圣德房产融圣锦苑商式高层综合住宅楼定价策略研究

发布时间：2018-01-15 09:49

本文关键词：圣德房产融圣锦苑商式高层综合住宅楼定价策略研究　出处：《石河子大学》2013年硕士论文　论文类型：学位论文

【摘要】：近几年来我国的房地产发展较为迅速,呈现出了越来越猛的势头。同一地区内的房地产供求竞争也越来越激烈,产品的同质化以及消费者的个性化需求致使越来越多的消费者将竞争的焦点集中在了价格方面,如何为融圣锦苑项目确定一个最优的价格竞争策略,不仅仅是圣德房地产开发公司关注的问题,更是所有房产开发商所共同关心的话题。同时房地产作为一类特殊的商品,其定价研究也被企业界和学术界争相热议,因此对这个问题的研究具有非常重要的意义。本文正是在此背景下,以新疆奎屯市融圣锦苑项目为研究对象,主要采用了定量和定性分析、规范和实证分析、理论结合实际等方法对楼盘的定价策略进行了探讨。文章首先就房地产定价的研究背景和意义做了简单阐述,接着介绍了有关房地产定价的相关理论和方法,第三部分主要针对该公司的一些现状以及该项目的一些基本情况做了阐述,在此基础上,第四部分对所研究的融圣锦苑项目进行了有关市场环境方面的分析,通过swot分析找到该项目的优势、劣势、机会和威胁等,然后是从营销管理的角度出发,在进行了大量测算和论证的基础上,选择并通过采用市场比较法定价技术,提出了融圣锦苑项目商品房的价格竞争策略,包括价格的设计、实施和修正调整；最后对定价策略的实施提出了相关建议。同时,该策略对今后公司开发的其它项目具有普遍实用和指导意义。
[Abstract]:China's real estate development is rapid in recent years, showing a more fierce momentum. The competition in the real estate supply and demand in the same area is becoming more and more fierce, the focus of the homogenization of the product and the consumer demand for personalized led to more and more consumers will focus on price competition, how to determine the price competition an optimal strategy for the project is not only financial Jinyuan, Teresa real estate development company concern, is the common concern of all real estate developers topic. At the same time the real estate as a special commodity, its price is also the research in industry and academia to hot, so the research on this issue it has very important significance.
Under this background, the Xinjiang Kuitun financial St. Jinyuan project as the research object, mainly adopts qualitative analysis and quantitative analysis, normative and empirical analysis, combining theory with practice and other methods of real estate pricing strategy is discussed. Firstly, the real estate pricing research background and significance are introduced simply, then introduce the relevant theory and method of real estate pricing, the third part mainly according to the status of the company and some of the basic situation of the project has been discussed, on this basis, the fourth part analyses the market environment of financial project research st Jinyuan, through the SWOT analysis to find the advantages of the project, disadvantage and the opportunities and threats, and then starting from the perspective of marketing management, based on the massive calculation and demonstration, selection and using the market price of the legal technology. A saint Jinyuan commercial housing projects the price competition strategy, including the price of the design, implementation and adjustment; finally put forward relevant suggestions on the implementation of the pricing strategy. At the same time, the strategy for the other items of the corporation has practical and guiding significance.

【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.23

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