如何进行住宅房地产项目竞争结构研究..docVIP

如何进行住宅房地产项目 竞争结构研究 [摘要] 本文作者从房地产竞争对房地产项目投资前期的可行性分析，以及后期产品销售的两个阶段的重要性谈起，说明了竞争状况研究对于房地产开发的特殊重要性。 进一步地，作者根据自身关于房地产竞争状况的研究经验，指出了房地产竞争状况研究的发展阶段及已有研究方法存在的两个不足，其一、定量研究深度不够；其二、定性研究的零散性。在此基础上，作者结合自身经验，在已有“整体研究法”的基础上创造性地提出了房地产竞争状况研究的“系统量化研究法”。 在该研究方法中，作者系统地阐述了房地产竞争状况研究中定性与定量研究的关系、竞争区域的界定，以及三种性质竞争者（潜在竞争者、市场后进者、现实竞争者）和三种竞争对手（直接竞争性楼盘、重点竞争楼盘、一般性竞争楼盘）的关系。 作者还指明了该研究方法的一个主要创新点——“内部竞争结构定量研究”的操作要点，说明该研究方法要求就供、销、存等数据与住宅产品的面积、价格、户型等基本属性进行交叉分析以满足研究深度要求。并且，作者还就获得该研究方法所需数据的调查方法——现场分组调查法作出了专门介绍。 通过对系统量化法的介绍，作者清晰地展示了房地产竞争状况研究的操作要点和基本操作流程。 最后，作者还结合自身实际案例的讲解，进一步说明了系统量化研究法的可操作性及对于企业实际问题的商业价值和意义。 [关键字] 房地产竞争状况研究、整体研究法、系统量化研究法、内部竞争结构定量研究、三类竞争对手、三种性质的竞争、现场分组调查法 [Abstract] In this paper, the author firstly points out the special importance of the competition research for the development of real estate including the feasibility at the first stage and the sale of the products at last. Then, based on the own research experiences, the author discusses the development of the research in this aspect and points out the two deficiencies of the current research method : one is the lack in the depth of the quantitative research, the other is the fragmentariness of the qualitative research. Based on the arguments, according to his own research experiences for a long time, the author creatively brings forward a system method——“ system quantitative method” for the research of the competition about a real estate project. In this method, the author systemically discusses the relations between the quantitative research and the qualitative research in the competition research about real estate. the author also discusses the definition of a competitive area and three kinds of competitor in two different dimensions (one dimension is time: here are potential-competitor、subsequent-competitor and current-competitor, the other dimension is threat: here are direct-competitor、import-competitor and ordinary-competitor) and their relations. The author also discusses the key creative point of this method——“the