导　　师： 周小文;甘永新

学科专业： 0814

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 随着中国城镇化水平不断发展，房地产行业的竞争也日趋激烈，楼市走向对民生经济以及国家经济可持续发展性的影响日益突出，通过政府不断地调控，楼市走向也越来越引起广泛讨论。2011年至今，我国限购、限价、限贷等相关调控政策频频收紧，房地产在市场经济周期的波动中与政府调控下开发企业优胜劣汰的趋势更加明显。房地产住宅项目开发是技术与经济相结合的综合型问题，住宅项目开发又涉及到一系列的风险控制环节，要求房地产开发企业具备一定的专业技术水平。本文提出新的课题“房地产住宅项目关键技术研究”，力求从关键技术的角度（包涵：市场定位、户型设计、营销推广、融资渠道、服务技术）引导房地产开发企业注重技术革新。 本文在查阅大量文献的基础上，从国内知名房地产企业和房地产理论专家各自不同的经营理念和专业角度阐述了国内房地产住宅项目关键技术研究背景，通过分析前述因素对房地产住宅的积极意义得出开展房地产住宅项目关键技术研究的必要性。通过统计国家和珠海区域的房地产市场信息，结合华发四季前期认筹客户的问卷调查等方式方法，论证了市场定位的重要性，同时利用SWOT分析提出项目战略调整建议。采用调查法和参考文献搜集相结合总结以华发四季为案例的中小户型设计与市场定位的关联性，提出中小户型发展趋势。在收集与整理资料的过程中，认识到服务技术作为新课题开始被广大消费群体所重视，也在实践过程中优质超前的服务技术可以为房地产开发企业获得价值利益产生深远影响。 在现代市场竞争中，房地产企业需要强化对房地产住宅项目市场定位、户型设计、融资技术、营销推广以及服务等关键技术的应用，为企业增加市场动力，建立房地产企业及产品的市场特色。 With the continuous development of the level of urbanization in China, the real estateindustry, competition has become increasingly fierce, the property market trend on thelivelihood and economic sustainability of the national economy as well as the impact ofincreasingly prominent, through government regulation constantly, towards the propertymarket has become increasingly widely discussed. Since2011, China's purchase, limit, creditlimit and other related regulatory policies frequent tightening, the real estate cycle fluctuationsin the market economy with government regulation under development enterprise survival ofthe fittest trend more apparent. Residential real estate project development is a combination oftechnology and comprehensive economic issues, residential project development alsoinvolves a series of risk control procedures, requiring real estate development enterprises havea certain level of expertise. This paper presents new issues 'real estate residential project keytechnologies', and strive to key technologies from the perspective of /(bear with me: marketpositioning, layout design, marketing, financing, services, technology/) guide the real estatedevelopment enterprises focus on technological innovation. In this paper, on the basis of access to a large literature, from the well-known theory ofhousing prices and real estate experts their different business ideas and professionalperspective of the domestic real estate residential projects in key technology researchbackground, through the analysis of the above factors on the residential real estate to carry outpositive results real estate residential projects key technology research necessity. Zhuhaithrough national and regional statistics of the real estate market information, combined withthe early identification chips Huafa client questionnaire survey method, demonstrated theimportance of market positioning, while using SWOT analysis proposed project strategyproposed adjustments. Collecting and collating information on the process, recognizingservice technology as a new subject began to be valued by the majority of consumer groups,also in the process of practice ahead of the service quality technology can get the value of thereal estate development enterprises have a profound impact on benefits. In the modern competitive market, real estate companies need to strengthen the marketposition of the real estate residential projects, layout design, financing, technology, marketing,and service and other key technology for enterprises to increase market power, theestablishment of the real estate business and product market characteristics.

关 键 词： 房地产住宅项目 关键技术 市场定位 户型设计 服务技术

分 类 号： [TU71 F299.23]

领　　域： [建筑科学] [经济管理]