中关村房地产市场研究
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摘要
中国近几年在房地产行业发生了翻天覆地的变化，尤其是近十年以来，伴随着房屋体制改革、住房金融政策的推出，中国加入WTO、和2008年中国在北京承办奥运会，中国在房地产行业正面临着空前的机遇。在未来的八到十年内，其发展速度将会比以往的二十年发展更为迅速。另一方面，在房地产市场上，还存在着买卖供需双方脱节的问题和困境，部分开发商对于市场营销仅限于字面的理解或不理解，以产品为中心而不去研究消费者的需求，以“概念炒作”来代替营销策略，生产了大量不符合消费者需求的产品，造成了极大的资源浪费；房地产产品质量和服务水平急待提高；在房地产市场管理层面，主要是法律不健全，行业自律性较差。本文通过代表性的中关村房地产市场，来探究区域房地产业的发展。
本文首先从房地产市场研究的必要性入手引出了房地产及房地产业的概念、房地产区别于其他产品的特征以及中关村房地产的特殊特征，然后对中关村区域的房地产市场状况、以及存在的问题进行阐述，并运用SWOT分析和竞争对手分析分析了中关村房地产业战略发展的优势、劣势、机会、威胁。通过大量市场调研的事实和数据对中关村的消费者进行定性和定量的分析和研究，从微观层面深入挖掘中关村消费群体的需求特征，同时把宏观经济和宏观政策对中关村房地产市场的影响作了分析和阐述，并剖析了中关村的区域发展定位与中关村房地产业发展战略关系，得出了中关村发展战略以及发展规划。最后把营销理论与中关村房地产实际案例相结合来探究中关村房地产市场的营销对策。
本文的创新之处在于运用了大量的第一手的调研数据资料，真实的分析了目前中关村房地产的消费者对住宅的需求以及企业对办公写字楼的需求特征，把区域经济引入到中关村房地产的市场研究之中，并运用现实的案例分析了市场营销策略如何成功地应用在中关村房地产市场领域。
With the rapid development of Chinese estate market, the Chinese estate market is facing unprecedented opportunity. Part of the land developer didn't understand or misunderstand the meaning of marketing; they focused on the concept of product-oriented rather than consumer-oriented, of boasting rather than marketing strategy. As a result, a lot of products that cannot meet the requirements of consumers were produced, which resulted in the mass waste to the resources. Besides, the quality of product and services need to improve. In the management, the question existed were the imperfectness of the relative law and weak self-discipline among developers.
The thesis, from the necessity of research to the real estate market, firstly discusses the concepts of the real estate and the real estate industry and the difference between the real estate and other products. Secondly,by using SWOT and competitive analysis approach, the author describes the advantages, disadvantages, chances, and threats that were faced by the development strategy of Zhong Guan Cun. Through lots of the practical situation and data from the market research, the author does the quantitative and qualitative analysis to the consumer groups. From the micro level the author goes deeply into the demand characteristics of the consumer groups in Zhong Guan Cun. Meanwhile, the author analyzes the influence from macro economy and macro policy on the real estate market in Zhong Guan Cun. What's more, the author draws the planning and development strategy of real estate in Zhong Guan Cun by making research on the positioning of district development and development strategy of Zhong Guan Cun. Finally, the author probes the marketing countermeasure of the real estate market combining the marketing theory with the real cases in Zhong Guan Cun.
The originality of this thesis rests with the genuine analysis to the features of house demand of consumers and office building demand of enterprises by applying a great deal of first hand data; the integration of district economy into research to the real estate market of Zhong Guan Cun. By applying practical cases, the author describes how to successfully put marketing strategy into the use of real estate market in Zhong Guan Cun.
本文首先从房地产市场研究的必要性入手引出了房地产及房地产业的概念、房地产区别于其他产品的特征以及中关村房地产的特殊特征，然后对中关村区域的房地产市场状况、以及存在的问题进行阐述，并运用SWOT分析和竞争对手分析分析了中关村房地产业战略发展的优势、劣势、机会、威胁。通过大量市场调研的事实和数据对中关村的消费者进行定性和定量的分析和研究，从微观层面深入挖掘中关村消费群体的需求特征，同时把宏观经济和宏观政策对中关村房地产市场的影响作了分析和阐述，并剖析了中关村的区域发展定位与中关村房地产业发展战略关系，得出了中关村发展战略以及发展规划。最后把营销理论与中关村房地产实际案例相结合来探究中关村房地产市场的营销对策。
本文的创新之处在于运用了大量的第一手的调研数据资料，真实的分析了目前中关村房地产的消费者对住宅的需求以及企业对办公写字楼的需求特征，把区域经济引入到中关村房地产的市场研究之中，并运用现实的案例分析了市场营销策略如何成功地应用在中关村房地产市场领域。
With the rapid development of Chinese estate market, the Chinese estate market is facing unprecedented opportunity. Part of the land developer didn't understand or misunderstand the meaning of marketing; they focused on the concept of product-oriented rather than consumer-oriented, of boasting rather than marketing strategy. As a result, a lot of products that cannot meet the requirements of consumers were produced, which resulted in the mass waste to the resources. Besides, the quality of product and services need to improve. In the management, the question existed were the imperfectness of the relative law and weak self-discipline among developers.
The thesis, from the necessity of research to the real estate market, firstly discusses the concepts of the real estate and the real estate industry and the difference between the real estate and other products. Secondly,by using SWOT and competitive analysis approach, the author describes the advantages, disadvantages, chances, and threats that were faced by the development strategy of Zhong Guan Cun. Through lots of the practical situation and data from the market research, the author does the quantitative and qualitative analysis to the consumer groups. From the micro level the author goes deeply into the demand characteristics of the consumer groups in Zhong Guan Cun. Meanwhile, the author analyzes the influence from macro economy and macro policy on the real estate market in Zhong Guan Cun. What's more, the author draws the planning and development strategy of real estate in Zhong Guan Cun by making research on the positioning of district development and development strategy of Zhong Guan Cun. Finally, the author probes the marketing countermeasure of the real estate market combining the marketing theory with the real cases in Zhong Guan Cun.
The originality of this thesis rests with the genuine analysis to the features of house demand of consumers and office building demand of enterprises by applying a great deal of first hand data; the integration of district economy into research to the real estate market of Zhong Guan Cun. By applying practical cases, the author describes how to successfully put marketing strategy into the use of real estate market in Zhong Guan Cun.
引文
1. Wiedemer JP .Texas, Real Estate Finance, New Jersey, 1991.
2. Douglas B. Diamand and Micheal Lea , Housing Finance in developed Countries, Journal of Housing Research, Vol.3,1992.
3. Goylon E. Greer Michael D. Farrell: Investment Analysis For Real Estate Decisions, 1993.
4. Bevan, Owen. Marketing and Property People (Building and Surveying Series, Published by MACMILLAN EDUCATION LTD, first published, 1991.
5. Alfred A. Ring, Real Estate Principles and Practies, Englewood Cliffs New Jersey, 1995
6. Appraisal Institute, The Appraisal of Real Estate, 1992
7. Bruce Kopple, D. Young Kim, Land policy problems in East Asia, Eastwest Center and Korea Research Institute for Human Settlements , 1994.
8. Byrl N. Boyce, Real Estate Appraisal Terminology, Ballinger Publishing Co., 1996.
9. Dennis J.Mckerzie, Richard M.Betts, Essentials of Real Estate Economics, Prentice, Inc. 1992.
10. Michael C.Thomsett, Real Estate Dictionary, Mc Far Land&Company,Inc., 1988
11. John M .Clapp,Stephen D.Messner, Resl Estate Market Analysis Methods and Applications, Praeger Publishers, 1988.
12. Vincent Barrett and John P .Blair,How to Conduct and Analyze Reak Estate Market and Feasibility Studies,Van Nostrand
13．[美]科特勒：《市场营销管理》(亚洲版)，中国人大出版社，1997。
14．乔志敏：《房地产市场营销管理》，中国人大出版社，1999。
15．王璞、詹正茂等：《战略管理咨询实务》，机械工业出版
社，2003。
16．胡彬：《我国住房金融的发展》，中国金融出版社，1999。
17．刘洁林：《房地产市场营销》，中国环境科学出版社，1994。
18．李辉、郭辉：《房地产营销策划实务》，海天出版社，1996。
19．叶剑平：《房地产市场营销》，中国人民大学出版社，1999。
20．姚立新：《房地产市场营销学》，厦门出版社，1996。
21．贾俊平：《市场调研与分析》，经济科学出版社，1999。
22．[台]张金鄂：《房地产真实交易价格之研究》，台湾出版社，1997。
23．冯佳等：《房地产经典营销全录》，湖南大学出版社，1999。
24．蔡德容、潘军：《住房金融研究》，东北财经大学出版社，2002-4-1。
25．厉以宁、顾云昌：《中国住宅的发展与政，中国物价出版社，1999。
26．《中国建设部统计年报》，(2001)。
27．《中关村建设规划研究报告》，(2001)。
28．《中国房地产统计年鉴》，中国城市出版社，1999。
29．《中关村政府研究报告》，(1999—2002)。
30．《国务院对中关村实施科教兴国战略的批复》，1999。
31．刘芳：《中关村商务楼宇展望》，载《中关村商务环境专刊》，2002(1)。
32．刘志华：《解析中关村》，载《中关村商务环境专刊》，2002(1)。
33．余美英：《中关村商务楼宇展望》，载《北京青年报》，2002-3-28。
34．王朋涛：《京城楼市热点聚焦》，载《中国楼市》，2002-11-8。
35．王石、冯仑、任志强：《开发商的理性与理性开发》，载《中国楼市》，2002-7-12。
36．杨光宇：《中关村写字楼市场分析》，载《中关村商务环境专刊》，2002(1)。
37．刘道桐：《北京住宅消费发展研究》，载《中国房地产报》，2001-4-28。
38．顾云昌：《中国房地产市场热点》，载《中国房地产报》，2002-5-28。
39．梁立军：《北京住宅发展》，载《中国房地产报》，2001-9-23。
40．于红军：《住宅市场发展的几个问题》，载《中国经营报》，2002-4-12。
41．田海东：《北京中关村房地产企业关注的四大“热点”》，载《参考消息》，2002-7-23。
42．周征：《现阶段房地产发展对策》，载《中国房地产信息网》(www.realestate.cei.gov.cn)，2002-11-01。
2. Douglas B. Diamand and Micheal Lea , Housing Finance in developed Countries, Journal of Housing Research, Vol.3,1992.
3. Goylon E. Greer Michael D. Farrell: Investment Analysis For Real Estate Decisions, 1993.
4. Bevan, Owen. Marketing and Property People (Building and Surveying Series, Published by MACMILLAN EDUCATION LTD, first published, 1991.
5. Alfred A. Ring, Real Estate Principles and Practies, Englewood Cliffs New Jersey, 1995
6. Appraisal Institute, The Appraisal of Real Estate, 1992
7. Bruce Kopple, D. Young Kim, Land policy problems in East Asia, Eastwest Center and Korea Research Institute for Human Settlements , 1994.
8. Byrl N. Boyce, Real Estate Appraisal Terminology, Ballinger Publishing Co., 1996.
9. Dennis J.Mckerzie, Richard M.Betts, Essentials of Real Estate Economics, Prentice, Inc. 1992.
10. Michael C.Thomsett, Real Estate Dictionary, Mc Far Land&Company,Inc., 1988
11. John M .Clapp,Stephen D.Messner, Resl Estate Market Analysis Methods and Applications, Praeger Publishers, 1988.
12. Vincent Barrett and John P .Blair,How to Conduct and Analyze Reak Estate Market and Feasibility Studies,Van Nostrand
13．[美]科特勒：《市场营销管理》(亚洲版)，中国人大出版社，1997。
14．乔志敏：《房地产市场营销管理》，中国人大出版社，1999。
15．王璞、詹正茂等：《战略管理咨询实务》，机械工业出版
社，2003。
16．胡彬：《我国住房金融的发展》，中国金融出版社，1999。
17．刘洁林：《房地产市场营销》，中国环境科学出版社，1994。
18．李辉、郭辉：《房地产营销策划实务》，海天出版社，1996。
19．叶剑平：《房地产市场营销》，中国人民大学出版社，1999。
20．姚立新：《房地产市场营销学》，厦门出版社，1996。
21．贾俊平：《市场调研与分析》，经济科学出版社，1999。
22．[台]张金鄂：《房地产真实交易价格之研究》，台湾出版社，1997。
23．冯佳等：《房地产经典营销全录》，湖南大学出版社，1999。
24．蔡德容、潘军：《住房金融研究》，东北财经大学出版社，2002-4-1。
25．厉以宁、顾云昌：《中国住宅的发展与政，中国物价出版社，1999。
26．《中国建设部统计年报》，(2001)。
27．《中关村建设规划研究报告》，(2001)。
28．《中国房地产统计年鉴》，中国城市出版社，1999。
29．《中关村政府研究报告》，(1999—2002)。
30．《国务院对中关村实施科教兴国战略的批复》，1999。
31．刘芳：《中关村商务楼宇展望》，载《中关村商务环境专刊》，2002(1)。
32．刘志华：《解析中关村》，载《中关村商务环境专刊》，2002(1)。
33．余美英：《中关村商务楼宇展望》，载《北京青年报》，2002-3-28。
34．王朋涛：《京城楼市热点聚焦》，载《中国楼市》，2002-11-8。
35．王石、冯仑、任志强：《开发商的理性与理性开发》，载《中国楼市》，2002-7-12。
36．杨光宇：《中关村写字楼市场分析》，载《中关村商务环境专刊》，2002(1)。
37．刘道桐：《北京住宅消费发展研究》，载《中国房地产报》，2001-4-28。
38．顾云昌：《中国房地产市场热点》，载《中国房地产报》，2002-5-28。
39．梁立军：《北京住宅发展》，载《中国房地产报》，2001-9-23。
40．于红军：《住宅市场发展的几个问题》，载《中国经营报》，2002-4-12。
41．田海东：《北京中关村房地产企业关注的四大“热点”》，载《参考消息》，2002-7-23。
42．周征：《现阶段房地产发展对策》，载《中国房地产信息网》(www.realestate.cei.gov.cn)，2002-11-01。