Price Positioning Of Residential Real Estate Projects In The Early Planning Stage

With the development of economic system reform, the real estate relying mainly on house is gradually becomed one of the pillar industries of our country. Real estate sale pricing of the house is one of the important factors influencing the real estate development, and also a strong lever regulating real estate management, promoting the economy of the real estate to develop rapidly. A correct real estate sale pricing of the house method is confirmed has important meanings to the developer in the competition and the healthy development of real estate industry of our country.While real estate enterprises set residential sales price, they usually adopt cost pricing method and market comparison method. In real world, real estate price is mainly determined by its own value and market supply and demand relations rather than its cost, moreover, not all real estate transactions regions have sufficient deal examples. Thus, the effect of the two methods mentioned above is not ideal in practical application, and to seek a reasonable pricing method is an urgent problem to solve. The article attempts to apply Bertrand model to residential real estate sales pricing, and establish price orientation method of residential real estate project based on Bertrand game theory.Taking residential real estate project X of A corporation in Changsha City as the research object, this paper studies and builds residential real estate sales pricing method based on Bertrand optimal model on the basis of mass data and market statistics by using Bertrand options game theory and the model of product similarity degree. In chapter 1, traditional pricing method and its deficiency is specially introduced, and a detailed description on significance and purpose of the research is given. The main study method and framework is obtained by studying and summarizing price orientation in planning stage of residential real estate project home and abroad. In chapter 2, related concepts such as residential real estate project, pre-planning and price orientation, etc are studied and defined; moreover, the main factors that influence residence price are introduced in detail. In chapter 3, this article analyzes the basic theories and the methods and steps of price orientation models, namely, Bertrand model and the model of similarity degree of real estate project. In chapter 4, real estate project attributes and consumer groups are analyzed in detail for real estate market of Changsha, and Bertrand model is improved through the use of the model of similarity degree, and then the price orientation of residential real estate project is carried out through the application of improved model. In chapter 5, example verification is given, aiming at price orientation in planning stage of residential real estate project in Changsha, the prospect for development and the main compare projects in field of the project are analyzed, and project's price orientation is presented by using the model built in this article. Chapter 6 summarizes the main arguments and conclusions of this article, and put forward problems that remain to be solved and further research direction.