【作者】 李颖；

【导师】 王英；

【作者基本信息】 重庆大学 ， 建筑与土木工程（专业学位）， 2013， 硕士

【摘要】 近年来，房地产策划行业作为新兴行业之一在我国得到了极大的推广和发展。随着时代的进步和社会分工的逐渐细化，房地产策划行业在房地产发展过程中的作用越来越明显，已经成为了我国房地产业的重要组成部分。目前房地产策划行业虽正处于起步阶段，伴随着房地产业的发展，房地产策划行业仍取得了骄人的成绩。主要表现在策划企业项目代理的市场份额逐渐增大、策划公司根据市场需求积极调整业务、房地产策划行业盈利能力增强等等。正因为如此，越来越多的房地产公司愿意选择策划企业进行项目策划代理，策划企业的策划工作不断完善和成熟。发展迅速的同时必然会出现问题，房地产策划公司也是如此。行业发展的弊端正在深入到房地产策划行业各个层面中，特别是体现在行业整体层面、政府层面以及策划企业层面中。这些问题的存在不仅极大的影响了房地产策划行业的健康发展，更在一定程度上阻碍了房地产市场的正常运转。因此，寻求房地产策划行业存在的问题根源，探索如何对行业实施有效的监督管理，以提高房地产策划行业整体水平，是现阶段亟需解决的问题。鉴于此，本文对我国房地产策划行业的现实问题进行了较深入的研究，分析了所存在问题的根源，积极探索了完善房地产策划行业的对策和具体措施。为了使所研究问题的主体更加明确，更具有针对性，本文将房地产策划行业分解成行业整体、政府部门以及策划企业三个层面进行研究。首先对于房地产行业的定义及历史沿革进行概述，从行业区域发展特点、行业盈利能力分析以及行业发展环境三方面分析行业发展现状，在此基础上分析每一个层面所出现的问题，寻找问题的根源所在，并给出相应的应对措施。更多还原

【Abstract】 Real estate planning obtains huge promotion and development as the typicalrepresentative of emerging industry in our country in recent years. With the progress ofthe times and gradually refining of social labor division, real estate planning is playinga more and more important role in the development of real estate, which has been animportant part of construction and real estate in our country. Although real estateplanning still belongs to a typical representative of emerging industry in our countrynow, it obtains huge promotion and development with the rapid development of realestate. It mainly displays in the increase of market share of the agency, the amount ofthe company and scale, and its business adjustment according to the market. Becauseof this, more and more real estate company would like to choose a planning companyfor the project.It is unavoidable that problems appear with the fast development, so as the realestate planning. Malpractice of development is seeping into every level of the industry,specifically in the level of the whole industry, government, and planning company. Theexist of those problems not only influence the healthy development of real estateplanning greatly, but also hinder the normal operation of real estate. Therefore, toimprove real estate market, standard and management of real estate planning should bethe first. Based on this, looking for the origin of the planning company’s problems andexplore how to manage it is just the problem which need to be solved firstly.So the article makes a thorough research to the real estate industry status, andanalyzes the causes of the problems, explores the countermeasure and the specificmeasure to improve the industry of the real estate planning. In order to making themain body of the problem more clearly, more targeted, the article break down theindustry into the whole industry, the government and the planning company. First, thearticle summarizes the definition of the industry and the history of the industry, andthen analyzes the development status in the aspects of the regional developmentfeatures, profitability and environment of the industry development, Based on this, thearticle analyzes the problems in every level, finds out the origin of the problems, andalso proposes appropriate measures.更多还原