本文選題：住宅類 + 房地產(chǎn)　； 參考：《西北大學(xué)》2013年碩士論文

【摘要】：在中國(guó)經(jīng)濟(jì)快速發(fā)展和我國(guó)房地產(chǎn)調(diào)控政策的新形勢(shì)下,宏觀經(jīng)濟(jì)政策將支撐中國(guó)經(jīng)濟(jì)中速增長(zhǎng),房地產(chǎn)也將會(huì)走逐步去經(jīng)濟(jì)支柱化之路。市場(chǎng)經(jīng)濟(jì)和競(jìng)爭(zhēng)環(huán)境的變化為房地產(chǎn)的營(yíng)銷環(huán)節(jié)提出新的挑戰(zhàn),住宅類房地產(chǎn)的定價(jià)策略也將成為各個(gè)房地產(chǎn)開發(fā)企業(yè)的一個(gè)所需面對(duì)和解決的核心事項(xiàng)。 在行業(yè)調(diào)控呈強(qiáng)周期性循環(huán)波動(dòng)的背景下,房地產(chǎn)業(yè)成為我國(guó)宏觀經(jīng)濟(jì)發(fā)展的支柱性產(chǎn)業(yè),住宅類產(chǎn)品的價(jià)格問題則成為現(xiàn)階段市場(chǎng)經(jīng)濟(jì)體制下的焦點(diǎn)問題之一。在財(cái)稅體系嚴(yán)重勾稽于“土地—地產(chǎn)—終端”之體系及其細(xì)分環(huán)節(jié)的現(xiàn)實(shí)環(huán)境中,住宅類房地產(chǎn)的價(jià)格發(fā)韌于國(guó)家宏觀經(jīng)濟(jì)政策和貨幣政策,關(guān)聯(lián)制約于區(qū)域形態(tài)發(fā)展的“驅(qū)動(dòng)力—競(jìng)爭(zhēng)力—結(jié)構(gòu)平衡”,更波及影響到普通民生的連鎖反應(yīng)。在發(fā)展與調(diào)整多向貫穿、無定反復(fù)的不成熟市場(chǎng)環(huán)境中,如何構(gòu)建住宅類房地產(chǎn)營(yíng)銷價(jià)格體系,制定適宜于住宅市場(chǎng)的價(jià)格策略將成為房地產(chǎn)營(yíng)銷中的關(guān)鍵問題之一。同時(shí),制定切實(shí)可行的價(jià)格策略也是保持房地產(chǎn)企業(yè)良性、可持續(xù)發(fā)展的重要問題。 論文首先對(duì)房地產(chǎn)營(yíng)銷定價(jià)策略進(jìn)行了深入的探索與研究,以我國(guó)住宅類房地產(chǎn)市場(chǎng)的營(yíng)銷價(jià)格體系現(xiàn)狀分析作為切入點(diǎn),著眼于住宅房地產(chǎn)市場(chǎng)營(yíng)銷價(jià)格體系存在的主要問題,并展開論證。在此基礎(chǔ)上,借鑒先進(jìn)的房地產(chǎn)營(yíng)銷策略的理論和方法,構(gòu)建論文研究領(lǐng)域及構(gòu)成內(nèi)容的基本框架體系。在經(jīng)濟(jì)學(xué)理論指導(dǎo)下,通過對(duì)房地產(chǎn)價(jià)格構(gòu)成的分析,結(jié)合實(shí)際,開展TDY公司住宅房地產(chǎn)市場(chǎng)營(yíng)銷價(jià)格策略的研究。同時(shí),關(guān)注市場(chǎng)需求要素,研究TDY公司住宅房地產(chǎn)市場(chǎng)營(yíng)銷流程及銷售價(jià)格構(gòu)成因素,對(duì)影響住宅房地產(chǎn)營(yíng)銷價(jià)格因素和住宅房地產(chǎn)市場(chǎng)營(yíng)銷的特殊規(guī)律進(jìn)行深入的分析；最后,結(jié)合營(yíng)銷理論和TDY公司的項(xiàng)目操作案例,為TDY公司住宅類產(chǎn)品制定了其產(chǎn)品組合戰(zhàn)略和定價(jià)方法,建立完善的整體營(yíng)銷過程中的價(jià)格策略。 論文的應(yīng)用價(jià)值和實(shí)踐意義在于TDY有關(guān)項(xiàng)目開盤定價(jià)體系的完善及創(chuàng)新,為TDY公司各項(xiàng)目開盤銷售定價(jià)管理模式和操作方法提供了有效的思路及參考。結(jié)合TDY公司內(nèi)部業(yè)務(wù)流程及管理制度的不斷完善,將對(duì)TDY公司在新的市場(chǎng)形勢(shì)下全國(guó)范圍內(nèi)的戰(zhàn)略發(fā)展以及定價(jià)策略具有一定的現(xiàn)實(shí)參考意義。
[Abstract]:In the new situation of China's rapid economic development and real estate regulation and control policies, macroeconomic policies will support the rapid growth of China's economy, and the real estate industry will gradually take the road of taking away the economic pillar. The changes of market economy and competitive environment bring new challenges to the marketing of real estate, and the pricing strategy of residential real estate will also become a core issue for each real estate development enterprise to face and solve. Under the background of strong cyclical cycle of industry regulation, real estate industry has become a pillar industry in the macroeconomic development of our country, and the price of residential products has become one of the focal issues in the current market economy system. In the realistic environment where the fiscal and taxation system is seriously linked to the system of "land, real estate and terminal" and its subdivision, the prices of residential real estate are toughened by the national macroeconomic policy and monetary policy. The "driving force-competitiveness-structure balance", which restricts the development of regional form, affects the chain reaction of ordinary people's livelihood. In the immature market environment of multi-direction development and adjustment, how to construct the housing real estate marketing price system and make the price strategy suitable for the housing market will become one of the key problems in the real estate marketing. At the same time, the establishment of feasible price strategy is also an important issue to maintain the benign and sustainable development of real estate enterprises. Firstly, the thesis makes a deep exploration and research on the marketing pricing strategy of real estate, taking the analysis of the current situation of the marketing price system of the residential real estate market in our country as the starting point. Focus on residential real estate marketing price system of the main problems, and start to demonstrate. On this basis, using the theory and method of the advanced real estate marketing strategy for reference, the basic frame system of the research field and the content of the thesis is constructed. Under the guidance of economic theory, through the analysis of the real estate price composition, combined with the practice, the research of the TDY company residential real estate marketing price strategy is carried out. At the same time, it pays close attention to the elements of market demand, studies the marketing process of TDY company's residential real estate market and the factors that constitute the sales price, and makes a deep analysis of the factors affecting the marketing price of residential real estate and the special law of residential real estate marketing. Finally, combined with the marketing theory and the project operation case of TDY Company, this paper formulates the product combination strategy and pricing method for the residential products of TDY Company, and establishes a perfect price strategy in the whole marketing process. The application value and practical significance of this paper lie in the perfection and innovation of TDY pricing system about project opening, which provides an effective way of thinking and reference for the project opening pricing management mode and operation method of TDY Company. Combined with the continuous improvement of the internal business process and management system of TDY Company, it will be of practical reference significance to the strategic development and pricing strategy of TDY Company in the new market situation.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F299.233.4;F275

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本文編號(hào)：1810933