观音岩房地产项目开发定位研究
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摘要
为房地产项目进行准确的定位是一个项目开发成功与否的关键。目前房地产开发企业面临着政府宏观政策调控、市场消费群体消费需求变化、市场供求关系不断改变等一系列外部环境影响,这种变化既给房地产开发企业带来发展的机遇,也带来生存的威胁。房地产开发企业必须以市场为导向,培育房地产开发企业核心竞争力,进而发现市场机会,把握市场需求,寻求比较准确的定位,规避市场风险,加速项目开发成功。
本文以观音岩房地产项目为研究主体,围绕如何为项目找寻一个准确的开发定位而展开研究。本文在以定位、差异化和市场细分理论指导下,提出了项目定位的研究背景、研究思路、研究方法等。结合目前中国房地产发展状况和长沙房地产市场发展特点,重点分析项目目前面临的外部环境,包括房地产新政、长沙房地产市场发展、市场细分、项目所在区域市场情况等。同时,对项目自身的内部环境进行了系统的解析。在基于市场分析基础上,对长沙市客户需求分析进行了调研总结。面对不断变化的市场,结合客户需求变化,在分析项目面临的内外部环境基础上,为项目定位寻找着市场机会与发展方向。最后,在项目定位原则、定位方向指导下确定项目客户定位、产品定位、价格定位和物业定位。
本文研究的开发定位是在详细分析观音岩房地产项目面临的内外部市场环境、长沙房地产发展状况等基础上展开的,其研究结果能够直接应用于项目的定位开发,同时也对区域内同类型项目的开发定位研究提供借鉴。因此,本文具有较强的实际应用价值和借鉴价值。
The accurate positioning for real estate projects is the key to success for a project development. At present, real estate development enterprises are facing a series of external environment impact, such as the government macro-control policy, the change of demand for consumers, and the ever-changing supply-demand relations. The change of supply-demand relations is to bring development opportunities as well as survival threats to the real estate development business. Real estate companies should be market-oriented, and improve the real estate development enterprise's core competitiveness. Through this, the real estate development enterprises can then find market opportunities, master market needs, seek more accurate positioning, avoid market risk, and accelerate the project development success.
This paper mainly studies the Guanyinyan Project, focusing on how to seek an accurate positioning for the development of a project. Under the theories guidance in terms of positioning, variations and market segmentation, it proposes the background, ideas and methods for the research of the project positioning. Considering both the development status of real estate in China and the characteristics of that in Changsha, the paper stresses on the analysis of the external environment that the project is facing, including the real estate New Deal, Changsha real estate market development, market segmentation, and the regional market conditions for the project. Meanwhile, it conducts a systematic analysis of the project's own internal environment. On the basis of market-based analysis, a conclusion is made for the investigation of customer needs in Changsha. The paper discusses both internal and external marketing environment and customer demand that the project is facing, and proposes market opportunities and development direction for it. Finally, by the principles of the project positioning, the client positioning, product positioning, and price positioning can be determined.
The sutdy of the development positioning in this paper is based on the detailed analysis of internal and external market environment that the Guanyinyan project is facing, and the development of real estate in Changsha. The findings can be directly applied to the positioning of projects, and also provide reference for the same type of regional position of the development projects. Therefore, this paper has high value for practical application and use for reference.
本文以观音岩房地产项目为研究主体,围绕如何为项目找寻一个准确的开发定位而展开研究。本文在以定位、差异化和市场细分理论指导下,提出了项目定位的研究背景、研究思路、研究方法等。结合目前中国房地产发展状况和长沙房地产市场发展特点,重点分析项目目前面临的外部环境,包括房地产新政、长沙房地产市场发展、市场细分、项目所在区域市场情况等。同时,对项目自身的内部环境进行了系统的解析。在基于市场分析基础上,对长沙市客户需求分析进行了调研总结。面对不断变化的市场,结合客户需求变化,在分析项目面临的内外部环境基础上,为项目定位寻找着市场机会与发展方向。最后,在项目定位原则、定位方向指导下确定项目客户定位、产品定位、价格定位和物业定位。
本文研究的开发定位是在详细分析观音岩房地产项目面临的内外部市场环境、长沙房地产发展状况等基础上展开的,其研究结果能够直接应用于项目的定位开发,同时也对区域内同类型项目的开发定位研究提供借鉴。因此,本文具有较强的实际应用价值和借鉴价值。
The accurate positioning for real estate projects is the key to success for a project development. At present, real estate development enterprises are facing a series of external environment impact, such as the government macro-control policy, the change of demand for consumers, and the ever-changing supply-demand relations. The change of supply-demand relations is to bring development opportunities as well as survival threats to the real estate development business. Real estate companies should be market-oriented, and improve the real estate development enterprise's core competitiveness. Through this, the real estate development enterprises can then find market opportunities, master market needs, seek more accurate positioning, avoid market risk, and accelerate the project development success.
This paper mainly studies the Guanyinyan Project, focusing on how to seek an accurate positioning for the development of a project. Under the theories guidance in terms of positioning, variations and market segmentation, it proposes the background, ideas and methods for the research of the project positioning. Considering both the development status of real estate in China and the characteristics of that in Changsha, the paper stresses on the analysis of the external environment that the project is facing, including the real estate New Deal, Changsha real estate market development, market segmentation, and the regional market conditions for the project. Meanwhile, it conducts a systematic analysis of the project's own internal environment. On the basis of market-based analysis, a conclusion is made for the investigation of customer needs in Changsha. The paper discusses both internal and external marketing environment and customer demand that the project is facing, and proposes market opportunities and development direction for it. Finally, by the principles of the project positioning, the client positioning, product positioning, and price positioning can be determined.
The sutdy of the development positioning in this paper is based on the detailed analysis of internal and external market environment that the Guanyinyan project is facing, and the development of real estate in Changsha. The findings can be directly applied to the positioning of projects, and also provide reference for the same type of regional position of the development projects. Therefore, this paper has high value for practical application and use for reference.
引文
[1] 长沙房屋产权管理局统计年鉴.2007,(3):30-33
[2] 徐蔚琴.营销渠道管理.北京:电子工业出版社,2001,12-18
[3] Michael Etzel,Bruce Walker,and William Standon,Marketing,11th ed. New York:McGraw-Hill,2003,352-353
[4] William Perreault, Jr., E.. Jerome McCarthy, Basic Marketing: A Grobal- Managerial Approach,12th ed.Chicago:Richard Irwin,2003,108
[5] 路易斯E·布恩.赵银德译.当代市场营销学.北京:机械工业出版社,2003,47-48
[6] [美]菲利普·科特勒等著.梅清豪译.市场营销管理(第二版)北京:中国人民大学出版社,2001,99-100
[7] 杰克.特劳特,史蒂夫.瑞维金.李正栓等著.新定位.北京:中国财政经济出版社,2004,22-24
[8] 竺培芬.胡运.整合营销传播学.上海:上海交通大学出版社,2000,22
[9] Philip Kotler and Gary Armsrong,Marketing:An Introduction,4th ed.Upper Saddle River, NJ: Prentice Hall,2003,53
[10] Porter.M.Competitive Strategy,New York:Free Press,2005,24-26
[11] 于立宏.章毛平.运营管理创新.北京:中国矿业大学出版社,2001,20-21
[12] 菲利普·科特勒等著.赵平等译.市场运营管理原理(第九版).北京:清华大学出版社,2003,56
[13] 陈杰.企业竞争中产品差异化策略的制定.经济师.2006,(3):155-156
[14] 邝鸿.现代市场学.北京:中国人民大学出版社,1989,35-37
[15] 甘碧群.市场运营管理学.武汉:武汉大学出版社,2004,54
[16] Graham Roberts-Phelps. Customer Relationship Management:How to trun a good business into a great one.London: Hawskmere,2001,20
[17] 麦卡锡.市场营销学基础.北京:机械工业出版社,2002,92-95
[18] 菲利普·科特勒.营销管理.梅清豪译.上海:上海人民出版社,2005,454-457
[19] 罗纳德 .B.马克斯著 .郭毅等译 .服务营销 .北京:中国人民大学出版社 ,2001, 45-47
[20] 宋华.现代市场营销理论的发展.北京商学院学报,1996,(5):5-8
[21] 张平.浅谈产品的差异化优势及其运用.上海:商业经济与管理,2001,(6):22-24
[22] 陈明亮.基于全生命周期利润的客户细分方法.经济管理,2002,(4):15-16
[23] 王方华.市场运营管理学.上海:复旦大学出版社,2003,32-36
[24] 孔凡杰.中小企业营销策略选择的艺术性分析.企业活力,2004,(3):56
[25] 李平.新市场运营管理学.湖南:湖南人民出版社,2001,68-69
[26] 何永祺,傅汉章.市场学原理(第二版).广州:中山大学出版社,2006,89-91
[27] 杨惠,吴志军.市场运营管理学.上海:经济管理出版社,2001,41-42
[28] 马尔霍特拉(涂平译).市场运营管理研究应用导向.北京 :电子工业出版社,2003,209-210
[29] 陈水芬,余丽,叶枫.现代市场运营管理学.浙江:浙江大学出版社,2002,35-38
[30] 中国统计年鉴.2007.(3):12-13
[31] 长沙《金牌房产年鉴》.2007.(3):23-26
[32] 龚小军.作为战略研究一般分析方法的SWOT分析.西安电子科技大学学报(社会科学版),2003,(6):13-16
[33] 汪纯孝.顾客金字塔管理.北京:营销研究,2002,45
[34] 崔珣.市场运营管理教程.北京:经济管理出版社,2004,39-43
[35] 郭欣.浅谈品牌竞争战略与企业核心能力.经济师,2001,(4):81-86
[36] 罗 纳 德 .B. 马 克 斯 著 . 郭 毅 等 译 . 服 务 营 销 . 北 京 : 中 国 人 民 大 学 出 版社,2001,23-25
[37] 张建成.从无差异化策略走向差异化策略.企业经济,2004,(5):51-53
[38] 吴世经,曾国安,陈乙.市场运营管理学.成都:西南财经大学出版社,2006,45-47 .
[2] 徐蔚琴.营销渠道管理.北京:电子工业出版社,2001,12-18
[3] Michael Etzel,Bruce Walker,and William Standon,Marketing,11th ed. New York:McGraw-Hill,2003,352-353
[4] William Perreault, Jr., E.. Jerome McCarthy, Basic Marketing: A Grobal- Managerial Approach,12th ed.Chicago:Richard Irwin,2003,108
[5] 路易斯E·布恩.赵银德译.当代市场营销学.北京:机械工业出版社,2003,47-48
[6] [美]菲利普·科特勒等著.梅清豪译.市场营销管理(第二版)北京:中国人民大学出版社,2001,99-100
[7] 杰克.特劳特,史蒂夫.瑞维金.李正栓等著.新定位.北京:中国财政经济出版社,2004,22-24
[8] 竺培芬.胡运.整合营销传播学.上海:上海交通大学出版社,2000,22
[9] Philip Kotler and Gary Armsrong,Marketing:An Introduction,4th ed.Upper Saddle River, NJ: Prentice Hall,2003,53
[10] Porter.M.Competitive Strategy,New York:Free Press,2005,24-26
[11] 于立宏.章毛平.运营管理创新.北京:中国矿业大学出版社,2001,20-21
[12] 菲利普·科特勒等著.赵平等译.市场运营管理原理(第九版).北京:清华大学出版社,2003,56
[13] 陈杰.企业竞争中产品差异化策略的制定.经济师.2006,(3):155-156
[14] 邝鸿.现代市场学.北京:中国人民大学出版社,1989,35-37
[15] 甘碧群.市场运营管理学.武汉:武汉大学出版社,2004,54
[16] Graham Roberts-Phelps. Customer Relationship Management:How to trun a good business into a great one.London: Hawskmere,2001,20
[17] 麦卡锡.市场营销学基础.北京:机械工业出版社,2002,92-95
[18] 菲利普·科特勒.营销管理.梅清豪译.上海:上海人民出版社,2005,454-457
[19] 罗纳德 .B.马克斯著 .郭毅等译 .服务营销 .北京:中国人民大学出版社 ,2001, 45-47
[20] 宋华.现代市场营销理论的发展.北京商学院学报,1996,(5):5-8
[21] 张平.浅谈产品的差异化优势及其运用.上海:商业经济与管理,2001,(6):22-24
[22] 陈明亮.基于全生命周期利润的客户细分方法.经济管理,2002,(4):15-16
[23] 王方华.市场运营管理学.上海:复旦大学出版社,2003,32-36
[24] 孔凡杰.中小企业营销策略选择的艺术性分析.企业活力,2004,(3):56
[25] 李平.新市场运营管理学.湖南:湖南人民出版社,2001,68-69
[26] 何永祺,傅汉章.市场学原理(第二版).广州:中山大学出版社,2006,89-91
[27] 杨惠,吴志军.市场运营管理学.上海:经济管理出版社,2001,41-42
[28] 马尔霍特拉(涂平译).市场运营管理研究应用导向.北京 :电子工业出版社,2003,209-210
[29] 陈水芬,余丽,叶枫.现代市场运营管理学.浙江:浙江大学出版社,2002,35-38
[30] 中国统计年鉴.2007.(3):12-13
[31] 长沙《金牌房产年鉴》.2007.(3):23-26
[32] 龚小军.作为战略研究一般分析方法的SWOT分析.西安电子科技大学学报(社会科学版),2003,(6):13-16
[33] 汪纯孝.顾客金字塔管理.北京:营销研究,2002,45
[34] 崔珣.市场运营管理教程.北京:经济管理出版社,2004,39-43
[35] 郭欣.浅谈品牌竞争战略与企业核心能力.经济师,2001,(4):81-86
[36] 罗 纳 德 .B. 马 克 斯 著 . 郭 毅 等 译 . 服 务 营 销 . 北 京 : 中 国 人 民 大 学 出 版社,2001,23-25
[37] 张建成.从无差异化策略走向差异化策略.企业经济,2004,(5):51-53
[38] 吴世经,曾国安,陈乙.市场运营管理学.成都:西南财经大学出版社,2006,45-47 .
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