文档介绍：硕士论文
摘要
伴随着房地产业的不断成熟,行业竞争也日益激烈。纵观我国房地产业的发
展,历经了地段竞争、环境竞争,最后逐渐聚焦于文化竞争。置业者购房趋归理
性、开发商盲目开发文化大盘,政府密集制定宏观的调控政策,三方博弈的态势
日趋明显。笔者认为,正确运用文化因素正是达到多方博弈均衡的重要途径。本
论文中,笔者以成熟的文化学理论为指导,从文化生态学、文化社会学、文化时
空理论的角度出发,结合房地产业本身的特点,分析房地产文化的结构,提出构
成房地产文化的四个要素——认知体系、物质要素、语言要素和非语言要素。并
在此基础上,阐述了四要素在房地产经营的项目定位、建设实施、推广营销和入
住管理四个阶段中的应用。
为了使理论分析结果更富现实意义和实践操作性,笔者采用了美国运筹学家
萨蒂 在 20 世纪 70 年代末提出的 AHP(Analytic Hierarchy Process)方
法,结合房地产业的实际操作流程,构建了三层次结构的房地产文化评价模型,
通过 AHP 方法的系统化原理,得出各影响因素权重的综合排序。笔者深入分析
结论,指出了当前房地产文化建设的误区,对开发商和政府管理部门在房地产文
化的建设管理有一定的指导意义。最后,笔者结合南京中海·塞纳丽舍项目分析
所得结论,部分结果较符合实际,进而说明该模型构建的合理性,对房地产文化
的建设具有一定的指导意义,能够增强决策的客观性和科学性。
本文旨在尝试构建房地产文化建设的理论体系,并在实践中检验其正确与
否。以期对政府宏观政策的制定,开发商的开发行为和消费者的置业选择提供一
定的参考依据。同时,发掘中国优秀的传统文化,增强房地产的文化底蕴,构建
和谐地产。
关键词:文化因素房地产房地产文化
I
硕士论文
ABSTRACT
With the continuously maturing of real estate market, petition is also
increasingly vigorous. Viewing through real estate development in our country, it has
experienced the petition, petition, and gradually focuses
on the petition. Now, the situation is that consumers are more and more
rational, developers build munity unreasoningly and the government draws
up multi-macro policies to control real estate development frequently.
The trend of game among three departments is increasingly clear. I think that
how to exactly use multi-cultural factors to real estate development is an important
way to balance the game trend. In this thesis, the author takes the culture theory as
guide, such as cultural ecology, cultural sociology, and the others, combining with the
characteristics of real estate industry, puts forward four main factors that constitute
the real estate culture- the cognition system, substance system, the language system
and no-language system. On the basis, the thesis elaborates application of the four
systems in every stage of real estate development.
In order to apply the theoretical analysis to practice,