对我国房地产项目策划实践的述评

Review of China's Real Estate Programming Patterns

随着我国房地产业的迅猛发展,对房地产业的研究得到了更多的重视。作为房地产研究内容的一部分,对房地产策划的研究当前还处在进行实践经验总结的阶段,对房地产策划理论性的研究还不是太多。为了对房地产策划有一个比较系统和完整地认识,本文结合中国房地产业的发展历程,介绍了我国房地产策划的三种模式:卖点策划模式、概念策划模式和全程策划模式,同时对三种房地产策划模式进行了比较和分析。本文分析了它们的理论根源,将这三种策划模式同市场营销理论结合起来,为今后的相关研究提供了一条思路。

The industry of real estate in China had a great development since China's reform and opening up. Great importance has been attached to the research of real estate. As a part of the research, the real estate programming research is not qualified as the guideline of practice. In this paper, some patterns of the real estate programming are introduced, such as attracting character programming pattern, concept programming pattern and full-phase programming pattern. In addition, the academic origins and the difference between these patterns are compared and analyzed at the same time.