本文關鍵詞： 房地產項目定位 市場細分 目標市場選擇 案例研究　出處：《廣西大學》2014年碩士論文　論文類型：學位論文

【摘要】：本文結合實際案例研究房地產項目定位。文章首先對房地產項目定位研究文獻和房地產項目定位理論進行闡述,然后對廣西南寧市MC項目進行詳細的案例研究。主要內容包括： (1)對國內外主要的項目定位研究文獻進行分析和評價,為MC項目定位研究提供理論指導和實踐經(jīng)驗。 (2)基于PEST法的項目市場環(huán)境分析：首先分析了廣西南寧市的社會和經(jīng)濟發(fā)展情況、政策與區(qū)域環(huán)境,然后分析項目所處區(qū)域的經(jīng)濟發(fā)展現(xiàn)狀,以及進行房地產投資情況及土地供求、商品房交易市場分析,最后運用SWOT法對MC項目的優(yōu)勢與劣勢、機遇與威脅進行了分析。 (3)基于STP法的產品定位分析：結合MC項目,在進行市場調查的基礎上,對該項目的市場細分、目標市場選擇、市場定位進行分析,經(jīng)過市場數(shù)據(jù)篩選、統(tǒng)計分析及綜合專家意見,最終確定項目定位決策及開發(fā)建議。 通過以上研究得出房地產項目的定位結論,為該項目的投資決策提供參考,既可以幫助開發(fā)商降低運營風險,使之更有把握實現(xiàn)投資收益,也可為同類項目提供借鑒。
[Abstract]:This article combines the actual case study real estate project localization. The article first to the real estate project localization research literature and the real estate project localization theory carries on the elaboration, then carries on the detailed case study to the Guangxi Nanning MC project. The main content includes:. 1) to analyze and evaluate the main research literature of project positioning at home and abroad, and to provide theoretical guidance and practical experience for MC project positioning research. (2) Project market environment analysis based on PEST method: firstly, the social and economic development, policies and regional environment of Nanning City in Guangxi are analyzed, and then the present economic development situation of the area in which the project is located is analyzed. The paper also analyzes the real estate investment, land supply and demand, market analysis of commercial housing, and finally analyzes the advantages and disadvantages, opportunities and threats of MC project by using SWOT method. Product positioning analysis based on STP method: on the basis of market research, the market segmentation, target market selection and market positioning of the project are analyzed, and the market data are screened. Statistical analysis and comprehensive expert opinion, the final project positioning decision and development recommendations. Through the above research, the positioning conclusion of the real estate project can be obtained, which can provide reference for the investment decision of the project. It can help developers to reduce the operational risk, make it more sure to realize the investment income, but also can provide reference for the similar projects.
【學位授予單位】：廣西大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F299.23

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本文編號：1523791