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论文编号：	5944
作者编号：	2120112606
上传时间：	2013/12/7 14:07:30
中文题目：	金隅悦城房地产开发项目的定位与战略研究
英文题目：	Research on the Positioning and Strategy of JinYuYueCheng Real Estate Projection
指导老师：	李东进
中文关键字：	定位 房地产项目 市场细分 战略
英文关键字：	Orientate;Real Estate Project;Market segments;Strategy
中文摘要：	近几年来，伴随着高速增长的国民经济以及日渐完善的房地产制度，国家住房政策不断推陈出新，地方也不断出台购房新规条，我国的房地产开发也在此期间迅猛成长，整个市场也更加标准化和规范化。与此同时，购房者越来越理性的看待房地产投资，开发商的不断涌现也使得整个市场的竞争达到了白热化。在这种背景下，越来越多的开发商开始聚焦房地产开发项目定位和战略分析，期望在系统务实的治学基础上，对项目进行定位研究和分析，旨在为项目制定最佳战略并保障其实施，以确保开发项目在激烈的市场竞争中能够占据优势，把握先机。 随着房地产市场竞争日渐激烈，市场定位的必要性愈发受到开发商的重视。前期定位研究作为房地产开发项目的入手点，也是市场定位的基础，对于开发项目的产品设计、成本核算、施工建设和项目销售及后期物业管理都有着非常重要的起点意义。因此项目是否能够精准定位对于项目的成败至关重要，但是在众多房地产开发企业中，项目定位还存在着一些问题：例如设计抄袭情况严重、概念过度宣传等导致定位不准确，大多运用理论化研究方法进行分析，导致研究成果偏离市场需求，精准性较差。本文通过对金隅（天津）房地产开发有限公司在津开发的金隅悦城项目的实例分析，结合当前国内的经济发展形势、政策导向影响以及行业竞争势态，阐明如何对房地产项目进行市场细分、如何准确选择目标市场以便对目标顾客群进行精准的定位，并开展了房地产开发项目的战略选择和要点分析。透过金隅悦城项目的具体实证分析，本文系统地论述了房地产项目定位所包括的产品定位、目标顾客群体定位、市场整体发展定位、物业定位、户型比例与主力户型定位、以及项目定位在规划设计方案上的具体呈现。并且系统地阐述了若要做好房地产项目的定位，需要对项目进行科学预测和理性分析，结合外部环境做出正确的判断，从而达到减少投资风险、收益最大化的目的，并同时增强项目的灵活性和可操作性，使项目的运做过程能够符合市场的发展规律，并得到一定的回报。
英文摘要：	In recent years, with the rapid growth of the national economy and the gradual improvement of the real estate system, the national housing policy constantly bring forth the new through the old, the local also has introduced new regulations of the purchase, the rapid growth of real estate industry in this period in China, the market is more standardized. At the same time, property buyers more and more rational view of the real estate investment, developers continue to emerge and makes the market competition has reached a high spot. In this context, more and more developers begin to focus on real estate development projects positioning and strategic analysis, expected in the research based on the practice, positioning research and analysis of the project, aims to develop the best strategy for the project, to ensure that the project will occupy the advantage in the fierce market competition, seize the opportunities. Chinese real estate market has been gradually entering the era of brand competition, and developers have recognized the importance of market positioning. The pre-market positioning study of a real estate project is the starting point of the development process, and is the basis for the product planning and design, construction, sales and property management. Market positioning is a key factor of a successful project, however, most of the market positioning work has the problem of identical product design, excessive concept communication, inappropriate positioning, and there is too much doctrine research methods, which resulted the outcome of the market positioning to be detached from actual market demand and have poor accuracy. Based on the case analysis of real estate development company in the development of JinYuYueCheng project, combined with the competition situation of the domestic economic development situation, policy and industry, illustrate how to subdivide the market of real estate project, how to choose the right target market for precise positioning of the target customer group, and how to carry out the analysis strategic selection and key points of real estate development project. Through specific empirical analysis of the project of JinYuYueCheng, this article systematically discusses the product positioning, including target customer groups positioning, overall development of the property and the proportion of the main apartment layout apartment layout orientation, and project located on the project planning. And systematically expounded the position to do real estate projects, the need for scientific forecasting and analysis of the project, combined with the external environment to make the right judgments, so as to reduce the nvestment risk, profit maximization objective, and at the same time enhance flexibility and maneuverability, make the project operation process can meet the development of the market, and get some return.
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