论房地产项目定位
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摘要
房地产项目定位在房地产运做过程中的作用越来越重要，如何做好房地产项目的定位已经成为房地产项目成功与否的关键，本论文从市场调研、消费者行为方式分析、房地产项目市场细分及目标市场选择、房地产项目市场定位理论分析、房地产项目定位实证分析等五个方面来阐述如何做好房地产项目的定位。其中具体包括房地产市场调研的要义、价值取向、主要内容、基本程序、质量控制、结果分析与运用、专业楼盘调查系统的制定；消费者行为方式分析中的买家需求判断、行为分析误区、定量研究模式、家庭生命周期的变化对房地产需求的影响；如何对房地产项目进行市场细分、目标市场的定义和如何选择准确的目标市场以便对目标顾客群进行准确定位；市场定位的价值分析、概念精要、操作过程中的误区与对策、房地产市场定位的具体策略和要点分析、如何运用好4P、4C理论以便广告策划人员在项目的后期市场推广过程中能够有的放矢；并且通过广州奥林匹克花园项目的成功实例分析和青岛华易·春之都项目的具体实证分析系统论述了房地产项目定位所包括的产品定位、目标顾客群定位、总体市场定位、户型比例与主力户型定位、价格定位、以及项目定位在规划设计上的具体体现，并系统阐述了若要做好房地产项目的定位应该如何将市场营销学的理论与房地产项目的实际情况相结合，对项目进行科学的分析和预测，减少投资的盲目性，增强项目的可操作性，使项目的整个运做过程符合市场的规律。最终旨在告诉大家只要有满足市场需求的项目定位就会有高回报的市场，背离市场需求的定位最终必将导致房地产项目运做的失败。
The functions of orientation on real estate item become more and more important in the process of real estate business. How to make a good orientation on real estate item is the key point that leads to the success in this field. The thesis expounds how to make a good orientation on real estate by researching market survey, analyzing code of conduct of consumer, subdividing market of real estate item, theorizing orientation on real estate item and testifying orientation on real estate item. It includes the elite of market survey on real estate, value judgment, main content,
the basic procedure, quality control, the analysis and usage of the result
and the making of the specialist building system. By analyzing code of
conduct of consumer, the judgment of needs of buyers, mistakes of the conduct analysis, patterns of quantitative analysis, periods of the family cycle have influence on the demand of real estate. In the thesis it is talked about how to subdivide real estate item in the market, how to definite target market and how to choose the right target market to make right orientation on target consumers. The value analysis, the elite of concept, the mistake and solution in the process, the concrete tactics and accurate analysis of orientation on real estate item are included in the thesis. The thesis shows how to use theories of 4p and 4c to make advertisement staff work freely in the market, and by successful analyzing Guangzhou Olympic item and Qingdao Huayi. Spring item, the thesis systematic expounds the orientation on real estate item. The orientation should have many parts. They are orientation on conducts, target consumers
and the main market, and the proportion of consumers, orientation on major consumer and price. Theories of marketing management should combine with the practice of real estate item. Scientific analysis and forecast on items can stop the blindness and strengthen the operations, which can make the item fit the market discipline. The main task of the thesis is to expound only the orientation on item that can satisfy the needs of the market is the successful one. Otherwise, it will lead to the failure in the process of real estate item.
The functions of orientation on real estate item become more and more important in the process of real estate business. How to make a good orientation on real estate item is the key point that leads to the success in this field. The thesis expounds how to make a good orientation on real estate by researching market survey, analyzing code of conduct of consumer, subdividing market of real estate item, theorizing orientation on real estate item and testifying orientation on real estate item. It includes the elite of market survey on real estate, value judgment, main content,
the basic procedure, quality control, the analysis and usage of the result
and the making of the specialist building system. By analyzing code of
conduct of consumer, the judgment of needs of buyers, mistakes of the conduct analysis, patterns of quantitative analysis, periods of the family cycle have influence on the demand of real estate. In the thesis it is talked about how to subdivide real estate item in the market, how to definite target market and how to choose the right target market to make right orientation on target consumers. The value analysis, the elite of concept, the mistake and solution in the process, the concrete tactics and accurate analysis of orientation on real estate item are included in the thesis. The thesis shows how to use theories of 4p and 4c to make advertisement staff work freely in the market, and by successful analyzing Guangzhou Olympic item and Qingdao Huayi. Spring item, the thesis systematic expounds the orientation on real estate item. The orientation should have many parts. They are orientation on conducts, target consumers
and the main market, and the proportion of consumers, orientation on major consumer and price. Theories of marketing management should combine with the practice of real estate item. Scientific analysis and forecast on items can stop the blindness and strengthen the operations, which can make the item fit the market discipline. The main task of the thesis is to expound only the orientation on item that can satisfy the needs of the market is the successful one. Otherwise, it will lead to the failure in the process of real estate item.
引文
1、决策资源房地产研究中心编写，《现代房地产经典营销全录》，暨南大学出版社于1999年9月出版。
2、郭国庆主编的《市场营销学》，中国人民大学出版社1999年第一版。
3、《房地产策划—经典实战案例全录》，暨南大学出版社于2001年出版。
4、《21世纪中国房地产业核心竞争力发展总报告》，决策资源防地产研究中心编写。
5、《市场营销学教程》修订本，纪宝成主编，中国人民大学出版社于1995年出版。
6 《现代市场营销学》，青岛出版社2000年9月出版。
2、郭国庆主编的《市场营销学》，中国人民大学出版社1999年第一版。
3、《房地产策划—经典实战案例全录》，暨南大学出版社于2001年出版。
4、《21世纪中国房地产业核心竞争力发展总报告》，决策资源防地产研究中心编写。
5、《市场营销学教程》修订本，纪宝成主编，中国人民大学出版社于1995年出版。
6 《现代市场营销学》，青岛出版社2000年9月出版。