房地产项目定位的灰色综合评价研究

发布时间：2018-06-24 12:29

本文选题：房地产 + 项目定位　；参考：《天津大学》2013年硕士论文

【摘要】：随着全球经济风云变幻，房地产项目建设一直是我国成为拉动内需、推动经济增长的主要支柱产业之一。由于房地产企业在进行项目综合定位时，所依据的信息资料不够充分和准确，，以及所采用的项目定位方法不同，经常造成房地产开发投资决策失误，导致项目后期楼盘销售不畅，造成房地产市场中商品房大量空置，严重制约了房地产企业开发活动的持续性，影响了地方经济的发展。因此在房地产项目定位决策时，房地产企业对注重项目相关资料和数据的分析、与项目产品竞争战略的制定凸显出了极其重要作用。本文主要针对企业的房地产项目进行政策、区域、竞争对手、客户群体等各方面的综合分析，将灰色综合评价理论知识运用到房地产项目综合定位决策的过程中。本文首先从介绍我国房地产行业发展现状，并阐述房地产项目定位涵义开始，强调项目定位对企业决策的重要性；其次，分析房地产企业项目综合环境；然后，结合房地产项目综合定位的特点及影响因素，对北碚某房地产的A地块房地产项目进行综合分析，从竞争战略的角度，通过项目的优势与劣势的分析、机会与威胁的分析，构建SWOT矩阵，综合分析项目定位的影响因素。最后构建综合评价指标体系，对A地块房地产项目进行了灰色综合评价，弥补了当前房地产企业在项目定位中的不足，使房地产企业项目的综合定位有一套合理的科学的依据，进而促进企业科学化的发展。
[Abstract]:With the changes of the global economy, the construction of real estate projects has been one of the main pillar industries to stimulate domestic demand and promote economic growth in China. Because of the insufficient and accurate information based on when the real estate enterprise carries on the project comprehensive positioning, and because of the difference of the project positioning method, it often causes the real estate development investment decision error. As a result of the late stage of the project, the sale of the real estate is not smooth, and a large number of commercial houses are vacant in the real estate market, which seriously restricts the sustainability of the development of the real estate enterprises and affects the development of the local economy. Therefore, when the real estate project positioning decision-making, the real estate enterprise to pay attention to the project related information and the data analysis, and the project product competition strategy formulation has highlighted the extremely important role. This paper analyzes the policies, regions, competitors and customer groups of real estate projects, and applies the theory of grey comprehensive evaluation to the decision-making process of real estate projects. This paper begins with the introduction of the present situation of the real estate industry in our country, and expounds the meaning of the real estate project positioning, emphasizes the importance of the project positioning to the enterprise decision-making; secondly, analyzes the comprehensive environment of the real estate enterprise project; then, Combined with the characteristics and influencing factors of the comprehensive positioning of real estate projects, this paper makes a comprehensive analysis of the A plot real estate projects of a certain real estate in Beibei. From the point of view of competitive strategy, through the analysis of the advantages and disadvantages of the projects, the opportunities and threats, The SWOT matrix is constructed and the influencing factors of project positioning are analyzed synthetically. Finally, the comprehensive evaluation index system is constructed, and the grey comprehensive evaluation of the real estate project in plot A is carried out, which makes up for the deficiency of the current real estate enterprise in the project positioning, and makes the comprehensive positioning of the real estate enterprise project have a set of reasonable scientific basis. And then promote the scientific development of enterprises.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4

【参考文献】