高桥新城B4项目市场定位研究

发布时间：2018-02-03 20:14

本文关键词： 房地产项目市场定位 SWOT分析法市场分析　出处：《中南大学》2013年硕士论文　论文类型：学位论文

【摘要】：摘要：本文通过对总用地面积93600平方米,总建筑面积153000平方米的高桥新城B4项目市场定位的研究,分析了在房产调控长期化、房产行业相对成熟、房产利润趋于平均、消费者日益理智情况下,如何依据对国家、上海及区域房地产市场的充分研究、对项目自身状况的正确认识、对项目财务目标的合理设置,寻找出区域市场空缺的产品,从而根据目标客群的需求,以高性价比和差异化产品来赢取目标市场,使得公司能够确保现金流正常并取得不低于市场平均利润的效益,实现国有资产的保值增值。本论文采用房地产项目市场定位的研究方法,分六个步骤在对高桥新城B4项目所处市场环境充分研究的基础上,明确了项目目标客群定位、产品定位。本文确定高桥新城B4项目的市场定位如下：高桥新城B4项目应当定位于本区域内紧缺的刚需公寓房,建设以”两加一”房型和”三加一”为主力房型的毛坯小高层公寓,2014年销售时,与同区域的精装高档公寓及别墅错位竞争,可确保市场风险为最小,实现资金的快速回笼和稳定的利润回报。本文的研究结果明确了高桥新城B4项目的市场定位,为高桥新城B4项目成功实施和运作打下基础；同时,本文的研究成果对于高桥新城后期项目的开发、对于外高桥区域项目的开发,以及对于拟进入外高桥区域的房地产商等均具有一定的借鉴意义。图13幅,表9个,参考文献50篇
[Abstract]:Absrtact: through the research on the market orientation of Gaoqiao New Town B4 project which has a total land area of 93600 square meters and a total building area of 153000 square meters, this paper analyzes the long-term development of real estate regulation and control. The real estate industry is relatively mature, real estate profits tend to average, and consumers are becoming more and more rational, based on the full study of the national, Shanghai and regional real estate market, the correct understanding of the project itself. The reasonable setting of project financial objectives, find out the regional market vacancy products, thus according to the needs of the target customer group, to win the target market with high price ratio and differentiated products. So that the company can ensure normal cash flow and obtain no less than the average profit of the market to achieve the value of state-owned assets. This paper adopts the research method of real estate project market positioning, divides into six steps on the basis of the full research on the market environment of Gaoqiao New Town B4 project, defines the target group positioning and product positioning of the project. This paper determines the market positioning of the Gaoqiao New City B4 project as follows: the Gaoqiao New City B4 project should be located in the area of the rigid demand for housing shortage. Construction of "two plus one" room and "three plus one" as the main room for the main blank high-rise apartment, in 2014 sales, with the same area of high-grade apartments and villas dislocation competition, to ensure that the market risk is minimal. To achieve rapid return of funds and stable return on profits. The research results of this paper confirm the market orientation of the Gaoqiao New Town B4 project, and lay the foundation for the successful implementation and operation of the Gaoqiao New Town B4 Project. At the same time, the research results of this paper for the Gaoqiao Xincheng project development, for the Waigaoqiao area project development. And the real estate developers who intend to enter the Waigaoqiao area are of certain significance. 13 figures, 9 tables and 50 references
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.23

【相似文献】