本文選題：房地產(chǎn)市場　切入點：宏觀調(diào)控　出處：《大連理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：在我國國民經(jīng)濟(jì)飛速發(fā)展的今天,房地產(chǎn)業(yè)占據(jù)了非常重要的地位。尤其在一些經(jīng)濟(jì)相對發(fā)達(dá)的城市,隨著房地產(chǎn)市場化程度的迅速提升,業(yè)內(nèi)競爭已是愈演愈烈。如何在群雄逐鹿中取勝?如何在消費者需求越來越差異化的現(xiàn)狀中獲得青睞?我國房地產(chǎn)業(yè)應(yīng)該朝著什么方向進(jìn)行發(fā)展?通過對萬科溫州龍灣花園案例的分析及研究我們將得到解答。 本文以分析我國房地產(chǎn)行業(yè)當(dāng)前宏觀環(huán)境和國家對房地產(chǎn)業(yè)所制定的相關(guān)政策為基礎(chǔ),結(jié)合房地產(chǎn)市場地方差異性的分析,將萬科房地產(chǎn)有限公司浙南溫州市龍灣中心區(qū)龍灣花園開發(fā)案作為案例,對其從開發(fā)到銷售整個過程中的一系列問題進(jìn)行了詳細(xì)的剖析和研究,并以定價理論和促銷理論為指導(dǎo),對該案例中所存在定價和營銷方面的問題提出了相應(yīng)的解決方案。本文根據(jù)溫州地區(qū)的購房者的主要情況進(jìn)行分析,通過進(jìn)行客戶細(xì)分,市場細(xì)分,制定萬科龍灣項目的戶型和住房的主要設(shè)計開發(fā)方向。文章對龍灣地區(qū)的房地產(chǎn)開發(fā)商的樓盤開發(fā)情況、樓盤戶型和價格等主要競爭情況進(jìn)行介紹和分析,根據(jù)樓盤開發(fā)的成本、消費者以及競爭者的實際情況,分別采用成本導(dǎo)向定價法、需求導(dǎo)向定價法和競爭導(dǎo)向競爭法,對價格進(jìn)行制定。并根據(jù)項目的整體開發(fā)情況,制定了各個時期的價格策略和銷售策略。 萬科房地產(chǎn)有限公司浙江溫州市龍灣花園這一案例,在當(dāng)前我國迅猛發(fā)展,群雄爭霸的房地產(chǎn)市場中具有一定的啟發(fā)性,因此,通過對該案例的分析和研究,問題的解決中所得到的啟示,在一定意義上能有效促進(jìn)我國房地產(chǎn)市場營銷質(zhì)量的提高,并且對突破房地產(chǎn)銷售的瓶頸,促進(jìn)房地產(chǎn)營銷的發(fā)展,引領(lǐng)房地產(chǎn)行業(yè)走上精細(xì)化經(jīng)營的道路都起到積極重要的作用。
[Abstract]:With the rapid development of our national economy today, the real estate industry occupies a very important position. Especially in some cities with relatively developed economy, with the rapid promotion of the marketization of real estate, Competition in the industry has become increasingly fierce. How to win in the crowd? How to get more and more favor in the current situation of consumers' demand differentiation? What direction should the real estate industry develop in our country? Through the analysis and research on the case of Wanke Wenzhou Longwan Garden, we will get the solution. This paper is based on the analysis of the current macro environment of the real estate industry in our country and the relevant policies made by the state to the real estate industry, and combined with the analysis of the local differences in the real estate market. Taking the case of Longwan Garden Development in the central district of Longwan City, Wenzhou City, South Zhejiang Province as a case study, a series of problems in the whole process from development to sale are analyzed and studied in detail. Under the guidance of pricing theory and sales promotion theory, this paper puts forward corresponding solutions to the problems in pricing and marketing in this case. Market segmentation, formulation of the Huxing type of Vanke Longwan project and the main direction of housing design and development. The article introduces and analyzes the main competition situation of real estate developers in Longwan area, housing types and prices, etc. According to the cost of real estate development, the actual situation of consumers and competitors, the cost oriented pricing method, the demand oriented pricing method and the competition oriented competition law are adopted, respectively. The price strategy and the sales strategy of each period have been established. The case of Wanke Real Estate Co., Ltd., Wenzhou Longwan Garden, Zhejiang Province, is enlightening in the current real estate market, which is characterized by rapid development and competition for hegemony in China. Therefore, through the analysis and study of this case, The enlightenment obtained in solving the problem can effectively promote the improvement of the quality of real estate marketing in our country in a certain sense, and can break through the bottleneck of real estate sales and promote the development of real estate marketing. Leading the real estate industry on the road to fine management has played a positive and important role.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F299.233.4

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