A Study On SCP Model And Marketing Risk Of Real Estate Industry

In the recent years, the Gross Domestic Production (GDP) in China has increased more than 9% every year, and the investment of real estate industry also has kept a high growth of around 20% annually, which has brought along development of related industry property. Because the investment of real estate has certain problems, it is essential to analyze the structure and behavior of real estate market, the impact of market performance and risk so as to provide some useful opinions for the further development of real estate market.In this dissertation, from the view of the western industrial organization theory the method of market structure-market behavior-market performance are supplied, which is the classical model of Structure-Conduct-Performance to do the research on the problems such as the structure, behavior, performance and risk of real estate market. The main contents as follows:In the second chapter of this paper proceeding from the basic concept of real estate industry and the basic theory of the development of real estate market the western industrial organization and the market risk theory are surveyed in detail as the theory structure. In the third chapter, on the basis of the market structure theory, the structure factors of real estate market in China including the industrial concentration, the entry barriers, the exit barriers and the classification of market structure are studied, and several indexes in the research are corrected. In the fourth chapter, the behavior of real estate market, especially the price behavior of real estate market is analyzed, the relation model of demand, supply and price is built with the cobweb model, and the price trend of real estate market is predicted. In the five chapter, the performance of real estate market with market performance theory is discussed, the achievements are given and the drawbacks are also found; at the same time, the relation of structure of real estate market and market performance are proposed. In the sixth chapter, the causes of the risk formation of real estate market are explained with the market structure theory and the market risk theory, the selection of risk path and the determination of indexes are described, and then the model of appraising system of the risk of real estate market is constructed. In the seventh chapter the structure, behavior, performance of real estate market in Tianjin are evaluated chosen the real estate market in Tianjin as the empirical object. According to the results of evaluation, the insufficiencies are pointed out in the real estate market, and the measures and suggestions are put forward in allusion to the problems existing in the real estate market in Tianjin.