【作者】 许飞；

【导师】 罗福周；

【作者基本信息】 西安建筑科技大学 ， 管理科学与工程， 2007， 硕士

【摘要】 房地产策划作为房地产行业的细分逐渐获得了社会的认可，发展非常迅速。在整个房地产项目的策划过程中，主题定位扮演着一个十分重要的角色。项目主题定位的准确与否，直接关系到项目运作的成败。针对主题定位在项目运作中的重要性，本文从主题定位的定义、具体运作、作用及发展趋势等方面进行了研究。同时，结合西安市浐灞生态区房地产业发展环境的分析，对其区域内的住宅地产进行了主题定位。首先，本文对主题定位的各种概述作了分析，在此基础上对其进行了重新的定义，并且对主题定位的具体运作进行了阐述，指出主题定位的作用以及未来的发展趋势。其次，对西安市浐灞生态区房地产业发展的环境进行了分析，对其空间发展战略、功能定位及其五大中心的建立进行了介绍，分析其房地产产业开发的环境策划和开发所应遵循的原则，使得其房地产开发与浐灞生态区一流城区形象的建设相符合。最后，根据对主题定位和浐灞生态区环境的分析，利用模糊数学理论和专家评估法对其物业形态进行了确定。然后，对各种物业形态进行了主题定位，对其整体环境、建筑风格、社区配套等也均进行了定位。结合沁水新城的实例分析，将结论与实例相结合，验证了结论具有一定的参考意义。更多还原

【Abstract】 The development of real estate contains many majors. The enterprise of real estate could not contain all of this. Under this condition, the planning of real estate appears and develops very fast. During the period of the planning of real estate, the theme positioning plays an important part in it. It is correct or not, have significant influence on the operation of the project.Considering the importance of the theme positioning, the paper have research on many factors. For example, the definition, the operation, the function, the tendency of the development, and so on. Meanwhile, with the analysis of the developing environment of real estate of ChanBa ecology area in Xi’an, the theme positioning of housing real estate is determined.Firstly, I analyze many kinds of definition about the theme positioning, and creates the new definition about it. The operation and the importance of the theme positioning are described; the trend of the development of it has been studied.Secondly, the developing environment of real estate of ChanBa ecology area in Xi’an has been analyzed. The space developmental strategy、the function positioning and the foundation of five region have been described, and analyze the principle of the management and development of real estate in the area. These may unify the development of the real estate and the ChanBa ecology area.Finally, according to the analysis of the theme positioning and the environment of ChanBa ecology area, firstly the property shape is determined using The expert appraises law and Fuzzy mathematics theory, then the theme positioning is determined, and the total environment, the construction style, community necessary are all positioned. Through the analysis of the example of New Town of QinShui, the conclusion is confirmed.更多还原