中关村房地产市场研究

【作者】 江国欣；

【导师】 张晓明；

【作者基本信息】 西北大学 ， 工商管理， 2003， 硕士

【摘要】 中国近几年在房地产行业发生了翻天覆地的变化，尤其是近十年以来，伴随着房屋体制改革、住房金融政策的推出，中国加入WTO、和2008年中国在北京承办奥运会，中国在房地产行业正面临着空前的机遇。在未来的八到十年内，其发展速度将会比以往的二十年发展更为迅速。另一方面，在房地产市场上，还存在着买卖供需双方脱节的问题和困境，部分开发商对于市场营销仅限于字面的理解或不理解，以产品为中心而不去研究消费者的需求，以“概念炒作”来代替营销策略，生产了大量不符合消费者需求的产品，造成了极大的资源浪费；房地产产品质量和服务水平急待提高；在房地产市场管理层面，主要是法律不健全，行业自律性较差。本文通过代表性的中关村房地产市场，来探究区域房地产业的发展。 本文首先从房地产市场研究的必要性入手引出了房地产及房地产业的概念、房地产区别于其他产品的特征以及中关村房地产的特殊特征，然后对中关村区域的房地产市场状况、以及存在的问题进行阐述，并运用SWOT分析和竞争对手分析分析了中关村房地产业战略发展的优势、劣势、机会、威胁。通过大量市场调研的事实和数据对中关村的消费者进行定性和定量的分析和研究，从微观层面深入挖掘中关村消费群体的需求特征，同时把宏观经济和宏观政策对中关村房地产市场的影响作了分析和阐述，并剖析了中关村的区域发展定位与中关村房地产业发展战略关系，得出了中关村发展战略以及发展规划。最后把营销理论与中关村房地产实际案例相结合来探究中关村房地产市场的营销对策。 本文的创新之处在于运用了大量的第一手的调研数据资料，真实的分析了目前中关村房地产的消费者对住宅的需求以及企业对办公写字楼的需求特征，把区域经济引入到中关村房地产的市场研究之中，并运用现实的案例分析了市场营销策略如何成功地应用在中关村房地产市场领域。更多还原

【Abstract】 With the rapid development of Chinese estate market, the Chinese estate market is facing unprecedented opportunity. Part of the land developer didn’t understand or misunderstand the meaning of marketing; they focused on the concept of product-oriented rather than consumer-oriented, of boasting rather than marketing strategy. As a result, a lot of products that cannot meet the requirements of consumers were produced, which resulted in the mass waste to the resources. Besides, the quality of product and services need to improve. In the management, the question existed were the imperfectness of the relative law and weak self-discipline among developers.The thesis, from the necessity of research to the real estate market, firstly discusses the concepts of the real estate and the real estate industry and the difference between the real estate and other products. Secondly,by using SWOT and competitive analysis approach, the author describes the advantages, disadvantages, chances, and threats that were faced by the development strategy of Zhong Guan Cun. Through lots of the practical situation and data from the market research, the author does the quantitative and qualitative analysis to the consumer groups. From the micro level the author goes deeply into the demand characteristics of the consumer groups in Zhong Guan Cun. Meanwhile, the author analyzes the influence from macro economy and macro policy on the real estate market in Zhong Guan Cun. What’s more, the author draws the planning and development strategy of real estate in Zhong Guan Cun by making research on the positioning of district development and development strategy of Zhong Guan Cun. Finally, the author probes the marketing countermeasure of the real estate market combining the marketing theory with the real cases in Zhong Guan Cun.The originality of this thesis rests with the genuine analysis to the features of house demand of consumers and office building demand of enterprises by applying a great deal of first hand data; the integration of district economy into research to the real estate market of Zhong Guan Cun. By applying practical cases, the author describes how to successfully put marketing strategy into the use of real estate market in Zhong Guan Cun.更多还原