土地营销的区域评价体系研究

发布时间：2019-03-03 14:15

【摘要】：在我国地产市场迅猛发展同时，由于对土地的价值没有深入研究，土地拍卖中出现了流拍、土地成交价格悬殊、发展商购地盲目开发、土地开发一级市场市场化不完全等现象和问题。作者通过对大量案例和文献的分析，认为土地作为商品的流通过程同样应该符合市场原则，应该通过运用营销手段展示商品价值。土地营销是深入挖掘土地价值的重要途径，而土地营销中的区域评价又是一个非常重要的环节。论文通过构建土地营销理论中的区域评价体系，探索评价方法，为政府推介土地、发展商购地提供参考。论文通过阅读大量文献，参考国外土地市场运行机制，借鉴国外成熟的营销理念，结合我国土地市场特点，明确土地营销含义及土地营销中区域评价的基本原则。在区域评价原则的基础上，从土地交易的两大主体角度和专业市场角度综合分析，确定区域评价体系的四大构成要素，，包括宏观概况、区域土地空间分布状况、各物业市场占有率情况及既定项目可开发潜力。其次，对比分析相关土地区域评价报告，研究区域评价构成要素的数理分析方法，运用超效率DEA对影响宏观概况的经济数据指标进行关联度排序确定影响程度，运用地理信息系统对区域土地空间分布状况进行数字地价模拟，运用马尔科夫链法对各物业市场占有率进行短期预测，运用专家打分及模糊评价法进行项目可开发潜力评价。最后，通过对土地营销区域评价体系的实例模拟来验证体系的可行性，根据案例数据模拟结果得出案例项目地块适合开发写字楼物业，配以少量SOHO物业，但需谨慎考虑开发酒店物业的结论。通过区域评价体系的运用，既使得发展商深度了解地块信息，同时也为发展商提供了项目产品开发方向，达到客观评价土地价值的目的，为土地营销做支撑。论文在构建土地营销区域评价体系时，运用数理分析方法对指标进行评价，减少了主观分析带来的不确定性，为土地价值分析提供了更为客观的科学方法。同时，区域评价体系充分结合营销理论，全面、系统、多角度的对土地价值进行深入挖掘，为土地在市场交易中提供更为专业的支持。
[Abstract]:At the same time, with the rapid development of the real estate market in China, due to the lack of in-depth research on the value of the land, there has been a floating auction in the land auction, and there is a great disparity in the transaction price of the land. Land development first-level marketization is not complete and other phenomena and problems. Through the analysis of a large number of cases and documents, the author holds that the circulation process of land as a commodity should also conform to the market principle, and that the value of goods should be displayed by means of marketing. Land marketing is an important way to deeply excavate land value, and regional evaluation in land marketing is a very important link. By constructing the regional evaluation system of land marketing theory and exploring the evaluation methods, this paper provides a reference for the government to promote land and develop commercial land purchase. Through reading a large number of documents, referring to the operation mechanism of foreign land market, drawing lessons from the mature marketing ideas of foreign countries and combining the characteristics of land market in China, this paper clarifies the meaning of land marketing and the basic principles of regional evaluation in land marketing. On the basis of the principle of regional evaluation, from the angle of two main bodies of land transaction and the angle of professional market, the four main elements of regional evaluation system are determined, including macro-survey, spatial distribution of regional land, and so on. The market share of each property and the potential of the established projects can be exploited. Secondly, the relative land regional evaluation reports are compared and analyzed, and the mathematical analysis method of the constituent elements of regional evaluation is studied, and the degree of influence is determined by using super-efficient DEA to rank the indexes of economic data affecting macro-survey. Geographical information system (GIS) was used to simulate the spatial distribution of regional land, Markov chain method was used to predict the market share of each property in a short term, and the expert score and fuzzy evaluation method were used to evaluate the exploitable potential of the project. Finally, the feasibility of the system is verified by the example simulation of the land marketing regional evaluation system. According to the simulation results of the case data, it is concluded that the case project plot is suitable for the development of office property, with a small amount of SOHO property. However, careful consideration should be given to the conclusion of the development of hotel properties. Through the application of the regional evaluation system, the developer not only knows the land information deeply, but also provides the development direction of the project product for the developer, achieves the objective evaluation of the land value, and supports the land marketing. When constructing the regional evaluation system of land marketing, this paper uses mathematical analysis method to evaluate the index, reduces the uncertainty brought by subjective analysis, and provides a more objective and scientific method for the analysis of land value. At the same time, the regional evaluation system fully combines the marketing theory, comprehensive, systematic, multi-angle in-depth excavation of land value, to provide more professional support for the land in the market transaction.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.23

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