上庭苑房地产项目开发定位研究

发布时间：2018-02-09 05:29

本文关键词： 上庭苑房地产项目开发定位　出处：《中南大学》2013年硕士论文　论文类型：学位论文

【摘要】：摘要：本文研究的基础,基于以下四个假设：一,房地产属于不动产,具有不可移动性和不可复制性,因此,房地产产品必须建造在特定的土地之上,不能独立存在；二,房地产项目开发具有一定的时效性,因受土地出让年限和企业资金成本等的限制,房地产项目开发时间不可能无限制延期；三,由于资本市场的介入,中小型房地产企业因受其自身条件的限制,获得土地的机会越来越少；四、在我国房地产是一种特殊的商品,商品房开发建设类别必须与政府批准的用地性质相一致。本文研究的上庭苑房地产项目开发定位,是以位于长沙市南城的天心生态新城版块、新韶西路与新姚中路交汇处西南角的特定地块为前提。作为长沙市本土最早的房地产开发企业之一,L房地产公司开发的商品住宅小区均以建销同步实现企业的经营目标。上庭苑项目用地性质为办公,基于对长沙市房地产市场特点及区域板块的分析,以及对长沙市南城市场现状的了解和该区域未来房地产发展趋势的预测,该地块只有作为商品住宅开发,才能快速销售及时回笼资金,从而实现企业生存及发展的经营目标。按照传统的从宏观到微观的纵向定位方法,无法解决该项目规划定位与市场定位相平行的矛盾。经过广泛深入科学地调研,分析上庭苑项目区域竞争,并对上庭苑项目地块进行了解析：其区位优势、不可复制的原生态环境优势、大市政配套优势、教育优势及交通路网优势注定了上庭苑项目与生俱来的高端品质。借鉴横向定位的水平营销理论,明确了上庭苑项目开发差异化定位：其规划定位为“公寓式写字楼”,市场定位为“一栋酒店加三栋酒店式公寓”,上庭苑项目规划定位和市场定位这两个平行的定位,通过营销主题“第五代社区——上庭苑酒店式公寓”实现交叉。
[Abstract]:Abstract: the basis of this study is based on the following four hypotheses: first, real estate belongs to real estate, which is immovable and non-replicable, so real estate products must be built on a specific land and cannot exist independently. Real estate project development has certain timeliness, because of the limitation of land transfer years and enterprise capital cost, the development time of real estate project cannot be postponed indefinitely. Third, due to the intervention of capital market, Because of the restriction of their own conditions, the small and medium-sized real estate enterprises have less and less opportunities to obtain land. Fourthly, real estate is a special commodity in our country, and the types of commercial housing development and construction must be consistent with the nature of land approved by the government. In this paper, the development orientation of Shangting Yuan real estate project is based on the Tianxin Ecological New City Plate, which is located in Nancheng, Changsha City. As one of the earliest local real estate development enterprises in Changsha city, the commercial residential district developed by the real estate company of Xinjiao road and Xinyaozhong road is built and sold simultaneously to realize the enterprise's economic development in the southwest corner of Xinshao west road and Xinyaozhong road, which is one of the earliest local real estate development enterprises in Changsha. The land use of the courtyard garden project is office, Based on the analysis of the characteristics of Changsha real estate market and the regional plate, as well as the understanding of the present situation of Changsha Nancheng market and the forecast of the future development trend of the real estate in this area, the plot can only be developed as a commercial residence. According to the traditional vertical positioning method from macro to micro, the contradiction between project planning and market orientation can not be solved. Through extensive and deep scientific investigation and investigation, this paper analyzes the regional competition of the Shangting Court project, and analyzes the land block of the Shangting Garden Project: its location advantage, the unrepeatable advantage of the original ecological environment, the advantages of the large municipal supporting set, The advantages of education and traffic network determine the inherent high-end quality of the Shangting Garden Project. Learn from the horizontal marketing theory of horizontal positioning. This paper clarifies the differential orientation of the development of the Shangting Court project: its planning position is "apartment office building", the market position is "one hotel plus three hotel apartments", and the two parallel positions are the planning orientation and market orientation of the Shangting Court project. Through the marketing theme of "the Fifth Generation Community-Court Hotel apartment" to achieve cross-fertilization.
【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】：F299.233.4

【参考文献】