华通和平海岸项目定价策略研究
摘要
2004年以来,我国的房地产发展势头越来越猛,同一供求圈内的房地产项目之间的竞争日趋白热化,而且产品同质化的现象严重,影响消费者最终购买的要素往往是价格。因此采用合适的定价技术,确定最适合的价格竞争策略来实现房地产项目的最快变现,成为房地产竞争中开发商最关心的问题,因此对这个问题的研究具有非常重要的意义。
在本文中,首先进行了房地产行业环境和消费者市场分析,从项目的外部环境和内部环境入手,结合消费者购买行为理论,走访了大量已在此区域购房的客户并进行了大量的问卷调查,明确了潜在目标客户;其次,在本小区周边有十几个已建或在建的楼盘,从中选取了5个具有代表性的竞争楼盘,对各项目的优劣势进行了比较分析,从而明确本项目的优劣势,同时运用SWOT战略分析矩阵,对本项目的优势、劣势、机会和威胁进行了明确的分析,从而确定了本项目的市场定位和目标客户;最后,选取竞争导向的定价方法——市场比较法,通过对房地产项目的定价原则,定价方法的选择,定价测算过程、价格实施和调整策略等环节的大量论证和测算,提出了本项目的价格策略。
本文中所提到的定价测算路线,有别于传统的成本加成法,对当今及以后房地产项目开发实践中的价格设计、实施和调整都有指导意义。用规范的竞争定价方案的房地产项目大多在销售中取得不俗的业绩,在残酷的市场竞争中占据较为有利的地位,随着和平海岸项目开发进度和销售计划的实施,开发商在销售过程中按照竞争定价设计和实施过程中获取了较佳的销售业绩,自开盘以来,在短短不到半年的时间里内完成销售量的90%左右。销售业绩的取得离不开专业估价人员在制定竞争定价策略过程中对市场信息的准确把握和对估价技术的运用,在变化的竞争环境中,低开高走的价格调整策略虽然在特定的房地产营销环境中经受了市场的考验,但是,所有的计划和策略不是一成不变的,一个好的计划一定是适应市场需求并能设计适当的权变策略的计划,因此,在房地产定价策略的研究中,在房地产理论与房地产项目宣传的结合中,我们尚有许多工作要去完成。
Since 2004, real estate in China has been developing more and more quickly. In the same scale of supplement and requirement, competition between different real estate projects becomes more and more severe day by day. Furthermore, building qualities belonged to different manufacturers are almost the same. So price is the final factor to affect customers tp decide which to buy. Thereby, the key problem that land agents pay most attention to is to adopt suitable charge technology and confirm right price competition policy to realize project fast. Therefore, researching this problem is very meaningful.
In this essay, firstly, the author analyzed real estate industry environment and customer market. Started with project external and initial environment, combined with customer purchase action theory, did a lot of investigation blanks among customers who bought buildings in this area and made sure potential aim customers. Secondly, chose five tropical competitive buildings from tens of buildings in this area, compared and analyzed advantages and disadvantages of each project to make sure advantages and disadvantages of this project. Meanwhile, analyzed clearly advantages, disadvantages, opportunities and menaces of the project using SWOT strategy analysis matrix to confirm market orientation and aim customers. Finally, chose orientation method of competition guidance-market comparing method. Through plenty of demonstration and calculation of charge rule, choosing charge way, charge calculation procedures, price implementation and adjustment policy, put forward price policy of this project.
Charge calculation course mentioned by this essay, which is meaningful for present and future price design, implementation and adjustment, is different from traditional cost accumulation method. The projects adopting canonical charge scheme almost gained good results and had more advantaged position. With the procession of peace costal project exploitation and sale plan implementation, manufacturers adopted charge design and implementation and gained satisfied achievements. From the first sale day, in less than half year, about 90% buildings have been soled. Good sale results are close with that professional charge personals mastered market information accurately and utilized charge technology. In changing competitive environment, although low beginning and high development adjustment policy can endure market trial in special real estate sale environment, all plans and policies are changeable. A good plan must suit market requirement and can design suitable tact policy plan. Therefore, in the research of charge policy, we still have many works to achieve the combination of real estate theory and project propaganda.
在本文中,首先进行了房地产行业环境和消费者市场分析,从项目的外部环境和内部环境入手,结合消费者购买行为理论,走访了大量已在此区域购房的客户并进行了大量的问卷调查,明确了潜在目标客户;其次,在本小区周边有十几个已建或在建的楼盘,从中选取了5个具有代表性的竞争楼盘,对各项目的优劣势进行了比较分析,从而明确本项目的优劣势,同时运用SWOT战略分析矩阵,对本项目的优势、劣势、机会和威胁进行了明确的分析,从而确定了本项目的市场定位和目标客户;最后,选取竞争导向的定价方法——市场比较法,通过对房地产项目的定价原则,定价方法的选择,定价测算过程、价格实施和调整策略等环节的大量论证和测算,提出了本项目的价格策略。
本文中所提到的定价测算路线,有别于传统的成本加成法,对当今及以后房地产项目开发实践中的价格设计、实施和调整都有指导意义。用规范的竞争定价方案的房地产项目大多在销售中取得不俗的业绩,在残酷的市场竞争中占据较为有利的地位,随着和平海岸项目开发进度和销售计划的实施,开发商在销售过程中按照竞争定价设计和实施过程中获取了较佳的销售业绩,自开盘以来,在短短不到半年的时间里内完成销售量的90%左右。销售业绩的取得离不开专业估价人员在制定竞争定价策略过程中对市场信息的准确把握和对估价技术的运用,在变化的竞争环境中,低开高走的价格调整策略虽然在特定的房地产营销环境中经受了市场的考验,但是,所有的计划和策略不是一成不变的,一个好的计划一定是适应市场需求并能设计适当的权变策略的计划,因此,在房地产定价策略的研究中,在房地产理论与房地产项目宣传的结合中,我们尚有许多工作要去完成。
Since 2004, real estate in China has been developing more and more quickly. In the same scale of supplement and requirement, competition between different real estate projects becomes more and more severe day by day. Furthermore, building qualities belonged to different manufacturers are almost the same. So price is the final factor to affect customers tp decide which to buy. Thereby, the key problem that land agents pay most attention to is to adopt suitable charge technology and confirm right price competition policy to realize project fast. Therefore, researching this problem is very meaningful.
In this essay, firstly, the author analyzed real estate industry environment and customer market. Started with project external and initial environment, combined with customer purchase action theory, did a lot of investigation blanks among customers who bought buildings in this area and made sure potential aim customers. Secondly, chose five tropical competitive buildings from tens of buildings in this area, compared and analyzed advantages and disadvantages of each project to make sure advantages and disadvantages of this project. Meanwhile, analyzed clearly advantages, disadvantages, opportunities and menaces of the project using SWOT strategy analysis matrix to confirm market orientation and aim customers. Finally, chose orientation method of competition guidance-market comparing method. Through plenty of demonstration and calculation of charge rule, choosing charge way, charge calculation procedures, price implementation and adjustment policy, put forward price policy of this project.
Charge calculation course mentioned by this essay, which is meaningful for present and future price design, implementation and adjustment, is different from traditional cost accumulation method. The projects adopting canonical charge scheme almost gained good results and had more advantaged position. With the procession of peace costal project exploitation and sale plan implementation, manufacturers adopted charge design and implementation and gained satisfied achievements. From the first sale day, in less than half year, about 90% buildings have been soled. Good sale results are close with that professional charge personals mastered market information accurately and utilized charge technology. In changing competitive environment, although low beginning and high development adjustment policy can endure market trial in special real estate sale environment, all plans and policies are changeable. A good plan must suit market requirement and can design suitable tact policy plan. Therefore, in the research of charge policy, we still have many works to achieve the combination of real estate theory and project propaganda.
引文
[1]菲利普.科特勒,凯文.莱恩.凯乐.营销管理[M].上海:世纪出版集团,上海人民出版社,2006:480-483
[2]刘明刚,葛秀梅,袁国钰.房地产经济人必读[M].大连:大连理工大学出版社,1997:194
[3]刘明刚,葛秀梅,袁国钰.房地产经济人必读[M].大连:大连理工大学出版社,1997:195
[4]大连房屋交易大会组委会,大连北方国际展览有限公司.家园[J].大连:大连天窗广告有限公司,2007,(5):140
[5]廖俊平,史小明,徐斌.房地产中介理论与实务[M].广东:广东省出版集团,广东经济出版社,2006:
[6]大连房屋交易大会组委会,大连北方国际展览有限公司.家园[J].大连:大连天窗广告有限公司,2007,(3):29
[7]王爱民.房地产市场营销[M].上海:复旦大学出版社,2006:93-99
[8]Rosann L.Spiro.Persuasion in Family Decision Making[J].Journal of Consumer Research,1983,(3):393-402
[9]万晓.市场营销[M].北京:清华大学出版社,北京交通大学出版社,2007:107
[10]Lawrence Lepisto.A Life Span Perspective of Consumer Behavior[J].in Advance in Consumer Research,1985,(12):47
[11]Harold H.kassarjian and Mary Jane Sheffet.Personality and Consumer Behavior:An Update[J].in Perspectives in Consumer Behavior,1981,(5)160-180
[12]刘明刚,葛秀梅,袁国钰.房地产经济人必读[M].大连:大连理工大学出版社,1997:211-213
[13]孙选中.市场营销管理[M].北京:中国政治大学出版社,1996:400
[14]艾.里斯杰克.特劳拉.定位[M].北京:中国财政经济出版社,2002:2-3
[15]菲利普.科特勒,凯文.莱恩.凯乐.营销管理[M].上海:世纪出版集团,上海人民出版社,2006:263
[16]周建波.营销管理:理论与实务[M].山东:山东人民出版社,2004:277
[17]筑龙网.房地产营销方案实例精选集[M].北京:机械工业出版社,2007:43-45
[18]陈信康.营销策划概论[M].上海:东方出版中心,1999:104-125
[19]筑龙网.房地产营销方案实例精选集[M].北京:机械工业出版社,2007:64-66
[20]王洪卫.房地产市场营销[M].上海:上海财经大学出版社,1998:177-190
[21]左静.房地产估价[M].北京:机械工业出版社,2007:43-49
[22]Thomas T.Nagle & Reed K.Holden.The Strategy and Tactics of Pricing(M).New Jersey:Prentice-Hall,Lnc Publishing.Co,1995:77-85
[23]张跃庆,张树德.城市土地经济学[M].北京:经济日报出版社,1995:5-10
[24]袁国钰,刘长运,刘明刚.房地产经济人实务[M].大连:大连出版社,2000:124
[25]钱昌润,芦金锋.房地产经济学[M].北京:中国计划出版社,1999:22
[26]袁国钰,刘长运,刘明刚.房地产经济人实务[M].人连:大连出版社,2000:126
[27]袁桂芹,周继远.论商品房价格的合理确定[J].山东建材,2001,(3):34-36
[28]王鹏,温铁铭.房地产定价策划中的理性抉择[J].发展研究,2000,(9):43-44
[29]冯佳,喻颖正.现代房地产经典营销[M].广东:暨南大学出版社,1998:30-42
[2]刘明刚,葛秀梅,袁国钰.房地产经济人必读[M].大连:大连理工大学出版社,1997:194
[3]刘明刚,葛秀梅,袁国钰.房地产经济人必读[M].大连:大连理工大学出版社,1997:195
[4]大连房屋交易大会组委会,大连北方国际展览有限公司.家园[J].大连:大连天窗广告有限公司,2007,(5):140
[5]廖俊平,史小明,徐斌.房地产中介理论与实务[M].广东:广东省出版集团,广东经济出版社,2006:
[6]大连房屋交易大会组委会,大连北方国际展览有限公司.家园[J].大连:大连天窗广告有限公司,2007,(3):29
[7]王爱民.房地产市场营销[M].上海:复旦大学出版社,2006:93-99
[8]Rosann L.Spiro.Persuasion in Family Decision Making[J].Journal of Consumer Research,1983,(3):393-402
[9]万晓.市场营销[M].北京:清华大学出版社,北京交通大学出版社,2007:107
[10]Lawrence Lepisto.A Life Span Perspective of Consumer Behavior[J].in Advance in Consumer Research,1985,(12):47
[11]Harold H.kassarjian and Mary Jane Sheffet.Personality and Consumer Behavior:An Update[J].in Perspectives in Consumer Behavior,1981,(5)160-180
[12]刘明刚,葛秀梅,袁国钰.房地产经济人必读[M].大连:大连理工大学出版社,1997:211-213
[13]孙选中.市场营销管理[M].北京:中国政治大学出版社,1996:400
[14]艾.里斯杰克.特劳拉.定位[M].北京:中国财政经济出版社,2002:2-3
[15]菲利普.科特勒,凯文.莱恩.凯乐.营销管理[M].上海:世纪出版集团,上海人民出版社,2006:263
[16]周建波.营销管理:理论与实务[M].山东:山东人民出版社,2004:277
[17]筑龙网.房地产营销方案实例精选集[M].北京:机械工业出版社,2007:43-45
[18]陈信康.营销策划概论[M].上海:东方出版中心,1999:104-125
[19]筑龙网.房地产营销方案实例精选集[M].北京:机械工业出版社,2007:64-66
[20]王洪卫.房地产市场营销[M].上海:上海财经大学出版社,1998:177-190
[21]左静.房地产估价[M].北京:机械工业出版社,2007:43-49
[22]Thomas T.Nagle & Reed K.Holden.The Strategy and Tactics of Pricing(M).New Jersey:Prentice-Hall,Lnc Publishing.Co,1995:77-85
[23]张跃庆,张树德.城市土地经济学[M].北京:经济日报出版社,1995:5-10
[24]袁国钰,刘长运,刘明刚.房地产经济人实务[M].大连:大连出版社,2000:124
[25]钱昌润,芦金锋.房地产经济学[M].北京:中国计划出版社,1999:22
[26]袁国钰,刘长运,刘明刚.房地产经济人实务[M].人连:大连出版社,2000:126
[27]袁桂芹,周继远.论商品房价格的合理确定[J].山东建材,2001,(3):34-36
[28]王鹏,温铁铭.房地产定价策划中的理性抉择[J].发展研究,2000,(9):43-44
[29]冯佳,喻颖正.现代房地产经典营销[M].广东:暨南大学出版社,1998:30-42