商品房价格策略浅析.docVIP

摘 要 本文从商品房定价相关理论及其方法出发，对房地产(商品房)进行价格分析；从市场定价策略的基础：地产供需理论、营销组合理论、消费者购买行为理论出发，确定商品房的独特价格体系及其基准价定价方法，从而深层次地对商品房价格策略选择模式进行分析。认为商品房定价的本质是确立市场竞争的战略地位，并对商品房定价选择的战略目标方向进行说明。探讨商品房价格策略选择的模型，主要包括单一式价格策略选择模型即常规定价策略；复合式价格策略选择模型即基本定价策略；本文认为，实施价格策略的目的在于取得竞争优势，价格策略目的在于主动权和控制权，市场定位是价格策略选择的核心，成本控制与产品差异化是价格策略的重要环节。探讨房地产企业成功实施价格策略的自身保障因素，认为房地产价格策略选择需要整合营销策略以基础；房地产价格策略选择需要高水平房屋销售人员素质保障，房地产价格策略选择需要有完善的服务体系作保障，房地产价格策略选择加强方式创新。：商品房价格Abstract This thesis analyzed commercial real estate pricing based on related theories and marketing approaches. Starting from market pricing basic theories of land demand and supply, combined sales and marketing, consumer purchasing behavior, the author defined commercial real estate’s unique pricing structure, then analyzed pricing strategy selection models in detail. The essence of commercial real estate pricing is to build strategic advantage. The thesis studied pricing strategy selection models, including single pricing model and combined pricing model. The author believed that purpose of pricing strategy is to achieve competitive advantage, the core is market positioning while cost control and product differentiation are important factors. The author further explored enterprise self protection factors after applying competitive pricing strategy. To summarize, commercial real estate pricing strategy needs to be combined with sales and marketing strategy, needs well training promotion team and complete in house service as backup. Keywords: commercial real estate, commercial real estate pricing目 录 摘要…………………………………………………………………………………I Abstract……………………………………………………………………………II 1 前言1.1 研究的目的和意义.1 商品房的定价方法…………………………………………………………1 2.2 不同竞争条件下的定价策略………………………………………………2 2.3差别定价法的运用与调整……………………………………………………3 2.4时下楼盘定价方法……………………………………………………………4 3 新推楼盘价格策略…………………………………………………………………4 3.1新推楼盘价格策略的两种模式………………………………………………4 3.1.1低开高走的渗透模式高开低走的撇脂模式近年来，我国房地产业发展的迅速，同时房地产竞争日趋白热化，而竞争的焦点往往又集中在价格竞争方面，如何为商品房确定一个最优的价格竞争策略来实现房地产项目的最快变现，是所有开发商关心的问题，因此对这个问题的研究具有非常普遍的意义。　　本文首先对有关定价理