成都YJSJ房地产项目市场定位研究

发布时间：2018-06-20 07:47

本文选题：STP理论 + SWOT分析　；参考：《西南交通大学》2017年硕士论文

【摘要】：经过近二十年的高速发展之后,中国房地产市场已上升到国计民生,事关千万老百姓福祉,同时在近期密集型调控的政策背景下,同行业之间的竞争日趋激烈,房地产项目开发更偏向对项目进行合理的市场定位,更加符合市场需求。本文通过对YJSJ项目地块基地、区域发展规划、市场竞争、供求关系等方面分析,结合项目开发公司发展战略,对目标市场进行细分,选择细分目标市场,确定相应的市场定位发展方向。在具体的分析论证过程中,本文运用了波特五力模型、SWOT分析方法对项目供给和需求进行分析评估,具体论证该细分市场结构吸引力。本文在以下几方面取得一定成果:第一,开发企业要想更好地选择目标市场,必须将自身优势和市场机会结合起来,优化资源配置,更加高效率的开发项目;第二,将市场细分模型应用于成都市房地产市场细分中,并用"市场供给和需求关系是衡量细分市场重要标准"方法判定市场细分,对具体的市场在细分做出了更加清晰的描述、提高了市场细分的效率,保证了开发企业能够简单快捷找到所需要的市场细分领域;第三,从市场需求推导居住功能,从客户群体居住痛点推导市场机会,将痛点反馈到住宅项目的定位中,从而开发出真正满足顾客需求的产品。本文的研究是在房地产市场面粉贵过面包即楼面地价高过房价,国家及地方政府全面加强宏观调控的大背景下,结合STP理论对YJSJ项目市场定位进行了较为深入的实证研究,为房地产项目如何进行高溢价率项目定位,提供具体的建议和定位方向指导。
[Abstract]:After nearly two decades of rapid development, China's real estate market has risen to the national economy and the people's livelihood, affecting the well-being of tens of millions of people. At the same time, in the context of recent intensive control policies, competition among the same industries has become increasingly fierce. Real estate project development is more inclined to the project a reasonable market positioning, more in line with market demand. Based on the analysis of YJSJ project land base, regional development planning, market competition, supply and demand relationship, combined with the development strategy of the project development company, this paper subdivides the target market and selects the subdivision target market. Determine the corresponding market orientation and development direction. In the process of concrete analysis and demonstration, this paper uses the Porter's five-force model and SWOT analysis method to analyze and evaluate the project supply and demand, and proves the attraction of the subdivision market structure. This paper has made some achievements in the following aspects: first, if the development enterprises want to better choose the target market, they must combine their own advantages with market opportunities, optimize the allocation of resources, and improve the efficiency of development projects. This paper applies the market segmentation model to the real estate market segmentation in Chengdu, uses the method that "the relationship between the market supply and demand is the important criterion to measure the subdivision market" to judge the market segmentation, and makes a clearer description of the specific market segmentation. It improves the efficiency of market segmentation and ensures that the development enterprise can find the market segmentation field easily and quickly. Thirdly, the residential function is derived from the market demand, and the market opportunity is derived from the residential pain point of the customer group. Feedback pain points to the location of residential projects and develop products that truly meet the needs of customers. Under the background that the real estate market is more expensive than bread, that is, the floor land price is higher than the house price, and the state and local governments comprehensively strengthen the macro-control, combined with the STP theory, this paper makes a more in-depth empirical study on the market positioning of YJSJ project. For real estate project how to carry out high premium rate project positioning, provide specific advice and orientation guidance.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.23

【参考文献】