中文摘要
中文摘要
房地产企业到一个新的城市开疆扩土，需要进行市场分析，找准目标定位，
选择合适的房地产开发模式。通过完善生活配套，形成核心竞争力，打造当地
消费者喜欢的楼盘，从而促进商品房的顺利销售。本文以昭通万景进园房地产
项目为例，运用文献研究法、案例调查法和比较分析法，对房地产开发模式的
选择和优化进行深入研究。
本文在前人研究的基础上，运用消费者便利性感知、STP理论对万景进园房
地产开发模式进行梳理。发现项目虽然采用了复合地产开发模式，但开发内容
较少，难以支撑项目形成核心竞争力，商品房存在滞销的风险。通过对昭通当
地在售楼盘信息的整理，发现三种普遍被大家采用的房地产开发模式。进而引
入3家在不同模式下取得成功的竞品项目，与万景进园进行对比分析，查找出
万景在开发模式中存在的具体问题。又通过对昭通中心城市的分析，找出城市
发展过程中存在的短板问题，为项目找到突破口，确定需要增加的开发内容。
最后，对万景进园项目开发内外部环境进行SWOT框架深度分析，找出项目开发
过程中存在的机会与威胁，提出项目开发模式选择与优化策略。
研究发现，国家宏观层面对房地产进行严格调控，但地方需要房地产投资
带动城市发展。房地产开发必须跳出单一开发模式的困境，结合当地实际，采
用复合地产开发模式为购房者打造完善的生活配套，形成良性互助，实现双赢。
通过对万景进园项目开发模式进行的有益探索，对房地产公司和地产项目确立
科学开发模式和持久盈利体系，提高住宅售价，增强项目竞争力有科学借鉴意
义。
关键词：复合地产开发模式；教育地产；万景进园朱提文化小镇；昭通市
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Abstract
Abstract
Real estate enterprises need market analysis, locate the target and choose the
appropriate real estate mode when they expand land in a new city.By improving the
living environment, form the core competitiveness and create the real estate loved by
local consumers, so as to promote the smooth sales of commercial housing.Taking
Zhaotong Wanjing Cultural Town real estate project as an example, makes an
in-depth study on the selection and optimization of real estate mode by using the
methods of literature research, case investigation and comparative analysis.
Based on previous studies, by using consumer convenience perception and STP
theory to combs the real estate model of Wanjing Cultural Town.The project adopts
the composite real estate mode, there are few development contents, which is difficult
to support the project to form core competitiveness, and there is a risk of unsalable
commercial housing.Through sorting out the information of local real estate on sale in
Zhaotong, we find three commonly used real estate models.Then three competitive
projects that have achieved success in different modes are introduced to compare with
Wanjing Cultural Town, and find out the specific problems existing in Wanjing's
development mode.To analysis Zhaotong central city, find out the short board
problems existing in the process of urban development, find a breakthrough for the
project and determine the development contents need to add.Finally, use the SWOT
framework analysis of the internal and external environment of Wanjing Cultural
Town project to find out the opportunities and threats in the process of project
development, and put forward the development mode and optimization strategy that
the project should choose.
The study found that the state strictly regulates real estate, but local governments
need real estate investment to drive urban development.Real estate enterprises must
jump out of the single development mode, combine with the local reality, adopt the
composite real estate mode to create a perfect living environment for buyers, form
mutual help and achieve a win-win situation.The research on the development mode
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Abstract
of Wanjing Cultural Town project has reference significance for real estate companies
to determine the development mode and lasting profit system, improve the housing
price and enhance the competitiveness of the project.
Key Words:Compound real estate model;Educational real estate;Wanjing Shushi
Cultural Town；Zhaotong city
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