商品房定价理论应用研究

发布时间：2018-04-25 12:31

本文选题：商品房 + 定价理论　；参考：《华中科技大学》2013年硕士论文

【摘要】：在过去的三十年中，我国房地产市场伴随着改革开放的不断推进和深化，获得了长足的发展。但是，房地产市场的快速发展带来了一系列的问题，其中尤以房价过高最为突出，引起了社会的普遍关注和质疑。同时，市场的竞争日益加剧，房地产行业“黄金十年”正逐渐远去，主流开发商都意识到以往简单依赖于项目升值带来利润的模式在今后将难以为继，未来的市场竞争将更多的取决于公司内部和具体项目的精细化管理，通过提高经营效率和周转率而不是价格来获得更高的利润。作为营销活动中的重要组成部分，如何实现有效定价成为开发商不得不重视的问题。本文首先探讨了影响商品房价格的相关因素，并进行了归纳总结。接着分析了有关商品房价格的相关理论研究，简要比较了几种主流定价方法的特点。同时，考虑到行为因素对购买决策过程的影响越来越大，在定价方法中引入行为因素成为构建更加完善的定价理论与模型的重要趋势，因此本文以是否包含行为因素为依据，，将定价理论划分为经典商品房定价理论和行为商品房定价理论。经过充分的理论分析，本文以武汉H公司的W项目为例，讨论了几种主流定价方法的实际应用问题，并比较了其应用效果和各自的优劣。经过研究，本文认为，成本定价法与初步的竞争导向定价法，以及通过现金流折现的计算方法，难以对商品房的定价形成正确的指导作用，基于特征因素的定价法在实际应用中优势明显。而行为定价法如何在实际工作中进一步发挥作用，还有待于进一步的研究。
[Abstract]:In the past 30 years, the real estate market of our country has made great progress along with the continuous promotion and deepening of reform and opening up. However, the rapid development of the real estate market has brought a series of problems, especially the high housing prices, which caused widespread concern and doubt. At the same time, competition in the market is increasing, the "golden decade" of the real estate industry is gradually gone, mainstream developers have realized that the pattern of simple reliance on project appreciation to bring profits will be unsustainable in the future. The market competition in the future will depend more on the fine management within the company and specific projects, and gain higher profit by improving the operating efficiency and turnover rate rather than the price. As an important part of marketing activities, how to achieve effective pricing has become a problem that developers have to pay attention to. This article first discusses the influence commodity housing price correlation factor, and has carried on the summary. Then it analyzes the relevant theoretical research on commercial housing prices and briefly compares the characteristics of several mainstream pricing methods. At the same time, considering the increasing influence of behavior factors on the process of purchase decision, the introduction of behavioral factors into pricing methods has become an important trend to build a more perfect pricing theory and model, so this paper bases on whether or not to include behavioral factors. The pricing theory is divided into classical commercial housing pricing theory and behavioral housing pricing theory. Taking the W project of Wuhan H Company as an example, this paper discusses the practical application of several mainstream pricing methods, and compares their application effects and advantages and disadvantages. Through the research, this paper holds that the cost pricing method, the preliminary competition-oriented pricing method, and the calculation method of discounted cash flow are difficult to form the correct guiding effect on the pricing of commercial housing. The characteristic factor based pricing method has obvious advantages in practical application. However, how to play a further role in practical work is still to be further studied.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4;F231

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