商业综合体地产项目市场调研与定位分析研究

发布时间：2018-12-07 08:20

【摘要】：我国房地产行业自20世纪房地产市场化开始，发展至今，作为国民经济支柱行业的地位已经确立。但是，由于竞争的加剧与市场的不成熟，房地产市场产品存在设计雷同、经验化定制、盈利模式与市场发展趋势不相匹配等诸多问题。在经济高速发展，城镇化进程进一步加快、土地资源越来越稀缺、持续的政策限制等多种因素的综合作用下，国内房地产近几年发展的重点逐渐由住宅转向了综合体。这就对房地产市场的良性发展提出了更高的要求，加大了房地产业的投资风险和不确定因素，在进行房地产投资之前必须做好足够的准备，最大限度的降低投资风险。房地产市场运行存在着一定的规律，但是这种规律并不是表面的、显而易见的规律，而是一种隐蔽的规律，需要通过在房地产项目开发前期对地块价值、投资环境、市场供求状况、竞争状况等进行深度市场调研及分析，对项目市场定位提供决策依据，以规避风险。而大型商业综合体地产项目因产品多元化、客户需求的特殊性、盈利模式的不确定性、利益协调的的多样性，更需要在项目开发前期进行周密的市场调研及定位分析。通过细分市场的调研信息，制定适应市场需求、变化趋势的房地产产品定位，让项目能策应市场，满足社会、政府、企业、消费者利益需求。本文通过对房地产市场调研和房地产项目定位的相关理论研究，以本人实践的西湖区朝阳新城项目为研究对象，对项目所在城市、区域、产品市场等领域的相关经济、政策、竞争环境，及发展趋势等维度深入的分析、研究，，确定了项目产品定位，加强了对房地产项目进行市场调研及定位工作的方式、方法的经验积累及全面认识，深刻领悟在项目开发前期开展该项工作的意义，对项目整体盈利模式的合理建立，提供了前提条件。
[Abstract]:China's real estate industry has been established as a pillar industry of national economy since the beginning of the real estate marketization in the 20th century. However, due to the aggravation of competition and immature market, there are many problems in the real estate market, such as design similarity, experience customization, profit model and market development trend, and so on. With the rapid development of economy, the acceleration of urbanization process, the scarcity of land resources and the continuous policy constraints, the emphasis of the development of domestic real estate has gradually shifted from housing to complex in recent years. This puts forward higher requirements for the benign development of the real estate market, increases the investment risk and uncertainty factors of the real estate industry, and must make sufficient preparation before the real estate investment to minimize the investment risk. There are certain laws in the operation of the real estate market, but this law is not superficial and obvious, but a hidden law, which requires the value of land and the investment environment in the early stages of the development of real estate projects. Deep market research and analysis are carried out on the condition of market supply and demand and competition so as to provide the decision basis for the market positioning of the project in order to avoid the risk. Because of the diversification of product, the particularity of customer demand, the uncertainty of profit model and the diversity of benefit coordination, the large-scale commercial complex real estate project needs to carry on the thorough market research and the localization analysis in the early stage of the project development. Through the research information of the subdivision market, the real estate product orientation that adapts to the market demand and the change trend is established, so that the project can respond to the market and meet the interests of the society, government, enterprises and consumers. Based on the research of real estate market and the related theory of real estate project positioning, this paper takes the project of Chaoyang New Town in Xihu District as the research object, and the relevant economy and policy of the city, region, product market and other fields where the project is located. The competitive environment, the development trend and so on dimension in-depth analysis, the research, has determined the project product localization, has strengthened the real estate project to carry on the market research and the localization work way, the method experience accumulation and the comprehensive understanding, The profound understanding of the significance of carrying out this work in the early stage of project development provides a prerequisite for the rational establishment of the overall profit model of the project.
【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】：F299.21;F721

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