梅江H6项目开发与定位研究

发布时间：2018-01-17 21:10

本文关键词：梅江H6项目开发与定位研究　出处：《天津大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着市场经济的不断发展,房地产的种类形式也在不断发生变化,居住公寓、旅游地产、商业地产等等。但是对于房地产的市场定位研究在房地产开发过程中起到了举足轻重的地位。为了使开发的项目在激烈的市场中有保证，而且能够取得成功，就要使定位理论的研究经得起时间的考验，尤其在实践中得到验证。作为上市公司津滨发展集团来说，新开发的境界·梅江H6项目，面对复杂的形式和竞争激烈程度，作科学的市场定位是一项艰巨的工作，所以，境界·梅江H6开发项目的成败，该项目的成功运作也为公司的经济利益提供有利的支持。在有限资源的前提下，更好地扬长避短，发挥自身优势，洞察市场变化，了解客户所需，迎合客户需求，打造让客户满意的产品。在理论和实践中，解决信息不对称问题也存在着实际操作困难，因此，对其研究并应用于实践仍然非常必要。本文的研究对象为境界·梅江H6项目的市场定位，以此为目标，通过运用项目管理理论以及市场营销学理论为基础，进行广泛的市场的调研工作，对于目标市场进行筛选分析，合理进行选择。力求解决企业现实问题和提高自己的实践与研究能力。并根据天津市的区域特点，进行市场细分，通过定量分析和大量实证分析，来探讨影响房产价市场定位的各方面因素。本文的内容开始介绍了境界·梅江H6项目房地产开发的背景情况和意义，基于项目管理理论和市场营销理论，结合境界·梅江H6项目房地产开发项目的实际情况，同时开始分析研究国内房地产开发环境及其政策，客观上对与天津市房地产市场土地供需、商品房的供需作了分析。为了说明现实情况，对相邻项目的状况，进行了合理分析，并且做了大量的数据研究。根据自身项目特点，，通过SWOT分析。在此基础上进行了定位分析，以及设计方案分析，为了实施的可行性，对财务资金与经营进行分析，最后证明科学的市场定位一定能取得较好的效果。同时，本文的定位研究结果对于整个梅江区域现实的市场定位及今后的区域的经济发展趋势，也都具有市场价值及具有一定的指导作用。
[Abstract]:With the continuous development of the market economy, the types of real estate forms are also constantly changing, residential apartments, tourism real estate. Commercial real estate and so on. But for the real estate market positioning research in the real estate development process played a pivotal role. In order to make the development of the project in the fierce market guaranteed, and can achieve success. It is necessary to make the research of positioning theory stand the test of time, especially in practice. As a listed company, Jinbin Development Group, the newly developed state 路Mejiang H6 project. In the face of complex forms and fierce competition, it is a difficult task to make scientific market positioning. Therefore, the success or failure of Mejiang H6 development project. The successful operation of the project also provides favorable support for the economic interests of the company. Under the premise of limited resources, the project can better enhance its strengths and circumvent its weaknesses, give play to its own advantages, insight into market changes, and understand the needs of customers. In theory and practice, it is difficult to solve the problem of information asymmetry, so it is necessary to study and apply it to practice. The research object of this paper is the market orientation of Meijiang H6 project. Based on the project management theory and marketing theory, this paper carries out extensive market research work. For the target market screening analysis, reasonable selection, and strive to solve the actual problems of enterprises and improve their own practice and research capabilities. And according to the regional characteristics of Tianjin, market segmentation. Through quantitative analysis and a large number of empirical analysis, to explore the impact of real estate market positioning factors. The content of this paper begins to introduce the background and significance of the real estate development of Meijiang H6 project, based on project management theory and marketing theory. Combined with the actual situation of the real estate development project of Meijiang H6 project, the author began to analyze and study the domestic real estate development environment and its policies, and objectively to the supply and demand of land in Tianjin real estate market. The supply and demand of commercial housing are analyzed. In order to explain the actual situation, the condition of adjacent projects is analyzed reasonably, and a large number of data are studied, according to the characteristics of their own projects. On the basis of the analysis of SWOT, this paper analyzes the location and the design scheme, and analyzes the financial fund and operation in order to realize the feasibility. Finally, it is proved that scientific market positioning can achieve good results. At the same time, the results of this paper will be helpful to the market orientation of the whole Meijiang region and the regional economic development trend in the future. Also has the market value and has the certain guidance function.
【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】：TU71;F299.23

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