房地产项目定价策略探究

Research on Real Estate Project Pricing Strategy

在得到房地产项目价格范围的基础上灵活运用定价策略,对项目的资金回笼以及房地产企业的可持续发展具有重要意义。本文介绍了房地产行业现行的总体定价策略和过程定价策略,并以合肥市某房地产项目为例,通过对项目情况的分析,提出了总体定价策略和过程定价策略的选择确定与分析评价。认为整体定价策略的选择应考虑:第一,周边楼盘情况及房价氛围;第二,本项目的层次定位与开盘价位的契合度。过程定价策略应考虑预计项目回收资金的周期长短,同时也要注意项目楼盘形象的塑造与销售过程的融合问题。

It is of great significance for project capital recovery and sustainable development of development enterprises to use suitable pricing methods to price real estate projects and use the pricing strategy flexibly within the price range. This paper introduces the real estate industry the existing overall pricing strategy and process pricing strategy. With the project in Heifei as an example, through the analysis of the project situation, overall pricing strategy and process pricing strategy, strategy of rectification opinions and suggestions are put forward.The choice of the overall pricing strategy should be taken into consideration： first, the existing property in the area and the atmosphere of the house price. Second, the orientation of the project and the opening price. Process pricing strategy should consider the expected cycle length of the project recycling funds, but also pay attention to the image of the project building and sales process of integration.