摘要:现在的投资方对投资方案的环境和决策方案的选择有很大的随意性，有些决策者往往只依据自己的经验和喜好作为选择的标准,而不是进行严密的理论分析。有些决策者在作出决策之前虽然也委托策划公司帮助进行策划,但是决策者却没有一个比较规范的评价方法对策划公司的策划方案做出科学的评价。目前项目开发方案优化策略研究主要是进行项目的经济论证，大多数开发企业更多的追求的是项目能提供的利润是多少，而忽视了项目的技术论证，这就存在了一定的局限性，我们应该考虑在方案既可行又美观的情况下正确的进行项目定位同时又能实现企业的经济效益最大化目标。

　　　传统房地产项目方案中往往存在很多的问题，这就需要克服其主观性较大、缺少科学依据的缺点，通过对中北G34项目开发方案的研究以及现场的实地考察，在项目方案优化研究中使用基于物元模型的方法以及动态SWOT分析的方法，针对周边竞争项目众多、方案设计千篇一律的情况，通过优化项目开发方案中的市场定位和价格定位等，达到既实现经济效益又能切实有效落实的房地产项目开发策略，使项目开发方案更加完善。

关键词 优化策略；开发方案项目优化；动态SWOT分析；物元模型

Abstract:Now environment and on investors to investment decision-making scheme of choice has great randomness, some policymakers often only based on their experience and preferences as a standard of choice, instead of strict theory analysis. Some policy makers in making decisions before has commissioned planning company to help with planning, but policy makers have no a more normative evaluation method making scientific evaluation to planning the company's planning scheme. Project development plan optimization strategy research at present is mainly carries on the argumentation of the project, most development enterprise more what is the project can provide how much is the profit, while ignoring the technology demonstration project, it existed some limitations, we should consider under the condition of the scheme is feasible and beautiful right project location and at the same time to maximize the economic benefits of enterprises.

　　　Now tend to have a lot of problems in the traditional real estate project scheme, it's need to overcome the subjectivity is larger, the lack of scientific basis for the shortcomings, through the north G34 project development plan of study and the field investigation, a research on optimization of project schemes used in the method based on matter-element model and the dynamic of SWOT analysis method, in view of the surrounding many competition project, scheme design, the same situation, through optimizing the market positioning and price position in the project development plan, etc., to achieve economic benefits, as well as practical and effective to carry out the strategy of real estate project development, project development plans to be more perfect.

Keywords  optimizing strategy  optimization project development plan  dynamic swot analysis  matter-element model

随着中国房地产投资环境正变得越来越成熟，市场行为的规范和房地产法规的完善，房地产业单纯暴利的时代已经过去，未来房地产开发投资者将面临的是一个房地产市场体系公平、公正、开放、竞争、完备的环境。其次，房地产项目开发投资是一个投资数额巨大、涉及范围广、建设周期长，受房地产市场的不确定性的影响比较大以及较大的政策和业务风险的投资行为。因此，在竞争日益激烈的房地产市场中，开发商依靠盲目投资，盲目决策将很难达到预期的经济效果，一旦决策失误将会给投资者带来巨大的经济损失并且无法挽回。对于开发商而言，只有更好的进行投资决策前的优化策略研究，依照经济和技术的原则和切实可行的解决方案收集更多的基本信息，将决策的实施建立在科学基础上，而不是使房地产项目开发建立在经验或感觉的基础上，以降低开发商投资决策中的失误，降低投资风险，提高投资效率。项目开发的优化策略研究在房地产方面仍显得尤为重要。