房地产住宅项目关键技术研究
发布时间：2018-09-12 06:29
【摘要】：随着中国城镇化水平不断发展，房地产行业的竞争也日趋激烈，楼市走向对民生经济以及国家经济可持续发展性的影响日益突出，通过政府不断地调控，楼市走向也越来越引起广泛讨论。2011年至今，我国限购、限价、限贷等相关调控政策频频收紧，房地产在市场经济周期的波动中与政府调控下开发企业优胜劣汰的趋势更加明显。房地产住宅项目开发是技术与经济相结合的综合型问题，，住宅项目开发又涉及到一系列的风险控制环节，要求房地产开发企业具备一定的专业技术水平。本文提出新的课题“房地产住宅项目关键技术研究”，力求从关键技术的角度（包涵：市场定位、户型设计、营销推广、融资渠道、服务技术）引导房地产开发企业注重技术革新。 本文在查阅大量文献的基础上，从国内知名房地产企业和房地产理论专家各自不同的经营理念和专业角度阐述了国内房地产住宅项目关键技术研究背景，通过分析前述因素对房地产住宅的积极意义得出开展房地产住宅项目关键技术研究的必要性。通过统计国家和珠海区域的房地产市场信息，结合华发四季前期认筹客户的问卷调查等方式方法，论证了市场定位的重要性，同时利用SWOT分析提出项目战略调整建议。采用调查法和参考文献搜集相结合总结以华发四季为案例的中小户型设计与市场定位的关联性，提出中小户型发展趋势。在收集与整理资料的过程中，认识到服务技术作为新课题开始被广大消费群体所重视，也在实践过程中优质超前的服务技术可以为房地产开发企业获得价值利益产生深远影响。 在现代市场竞争中，房地产企业需要强化对房地产住宅项目市场定位、户型设计、融资技术、营销推广以及服务等关键技术的应用，为企业增加市场动力，建立房地产企业及产品的市场特色。
[Abstract]:With the continuous development of China's urbanization level, the competition in the real estate industry is becoming increasingly fierce. The impact of the property market on the livelihood of the people and the sustainable development of the national economy is becoming increasingly prominent. The trend of the real estate market has aroused more and more extensive discussion. From 2011 to now, the related regulation and control policies such as limited purchase, price limit and loan restriction in our country have been tightened frequently, and the trend of real estate in the fluctuation of the market economic cycle and the development of enterprises under the control of the government is more obvious. The development of real estate housing projects is a comprehensive problem which combines technology and economy. The development of housing projects involves a series of risk control links and requires real estate development enterprises to have a certain level of professional technology. In this paper, a new project, "Research on key Technologies of Real Estate Housing Project", is proposed, which aims to include: market positioning, household design, marketing promotion, financing channels. Service technology) guide real estate development enterprises to pay attention to technological innovation. On the basis of consulting a large number of documents, this paper expounds the research background of the key technologies of domestic real estate housing projects from the different management ideas and professional perspectives of domestic well-known real estate enterprises and real estate theory experts. Through the analysis of the positive significance of the above factors to the real estate housing, the necessity of the research on the key technology of the real estate housing project is obtained. Based on the statistics of the real estate market information of the country and Zhuhai region, combined with the questionnaire survey of Huafa's early four seasons' customer recognition, this paper demonstrates the importance of market positioning, and puts forward some suggestions for strategic adjustment of the project by using SWOT analysis. This paper summarizes the relationship between the design of small and medium size households and market orientation taking Huafa's four seasons as a case, and puts forward the development trend of small and medium-sized households by means of investigation method and reference collection. In the process of collecting and collating the data, it is recognized that service technology as a new subject has been attached importance to by the vast consumer groups, and in the process of practice, the high quality and advanced service technology can have a far-reaching impact on the real estate development enterprises to obtain value benefits. In modern market competition, real estate enterprises need to strengthen the application of key technologies, such as market positioning, household design, financing technology, marketing promotion and service, for real estate housing projects, so as to increase market motivation for enterprises. Establish market characteristics of real estate enterprises and products.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TU71;F299.23
本文编号：2238180
[Abstract]:With the continuous development of China's urbanization level, the competition in the real estate industry is becoming increasingly fierce. The impact of the property market on the livelihood of the people and the sustainable development of the national economy is becoming increasingly prominent. The trend of the real estate market has aroused more and more extensive discussion. From 2011 to now, the related regulation and control policies such as limited purchase, price limit and loan restriction in our country have been tightened frequently, and the trend of real estate in the fluctuation of the market economic cycle and the development of enterprises under the control of the government is more obvious. The development of real estate housing projects is a comprehensive problem which combines technology and economy. The development of housing projects involves a series of risk control links and requires real estate development enterprises to have a certain level of professional technology. In this paper, a new project, "Research on key Technologies of Real Estate Housing Project", is proposed, which aims to include: market positioning, household design, marketing promotion, financing channels. Service technology) guide real estate development enterprises to pay attention to technological innovation. On the basis of consulting a large number of documents, this paper expounds the research background of the key technologies of domestic real estate housing projects from the different management ideas and professional perspectives of domestic well-known real estate enterprises and real estate theory experts. Through the analysis of the positive significance of the above factors to the real estate housing, the necessity of the research on the key technology of the real estate housing project is obtained. Based on the statistics of the real estate market information of the country and Zhuhai region, combined with the questionnaire survey of Huafa's early four seasons' customer recognition, this paper demonstrates the importance of market positioning, and puts forward some suggestions for strategic adjustment of the project by using SWOT analysis. This paper summarizes the relationship between the design of small and medium size households and market orientation taking Huafa's four seasons as a case, and puts forward the development trend of small and medium-sized households by means of investigation method and reference collection. In the process of collecting and collating the data, it is recognized that service technology as a new subject has been attached importance to by the vast consumer groups, and in the process of practice, the high quality and advanced service technology can have a far-reaching impact on the real estate development enterprises to obtain value benefits. In modern market competition, real estate enterprises need to strengthen the application of key technologies, such as market positioning, household design, financing technology, marketing promotion and service, for real estate housing projects, so as to increase market motivation for enterprises. Establish market characteristics of real estate enterprises and products.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TU71;F299.23
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