颐安集团深圳市龙岗区地产开发布局及实施策略
发布时间：2019-05-11 11:54
【摘要】：目前，从房地产行业融资的现状来讲，银行贷款受到一定的影响，房地产开发商在海外的发债规模提高；从房地产企业情况来看，销售量增减参差不齐，价格多数仍在上涨，部分房地产开发商进入去库存的状态，打折销售，这种方式使得经营现金状况开始发生有所好转。 在这种宏观背景下，房地产开发问题是众多地产商面临的严重问题，如何正确分析宏观形势的发展，如何正确了解客户的真正需求，如何将营销与开发相结合，对于企业的生存和发展至关重要，成为房地产行业亟待解决的问题。本文的研究内容主要解决以下问题：结合行业背景，，分析市场需求；如何在开发周期较长的情况下满足客户要求变化；如何结合市场变化调整开发节奏，使产品利润最大化；如何调整自身的管理规范等。文章主要分为房地产开发的理论研究对房地产开发项目的相关理论和项目所存在的风险进行探讨；深圳市城市宏观研究，从整体经济形势、城市发展规划、交通情况，以及深圳市和龙岗区的房地产市场环境进行分析；颐安集团企业战略研究，包括经营战略、竞争策略、融资策略和开发模式；项目开发具体开发策略研究，和项目的具体实施和建设情况进行规划，并最后进行项目整体的总结并提出一些意见和建议。从而对于颐安集团的在龙岗区的地产开发项目有一个整体的把握。
[Abstract]:At present, from the real estate industry financing situation, bank loans are affected, real estate developers in overseas debt issue scale increased; From the situation of real estate enterprises, the increase and decrease of sales are uneven, most of the prices are still rising, some real estate developers enter the state of de-inventory, discount sales, this way makes the operating cash position begin to improve. Under this macro background, the real estate development problem is a serious problem faced by many real estate developers. How to correctly analyze the development of the macro situation, how to correctly understand the real needs of customers, how to combine marketing and development, It is very important for the survival and development of enterprises, and has become an urgent problem to be solved in the real estate industry. The research content of this paper mainly solves the following problems: combining with the industry background, analyzing the market demand; how to meet the change of customer requirements under the condition of long development cycle; how to adjust the development rhythm and maximize the product profit according to the market change; How to adjust their own management norms and so on. This article mainly divides into the real estate development theory research to the real estate development project related theory and the project existence risk carries on the discussion; Shenzhen city macro-research, from the overall economic situation, urban development planning, traffic situation, as well as Shenzhen and Longgang real estate market environment analysis; Research on enterprise strategy of Yian Group, including management strategy, competition strategy, financing strategy and development mode; Project development strategy research, implementation and construction of the project planning, and finally the overall summary of the project and put forward some suggestions and suggestions. Thus to the Yian Group in the Longgang District of the real estate development project has an overall grasp.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4
本文编号：2474470
[Abstract]:At present, from the real estate industry financing situation, bank loans are affected, real estate developers in overseas debt issue scale increased; From the situation of real estate enterprises, the increase and decrease of sales are uneven, most of the prices are still rising, some real estate developers enter the state of de-inventory, discount sales, this way makes the operating cash position begin to improve. Under this macro background, the real estate development problem is a serious problem faced by many real estate developers. How to correctly analyze the development of the macro situation, how to correctly understand the real needs of customers, how to combine marketing and development, It is very important for the survival and development of enterprises, and has become an urgent problem to be solved in the real estate industry. The research content of this paper mainly solves the following problems: combining with the industry background, analyzing the market demand; how to meet the change of customer requirements under the condition of long development cycle; how to adjust the development rhythm and maximize the product profit according to the market change; How to adjust their own management norms and so on. This article mainly divides into the real estate development theory research to the real estate development project related theory and the project existence risk carries on the discussion; Shenzhen city macro-research, from the overall economic situation, urban development planning, traffic situation, as well as Shenzhen and Longgang real estate market environment analysis; Research on enterprise strategy of Yian Group, including management strategy, competition strategy, financing strategy and development mode; Project development strategy research, implementation and construction of the project planning, and finally the overall summary of the project and put forward some suggestions and suggestions. Thus to the Yian Group in the Longgang District of the real estate development project has an overall grasp.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4
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