【作者】 孙文哲；

【导师】 赵国杰；

【作者基本信息】 天津大学 ， 土地资源管理， 2007， 硕士

【摘要】 价格是市场营销组合当中独具特色的组成部分。房地产价格对于房地产交易双方来说都是最重要、最敏感的变量。如何科学而合理的制定房地产价格,是房地产企业普遍关心的问题。本文针对这一情况,作如下研究:1.概述房地产价格理论。主要阐述了房地产价格的概念、房地产价格相关理论以及房地产价格的种类、特点、本质和构成,同时分析了影响房地产价格的因素。2.进行房地产定价方法研究。不仅归纳分析了房地产三类主要定价方法,即成本导向定价法、需求导向定价法、竞争导向定价法,而且结合模糊数学等相关理论方法,进一步深入研究定价方法和定价模型。3.阐述了房地产定价策划知识。房地产定价方法不能孤立使用,必须结合进房地产价格策划中去,价格策划包括三个环节,即选择定价目标、确定定价方法、制定整体策略。4.实例应用。以静海清华瑞景小区和福州南江滨区域某小区为例,进行定价案例分析,主要运用竞争导向定价法中的市场比较法和随行就市法进行小区定价。本文研究目的在于从理论和实践出发,对房地产定价方法进行深入分析,这对完善房地产价格研究具有一定的借鉴作用,同时对房地产开发企业有一定的实际指导意义。更多还原

【Abstract】 Price is the most distinguishing factor in real estate marketing and also the most important and sensitive variable for real estate sales. How to price with scientific and reasonable approach is the very concern of every real estate company and my master thesis as well. The thesis is divided into the following four parts:In the beginning part, I give the general introduction of the pricing theories of real estate involving the pricing concept, related theories, categories, characteristics, essence and composing elements of the price of real estate.In the following part, I analyze three popular pricing approaches of real estate including cost approach, demand approach and competition approach. What’s more, I also apply the fuzzy mathematics theory and other theories to the research on the pricing approach and pricing model.Thirdly, I relate the pricing planning to the pricing approaches. Pricing planning contains three parts: selecting pricing target, choosing pricing approach and making the strategy.At last but not the least, the thesis takes Qinghua Ruijing Residential Area in Jinghai (Tianjin) and another quarter in Fuzhou as examples to make research upon real estate pricing. It mainly takes the market comparison and varying with market approach on competitive pricing approach of the two housing complex.The purpose of the research is to have an in-depth analysis of the pricing approach from both the practical and theoretical aspects. It not only makes great contribution to the research of real estate price but also guide the real estate enterprises in the field of pricing.更多还原