北京市新兴盛写字楼项目前期策划研究

发布时间：2018-04-12 19:54

本文选题：房地产开发 + 前期策划　；参考：《清华大学》2014年硕士论文

【摘要】：随着房地产开发的逐渐成熟,房地产策划特别是房地产前期策划在项目开发中的作用越来越凸显。但房地产策划在我国是一个新兴领域,人才缺口较大,也缺乏系统专业方法的指导,房地产市场因为前期策划失误而导致失败的项目比比皆是,造成资源的严重浪费。本文参阅了大量参考文献,基于房地产策划的经典理论,以北京市新兴盛写字楼项目为例,经过研究分析总结,通过房地产项目分析、市场分析、客户调查分析、项目前期策划、投资回报测算,构建了房地产前期策划的框架,并建立了一系列具有实用性和可操作的指标和策划理论借鉴方法。论文开篇首先介绍了论文研究背景、研究目的和意义,明确了论文的研究方法和技术路线,对下文的论述做出必要铺垫;第二部分对项目策划研究的相关理论做了概述,并介绍了相关理论在论文研究中的应用,为论文研究提供理论依据;第三部分运用SWOT分析理论对项目优势、劣势、机会、威胁四个维度,分别从项目区位、商圈环境、交通、竞争市场进行内部和外部分析,全面了解论文研究对象的现状条件,指导项目的策划定位和开发;第四部分应用波特竞争理论的五力模型,对北京市写字楼市场和金融街写字楼市场进行既有竞争、新加入竞争、供需关系,替代品威胁分析,判断项目在市场中的竞争强度和未来的获利潜力;最后应用4P理论、4C理论和马斯洛需求理论,基于客户为中心,顾客至上的理念,进行大量市场调查,依据STP细分市场,确定目标市场,并据此确定项目的市场策划(功能定位、形象定位、客户定位、价格定位)、产品策划(建筑设计、景观设计、配套设施建议)、投资回报测算。鉴于论文研究处于项目开发前期,因此本文也对未来项目实施过程中潜在的风险进行了分析,并制定相应的风险规避措施,以保证项目实现决策目标。本文所做的项目前期策划研究是针对一个具体的写字楼地产项目,本身具有较强的可操作性,希望本文能够对房地产前期策划的发展起到促进作用。
[Abstract]:With the development of real estate, the role of real estate planning, especially real estate planning, in project development is becoming more and more prominent.But the real estate planning is a new field in our country, the talent gap is big, also lacks the system specialized method instruction, the real estate market because of the early stage plan mistake causes the failure project everywhere, causes the serious waste of resources.This article has consulted a large number of references, based on the classical theory of real estate planning, taking the Xinxingsheng office building project in Beijing as an example, through research and analysis, through real estate project analysis, market analysis, customer investigation and analysis,In this paper, the frame of pre-planning of real estate is constructed, and a series of practical and operable indexes and theoretical methods of planning are established.At the beginning of the thesis, it introduces the background, purpose and significance of the research, clarifies the research method and technical route of the thesis, and makes the necessary foreshadowing to the discussion below. The second part summarizes the related theories of the project planning and research.It also introduces the application of relevant theories in the research of the thesis, which provides the theoretical basis for the research of the thesis. The third part uses the theory of SWOT analysis to analyze the four dimensions of project strengths, weaknesses, opportunities and threats, respectively, from the project location, business environment, transportation, etc.Internal and external analysis of the competitive market, a comprehensive understanding of the current conditions of the research object, guiding the planning and development of the project. Part IV applies the five forces model of Porter's competition theory.This paper analyzes the existing competition, new competition, supply and demand relationship, and substitute threat in Beijing office market and financial street office market, and judges the competition intensity and future profit potential of the project in the market.Finally, applying 4P theory 4C theory and Maslow demand theory, based on the concept of customer-centered and customer-oriented, a large number of market surveys are carried out, and the target market is determined according to the market segmentation of STP, and the market planning (function orientation) of the project is determined accordingly.Image positioning, customer positioning, price positioning, product planning (architectural design, landscape design, supporting facilities suggestions, investment return measurement.In view of the fact that the research in this paper is in the early stage of project development, this paper also analyzes the potential risks in the course of future project implementation, and formulates corresponding risk aversion measures to ensure that the project achieves the decision goal.The pre-project planning research done in this paper is aimed at a specific office real estate project, which has strong maneuverability. I hope this paper can promote the development of the pre-planning of real estate.
【学位授予单位】：清华大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.23

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