TDY公司住宅类房地产定价策略研究

发布时间：2018-04-27 13:32

本文选题：住宅类 + 房地产　；参考：《西北大学》2013年硕士论文

【摘要】：在中国经济快速发展和我国房地产调控政策的新形势下,宏观经济政策将支撑中国经济中速增长,房地产也将会走逐步去经济支柱化之路。市场经济和竞争环境的变化为房地产的营销环节提出新的挑战,住宅类房地产的定价策略也将成为各个房地产开发企业的一个所需面对和解决的核心事项。在行业调控呈强周期性循环波动的背景下,房地产业成为我国宏观经济发展的支柱性产业,住宅类产品的价格问题则成为现阶段市场经济体制下的焦点问题之一。在财税体系严重勾稽于“土地—地产—终端”之体系及其细分环节的现实环境中,住宅类房地产的价格发韧于国家宏观经济政策和货币政策,关联制约于区域形态发展的“驱动力—竞争力—结构平衡”,更波及影响到普通民生的连锁反应。在发展与调整多向贯穿、无定反复的不成熟市场环境中,如何构建住宅类房地产营销价格体系,制定适宜于住宅市场的价格策略将成为房地产营销中的关键问题之一。同时,制定切实可行的价格策略也是保持房地产企业良性、可持续发展的重要问题。论文首先对房地产营销定价策略进行了深入的探索与研究,以我国住宅类房地产市场的营销价格体系现状分析作为切入点,着眼于住宅房地产市场营销价格体系存在的主要问题,并展开论证。在此基础上,借鉴先进的房地产营销策略的理论和方法,构建论文研究领域及构成内容的基本框架体系。在经济学理论指导下,通过对房地产价格构成的分析,结合实际,开展TDY公司住宅房地产市场营销价格策略的研究。同时,关注市场需求要素,研究TDY公司住宅房地产市场营销流程及销售价格构成因素,对影响住宅房地产营销价格因素和住宅房地产市场营销的特殊规律进行深入的分析；最后,结合营销理论和TDY公司的项目操作案例,为TDY公司住宅类产品制定了其产品组合战略和定价方法,建立完善的整体营销过程中的价格策略。论文的应用价值和实践意义在于TDY有关项目开盘定价体系的完善及创新,为TDY公司各项目开盘销售定价管理模式和操作方法提供了有效的思路及参考。结合TDY公司内部业务流程及管理制度的不断完善,将对TDY公司在新的市场形势下全国范围内的战略发展以及定价策略具有一定的现实参考意义。
[Abstract]:In the new situation of China's rapid economic development and real estate regulation and control policies, macroeconomic policies will support the rapid growth of China's economy, and the real estate industry will gradually take the road of taking away the economic pillar. The changes of market economy and competitive environment bring new challenges to the marketing of real estate, and the pricing strategy of residential real estate will also become a core issue for each real estate development enterprise to face and solve. Under the background of strong cyclical cycle of industry regulation, real estate industry has become a pillar industry in the macroeconomic development of our country, and the price of residential products has become one of the focal issues in the current market economy system. In the realistic environment where the fiscal and taxation system is seriously linked to the system of "land, real estate and terminal" and its subdivision, the prices of residential real estate are toughened by the national macroeconomic policy and monetary policy. The "driving force-competitiveness-structure balance", which restricts the development of regional form, affects the chain reaction of ordinary people's livelihood. In the immature market environment of multi-direction development and adjustment, how to construct the housing real estate marketing price system and make the price strategy suitable for the housing market will become one of the key problems in the real estate marketing. At the same time, the establishment of feasible price strategy is also an important issue to maintain the benign and sustainable development of real estate enterprises. Firstly, the thesis makes a deep exploration and research on the marketing pricing strategy of real estate, taking the analysis of the current situation of the marketing price system of the residential real estate market in our country as the starting point. Focus on residential real estate marketing price system of the main problems, and start to demonstrate. On this basis, using the theory and method of the advanced real estate marketing strategy for reference, the basic frame system of the research field and the content of the thesis is constructed. Under the guidance of economic theory, through the analysis of the real estate price composition, combined with the practice, the research of the TDY company residential real estate marketing price strategy is carried out. At the same time, it pays close attention to the elements of market demand, studies the marketing process of TDY company's residential real estate market and the factors that constitute the sales price, and makes a deep analysis of the factors affecting the marketing price of residential real estate and the special law of residential real estate marketing. Finally, combined with the marketing theory and the project operation case of TDY Company, this paper formulates the product combination strategy and pricing method for the residential products of TDY Company, and establishes a perfect price strategy in the whole marketing process. The application value and practical significance of this paper lie in the perfection and innovation of TDY pricing system about project opening, which provides an effective way of thinking and reference for the project opening pricing management mode and operation method of TDY Company. Combined with the continuous improvement of the internal business process and management system of TDY Company, it will be of practical reference significance to the strategic development and pricing strategy of TDY Company in the new market situation.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4;F275

【参考文献】