【作者】 熊甲争；

【导师】 胡杨；

【作者基本信息】 西南交通大学 ， 工商管理， 2007， 硕士

【摘要】 随着全国经济水平的高速发展和城市化进程的加快，中国房地产市场出现了快速地发展，并保持一定幅度的上涨。深圳的房地产市场也呈现了持续旺盛的状态，自2004-2006年之间，深圳房地产价格由原来的每平方米4000余元，增长到每平方米20000余元，特别是2007年以来，深圳房地产市场依然强劲，从楼盘推出情况看，部分新开楼盘认筹阶段即形成大量消费群体。面对这种现象，开发商应该怎样对即将投放到市场的商品房制定合理的销售价格，将自己的产品成功的推向市场，追求企业利润最大化的同时，完成整个投资收益回报的过程，这成了每个开发商重点关注的问题。本文首先从分析商品房的消费群体着手，结合区域经济、文化特点，研究市场对商品房产品需求，并对商品房产品的品质特征做具体分析，同时考察了深圳市多家已经投放到市场上的成功销售实例，然后对这些销售案例进行产品特征的统计、分类、归纳和评价。最后，结合具体商品房一半岛城邦项目进行对比评估，根据产品特征与市场需求的符合度，研究得出其销售价格的策略，提出了一种新的价格策略方法----需求与品质分析法。由于需求与品质分析法还是一种崭新价格销售策略，尚处于研究探索阶段，相关的理论基础和实践经验都不成熟和完善，加之囿于作者理论水平的限制，文中有些地方提出的观点难免偏颇。此外，文中对于商品房市场的个人消费偏好、品质特征之间的相互影响等等问题，还有待于作者在以后的工作学习中进一步探讨研究。更多还原

【Abstract】 China strong economic development and nationwide urbanization speed up in process, China’s real estate market is in a rapid development, and keep in a certain level of increasing. Shenzhen’s real estate market also reflects the continuing strong. In 2004 to 2006 years, Shenzhen real estate prices was about 4,000 RMB per one square meter, and now increase to 20000 RMB per one square meter in 2007, the Shenzhen real estate market also remained strong. From the sale launched situation, some of the new opening flats identification chips form large consumer groups. Face to this bull market, how to set a reasonable market sales prices of a commercial housing to success in the market, and to profit maximum, and to get investment return, which is become the focus issues of each developers.This paper analyzed the Consumer groups of commercial housing with the regional economic and the cultural characteristics, study the housing market demand and research the quality of real estate products in detail. Also, to visit a number of examples of successful sales in Shenzhen, and then to get these sales product characteristics on the case statistics, classifications, summarized and evaluated. Finally, the combination of specific housing - Peninsula city conducting a comparative assessment project, according to product characteristics and meet the market demand, the study reached its selling price strategy, a new pricing method - and the demand for quality analysis.As demand and quality analysis of a new price or marketing strategies, is still in the research and exploration phase, the relevant theoretical foundation and practical experience are not mature and will be improving, and the author of the theory of relying on the limit, in some places, the viewpoint inevitably biased. In addition, the text of the commercial housing market in the personal consumption preferences, quality interaction between the characteristics of the issues, but also to be the work of the author at a later study to explore further study.更多还原