房地產(chǎn)營銷策劃畢業(yè)設計開題報告

1、本科畢業(yè)設計(論文)開題報告題目： 貴陽“銅古歲月”總部基地營銷策劃方案課 題 類 型： 設計 實驗研究 論文 學 生 姓 名： 學 號： 專 業(yè) 班 級： 學 院： 建筑工程學院指 導 教 師： 開 題 時 間： 2014年3月1日2014年3月1日 一、本課題的研究意義、研究現(xiàn)狀和發(fā)展趨勢（文獻綜述）1研究意義房地產(chǎn)營銷策劃是指運用整合營銷概念，從觀念、設計、區(qū)位、環(huán)境、房型、價格、品牌、包裝、推廣上對開發(fā)建設項目進行整合，合理確定房地產(chǎn)目標市場的實際需求，在深入了解潛在消費者深層次及未來需求的基礎上，為開發(fā)項目規(guī)劃出合理的建設取向完全符合消費者的要求，并通過消費者的滿意使開發(fā)商獲得利益的

2、過程。據(jù)統(tǒng)計，2010年1-3月，全國完成房地產(chǎn)開發(fā)投資6594億元，同比增長35.1%，高于同期固定資產(chǎn)投資增速9.6個百分點，占同期固定資產(chǎn)投資的比重為29.2%。全國房地產(chǎn)業(yè)的日趨繁榮逐漸成為固定資產(chǎn)投資增長的主要力量，也逐漸成為國民經(jīng)濟持續(xù)增長的重要因素。大力發(fā)展房地產(chǎn)業(yè)，對于解決舊城改造，改善人民的居住水平，乃至城市的發(fā)展，具有十分重要的意義。中國房地產(chǎn)營銷業(yè)的興起和發(fā)展，為加速房地產(chǎn)的循環(huán)創(chuàng)造了條件。從當初的“一無所有”到現(xiàn)在的“無處不在”，可以說，營銷觀念的樹立以及各種營銷方式的使用，是房地產(chǎn)業(yè)蓬勃發(fā)展的一個見證。房地產(chǎn)營銷與房產(chǎn)開發(fā)有著密切的關系。房地產(chǎn)業(yè)的蓬勃發(fā)展使營銷業(yè)空前

3、興旺，同時由于現(xiàn)代市場營銷理論在房地產(chǎn)銷售中的應用，使房地產(chǎn)業(yè)的發(fā)展又上了一個新臺階。隨著房地產(chǎn)開發(fā)微利時代的趨近，房地產(chǎn)業(yè)的理性化發(fā)展與市場的不斷成熟，對房地產(chǎn)營銷策劃的深入，競爭激烈的房地產(chǎn)營銷時代已經(jīng)到來。2研究現(xiàn)狀（1）房地產(chǎn)營銷策劃的現(xiàn)狀房地產(chǎn)營銷策劃逐漸得到業(yè)界的廣泛關注與相當程度的認可，盡管普遍認為房地產(chǎn)營銷方式已經(jīng)從單一化趨同全面化，營銷服務已經(jīng)從表面趨向追求內(nèi)涵，營銷推廣已經(jīng)從雜亂無章趨向規(guī)范有序，但縱觀現(xiàn)今樓市營銷策劃很多地方仍然值得深思。許多營銷商、開發(fā)商對營銷的認識仍留于膚淺，甚至有的由于理解的偏頗導致在實際運作中使營銷策劃走入誤區(qū)。如何理性認識營銷的內(nèi)核，促進房地產(chǎn)業(yè)

4、的健康發(fā)展是擺在中國房地產(chǎn)營銷界面前的一個迫在眉睫的問題。隨著國家不斷出臺各種宏觀調(diào)控政策，我國房地產(chǎn)市場已經(jīng)由賣方市場過渡到買方市場，行業(yè)間的競爭也越發(fā)激烈。為了能使自己的企業(yè)在市場上占有一席之地，并獲取更大的利潤，開發(fā)商紛紛意識到房地產(chǎn)營銷策劃的重要性。各種營銷理念粉墨登場，如品牌營銷，生態(tài)住宅，歐式住宅等。各種營銷手法層出不窮，例如“形象代言人”，“一口價開盤”，“通過房地產(chǎn)模特促銷”和在短時間內(nèi)采用大手筆廣告投放，引起市場轟動，從而迅速樹立樓盤市場形象的“集束廣告投放”等。在廣州和深圳，房地產(chǎn)營銷更是達到登峰造極的階段，出現(xiàn)了“直升機看樓”，“熱氣球派送單”，“百萬富翁送大獎”等。世界

5、著名管理學大師彼得德魯克曾精辟的指出：現(xiàn)代企業(yè)最重要的職能只有兩個，一個是創(chuàng)新，一個是營銷。這一結(jié)論也完全適用于我國房地產(chǎn)業(yè)。目前，營銷策劃的不斷求新、求變、求異，的確發(fā)揮了很大的作用，有效地推動了住宅消費的需求，激發(fā)了市場熱點，促進了房地產(chǎn)業(yè)大力發(fā)展。但還需要進一步完善與發(fā)展。（2）房地產(chǎn)營銷策劃存在的問題1）市場調(diào)研不足，難以把握市場需求。凡是策劃類事務不是靠沖動和想當然進行的，而是以大量的真實準確的市場信息為依據(jù)。而掌握市場信息就必須依靠科學的市場調(diào)研，據(jù)此幫助企業(yè)進行市場定位，進一步了解同行業(yè)狀況，分析競爭對手，窺探市場需求等情況。然而，縱觀現(xiàn)今房地產(chǎn)業(yè)，許多房地產(chǎn)開發(fā)商缺乏廣泛而有深

6、度的市場調(diào)研，脫離實際，使得營銷策劃成為空中樓閣，經(jīng)不起時間的推敲和市場的考驗。如調(diào)查方式單一、缺乏相互印證、不論樓盤大小，取樣總是一個常量；調(diào)查數(shù)據(jù)針對性不足，對項目規(guī)模、位置、特點等消費對象的關系缺乏整體把握；樣本數(shù)量不足，以偏概全，導致結(jié)果與實際差距很大。有時調(diào)查中混淆了有效需求與潛在需求的差異。潛在需求是無經(jīng)濟購買能力的欲望和需求。有效需求是具有經(jīng)濟購買能力的現(xiàn)實需求。不重視潛在需求和有效需求的區(qū)分，導致定位“繆之一厘，差之千里”，造成調(diào)查時需求者眾，開盤后購買者寥寥無幾的局面。房地產(chǎn)產(chǎn)品的銷售對象是有經(jīng)濟購買能力的現(xiàn)實需求者，只有具有購買能力的一部分潛在需求才能成為有效需求。盡管潛在

7、需求會轉(zhuǎn)化成有效需求，但他們的消費偏好往往不同，因此必須嚴格區(qū)分有效需求與潛在需求，做合理的甄別。2）目標市場不明，市場定位比較模糊。目標市場和市場定位這兩個概念是市場營銷的基礎，沒有明顯的目標市場和清晰的市場定位，一切策劃和營銷就會變得無的放矢和搖擺不定。目標市場是指企業(yè)對市場經(jīng)過比較、選擇、細分后，決定作為服務對象、確定自己的產(chǎn)品所要進入的相應的子市場。市場定位則是指企業(yè)設計出自己的產(chǎn)品和形象，從而在目標消費者心中確定與眾不同的有價值的地位，即在潛在消費者心里奠定企業(yè)產(chǎn)品的位置和印象。簡單說，先確定目標市場，才有市場定位。實踐中有時會混淆這兩個概念，對目標市場的特征和偏好尚未明了，就直接做

8、市場定位，使得市場定位缺乏實在可靠的支撐。隨著人民生活水平的提高，消費者對高檔住宅的需求雖然在逐步增長，但由于消費者群體社會地位、收入水平和文化素養(yǎng)的差異，其需求也會表現(xiàn)出多層次性的特點。許多房地產(chǎn)開發(fā)商并未全面充分地認識到這種市場需求的差異，不顧當?shù)亟?jīng)濟及實力和居民的承受能力，甚至毫不顧及企業(yè)自身的資源條件，沒有明確的目標，不進行科學的市場定位，盲目興建高檔公寓、別墅、辦公樓和商業(yè)住房，最終導致諸多樓盤滯銷，而適應廣大中低收入家庭的經(jīng)濟住房卻十分短缺。3）忽視全程營銷，過分關注企業(yè)收益a.房地產(chǎn)營銷策劃介入過遲。多數(shù)房地產(chǎn)開發(fā)商只注重后期推銷，不重視前期營銷和企業(yè)形象設計。涉及企業(yè)長期發(fā)展戰(zhàn)

9、略的形象策劃大多都沒有引起足夠的重視，即便有也是圍繞某一開發(fā)項目或為銷售某一產(chǎn)品不得不進行的一種活動。由于營銷策劃介入過晚，導致投資決策失誤，開發(fā)產(chǎn)品不對路，以至于到中期盡管投入了大量的人力物力宣傳推銷，仍然有大量商品房滯銷。盡管房地產(chǎn)開發(fā)主管部門多次為消化空置商品房采取了不少措施，但空置商品房量仍呈上升態(tài)勢。b.房地產(chǎn)公司僅注重銷售結(jié)果。房地產(chǎn)營銷策劃的成敗單純以銷售結(jié)果作為評價指標，不注重真正的全程營銷過程，主要以廣告投入為主。 營銷策劃重心在營銷而非策劃。房地產(chǎn)廣告看得多了，房地產(chǎn)公司任何人都能說出幾個，但深入程度僅僅局限于樓盤名稱。德式設計、美國小鎮(zhèn)、江南水鄉(xiāng)、歐式風格，一味追逐市場流

10、行，而拋棄了真正的文化根基。c.房地產(chǎn)公司只考慮企業(yè)利潤。在目前的中國房地產(chǎn)市場，最普遍的一個營銷現(xiàn)狀就是功利味太重。這種功利營銷在目前房地產(chǎn)市場的主要表現(xiàn)：輕前期規(guī)劃設計，重后期營銷推廣，這是功利營銷的一個非常顯著的特點。一個開發(fā)項目，往往賣點很多，規(guī)劃、房型、景觀、配套、物業(yè)等等都可以成為賣點。然而，許多的開發(fā)商和“策劃大師們”通常將一系列的賣點羅列，以推銷自己的產(chǎn)品。這種方式不但缺乏對客戶細分的研究，更對產(chǎn)品的細分不夠，因而達不到預期的目標。與此同時，近年來，我國房地產(chǎn)界炒作“概念”之風盛行，有生態(tài)、區(qū)位的，有人文、智能的，還有歐陸風情、北美庭廊的。從市場營銷的角度來看“概念”是十分有效

11、的，它作為與競爭者相區(qū)別的符號系統(tǒng)，在傳播中具有高度的識別性和心理沖擊力。但是，房地產(chǎn)界近年來竟提出了“賣房地產(chǎn)就是賣概念”的理論，開發(fā)商和“策劃大師們”不再去尋找消費者的需求，而是熱衷于概念炒作，以概念來制造“賣點”。不少房地產(chǎn)開發(fā)商一味地想制造轟動效應，大肆炒作，做足了表面功夫，但忽視了消費者實際需求。這實際上是營銷策劃失誤所致。3.房地產(chǎn)營銷策劃的發(fā)展趨勢（1）以人為本房地產(chǎn)開發(fā)企業(yè)面臨的是要問題是使開發(fā)的房地產(chǎn)商品適應顧客的需要,從而促進商品房的銷售,增加利潤，加快資金周轉(zhuǎn)。因此，房地產(chǎn)開發(fā)一定是首先強調(diào)以人為本的營銷策劃。企業(yè)的一切經(jīng)營活動，都必須圍繞消費者的愿望、需求和價值觀念來展

12、開，這是房地產(chǎn)營銷的根本所在。（2）房地產(chǎn)營銷是各種理念的復合理念是營銷策劃的靈魂，當代房地產(chǎn)營銷策劃的主導理念一般包括：a.人性理念。房地產(chǎn)營銷首先講求以人為本，中國自古的儒家仁愛思想和西方的人本主義思潮為房地產(chǎn)營銷的人性理念提供了堅實的文化基礎。b.生態(tài)理念。近代以來，地球環(huán)境污染加重，客觀上要求房地產(chǎn)開發(fā)必須樹立起可持續(xù)發(fā)展的生態(tài)理念，這不僅僅為目前的人類提供了更加適宜的生存空間，也為我們后代的發(fā)展鋪平了道路。c.智能理念。人類科技水平的迅速發(fā)展使房地產(chǎn)開發(fā)逐漸從傳統(tǒng)的磚瓦營造習慣轉(zhuǎn)向各種新興材料的應用，而在建筑的功能上也走向了多元化，提供給了人們更多的服務。d.投資理念。投資不動產(chǎn)越來

13、越成為更多人選擇的投資保值手段。（3）策略和手段是營銷的生命樓盤最終需要通過市場的反應去實現(xiàn)自身的價值，由此，營銷中采用的合理策略、手段則成了檢驗真理的試金石。通過各種營銷策略，如產(chǎn)品策略、定價策略、促銷策略、渠道策略等的組合，再依靠營銷手段使其具體化，那么最終產(chǎn)生的結(jié)果也將是令人滿意的。 （4）發(fā)展商由重視營銷策劃、重視概念打造到重視前期研究和產(chǎn)品定位多年以來，大多數(shù)房地產(chǎn)開發(fā)項目均把重點放到營銷策劃上，市場的熱點也在營銷策劃上。營銷策劃在很大程度上已經(jīng)被視為項目制勝的關鍵。項目前期市場研究和策劃受到空前的重視。系統(tǒng)細致的市場研究導出的市場機會發(fā)掘、項目競爭優(yōu)勢分析、客戶定位、產(chǎn)品定位、價格

14、定位、開發(fā)策略、規(guī)劃設計指導思想、經(jīng)濟測算、營銷方案等等，均在項目前期細加研究，慎重決定。（5）開發(fā)周期逐步縮短，產(chǎn)品更新?lián)Q代速度加快，項目針對性更強2003年之后，北京、上海、廣州和深圳等大城市逐漸出現(xiàn)了三個浪潮：一是居住郊區(qū)化；二是住房消費平民化；三是產(chǎn)品更新?lián)Q代速度加快。某些地區(qū)的房地產(chǎn)產(chǎn)品已經(jīng)出現(xiàn)了“住房如時裝，一年一個樣”的狀況。社會消費心理的不穩(wěn)定以及發(fā)展商為突破市場重圍而刻意采取的求新求變，使市場上的產(chǎn)品出現(xiàn)不斷升級的現(xiàn)象。以上三個浪潮，在西方發(fā)達國家早已形成，反映出我國入世后房地產(chǎn)市場與國際接軌的事實。（6）大型住宅項目不斷出現(xiàn)，開發(fā)主題更為明顯，具有延續(xù)性出于面對競爭、將自己

15、做強作大的需要，大型開發(fā)項目在各大城市不斷涌現(xiàn)。在當前，大型項目或許并不等于一切，但從長遠來看，大型項目幾乎就意味著一切，其開發(fā)與營銷具有其突出的特點。產(chǎn)品多元化、客戶多元化、開發(fā)主題的連貫性、品牌經(jīng)營的系統(tǒng)性，均是營銷工作的新課題。（7）市場細分仍有可為，出現(xiàn)了更新?lián)Q代產(chǎn)品和市場未被滿足的產(chǎn)品無論多么成熟的市場，始終會有市場缺口和未被充分滿足的市場機會。風靡南北的Townhouse和“第五代住宅”就是非常好的例子。目前我國城市的樓市尚處于起步階段，市場的缺口和機會更多。因此國內(nèi)的房地產(chǎn)企業(yè)面對國外同行的競爭時應樹立一定的信心，要充分利用自己相對熟悉市場的優(yōu)勢，善于發(fā)掘，開發(fā)出高盈利的產(chǎn)品。二

16、、研究方案及工作計劃（含工作重點與難點及擬采用的途徑）1.研究和解決的問題本課題的研究任務是對房地產(chǎn)項目進行營銷策劃。其主要工作流程包括：產(chǎn)品的調(diào)研，市場的調(diào)研，企劃的定位，推廣的策略及創(chuàng)意的構(gòu)思，傳播與媒介策略的分析，階段性推廣總體策略，階段性廣告與媒介宣傳，階段性促銷活動的策略，階段性公共關系的策略，定期廣告效果跟蹤和信息反饋，定期跟蹤競爭對手的廣告投放以及推廣成本預算和費用監(jiān)控。工作重難點首先在于目標客戶的定位，如果目標定位準確，市場的反響將事半功倍，反之亦然。定位是應從客戶對地域喜歡程度、樓盤檔次選擇程度、樓盤戶型要求程度、小區(qū)環(huán)境滿意程度，物業(yè)管理程度等予以考慮。目標客戶定位，從樓盤

17、營銷的角度來看，是選擇有針對性，有目的性、有意識地去鎖定精準的客戶群，但這是一件很難的事，也做不到一個非常明確的市場劃分。其定位，對于樓盤的整個營銷來說，顯得相當重要。其次是樓盤產(chǎn)品的定位，說起來容易，做起來卻很難，這完全是由于樓盤產(chǎn)品特殊性所決定。因為做樓盤不同于做一般商品，它存在著銷售周期較長的問題。這就要求在樓盤開發(fā)過程中對產(chǎn)品本身的設計需有一定超前性，不會因為市場的變化是產(chǎn)品變得過時或滯銷。同時還要做好營銷策略，如果營銷策略不成功，不能奪人眼球，那么產(chǎn)品的銷售將是一個問題。2.研究手段包括SWOT分析（態(tài)勢分析），STP理論（Segmenting、Targeting、Positioni

18、ng,即市場細分、目標市場、市場定位），調(diào)查分析房地產(chǎn)市場的總體情況以及其競爭環(huán)境分析。項目定位通常在可行性研究階段進行，一般客群需求調(diào)查，采用問卷結(jié)合座談的形式。研究途徑主要是先對項目的周邊狀況進行分析，包括項目的地址，周邊的交通條件及設施配套情況，建設的自然條件等等。其次是要對房地產(chǎn)市場進行調(diào)查，進行項目分析，對產(chǎn)品實施定位，調(diào)查過程中需注意消費者潛在需求與實際需求的差別，避免調(diào)查結(jié)果產(chǎn)生太大的差距?？梢酝ㄟ^調(diào)查分析類似項目來考慮現(xiàn)有項目這種方法，確保分析結(jié)果的準確性。最后在調(diào)查分析的基礎上進行市場細分和目標市場的選擇。3.工作計劃1) 尋找項目及編寫開題報告 0102周2) 確定項目及查

19、閱文獻 0304周3) 市場調(diào)研及分析 0507周4) 項目分析及產(chǎn)品定位 0809周5) 項目細分及目標市場選擇 1011周6) 競爭環(huán)境分析 1213周7) 項目推廣成本預算 1415周8) 準備答辯 1516周三、主要參考文獻1張芳，陳利君.淺談房地產(chǎn)營銷策劃的幾個問題J.紹興文理學院學報2002，22(2):17-192 朱興鳳.淺析房地產(chǎn)營銷策劃J.中國科技信息，2009，14(1):14-163 丁若玉.房地產(chǎn)營銷策劃的有效實施J.市場營銷，2004，9(3):3-54 張建華.房地產(chǎn)營銷策劃淺談J.房產(chǎn)市場，2004,8(5):6-95 張傳勇.房地產(chǎn)營銷亟待突圍J.市場觀察,2

20、008，12(1):11-136 朱玉榮，王菊花.房地產(chǎn)的營銷誤區(qū)及實施全程營銷J.營銷顧問，2004，3(2):15-177 吳迅.對房地產(chǎn)營銷策劃的理性思考J.中國房地產(chǎn)，2002,7(5):9-118 杜書云.房地產(chǎn)營銷的基石前營銷J.中國房地產(chǎn)報，2002，12(4):20-219 潘彤.房地產(chǎn)營銷策劃的STP模式J.番禺職業(yè)技術(shù)學院學報，2005,3(3):2-410 武銀燕.淺析房地產(chǎn)營銷策劃及策略J.中國有色建設，2008，1(2):14-1611 譚繼存.房地產(chǎn)營銷策劃M.北京:中國城市出版社，2007 12 楊雪.房地產(chǎn)營銷理論的發(fā)展及實踐研究D.重慶大學，2006 13 李

21、春.房地產(chǎn)營銷策劃研究D.中國優(yōu)秀碩士學位論文全文數(shù)據(jù)庫，2007，（4）14 王馨.房地產(chǎn)營銷策劃的問題及對策D.南京農(nóng)業(yè)大學，2008 15 劉自磊.對中國房地產(chǎn)發(fā)展及未來趨勢的研究J.中國房地產(chǎn)，2003, 6(3):5-716 Philip Kotler ,Gary Armstrong 著，Principles of MarketingM.北京:機械工業(yè)出版社，2008，（9）17Connie Robbins Gentry 著，Real Estate Technology & SolutionsJ.Chain Store Age，2010，86(7):20-23附：外文原文Resear

22、ch on Chinese Real Estate Development and the Future TrendsZilei LiuMBA Center, Business School, University of Shanghai for Science and TechnologyShanghai 200093, ChinaLi Chen (Corresponding author)MBA Center, Business school, University of Shanghai for Science and TechnologyShanghai 200093, ChinaE-

23、mail: i5_usstReceived: June 15, 2011 Accepted: July 6, 2011 doi:10.5539/ass.v7n9p207AbstractAfter nearly 20 years development, Chinese real estate industry shows the evidence of increasing both in scale and price. But resent years, China citizens began to complain more about the high price of housin

24、g, and government also pays more attention to the real estate industry. This article first analyzes the Chinese real estate development in recent years, and then based on the life cycle theory, the paper discusses Chinese real estates stage in the life cycle as well as the problems in this stage, at

25、 the end of the paper, the future trends of Chinese real estate are predicted.Keywords: China, Real estate, Life cycle, Trend1. IntroductionReal estate industry includes the investment, development, operation, management, and service in the real estate and belong to the 3rd industry. Usually, real e

26、state industry in China is looked as a basic, guiding, driving and risking industry. As a very fundamental industry, real estate industry plays a very important role not only in a countrys economic life but also in peoples daily life, thus attract many research interests. Kaklauskas (2011) gives com

27、parative description of crisis management for real estate in developed countries, and makes general recommendations for improving crisis management efficiencies in these countries real estate sector, also tries to give multiple criteria analysis of crisis management components and selection of the m

28、ost efficient life cycle version of crisis management in real estate. Wang (2011) points out that Chinas major cities have experienced significant real estate price increase which has been fueled by the sustained growth of the economic fundamentals, the author examined the linkage between urban econ

29、omic openness, the ratio of trade volume as a percentage of GDP, and urban real estate prices basing on the quality of life theory as well as BalassaSamuelson (BS) effects. Liow and Webb (2009) investigate the presence of common factors in the securitized real estate markets of the United States (US

30、), United Kingdom (UK), Hong Kong (HK), and Singapore (SG). The authors found that the degree of linkage across the four securitized real estate markets is much weaker than the strong linkages present across the four economies. These studies show only a fraction of the research in real estate field.

31、 Aizenman and Jinjarak (2011) studies the association between current account and real estate valuation across countries, and they found find a robust and strong positive association between current account deficits and the appreciation of the real estate prices/(GDP deflator).And when it comes to C

32、hina, due to its fast and amazing developing, it seems people are more interested in how it will develop in the future: China real estate began to rise in the 1980s, and since the market-oriented housing reform in 1998, urban real estate prices in China have risen quite rapidly in general. Koetter a

33、nd Poghosyan (2010) discussed that real estate prices can deviate from their fundamental value due to rigid supply, heterogeneity in quality, and various market imperfections, which have two contrasting effects on bank stability. Their research found that house price deviations contribute to bank in

34、stability. This finding corroborates the importance of deviations from the fundamental value of real estate, rather than just price levels or changes alone, when assessing bank stability.Under the Chinas active fiscal policy, the fixed asset investment grows rapidly and the ratio of real estate inve

35、stment in GDP increased gradually. Accompany with the quick development, the scale and price of real estate in China also experienced rapidly grow. In order to cool down the whole market and keep the price in a reasonable increase rate, the Chinese government issued a series of policies in 2010. Und

36、er this macro environment, the development of Chinas real estate industry and its future trends analysis is not only concerned by consumers and government, but also be concerned by many scholars and real estate business company. This paper will first describes the resent status of Chinese real estat

37、e, and then based on the life-cycle theory and China static to give a prediction of the future trends.2. Todays Chinese real estate development statusAccording to the data published by China National Bureau of Statistics, all of the indicators of Chinas real estate in 2010 show increase. In 2010, th

38、e Chinese national real estate development investment is 4.8267 trillion RMB, increased 33.2% over 2009, among which, the commercial residential investment is 3.4038 trillion RMB and this number increased 32.9% over 2009. At the same time, the proportion of total investment in real estate developmen

39、t is 70.5%. In 2010, the business construction area is 4.055 billion M2, increased 26.6% over 2009, and new construction area is 1.638 billion M2, which also increased 40.7% over 2009. Completed space of houses is 760 million M2, increased 4.5% over 2009, among which, the residential area is 612 mil

40、lion M2, increased 2.7%, over 2009.Table 1 shows the sales of Chinas real estate in 2010, and Figure 1 shows the real estate climate index from January 2009 to December 2010.The investment in affordable housing in 2010 is around 840 billion RMB and the growth rate of investment in real estate develo

41、pment was driven by about 5%. In 2011, 10 million new affordable housing units construction are under planning and 60% is expected to be completed by the end of 2011. If calculation of the average 60 square meters for each affordable house, the new affordable housing will be completed in an area of

42、approximately 3.6 billion square meters. Thus its estimated that about 1.3 trillion RMB affordable housing will be completed in 2011, which will boost real estate development investment increased by about 10%, and boosting China GDP growth by 1%.3. Chinese real estate life-cycle position and the mai

43、n problemsThe life cycle can be used to observe the behavior of many concepts in business; it is best applied to products and industries. Industry Lifecycle is a concept relating to the different stages an industry will go through, from the first product entry to its eventual decline. There are typi

44、cally four stages in the industry lifecycle (figure 2).And the first stage can also be divided into early stage and innovation stage. The stages are defined as:(1) Early Stages Phase-alternative product design and positioning, establishing the range and boundaries of the industry itself.(2) Innovati

45、on Phase - Product innovation declines, process innovation begins and a dominant design will arrive.(3) Growth (Cost or Shakeout) Phase - Companies settle on the dominant design; economies of scale are achieved, forcing smaller players to be acquired or exit altogether. Barriers to entry become very

46、 high, as large-scale consolidation occurs.(4) Maturity Phase - Growth is no longer the main focus, market share and cash flow become the primary goals of the companies left in the space.(5) Decline Phase Revenues declining; the industry as a whole may be supplanted by a new one.Now, the Chinese rea

47、l estate is experiencing the development from begin phase to the growth phase, due to the following reasons:(1). The Chinese citizens are consuming the real estate product in growing numbers;(2). More and more real estate companies enter into the market, race to offer their own products and gain a s

48、hare of a growing market.(3). Total sales and profits continue to grow in the Chinese real estate industry. Though it looks very promising, but there are still some problems exist in China real estate industry in this development stage, we analysis and include these problems as the following 4 main

49、parts:Continues expanding of the real estate investment. Real estate investment proportion in the total social fixed assets investment increased year by year. In 1999, the real estate investment amounted is around 401.017 billion RMB, and the number reached 4.8267 trillion RMB by 2010, with an avera

50、ge growth of 400 billion RMB per year. At the same time, the ratio of real estate development investment in GDP also increased year by year.Rapid growth in developing size. The China national real estate construction area in 2010 reach to 4.055 billion square meters, compare with the 568.58 million

51、square meters in 1999, it increased nearly 40 million square meters, an average increase of 300 million square meters per year. And the scale of real estate development also expand gradually, the indicators of real estate development growth is more than 10%, and the highest rate close to 30%.Regiona

52、l differences in market size and growth rate, both in completed construction area and under construction area, the east of China has a large proportion, while the central of China has leading position in the growth rate (except sales). At the same time, there are regional differences in the level of

53、 urban residents living.Continuous high price. Recently, the Chinese real estate market shows a three high” phenomena: High prices, high enthusiasm of residents purchase and high disposable income. In China , the price of live house in 2004 was 2,714 RMB / square meter, but in 2010, the price climbe

54、d to 8363 RMB / square meter, the high prices of live house caused many concerns for both residents and government.4. Trends and CountermeasuresAfter nearly 20 years development, Chinese real estate has made great achievements, look back this 20 years development, we can find the following character

55、s:l l China real estate industry is gradually moving toward market-oriented.l l The real estate and capital markets are linked closer.l l China real estate moves into a rapid developing and rapid growth period.l l Chinas Real Estates policy is under gradually improving.With Chinas accession to WTO,

56、Chinas real estate market will follow the international practice and open to other WTO member countries according to the multilateral negotiations of the commitments. Chinas real estate market will be further developed, and the trends are mainly in the following areas:With the accelerated urbanizati

57、on process and urban population increases, a large number of house renovation and real estate secondary market, the housing market still has more room for development.Given the urban population will have more 10 square per person, it will cause to nearly 40 million square meters demanding. Coupled w

58、ith the accelerated process of urbanization, which will increase the demand for housing (about 100 million square meters per year), thus in the next 10 years, China will has a sustained development in housing construction.According to some agencies survey, the satisfaction rate of China residents in housing is under 20%, about 48% of the residents are willing