文档介绍：摘要
我国随着一系列房改政策的出台,房地产业在国民经济中的支柱作用日益显
现出来,伴随着房地产市场的繁荣,企业竞争也进一步加剧。房地产开发企业已从
价格竞争、质量竞争提升到品牌竞争。由于受到房地产产品特点和开发项目运作的
影响,房地产开发企业品牌除了具有一般品牌价值属性,还具有特殊属性,因此房
地产开发企业品牌价值不能直接套用传统品牌价值评估理论,必须研究出适用于房
地产开发企业品牌价值的评估方法。
论文研究了房地产开发企业可持续发展和房地产开发企业品牌价值属性,通
过对企业可持续发展理论和房地产开发企业项目运营模式的分析,构建了房地产开
发企业可持续发展支撑框架,提出品牌是开发企业的重要资源;对房地产开发的品
牌价值传递的研究,构建了房地产开发的品牌价值体系。
研究了以净利润为评估基础的三种房地产品牌评估方法,提出了房地产开发
企业品牌价值评估应以项目超额收益为基础、以 SR 系数修正的新思想,建立了以
项目超额收益为基础的房地产开发企业品牌价值评估流程,构建了基于可持续发展
的房地产开发企业品牌价值评估模型,确定了各参数的计算方法。
选取某房地产上市公司进行实证研究。运用论文提出的评估模型,计算了被
选房地产开发企业的品牌价值,并做了比较研究,验证了基于可持续发展的房地产
开发企业品牌价值评估模型。
关键词:房地产开发企业品牌价值评估可持续发展流程模型
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Abstract
With the implementation of a series of China's housing reform policy, the role of the real
estate industry in the national economy es increasingly obvious. Along with the
prosperity of the real estate market, petition pany exacerbates. petition
between Real pany is from petition, petition to the brand
competition. Under the influence of characteristic of the real estate products and development
project, the real estate brand, in addition to having the general attributes of brand value, also
has special attributes. So it can’t use the traditional brand appraisal theory to appraise the
brand value of real estate pany, it must research the appraisal methods,
which applies to the brand value of real estate pany.
The paper begins with the studying of sustainable development of real estate
pany, and brand concept of real estate pany, through
analyzing the theory pany sustainable development and project operation model of real
estate pany, constructs the supporting structure of sustainable development
of real estate pany, educes that the brand is one of the most important
resources of real estate pany, on the basis of studying the value transferring
of real estate brand, and sets up values system of real estate development.
The paper analyze three kinds of appraisal methods with profit, brings
forwards the ideology with the basis of projec