考虑消费与投资需求差异的商品房销售策略

Sales Strategy of Commercial Housing Considering the Difference between Consumption and Investment Demand

房地产开发商在商品房销售决策阶段有预售和不预售两种销售策略。考虑预售价格和现售价格之间的价差对消费性需求和投资性需求两种消费特征人群的影响以及购房者的购买期望等因素建立了假设模型;考虑购房者态度对开发商定价的影响,确定了不预售策略下开发商的最优定价;通过对折扣预售策略定价取值的讨论,确定了折扣预售策略下开发商的最优定价;最后,将折扣预售和不预售两种策略混合考虑,确定不同条件下商品房的最优定价。

Real estate developers have two sales strategies,pre-sale and non-pre-sale,in the decision-making stage of commercial housing sales.Firstly,considering the difference between the pre-sale price and the current sale price,the hypothesis model is established by some factors such as the influence of consumer demand,investment demand and the purchase expectation of buyers;secondly,considering the influence of buyers′attitudes on developer pricing,the article determines the optimal pricing of the developer under the non-pre-sale strategy;thirdly,through the discussion of the pricing value of discount pre-sale strategy,the optimal pricing of developers under the discount pre-sale strategy is determined.Finally,the discount pre-sale and non-pre-sale strategies are considered together to determine the optimal pricing of commercial housing under different conditions.