基于ISM模型的房地产产品定位影响因素分析
(通州建总集团有限公司, 江苏 南通 226300)
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[摘 要] 房地产企业需要对产品准确定位,开发的产品需与自身能力、客户、地域相匹配。在找出影响产品定位主要因素的前提下,采用系统工程的ISM(解释结构模型)来建立影响因素的层次结构模型,分析其相互关系,从而为房地产企业产品定位研究提供依据并采取相应对策措施。[关键词] 房地产,产品定位,解释结构模型,矩阵Abstract: Real estate enterprises need accurate position for the product, it must match with the ability of itself, customer needs and region. By finding out the main factors influencing product positioning, use the ISM(Interpretative Structural Modeling) of system engineering to establish the hierarchy model of influencing factor, analyzes their mutual relations, thus provide basis and take corresponding countermeasure for enterprise product positioning of the real estate.Key words: real estate; product positioning; interpretative structural modeling; matrix[参考文献][1]唐亦飞.浅谈我国房地产产品定位[J].沿海企业与科技,2008(5).[2]郑慧娟,高红亮.房地产产品定位理论与应用[J].全国商情(经济理论研究),2007(8).[3]曹宏亮.湖南房地产产品定位分析[J].湖南城市学院学报,2008(3).[4]白思俊,等.系统工程[M].北京:电子工业出版社,2009.建筑经济,2012(5):57-60