基于SEM的房地产项目开发策略管理

SEM-based Tactical Management of Real Estate Project

研究目的:在房地产市场日益规范化,消费者更加理性,市场竞争日益激烈的背景下,房地产项目呈现出大型化、复杂化的特点,因此,探讨房地产项目开发策略管理具有重要意义。研究结论:本文界定了基于项目层面的房地产开发策略的概念,构建了房地产项目开发策略管理的SEM模型。房地产项目开发策略的核心,是确定项目定位与项目愿景、宏观环境、竞争对手、项目特性以及消费者之间的因果关系;房地产项目开发策略应在项目愿景的指导下,对宏观环境、市场竞争、项目特性和消费者进行深入分析,以得到项目的客户群定位、产品定位和形象定位;项目开发策略管理可为投资决策和开发策略制定提供充分准确的信息支持,减少投资决策和开发策略制定过程中人为主观因素所造成的不确定性,使投资决策和策略制定能够与市场需求和竞争环境紧密结合,从而实现项目开发的成功。

Research purposes：On the backgrounds that the estate market is becoming more and more normalization,the customers are becoming more and more rational and the market competition is becoming more and more serious,the current real estate projects have features of becoming large and complicated.So studying the the tactical management of real estate project is of great significance. Research conclusions：This paper defines the tactical concepts on the development of real estate project and offers the SEM model for the tactical management of real estate project.The core element of the tactical management of real estate project is to determine the cause and effect relation between the orientation of the real estate project and the desiring prospects of the project,the macro environment,the competitors,the project features and the customers.Under the guidance of the desiring prospects of the project,the deep analyses of the macro environment,the competitors,the project features and the customers should be made to the real estate project so as to obtain the customers orientation,the production orientation and the images orientation.The tactical management of real estate project can offer the information support to the investment decision-making and working out the development tactics so as to reduce the uncertainty caused by the factors by men in the course of the investment decision-making and working out the development tactics and make the investment decision-making and the development tactics more fitting to the market demand and the competition environment for achieving the project success.