發(fā)布時(shí)間：2018-01-04 04:06

  本文關(guān)鍵詞：房地產(chǎn)“功能型定位”理論的提出與實(shí)證檢驗(yàn)　出處：《廣西大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 功能型定位 多重性 層次分析法 定位風(fēng)險(xiǎn) 超計(jì)劃總價(jià)增值率

【摘要】：中國(guó)房地產(chǎn)業(yè)經(jīng)過(guò)二十年的發(fā)展,在我國(guó)國(guó)民經(jīng)濟(jì)中占有越來(lái)越重要的地位,成為了重要的支柱性產(chǎn)業(yè)。近年來(lái),盡管房地產(chǎn)市場(chǎng)上存在著供需結(jié)構(gòu)性矛盾部分地區(qū)房?jī)r(jià)過(guò)高等問(wèn)題,但隨著我國(guó)城鎮(zhèn)化進(jìn)程的加快,以解決人們剛性住房需求為主導(dǎo)的房地產(chǎn)業(yè)仍在穩(wěn)定增長(zhǎng)。但是,房地產(chǎn)的開發(fā)與經(jīng)營(yíng)畢竟有著其自然的經(jīng)濟(jì)規(guī)律。在經(jīng)過(guò)相當(dāng)長(zhǎng)一段時(shí)期的高速增長(zhǎng)之后,房地產(chǎn)市場(chǎng)的平衡期甚至衰退期終將到來(lái)。 當(dāng)房地產(chǎn)行業(yè)的平衡期甚至衰退期到來(lái)的時(shí)候,對(duì)房地產(chǎn)商而言,項(xiàng)目開發(fā)的各種風(fēng)險(xiǎn)將變得極為突出。和銷售風(fēng)險(xiǎn)、財(cái)務(wù)風(fēng)險(xiǎn)、政策風(fēng)險(xiǎn)等風(fēng)險(xiǎn)相比,項(xiàng)目定位的風(fēng)險(xiǎn)更加舉足輕重。然而,傳統(tǒng)的項(xiàng)目定位僅僅從開發(fā)商的角度,確定目標(biāo)銷售人群在客戶群體消費(fèi)特征的基礎(chǔ)上,尋找項(xiàng)目的核心控制力和穩(wěn)定利潤(rùn)點(diǎn),使項(xiàng)目具有獨(dú)特的市場(chǎng)定位。因此,基于傳統(tǒng)項(xiàng)目定位制定的銷售單元內(nèi)控價(jià)格和整個(gè)價(jià)格體系具有單一性,而沒(méi)有基于購(gòu)買者源于各自不同的買房用途,來(lái)對(duì)銷售單元制定相應(yīng)的內(nèi)控價(jià)格區(qū)間。在銷售階段,這種內(nèi)控價(jià)格體系缺乏足夠的靈活性,不能根據(jù)市場(chǎng)變化尤其是購(gòu)買者消費(fèi)者偏好的變化而相應(yīng)作出調(diào)整。 不同于開發(fā)商視角下的“項(xiàng)目定位”理論,本文原創(chuàng)性地提出了購(gòu)買者視角下的“功能型定位”理論。并認(rèn)為,存在著不同的消費(fèi)者需求,也就存在著不同的“功能型定位”,即功能型定位具有多重性。 本文試圖從購(gòu)買者不同使用意圖的角度,通過(guò)層次分析法來(lái)分別量化不同功能型房源的各種影響因子的權(quán)重,并基于房地產(chǎn)業(yè)常用的銷售內(nèi)控價(jià)格體系模型,制定出整個(gè)項(xiàng)目銷售單元的內(nèi)控價(jià)。 本文在功能型定位多重性的基礎(chǔ)上,提出了當(dāng)房地產(chǎn)市場(chǎng)處于極度旺盛的環(huán)境下,每個(gè)銷售單元均按照最有利的功能屬性的價(jià)格售出,從而導(dǎo)致整個(gè)房地產(chǎn)項(xiàng)目的銷售總價(jià)高于原銷售計(jì)劃的總價(jià),其差值定義為“超計(jì)劃總價(jià)增值額”,而增值額和原計(jì)劃總價(jià)的比值,定義為“超計(jì)劃總價(jià)增值率”。本概念從“功能型定位“的角度很好地解釋了在整個(gè)市場(chǎng)極為興旺的環(huán)境下,房地產(chǎn)開發(fā)商能取得比原先期望值更高的超額利潤(rùn)的原因。 “超計(jì)劃總價(jià)增值額”和“超計(jì)劃總價(jià)增值率”對(duì)房地產(chǎn)開發(fā)商來(lái)說(shuō),具有一定的指導(dǎo)意義,即在市場(chǎng)最有利的情景下,從購(gòu)買者的視角來(lái)評(píng)價(jià)房地產(chǎn)商能實(shí)現(xiàn)利潤(rùn)最大化的程度。除此之外,這個(gè)概念對(duì)房地產(chǎn)銷售代理公司來(lái)說(shuō),意義更加重大。房地產(chǎn)銷售代理公司可以通過(guò)這兩個(gè)數(shù)值,對(duì)能否承接市場(chǎng)上的樓盤銷售項(xiàng)目以及預(yù)期利潤(rùn)的大小直接進(jìn)行定量評(píng)價(jià)。 同時(shí)本文也提出了,當(dāng)市場(chǎng)處于極度不景氣的環(huán)境下,每個(gè)銷售單元都被迫按照最不利的功能屬性的價(jià)格售出,導(dǎo)致整個(gè)房地產(chǎn)項(xiàng)目的銷售總價(jià)有可能低于開發(fā)成本。當(dāng)銷售總價(jià)尚不能補(bǔ)償其開發(fā)成本時(shí),其差額部分定義為基于功能型多重性的“定位風(fēng)險(xiǎn)”。 功能型多重性的“定位風(fēng)險(xiǎn)”對(duì)房地產(chǎn)開發(fā)商來(lái)說(shuō),具有較大的指導(dǎo)意義,即從購(gòu)買者買房用途的角度來(lái)判定項(xiàng)目開發(fā)是否具有風(fēng)險(xiǎn),以及所要承擔(dān)的風(fēng)險(xiǎn)最大程度是多少。同時(shí),在房地產(chǎn)的銷售階段,內(nèi)控價(jià)格不再是業(yè)界通常使用的唯一價(jià)格,而變成了一個(gè)基于“功能型”多重性測(cè)算的價(jià)格區(qū)間。在這個(gè)區(qū)間中的任何一個(gè)價(jià)格都是合理的,并根據(jù)銷售過(guò)程中動(dòng)態(tài)指標(biāo)的變化而調(diào)整。 最后,本文通過(guò)某房地產(chǎn)項(xiàng)目的改造方案,確認(rèn)了該方案的功能型定位存在著三重性,并藉此計(jì)算出了每套銷售單元不同的價(jià)格定位,以及就市場(chǎng)處于極端有利和極端不利的情景下,計(jì)算出了相應(yīng)的“超計(jì)劃總價(jià)增值額”、“超計(jì)劃總價(jià)增值率”和“定位風(fēng)險(xiǎn)”的數(shù)值。 通過(guò)實(shí)證檢驗(yàn),證明了“功能型定位”理論的合理性,以及基于功能型定位的“超額收益”和“定位風(fēng)險(xiǎn)”是客觀存在并可以量化的。
[Abstract]:After 20 years of development , China ' s real estate industry occupies an increasingly important position in our national economy , and has become an important pillar industry . In recent years , the real estate market has its natural economic law . However , after a long period of high - speed growth , the equilibrium period and even decline of the real estate market will come . When the balance period of the real estate industry is even in decline , the risks of the project development will become extremely prominent . Compared with the risks of sales risk , financial risk and policy risk , the risk of project positioning is more important . However , the traditional project positioning is based on the consumption characteristics of the customer group . Therefore , the internal control price of the sales unit and the whole price system based on the traditional project positioning have the unique market position . Therefore , the internal control price system of the sales unit based on the traditional project positioning lacks enough flexibility to adjust accordingly according to the change of the market change , especially the consumer preference of the purchaser . Different from the theory of " project positioning " from the perspective of developers , this paper puts forward the theory of " functional positioning " in the perspective of the purchaser , and believes that there are different consumer demands , and there are different " functional positioning " , that is , the functional positioning has multiplicity . In this paper , the weights of various influencing factors of different functional types of real estate are quantified by means of analytic hierarchy process , and the internal control price of the whole project sales unit is worked out based on the common sales internal control price system model commonly used in real estate industry . Based on the multiplicity of functional positioning , this paper puts forward that when the real estate market is in an extremely prosperous environment , each sales unit is sold according to the most favorable function attribute , which leads to the total sale price of the whole real estate item higher than the total price of the original sales plan , and the difference is defined as the value - added value of the super plan . In addition , this concept is of great significance to real estate developers . In addition , this concept is of great significance to real estate sales agents . In addition , the concept is of great significance to real estate sales agents . At the same time , this paper also puts forward that when the market is in an extremely depressed environment , each sales unit is forced to sell at the price of the most unfavorable functional attribute , which may result in the total sale price of the whole real estate project possibly lower than the development cost . When the total price of the sales cannot compensate for its development cost , the difference part is defined as the " location risk " based on the function type multiplicity . Functional multiplicity " location risk " is of great significance to real estate developers , which is to determine whether the project development has the risk and the maximum risk to be undertaken from the perspective of the buyer ' s purchase purpose . At the same time , in the sales phase of the real estate , the internal control price is no longer the only price normally used by the industry , and becomes a price interval based on the " functional " multiplicity calculation . Any price in this interval is reasonable and adjusted according to the change of the dynamic index in the sales process . Finally , through the transformation scheme of a real estate project , the paper confirms that the functional positioning of the scheme is triple , and accordingly calculates the price positioning of each unit of sales unit , and calculates the corresponding value of " overplanned total value added value " , " overplanned total value added rate " and " location risk " in the situation that the market is extremely favorable and extremely unfavorable . Through the empirical test , the rationality of " functional positioning " theory is proved , and the " excess return " and " location risk " based on functional positioning are objective and quantifiable .

【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.23

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