随着经济的不断发展，我国的房地产行业也在不断的发展壮大，各大房企 之间的竞争也越来越激烈。如何建立科学的定价策略是企业发展过程中核心问 题之一。房地产开发企业在定价时，不仅要考虑开发成本、企业利润，还要考 虑客户需求以及政府对房价的各种调控措施。应用传统的定价方法，已经不能 满足开发企业的要求，因此寻求科学合理的定价方法对企业发展具有重要的意 义。 房地产是一类特殊的商品，具有不同于普通商品的特征，因此房地产定价 更是一个棘手的问题。本文以MM地产M城项目为研究对象，分析了该项目在 2015年首期开盘过程中定价存在的问题。并通过对项目所处的宏观市场环境、 微观市场环境、客户需求等各方面进行了深入的分析，指出了企业在进行项目 定价时，定价体系不够完善，定价策略单一以及定价体系缺乏创新性等问题。 运用理论结合实际的方法，结合M城项目的特点，确定了以竞争导向为基础的 “市场比较法”定价策略，同时还创新性地运用水平差价、垂直差价、特殊差 价等各种细节调差方法对价格进行修正，并通过对客户需求的落位，来进一步 对价格的合理性进行调整，使得价格适应市场竞争环境，同时价格与客户需求 相匹配，最终实现了项目较高的去化率，快速回现金流，实现了企业的开发目 标。 本文最后提出了定价策略有效实施的三种保障措施：加快房地产定价策略 模块的标准化建设；加强项目成本控制；加快项目营销规范化建设。希望科学 的定价策略的实施，有助于MM地产在未来的企业发展过程中获得更持久的竞 争优势，也希望本文能够对同类企业项目定价策略的研究有一定的借鉴意义。 关键词：房地产；价格；定价方法；市场比较法 II Abstract With the continuous development of the economy, the real estate industry in China has been developing continuously, and the competition among the major housing enterprises has become increasingly fierce. How to establish a scientific pricing strategy is one of the core issues in the process of enterprise development. Real estate development enterprises should not only consider the development cost and corporate profits, but also consider the customer demand and the government's various measures to control the housing price. The application of traditional real estate pricing method cannot meet the requirements of the development enterprises, so it is of great significance to seek scientific and reasonable pricing methods. Real estate is a special kind of commodity, which has different characteristics from ordinary goods. Therefore, real estate pricing is a thorny issue. Based on the project of Mingmen town by MM real estate, this paper analyzes the problems of pricing in the initial opening of the project in 2015. And through the project micro macro market environment, market environment, the needs of customers and various aspects has carried on the thorough analysis, pointing out that pricing system is not perfect and pricing strategy is single, and problems like lack of innovation. This article applies the linking theory with practice method, makes deep analysis, combines the characteristics of Mingmen town project, identifies the pricing strategy on the basis of the competition oriented "market comparison method", and we also use the innovative level difference, vertical post, special price difference and other differential methods to modify the price, and through the setting of customer requirements, to further adjust the rationality of the price, making it adapt the competitive market environment and match the needs of customers meanwhile, so that the selling rate rises and cash flow runs quickly, and the development goal of the enterprise can be achieved. At last, the paper puts forward a few guarantees which are to make sure the effective implementation of pricing strategy. We hope the implementation of the III scientific pricing strategy will help MM property obtain more lasting competitive advantages in the course of future development of the enterprise, and also hope that this article will be helpful for the study of pricing strategy project among similar enterprises.