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1、- 47 -目 录摘 要ABSTRACT1 绪论11.1 我国房地产发展历程11.2 房地产策划的概述21.3 房地产项目前期策划概述41.3.1 房地产前期策划概念及内容.41.3.2 房地产项目前期策划的地位和作用.41.4 论文主要内容及意义51.4.1 论文内容51.4.2 论文意义62 项目概况与前期开发流程简介72.1 项目区域市场现状分析72.1.1 长春房地产市场现状72.1.2 *街房地产市场发展情况92.2 项目概况102.2.1 项目开发商简介.102.2.2 项目主要建设指标.102.3 项目前期开发流程133 项目投资策划153.1 本项目的SWOT分析153.1.1
2、 项目SWOT分析153.1.2 SWOT分析结论.173.2投资估算173.2.1 开发成本估算.183.2.2 项目效益分析.203.2.3 项目盈余分析.203.3 投资风险分析及防范措施.223.3.1 政策与环境风险.223.3.2 项目经营管理风险.233.3.3 财务风险.233.3.4 市场风险.254 项目营销策划264.1项目定位策划264.1.1 竞争者分析.264.1.2 价格定位.274.1.3 目标客户群定位.294.1.4 项目产品规划.324.2 项目质量工期策划374.2.1 项目质量策划.374.2.2 项目工期策划.394.3 项目营销推广策划424.3.
3、1 项目整体形象策划.424.3.2 广告推广策略.444.4 项目服务营销策划474.4.1 前期资料准备及销售培训.474.4.2 销售组织及日常管理.484.4.3 先期导入物业管理.49结 论51致 谢53参考文献.54摘 要我国房地产业发展时间虽不长，但发展速度较快，并且己经成为我国国民经济的支柱产业。随着房地产市场的日趋完善，购房者越来越理性，房地产开发商之间的竞争越来越激烈，如何才能在竞争中寻求销售缝隙，已至关重要。一个房地产建设项目的成功，取决于对项目的良好决策和后续的组织实施，而一个良好的决策往往对整个项目的成败起着至关重要的作用。无疑，做好项目开发前期的策划工作，为项目开发
4、提供科学的决策支持，是项目开发成功的重要因素。本文根据长春市的房地产市场现状的分析，运用我所学习的工程管理知识中的项目管理、施工组织设计、房地产开发与经营管理等相关知识, 结合房地产开发和房地产营销策划知识，调查了“*”一期和二期开发的情况，对该项目前期策划中的前期开发流程、投资估算、项目定位、工程质量工期、营销推广以及服务营销等内容进行了策划，制订一系列的策略和方案，以指导房地产项目操作，用最少的投入获取最丰厚的回报，把项目整个操作流程做起来，从而最终实现预期销售目标和经营目标。本文的重点内容是投资分析、项目定位、产品定位以及营销推广策划。在论文写作过程中, 考虑到资金因素在整个开发过程中的
5、重要参考指标作用，经过投资分析后，合理利用资金，使资金在整个项目开发过程中能够得到最大的利用；同时，依据市场调研获取的数据对市场进行准确而理性的分析，从而准确地对产品进行定位；通过质量工期的合理策划，保证工程按期完成；制定一系列的前期广告推广策略，提高项目的知名度，使目标客户群提高对项目的信任，增强对项目开发理念的理解，感知项目所附加的尊贵、荣誉和自豪，以便提高项目的销售率和竞争能力。本策划可以为开发商提供了决策依据，为企业今后确定该项目的经营方向、制定发展战略、获取潜在市场份额提供可靠依据，同时也为企业积累了前期策划的经验和资料，使以后的前期策划工作更完善，更符合市场和企业的需求。因此，本案
6、策划是可行的、可取的。关键词 房地产；前期策划；投资分析；营销策划ABSTRACTAlthough our country real estate industry development time is not long, but the development speed is quick, and oneself after becomes our country national economy the pillar industry. Along with the real estate market day by day consummation, the home-buyer r
7、ationality, between the property developer competition more and more is more and more intense, how can seek the sales slit in the competition, already very important. A real estate items of basic construction success, is decided by to the project good decision-making and the following organization i
8、mplementation, but a good decision-making is often playing to the entire project success or failure the very important role. Without doubt, completes the project development earlier period the plan work, provides the science for the project development the policy-making support, and is the project d
9、evelops the successful important attribute.This text according to Changchun City of real estate market the analysis of the present condition, make use of the engineering that I study the management item within knowledge a management, feasibility studies, construction organization design etc. related
10、 knowledge, combine real estate development and real estate marketing to plan knowledge, investigated long shadow century village a period with two period development of circumstance, to that the item expected to plan ago medium of ex- expected to develop process, investment to estimate, item fixed
11、position, engineering quality the work expected, the marketing contents such as expansion and service marketing etc. carried on a plan, establishing a series of strategy and project, with instruction real estate item operation, obtained the most big repay with the minimal devotion, did item the whol
12、e operation process, thus end realization expectation sale target and the target of the management.The textual point content is an investment analysis, item fixed position, and the marketing expands a plan. In the thesis the writing the process, in consideration of the funds factor is in wholly the
13、development the process important reference index sign function, after analyzing through investment, the reasonable makes use of a funds, can make the funds get the biggest exploitation in the whole item develop process; In the meantime, the data obtained according to the market investigation carrie
14、s on accurate but rational analysis to the market, thus and accurately carry on a fixed position to the product; Pass quality work the reasonable plan of the period, promise the engineering according to the date to complete; Draw up a series of ex- expect to advertise expansion strategy, raise the popularity of item, make target the customer
