摘 要

随着中国经济的迅速发展,居民对生活水平的高水平的追求,我国的房地产产业发

展迅猛。但是,近几年,随着全球经济危机的蔓延,以及中国政府出台的一些政策的影

响,也给中国的房地产事业造成严重的冲击。房地产企业想要在快速变化的环境中保持

盈利,获得竞争优势,就必须要找到能够影响其投资的风险因素,并对这些因素进行细

致的分析,找到哪些因素是根本的影响因素,哪些因素是直接的影响因素,并根据自身

的实际情况,结合风险要素的特点,制定切实有效的防范策略。

本文可分为五个部分,第一部分介绍了本文的选题背景以及选题的意义,并对房地

产项目投资风险相关的国内外因素进行了综述,随后,介绍了本文的研究方法和技术路

线等。第二部分和第三部分介绍了 HXH项目投资风险的识别,主要包括风险识别的方法,

并根据这些风险识别的方法对HXH项目进行了外部和内部风险的识别;同时,对HXH项

目的基本情况进行了介绍,主要包括项目的背景、项目总体规划以及商圈的介绍,以及

HXH项目投资估算和融资方案。第四部门是HXH项目投资风险因素的分析。在这个部分

中,通过对总经理层面、采购部层面、营销部层面和工程部层面的调研,分别分析了

四个部门层面的风险因素,并综合的对HXH项目投资风险因素进行了分析。第五部分是

针对这些风险因素制定的风险防范策略。

本文通过研究主要得到了: (1)营销能力风险、财务风险和社会风险成为HXH项

目投资风险因素中最重要的原因因素。(2)企业管理能力的风险和项目定位等方面的

风险成为HXH项目投资风险因素中最重要的结果因素。(3)企业还需要通过以下几个

方面来进行风险防范:精准确定项目定位,确定以“高品位”和“高享受”为主题的定

位;确定目标顾客群,将市场目标顾客群集中在对生活环境具有高质量追求的高收入白

领人群以及需要改善生活环境的二次置业的顾客;突出产品价值,HXH项目可以考虑将

这种生态性、宜居性作为产品的主要价值进行推介,以区别于其他的竞争对手。合适的

价格策略,HXH项目应该在开盘之初选择低价销售,吸引顾客的关注,积攒人气,并由

这些业主继续带动销售。

关键词:投资风险;风险管理;HXH项目

HXH项B投资风险闪素分析马防范

The Analysis and prevention of the Investment Risk Factors of HXH

Project

Abstract

With the rapid development of China's economy, the living standards of the residents of

the high-level pursuit,China's rapid development of real estate industry. In recent years,

however, with the spread of the global economic crisis and the impact of the Chinese

government introduced a number of policies, but also a serious blow to China's real estate

career. Real estate companies want to remain profitable in a rapidly changing environment, to

gain a competitive advantage, it is necessary to find ways to influence their investment risk

factors, and detailed analysis of these factors, to find what factors are fundamental factors,

which factors are direct impact factor,and according to their actual situation, combined with the

characteristics of the risk factors, the development of effective prevention strategies.

This article can be divided into five parts, the first part of this paper introduces the

background and significance of the topic, and domestic and foreign real estate investment risk

factors associated reviewed, then introduces the research methods and techniques, such as the

route of this article. The second part describes the identification HXH investment risk,

including risk identification methods, and based on these risk identification methods for HXH

project was carried out to identify external and internal risks. At the same time, the basic

situation HXH projects were introduced,including the background of the project, describes the

district as well as the overall project planning, as well as HXH Investment Budget and

financing options. The third sector is the analysis HXH project investment risk factors. In this

section,through the general manager level, the purchasing department level, the level of

marketing and engineering aspects of research, risk factors were analyzed in four sectorial level,

and the comprehensive investment project for HXH risk factors were analyzed. The forth part is

risk prevention strategies developed for these risk factors.

We can get those results through study of this paper as below: (1) marketing ability risk,

financial risk and social risk has become one of the most important factors of HXH project in

the investment risk factors. (2) business risk and project management capabilities and other

aspects of positioning become the most important result of factors of HXH. (3) the companies

should carry risk prevention through the following aspects: determining the precise project

location, it is to determine high-grade and high enjoyment as the theme of the location;

determine the target customer base, the market focused on the target customer base high quality

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