【摘要】：目前，從房地產行業(yè)融資的現(xiàn)狀來講，銀行貸款受到一定的影響，房地產開發(fā)商在海外的發(fā)債規(guī)模提高；從房地產企業(yè)情況來看，銷售量增減參差不齊，價格多數(shù)仍在上漲，部分房地產開發(fā)商進入去庫存的狀態(tài)，打折銷售，這種方式使得經營現(xiàn)金狀況開始發(fā)生有所好轉。 在這種宏觀背景下，房地產開發(fā)問題是眾多地產商面臨的嚴重問題，如何正確分析宏觀形勢的發(fā)展，如何正確了解客戶的真正需求，如何將營銷與開發(fā)相結合，對于企業(yè)的生存和發(fā)展至關重要，成為房地產行業(yè)亟待解決的問題。本文的研究內容主要解決以下問題：結合行業(yè)背景，，分析市場需求；如何在開發(fā)周期較長的情況下滿足客戶要求變化；如何結合市場變化調整開發(fā)節(jié)奏，使產品利潤最大化；如何調整自身的管理規(guī)范等。文章主要分為房地產開發(fā)的理論研究對房地產開發(fā)項目的相關理論和項目所存在的風險進行探討；深圳市城市宏觀研究，從整體經濟形勢、城市發(fā)展規(guī)劃、交通情況，以及深圳市和龍崗區(qū)的房地產市場環(huán)境進行分析；頤安集團企業(yè)戰(zhàn)略研究，包括經營戰(zhàn)略、競爭策略、融資策略和開發(fā)模式；項目開發(fā)具體開發(fā)策略研究，和項目的具體實施和建設情況進行規(guī)劃，并最后進行項目整體的總結并提出一些意見和建議。從而對于頤安集團的在龍崗區(qū)的地產開發(fā)項目有一個整體的把握。
[Abstract]:At present, from the real estate industry financing situation, bank loans are affected, real estate developers in overseas debt issue scale increased; From the situation of real estate enterprises, the increase and decrease of sales are uneven, most of the prices are still rising, some real estate developers enter the state of de-inventory, discount sales, this way makes the operating cash position begin to improve. Under this macro background, the real estate development problem is a serious problem faced by many real estate developers. How to correctly analyze the development of the macro situation, how to correctly understand the real needs of customers, how to combine marketing and development, It is very important for the survival and development of enterprises, and has become an urgent problem to be solved in the real estate industry. The research content of this paper mainly solves the following problems: combining with the industry background, analyzing the market demand; how to meet the change of customer requirements under the condition of long development cycle; how to adjust the development rhythm and maximize the product profit according to the market change; How to adjust their own management norms and so on. This article mainly divides into the real estate development theory research to the real estate development project related theory and the project existence risk carries on the discussion; Shenzhen city macro-research, from the overall economic situation, urban development planning, traffic situation, as well as Shenzhen and Longgang real estate market environment analysis; Research on enterprise strategy of Yian Group, including management strategy, competition strategy, financing strategy and development mode; Project development strategy research, implementation and construction of the project planning, and finally the overall summary of the project and put forward some suggestions and suggestions. Thus to the Yian Group in the Longgang District of the real estate development project has an overall grasp.
【學位授予單位】：天津大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F299.233.4

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