房地产向良性健康阶段发展。同时也鼓励房地产公司走出去，开发海外市场。中国很多的房地产企业已经在海外开拓了房地产市场，随着近年来中国经济的发展和人民币的升值，有很多中国的个人也到海外去买房置业。开拓海外市场也就自认而然成了A公司的目标之一。本文收集了A公司的内部资料和财务情况信息，分析了A公司的经营情况和发展战略，资产负债表和收入情况，分析了A公司自身的优势和遇到的挑战，从A公司的挑战中看出A公司到海外投资的必要性和紧迫性，从优势可以感知到A公司海外投资的物质基础和可能性。关于目标海外市场的选取，本文在收集整理全球经济发展情况资料的同时发现，大部分中国的投资目的地一开始都在亚洲的国家和地区身上，如新加坡和香港等地。但是后来，由于这些国家调整了政策，目前中国的海外投资大都集中在英国、美国和澳大利亚等发达的国家，因为这些国家经济发达，政治法治稳定，收益相对可以预见。所以A公司决定在全世界众多房地产市场中选择了三个具有代表性的发达国家——美国、英国和澳大利亚——作为研究对象。根据市场营销的宏观分析理论，本文分析了三个不同的海外房地产市场的情况，包括人口环境，自然环境，政治法律环境，经济环境、社会文化环境和技术环境。基于A公司的具体情况和SWOT分析法，本文通过机会和威胁以及优势和劣势的分析，把A公司和三个市场做了比较研究。根据比较结果，，得出结论，A公司选择这三个发达国家的房地产市场作为潜在的发展对象市场是合适的。最后本文运用市场选择的理论，和AHP层级分析法，对三个房地产市场的具体市场因素进行比较筛选，选取了市场现实需求量、市场潜在需求量、人均国民收入、竞争情况、经济周期状况五个因素作为分析因子。通过定性和定量的分析方法，最后得出A公司需要投资的最佳目标对象市场是澳大利亚。
[Abstract]:The current world economic crisis has had an impact on real estate, but since 2012, the world economy has begun to recover. The real estate market has also begun to recover gradually. The Chinese government's policy of encouraging the extensive development of real estate has now been consciously regulating housing prices to guide the development of real estate to a healthy stage. At the same time, it has also encouraged real estate companies to go out. Develop overseas markets. Many real estate enterprises in China have opened up the real estate market overseas. With the development of China's economy and the appreciation of the RMB in recent years, Many Chinese individuals have also gone overseas to buy their homes. Opening up overseas markets has become one of the goals of company A. This paper collects the internal information and financial information of company A, analyzes the management and development strategy, balance sheet and income of company A, and analyzes the advantages and challenges of company A. The necessity and urgency of A company's overseas investment can be seen from the challenge of A company, and the material basis and possibility of A company's overseas investment can be perceived from its advantages. With regard to the selection of target overseas markets, while collecting and collating information on global economic development, this paper finds that most of China's investment destinations started out in Asian countries and regions. Places such as Singapore and Hong Kong. But later, as these countries adjusted their policies, at present, most of China's overseas investment is concentrated in developed countries such as Britain, the United States and Australia, because these countries have developed economies and political stability under the rule of law. So company A decided to select three representative developed countries-the United States, Britain and Australia-among the world's many real estate markets. According to the macro-analysis theory of marketing, this paper analyzes the situation of three different overseas real estate markets, including population environment, natural environment, political and legal environment, economic environment. Social and cultural environment and technological environment. Based on the specific situation of company A and SWOT analysis, this paper makes a comparative study of company A and three markets through the analysis of opportunities and threats, strengths and weaknesses. The conclusion is that the real estate market of these three developed countries is suitable. Finally, by using the theory of market choice and AHP analytic hierarchy process, this paper compares the specific market factors of the three real estate markets, and selects the actual market demand, market potential demand, per capita national income, competition. Through qualitative and quantitative analysis, it is concluded that the best target market for company A is Australia.
【学位授予单位】：中国地质大学（北京）
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4

【参考文献】