Research On The Rent Pricing Method And Strategies Of Wuhan Office Building

With the development of industry and the acceleration of urbanization,office buildings are bearing more and more development demands.As the largest city in central China,Wuhan has its unique demands for office buildings.In the development process of the office building,pricing is undoubtedly the most important link,because pricing not only reflects the value orientation of a project,but also reflects the recognition of the market.If the price is not reasonable,the project company will bear the profit and even the image loss.In the past,the real estate market was in the supply side market,so less consideration was given to the demand side in the design,construction and pricing.However,as the market entered the equilibrium period,the traditional empirical economics pricing method gradually revealed its defects in effect.Therefore,this paper changes the research direction,takes the demand-side as a member of the market participants into consideration,takes the customer orientation as the guide,takes the influence factors of positioning pricing and formulates the corresponding pricing strategy by using the thought of normative economics.This paper first analyzes the background of office pricing environment,highligh-t its high value,large investment,long payback period and limited price adjustment space.And reviewed the relevant research literature.Subsequently,This paper analyzes the logic of empirical economics and the guiding role of pricing,and emphasizes that in the process of pricing,the pricer should not only grasp the data,but also analyze the logical relationship between the meaning and data behind the data.Three pricing methods are described in the analysis of pricing methods:cost pricing method,market comparison method and demand pricing method.And describes the specific pricing methods respectively,and analyzes the advantages and disadvantages of the three pricing methods.Then,the influence factors of the market of the Wuhan office building are analyzed by the standard economics,and the customer base facing the market of the office building of Wuhan is summed up,and the preference of these customer groups is analyzed.The non-variable and variable factors that affect the pricing of the office building are analyzed from the two aspects of macro and micro.At the macro level,the environment is affected by the urban economic structure,and the customer group is highly correlated with the production service industry such as information service,finance,real estate,scientific research and technology service industry.The product is affected by the supply of the stock and so on;at the micro level,the demand characteristics of the four industries that attract the office building are analyzed,and the various aspects which can be grasped and changed by the developer or the operator are considered.Finally,taking the Great Wall as an example,using the above results to analyze the location,the passenger and the pricing of the Great Wall and the implementation of the pricing strategy and the effect of the pricing strategy.Finally,based on the results of the above analysis,the corresponding suggestions are put forward.