商品住宅定价与价格策略探讨+文献综述
首先，本论文从对商品住宅价格的相关理论出发，从开发商和消费者角度分析各因素对房价的影响，从而引出一些列商品住宅的定价方法，如：市场比较法、成本导向法、收益还原法、竞争导向定价法、顾客导向定价法等。在对定价方法研究的同时，结合不同方法的适用情况和运用技巧进行比较。然后，通过对商品住宅价格策略的重要性、制定依据及常见的价格策略方法等理论知识的探究，并结合具体实例，分析定价方法与各种价格策略的适用情况及效应。6868
关键词：商品住宅；定价；价格策略
Abstract
These years, housing problem is not only an economic problem, but also a social problem. The domestic price of commercial housing and the price strategy has become the most controversial issues, housing price is not only related to the products whether be accepted by consumers, is also related to the developers recovery funds and realization of profit. Practice shows that, reasonable pricing strategy directly affect property sales pace, the withdrawal from circulation of funds, to maximize benefits of developers.
First,this paper from the theory of commodity housing price, analyses each factor influcing on prices from developers and consumers perspective. Which leads to some residential commodity pricing methods such as: market comparison approach, cost guiding method, income capitalization method,competition oriented pricing, customer - oriented pricing etc.In the study of pricing method at the same time, with the different method of application condition and application techniques. And then ,through the theoretical knowledge of the study about the importance of the commodity housing price strategy and common pricing methods based on the concrete examples to analyze a variety of price strategy application and its characteristics and effects.
KeyWords： the commodity residential housing；commodity pricing； price strategy
目 录
摘 要 3
1 绪论 5
2 商品住宅价格理论综述 7
2.1 商品住宅价格的概念 7
2.2 商品住宅价格的构成 7
2.2.1 商品住宅的成本 7
2.2.2 利润和税金 8
2.2.3 周边配套设施引起的差价 8
2.3 商品住宅价格的影响因素 9
2.3.1 开发商商方面因素分析 9
2.3.2 消费者方面因素分析 9
3 商品住宅定价方法及程序 11
3.1 商品住宅定价的目标 11
3.1.1 利润最大化 11
3.1.2 赢得市场占有率 11
3.1.3 树立企业的形象 12
3.2 商品住宅的定价方法 12
3.2.1 需求导向定价法 13
3.2.2 竞争导向法 13
3.2.3 市场比较法 14
3.2.4 市场比较法运用实例 16
3.2.5 成本导向法 17
3.3 商品住宅定价的基本程序 18
4 商品住宅价格策略探讨 20
4.1 定价和价格策略的关系 20
4.2 常见的定价策略 20