工商管理毕业论文(设计)房地产开发项目的市场定位研究.doc

PAGE 北京理工大学继续教育学院毕业论文 PAGE 0 继续教育暨现代远程教育学院 毕业论文 类　别： 业余——专升本 专 业： 工商管理 毕业设计题目： 房地产开发项目的市场定位研究 指导教师姓名： PAGE I 摘 要 近几年，中国房地产业快速发展，房地产开发投资额与年俱增，基本上都高于同期全社会固定资产总投资的增速，房地产已经成为推动国民经济发展的重要产业。在房地产业迅速发展的过程中，房地产市场的竞争也日趋激烈，房地产开发商的成功不只取决于现在占有和使用资源的多少，更在于他们识别、创造、有效整合与利用资源的能力，从而规避风险。所以，房地产开发商在开发一个项目前应将市场基本状况、国家政策、消费者选择以及项目特点有机结合，以便把风险降到最低，这其中关键的一项就是做好项目定位。 为了能够比较完整系统的了解房地产市场定位，本文对房地产开发定位的理论着手进行了分析，运用营销管理的方法，探讨了房地产开发项目市场定位的工作内容和操作流程模式，以及对房地产开发项目的市场定位提出的一些建议。 关键字：房地产，项目定位，定位理论 ABSTRACT In recent years, the real estate market in China has enjoyed a period of high speed development and the investment in real estate development is also increased every year with a growth rate generally higher than the total investment for social capital assets. Real estate industry has become an important role for national economic development. During the high speed development of the real estate industry, the competition in the real estate market also becomes intense. The success of real estate developers not only depends on the amount of the resource they currently occupy and use, but also relies on their ability to recognize, create and effectively coordinate and utilized multiple resources to avoid the risk. So before a project, the real estate developer must combine the basic status of market, national policy, consumer’s choice and the trait of the project organically to minimum the risk and among all these, one of the most important task is to successfully do project orientation. In order to understand the project orientation completely and systematically, hereby the author analyze on the real estate development orientation theory and use the method of marketing and management to discuss the working content and execution procedure model for the real estate project market and also comes up with suggestions for the marketing orientation for real estate project. Keywords: Real Estate, Project Orientation, O