土地營(yíng)銷的區(qū)域評(píng)價(jià)體系研究
發(fā)布時(shí)間：2019-03-03 14:15
【摘要】：在我國(guó)地產(chǎn)市場(chǎng)迅猛發(fā)展同時(shí)，由于對(duì)土地的價(jià)值沒(méi)有深入研究，土地拍賣中出現(xiàn)了流拍、土地成交價(jià)格懸殊、發(fā)展商購(gòu)地盲目開(kāi)發(fā)、土地開(kāi)發(fā)一級(jí)市場(chǎng)市場(chǎng)化不完全等現(xiàn)象和問(wèn)題。作者通過(guò)對(duì)大量案例和文獻(xiàn)的分析，認(rèn)為土地作為商品的流通過(guò)程同樣應(yīng)該符合市場(chǎng)原則，應(yīng)該通過(guò)運(yùn)用營(yíng)銷手段展示商品價(jià)值。土地營(yíng)銷是深入挖掘土地價(jià)值的重要途徑，而土地營(yíng)銷中的區(qū)域評(píng)價(jià)又是一個(gè)非常重要的環(huán)節(jié)。論文通過(guò)構(gòu)建土地營(yíng)銷理論中的區(qū)域評(píng)價(jià)體系，探索評(píng)價(jià)方法，為政府推介土地、發(fā)展商購(gòu)地提供參考。 論文通過(guò)閱讀大量文獻(xiàn)，參考國(guó)外土地市場(chǎng)運(yùn)行機(jī)制，借鑒國(guó)外成熟的營(yíng)銷理念，結(jié)合我國(guó)土地市場(chǎng)特點(diǎn)，明確土地營(yíng)銷含義及土地營(yíng)銷中區(qū)域評(píng)價(jià)的基本原則。在區(qū)域評(píng)價(jià)原則的基礎(chǔ)上，從土地交易的兩大主體角度和專業(yè)市場(chǎng)角度綜合分析，確定區(qū)域評(píng)價(jià)體系的四大構(gòu)成要素，，包括宏觀概況、區(qū)域土地空間分布狀況、各物業(yè)市場(chǎng)占有率情況及既定項(xiàng)目可開(kāi)發(fā)潛力。其次，對(duì)比分析相關(guān)土地區(qū)域評(píng)價(jià)報(bào)告，研究區(qū)域評(píng)價(jià)構(gòu)成要素的數(shù)理分析方法，運(yùn)用超效率DEA對(duì)影響宏觀概況的經(jīng)濟(jì)數(shù)據(jù)指標(biāo)進(jìn)行關(guān)聯(lián)度排序確定影響程度，運(yùn)用地理信息系統(tǒng)對(duì)區(qū)域土地空間分布狀況進(jìn)行數(shù)字地價(jià)模擬，運(yùn)用馬爾科夫鏈法對(duì)各物業(yè)市場(chǎng)占有率進(jìn)行短期預(yù)測(cè)，運(yùn)用專家打分及模糊評(píng)價(jià)法進(jìn)行項(xiàng)目可開(kāi)發(fā)潛力評(píng)價(jià)。最后，通過(guò)對(duì)土地營(yíng)銷區(qū)域評(píng)價(jià)體系的實(shí)例模擬來(lái)驗(yàn)證體系的可行性，根據(jù)案例數(shù)據(jù)模擬結(jié)果得出案例項(xiàng)目地塊適合開(kāi)發(fā)寫(xiě)字樓物業(yè)，配以少量SOHO物業(yè)，但需謹(jǐn)慎考慮開(kāi)發(fā)酒店物業(yè)的結(jié)論。通過(guò)區(qū)域評(píng)價(jià)體系的運(yùn)用，既使得發(fā)展商深度了解地塊信息，同時(shí)也為發(fā)展商提供了項(xiàng)目產(chǎn)品開(kāi)發(fā)方向，達(dá)到客觀評(píng)價(jià)土地價(jià)值的目的，為土地營(yíng)銷做支撐。 論文在構(gòu)建土地營(yíng)銷區(qū)域評(píng)價(jià)體系時(shí)，運(yùn)用數(shù)理分析方法對(duì)指標(biāo)進(jìn)行評(píng)價(jià)，減少了主觀分析帶來(lái)的不確定性，為土地價(jià)值分析提供了更為客觀的科學(xué)方法。同時(shí)，區(qū)域評(píng)價(jià)體系充分結(jié)合營(yíng)銷理論，全面、系統(tǒng)、多角度的對(duì)土地價(jià)值進(jìn)行深入挖掘，為土地在市場(chǎng)交易中提供更為專業(yè)的支持。
[Abstract]:At the same time, with the rapid development of the real estate market in China, due to the lack of in-depth research on the value of the land, there has been a floating auction in the land auction, and there is a great disparity in the transaction price of the land. Land development first-level marketization is not complete and other phenomena and problems. Through the analysis of a large number of cases and documents, the author holds that the circulation process of land as a commodity should also conform to the market principle, and that the value of goods should be displayed by means of marketing. Land marketing is an important way to deeply excavate land value, and regional evaluation in land marketing is a very important link. By constructing the regional evaluation system of land marketing theory and exploring the evaluation methods, this paper provides a reference for the government to promote land and develop commercial land purchase. Through reading a large number of documents, referring to the operation mechanism of foreign land market, drawing lessons from the mature marketing ideas of foreign countries and combining the characteristics of land market in China, this paper clarifies the meaning of land marketing and the basic principles of regional evaluation in land marketing. On the basis of the principle of regional evaluation, from the angle of two main bodies of land transaction and the angle of professional market, the four main elements of regional evaluation system are determined, including macro-survey, spatial distribution of regional land, and so on. The market share of each property and the potential of the established projects can be exploited. Secondly, the relative land regional evaluation reports are compared and analyzed, and the mathematical analysis method of the constituent elements of regional evaluation is studied, and the degree of influence is determined by using super-efficient DEA to rank the indexes of economic data affecting macro-survey. Geographical information system (GIS) was used to simulate the spatial distribution of regional land, Markov chain method was used to predict the market share of each property in a short term, and the expert score and fuzzy evaluation method were used to evaluate the exploitable potential of the project. Finally, the feasibility of the system is verified by the example simulation of the land marketing regional evaluation system. According to the simulation results of the case data, it is concluded that the case project plot is suitable for the development of office property, with a small amount of SOHO property. However, careful consideration should be given to the conclusion of the development of hotel properties. Through the application of the regional evaluation system, the developer not only knows the land information deeply, but also provides the development direction of the project product for the developer, achieves the objective evaluation of the land value, and supports the land marketing. When constructing the regional evaluation system of land marketing, this paper uses mathematical analysis method to evaluate the index, reduces the uncertainty brought by subjective analysis, and provides a more objective and scientific method for the analysis of land value. At the same time, the regional evaluation system fully combines the marketing theory, comprehensive, systematic, multi-angle in-depth excavation of land value, to provide more professional support for the land in the market transaction.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F299.23
本文編號(hào)：2433773
[Abstract]:At the same time, with the rapid development of the real estate market in China, due to the lack of in-depth research on the value of the land, there has been a floating auction in the land auction, and there is a great disparity in the transaction price of the land. Land development first-level marketization is not complete and other phenomena and problems. Through the analysis of a large number of cases and documents, the author holds that the circulation process of land as a commodity should also conform to the market principle, and that the value of goods should be displayed by means of marketing. Land marketing is an important way to deeply excavate land value, and regional evaluation in land marketing is a very important link. By constructing the regional evaluation system of land marketing theory and exploring the evaluation methods, this paper provides a reference for the government to promote land and develop commercial land purchase. Through reading a large number of documents, referring to the operation mechanism of foreign land market, drawing lessons from the mature marketing ideas of foreign countries and combining the characteristics of land market in China, this paper clarifies the meaning of land marketing and the basic principles of regional evaluation in land marketing. On the basis of the principle of regional evaluation, from the angle of two main bodies of land transaction and the angle of professional market, the four main elements of regional evaluation system are determined, including macro-survey, spatial distribution of regional land, and so on. The market share of each property and the potential of the established projects can be exploited. Secondly, the relative land regional evaluation reports are compared and analyzed, and the mathematical analysis method of the constituent elements of regional evaluation is studied, and the degree of influence is determined by using super-efficient DEA to rank the indexes of economic data affecting macro-survey. Geographical information system (GIS) was used to simulate the spatial distribution of regional land, Markov chain method was used to predict the market share of each property in a short term, and the expert score and fuzzy evaluation method were used to evaluate the exploitable potential of the project. Finally, the feasibility of the system is verified by the example simulation of the land marketing regional evaluation system. According to the simulation results of the case data, it is concluded that the case project plot is suitable for the development of office property, with a small amount of SOHO property. However, careful consideration should be given to the conclusion of the development of hotel properties. Through the application of the regional evaluation system, the developer not only knows the land information deeply, but also provides the development direction of the project product for the developer, achieves the objective evaluation of the land value, and supports the land marketing. When constructing the regional evaluation system of land marketing, this paper uses mathematical analysis method to evaluate the index, reduces the uncertainty brought by subjective analysis, and provides a more objective and scientific method for the analysis of land value. At the same time, the regional evaluation system fully combines the marketing theory, comprehensive, systematic, multi-angle in-depth excavation of land value, to provide more professional support for the land in the market transaction.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F299.23
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