Research On Real Estate Enterprise Decision Based On Advance Selling?Refund And Pricing

With the rapid warming of the real estate market,in order to promote its sustainable and healthy development,in the recent few days,many hot cities throughout the country have issued credit limit and property-purchasing restriction these real estate regulatory policies.Under the new situation,based on the differentiated market environment the real estate market faced,especially under the situation that strategic consumers happens to changes of future expected valuation and exist returned goods behavior,how to choose the pricing decision of the real estate market has become a urgently studied problem of many scholars and real estate agents.Firstly,this paper reviews the domestic and foreign relevant academic researches on the advanced selling theory and returned goods strategy.Secondly,this paper assumes that consumers in the market are forward-looking consumers,and based on the factors such as market supply and demand relationship,valuation changes of commercial housing and whether market has new consumers,to construct objective utility function model of the two stages sale of the real estate agents.Through the analysis and research on the model,this paper reaches the advanced selling decision and optimal pricing strategy for two stages of the real estate agents,and verifies the theoretical proof and relevant conclusions by numerical analysis.The research finds that: if advanced selling stage finishes,the market does not appear new consumers,and when in the upward market,consumers has a direct influence on the advanced sale of commercial housing and valuation in the normal sale stage,and the real estate agents' capital effect coefficient has a direct influence on advanced sale decision of the real estate agents;and when in the downward market,consumers' returned goods behavior becomes a major factor affecting advanced sale decision and pricing of the real estate agents.If advanced stage finishes,the market adds new consumers,and when in the upward market,supply is more than demand,advanced sale's influencing coefficients to the normal consumption determines advanced sale and pricing decisions of the real estate agents,and new consumers does not affect the real estate agents' decision under the situation that supply is smaller than demand;when in the downward market,advanced sale influencing coefficient and consumers' returned goods coefficient jointly determine the advanced sale and pricing decision of the real estate agents,and in different situation,the importance of the two sides is different.