中文摘要
我国房地产行业自 20 世纪房地产市场化开始，发展至今，作为国民经济支
柱行业的地位已经确立。但是，由于竞争的加剧与市场的不成熟，房地产市场产
品存在设计雷同、经验化定制、盈利模式与市场发展趋势不相匹配等诸多问题。

在经济高速发展，城镇化进程进一步加快、土地资源越来越稀缺、持续的政策限
制等多种因素的综合作用下，国内房地产近几年发展的重点逐渐由住宅转向了综
合体。这就对房地产市场的良性发展提出了更高的要求，加大了房地产业的投资
风险和不确定因素，在进行房地产投资之前必须做好足够的准备，最大限度的降
低投资风险。

房地产市场运行存在着一定的规律，但是这种规律并不是表面的、显而易见
的规律，而是一种隐蔽的规律，需要通过在房地产项目开发前期对地块价值、投
资环境、市场供求状况、竞争状况等进行深度市场调研及分析，对项目市场定位
提供决策依据，以规避风险。而大型商业综合体地产项目因产品多元化、客户需
求的特殊性、盈利模式的不确定性、利益协调的的多样性，更需要在项目开发前
期进行周密的市场调研及定位分析。通过细分市场的调研信息，制定适应市场需
求、变化趋势的房地产产品定位，让项目能策应市场，满足社会、政府、企业、
消费者利益需求。

本文通过对房地产市场调研和房地产项目定位的相关理论研究，以本人实践
的西湖区朝阳新城项目为研究对象，对项目所在城市、区域、产品市场等领域的
相关经济、政策、竞争环境，及发展趋势等维度深入的分析、研究，确定了项目
产品定位，加强了对房地产项目进行市场调研及定位工作的方式、方法的经验积
累及全面认识，深刻领悟在项目开发前期开展该项工作的意义，对项目整体盈利
模式的合理建立，提供了前提条件。

关键词：市场调研；项目定位；西湖区朝阳新城

ABSTRACT
The real estate industry in China has developed into one of pillars of national
economy since it has moved to a market-base economy in the 20th Century. However,
due to increased competition and immature market, problems exist such as similar
product design, customization by experience, and the mismatch between profit model
and the market development trend. In fact, the industry has shifted its focus from
residential house to building complex under the comprehensive impact of rapid
development of economy, acceleration of urbanization, as well as scarcer land
resources and persistent government constraints. All these factors, increasing the
investment risk and uncertainty, draw a higher requirement to a healthy real estate
market. As a result, it is recommended to be fully prepared before the investment in
order to minimize the risks.
There are some rules in the operation of real estate market, but instead of being
superficial and apparent, they are internal and covert. To avoid the risk and provide
basis for decision-making of project positioning, a deep market research and analysis
on the value of the land, the invested environment, the market supply and demand,
and the competition level is needed in the early development of real estate project.
This is especially true for the large commercial building complex, because of product
diversification, specific customer demand, uncertainty of profit model, and
diversification of interest coordination. Through the information of market
segmentation analysis, we can draw a plan that suits for the market demand and
product positioning with the development trend of real estate. Only in that way can
the project comply with the policy and satisfy the society, government, enterprises
and consumers.
Under the theories of the real estate market and its project orientation, this article
investigates in depth the Chaoyang Newtown XiHu District, including the city of
project, its region and its product, especially its related economy, policy, competition
level, and development trend. The research and analysis confirm the project
orientation, enhance the method of market research and orientation, explore the
importance of survey in pre-work project development, and offer a prerequisite forreasoning establishment of profit model.
Keywords: market research, project orientation, Chaoyang Newtown XiHu District