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| 论文编号： | 1012 | |
| 作者编号： | 2120072004 | |
| 上传时间： | 2009/5/26 12:09:14 | |
| 中文题目： | 基于顾客价值的房地产项目定位研 | |
| 英文题目： | Research on real estate proje | |
| 指导老师： | 韩德昌 | |
| 中文关键字： | 房地产;顾客价值;项目定位;项目< | |
| 英文关键字： | Real Estate;Customer Value;Pro | |
| 中文摘要： | 目前我国房地产企业项目营销定位中普遍存在着项目定位不准确、管理不到位、缺乏战略规划等问题。许多开发项目重大决策的出台，诸如项目开发前的市场细分、目标消费群体的选择等等，仍以经验为主，多数定位都是以开发商自身的价值为定位的出发点，因此，即使有些企业即使已经做了项目定位，也因为定位的基点不准确，导致项目虽然投入了大量的人力物力进行宣传促销，但效率并不高，从而造成经营成本的大幅增加，甚至严重影响了企业的发展和生存。究其原因，最大的问题就在于项目定位的出发点不对，现如今的房地产市场是一个买方市场，任何一个新的房地产项目，定位的出发点都应该基于顾客价值，如何使顾客在买卖交易过程中的感知价值最大化就成为项目定位成败的关键。 针对此问题，本文基于对房地产营销顾客价值，市场定位等理论的回顾与分析，结合一个实际的综合性房地产项目定位案例，来阐述综合性房地产项目定位的详细开发流程和步骤，并最终建立一个适合大型综合项目定位模式。基于顾客价值建立的房地产项目定位模型，考虑的核心问题是顾客价值，无论从主题定位，产品定位还是项目功能定位，首要考虑的都是顾客价值，只有此才能使企业的产品真正的以顾客的需求为核心，真正的使其价值最大化。 本论文的创新点在于将顾客价值理论应用于传统的定位过程中，这样一方面保证了企业定位时的顾客价值视角，另一方面有利于企业对自身能力的考察，提高了模型的应用价值和推广价值。最后本研究结合现实案例，并按照前面研究的理论成果对其进行了梳理，从而提供了理论应用的操作借鉴，对房地产开发企业具有一定的现实指导意义。 | |
| 英文摘要： | Nowadays, most companies share the problems of imprecisely positioning, mismanagement and lack of strategic planning. They run the projects mostly by their experiences. They position the projects form the angle of their own value. Though, some companies had already done the positioning and devoted great efforts on the promotion, the result was still not good enough. It threats the development of the real estate companies. The reason why this happened is that their positioning is from the wrong angle. As for now, real estate market is a buyer-market. The investors must consider their projects in the way of concerning consumers’ value. How to maximize the value that the consumers acknowledge during the transaction is the key of positioning. The thesis first reviewed the theories of market positioning. Then by analyzing a case of real estate project, the thesis illustrates the process of real estate exploitation. Finally, the thesis established a model which is suitable for the integrated projects to make some suggestions for the real estate positioning. The core question, which real estate project positioning model based on customer value considered most is customer value. Regardless of the subject positioning, or the product positioning or the project functional localization, the most important thing is the customer value, and only this could maximize the value of the company. The innovation of this paper lies in the application of the customer value theory in the traditional position process, and this not only guaranteed the customer value perspective in project position, but also been good to the inspection of the company itself. Finally combing a real case, this research provided a theory application example, and we hope this can give the real estate company some operation for reference. | |
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