How does environmental analysis help the development of real estate?

First, the current situation of the real estate market in China

At present, under the influence of economic environment, political law, social culture and technical environment, the real estate industry in China has undergone tremendous changes. Judging from the development of the real estate industry for more than 20 years, the real estate industry has gradually entered the road of standardization and institutionalization. The macro-control of the country and the supervision of relevant government departments are becoming more and more disciplined, and relatively perfect industry norms have been basically established nationwide. In addition, although China's economy has shown signs of full recovery and stabilization. But from the central to local high-level and industry insiders still understand. Before the assessment mechanism and employment dilemma of local governments are fundamentally improved. The pillar position of the real estate industry remains unshakable. Environmental theory is the need of urbanization and sustainable development of national economy, and solving the housing security of low-income people is also inseparable from real estate. It is certain that the real estate industry will remain an important pillar industry of China's national economic development at present and for a long time to come, and it is one of the most important ways to continuously improve people's living standards and increase wealth.

Second, the external environment analysis of the real estate industry

1, the impact of economic environment on real estate

Economic cycle: The economic cycle determines the effective demand of real estate and the real estate market.

Effective demand is limited by the actual purchasing power of consumers, and the sale of houses depends on the purchasing power of consumers. From the perspective of demand and transaction, it is estimated that in 20 10, the transaction volume of some first-and second-tier cities will decrease due to the expectation of rising house prices and insufficient supply, but most cities, especially third-and fourth-tier cities, may still increase due to the low absolute level and rising house prices. If the policy is properly guided, the consumption of commercial housing will return to rationality, and the total national sales will be relatively stable.

National income level and trend: National income level determines the level of real estate demand.

The trend of income determines the direction and speed of future real estate development. In 20 10, the per capita total income of urban households was 18858 yuan. Among them, the per capita disposable income of urban residents was 17 175 yuan, an increase of 8.8% over the previous year, and a real increase of 9.8% after deducting the price factor. The per capita net income of rural residents was 5 153 yuan, an increase of 8.2% over the previous year. After deducting the price factor, the actual increase was 8.5%. This means that people have more money to invest in the real estate market.

Inflation rate: in the process of economic development, inflation and deflation appear alternately.

It will inevitably affect the expected rate of return of real estate investment periodically, thus affecting the periodic fluctuation of the real estate market. For example, the expectation of RMB appreciation and inflation also strengthens people's expectation of housing preservation and appreciation.

Cost: Cost determines the floor price of real estate developers, although the transaction price is subject to the relationship between supply and demand.

Influence, but the cost of the industry determines the long-term acceptable price. Although affected by national policies, house prices are falling at present, real estate developers do not want house prices to fall for their own interests and expectations for future development.

Urbanization process: The influencing factors of urbanization process include population growth and urban infrastructure.

Infrastructure construction and the development of transportation industry. Urbanization plays a strong and lasting role in the rise of land price and the development of real estate industry, and also affects the long-term trend of various real estate industries. At present, accelerating the urbanization process in China is still an important support for stimulating China's economic growth, safeguarding people's livelihood and maintaining social stability, while the real estate industry is still the most important and significant industry supporting the continuous urbanization process in China.

Family income and expenditure structure: Family income is the most important factor affecting housing consumption.

Without a certain family accumulation and family income, it is impossible to carry out residential consumption; The structure of family expenditure has a great influence on family housing consumption ability and willingness.

2. The influence of policy and legal environment on real estate.

Housing policy: the reform of housing system mainly refers to the investment of the state and the government in housing.

Changes in policies and housing allocation policies will have a great impact on real estate enterprises. For example, on 20 1 1, 654381October 26th, the executive meeting of the State Council studied and deployed various tasks to further regulate the real estate market, and issued eight new policies, the main contents of which were to increase the construction of affordable housing projects, adjust the supply structure, limit high-grade housing and increase middle and low-grade housing. ? Fiscal policy: fiscal policy includes fiscal revenue policy and fiscal expenditure policy. Former owner

It is necessary to control the operation of the real estate market by adjusting the taxes and tax rates related to real estate. As a participant in the real estate market, the latter affects the total amount and structure of the real estate market with its own total expenditure and structure. For example, in the new eight policies, land prices are reduced, property taxes are levied, and house prices are controlled from the source.

Monetary policy: Monetary policy mainly regulates the real estate market through interest rate instruments.

Control the bank's credit investment and credit scale in the real estate industry. The impact of interest rate on the real estate market is divided into two aspects: supply and demand. The supply side affects the financial expenses of real estate developers, while the demand side mainly affects the mortgage interest rate and mortgage ratio. For example, the state adjusts and improves relevant taxes and strengthens housing credit.

Industrial policy: The industrial policy tools used by the government to regulate the real estate industry include: construction projects.

Structural control, policy capital control. Listing policy, foreign investment guidance, etc.

Land policy: the shortage of land resources has become the main factor of rising house prices. At the same time, promote

Urban development extends to the suburbs. Therefore, the state has issued relevant policies, and the impact of land policy on real estate development is mainly analyzed from the following three aspects: land supply policy, provisions on land transfer fees and land compensation fees, and land transfer methods.

3. Social and cultural environment

Demography: Demography related to real estate mainly includes: total population and population.

Growth, population age structure, population geographic migration, family size and structure. Nowadays, urban residents have only one child per family, which will inevitably affect the number of houses and the structure of selling houses.

Lifestyle: Changes in lifestyle will directly lead to changes in the demand for real estate products.

Work and leisure mode: The change of work and leisure mode has changed the traditional distinction between office and life. Due to the rapid development of information, you can work at home, so higher requirements are put forward for residential communication facilities. Therefore, with the gradual enhancement of people's health awareness, people spend money to get green, environmentally friendly, energy-saving and intelligent houses suitable for human habitation.

Education level: Due to the great development of higher education in China, China's high knowledge.

The class expanded rapidly. Compared with ordinary residents, this group has special requirements for housing. Education is the best way for a person to realize his self-worth. For the majority of real estate developers, bringing school education into residential planning and providing a considerable number of degrees can not only solve the educational needs of owners, but also improve the cultural taste of the community. Judging from the situation all over the country, owners choose high-quality real estate, in addition to meeting normal living needs, such as pursuing a noble life, most people choose schools for their children.

Consumption habits: People's consumption habits vary greatly in different races, regions and countries.

Will have an impact on housing demand.