策劃書之房地產(chǎn)策劃畢業(yè)設(shè)計(jì)

房地產(chǎn)策劃畢業(yè)設(shè)計(jì)【篇一：房地產(chǎn)策劃畢業(yè)設(shè)計(jì)】摘要本報(bào)告以確定西安市城東“幸福東岸”項(xiàng)目是否可行為目標(biāo)，主要是對(duì)項(xiàng)目背景及概況、項(xiàng)目市場分析情況、項(xiàng)目定位、項(xiàng)目的開發(fā)成本及未來的經(jīng)濟(jì)收益等進(jìn)行調(diào)查分析。然后通過一些經(jīng)濟(jì)評(píng)價(jià)指標(biāo)，例如投資回收期、內(nèi)部收益率、凈現(xiàn)值、投資利潤率、投資利稅率及資本金利潤率以及不確定分析等對(duì)項(xiàng)目未來的經(jīng)濟(jì)效益作出客觀科學(xué)的評(píng)價(jià)。本文主要包括十個(gè)章節(jié),分別為房地產(chǎn)開發(fā)項(xiàng)目可行性研究總論；房地產(chǎn)開發(fā)項(xiàng)目可行性研究的市場環(huán)境分析與市場調(diào)查；房地產(chǎn)開發(fā)項(xiàng)目的區(qū)域狀況與建設(shè)條件；房地產(chǎn)開發(fā)項(xiàng)目的規(guī)劃設(shè)計(jì)方案；房地產(chǎn)開發(fā)項(xiàng)目開發(fā)進(jìn)度安排；房地產(chǎn)開發(fā)項(xiàng)目營銷方案；房地產(chǎn)開發(fā)項(xiàng)目的投資估算及資金籌措、房地產(chǎn)開發(fā)項(xiàng)目的財(cái)務(wù)評(píng)價(jià)、房地產(chǎn)開發(fā)項(xiàng)目可行性研究結(jié)論及建議。關(guān)鍵詞：可行性研究市場分析與調(diào)查規(guī)劃與設(shè)計(jì)財(cái)務(wù)評(píng)價(jià)不確定性分析abstractthisreportregardthatwhethertheprojectofhappinessineastcoastisfeasibleasthegoal,whichismainlytoinvestigatethebackgroundandgeneralsituation,marketanalysis,projectpositioning,developmentcostsandfutureeconomicbenefitsoftheproject.then,throughsomeeconomicindex,suchastheperiodforrecoveryofinvestment,internalrateofreturn,netpresentvalue,profitratioofinvestment,profitandtaxinvestmentratioandcapitalprofitmargintomakeaobjectiveevaluationfortheeconomicreturnsinthefuture.thispapercontainstensections,whicharethesummaryoffeasibilitystudyofexploitationprojectofrealestate;theconstructionconditionsofexploitationprojectofrealestate;planninganddesignofexploitationprojectofrealestate;arrangementofprojectdevelopmentofexploitationprojectofrealestate;marketingplanningofexploitationprojectofrealestate;investmentestimateandfoundraisingofexploitationprojectofrealestate;economicevaluationtofexploitationprojectofrealestate.theconclusionandsuggestionsoffeasibilitystudyofexploitationprojectofrealestate.keywords:feasiblilityresearch,marketanalysisandinvestigation,planninganddesign,finicialevaluation,nuncertailtyanalysis.目錄第一章總論........................................................................................................11.1建設(shè)項(xiàng)目簡介........................................................................................11.1.1建設(shè)項(xiàng)目概況.............................................................................11.1.2項(xiàng)目內(nèi)涵和性質(zhì).........................................................................11.2項(xiàng)目建設(shè)的必要性................................................................................11.2.1是符合產(chǎn)業(yè)政策與發(fā)展規(guī)劃的需要。.....................................11.2.2是加大城區(qū)的建設(shè)力度，提高市民居住水平的需要.............11.3可行性研究編制依據(jù)............................................................................21.4技術(shù)經(jīng)濟(jì)指標(biāo)........................................................................................31.5可行性研究的主要結(jié)論.......................................................................3第二章市場分析................................................................................................42.1宏觀房地產(chǎn)市場分析及預(yù)測...............................................................42.1.1政治法律環(huán)境分析.....................................................................42.1.2經(jīng)濟(jì)運(yùn)行情況分析.....................................................................42.1.3房地產(chǎn)市場運(yùn)行狀況.................................................................62.2中觀房地產(chǎn)市場分析及預(yù)測（西安市）...........................................72.2.1西安市宏觀經(jīng)濟(jì)發(fā)展情況.........................................................72.2.1西安市房地產(chǎn)微觀環(huán)境分析.....................................................82.2.3西安市房地產(chǎn)市場預(yù)測.............................................................92.3區(qū)域房地產(chǎn)市場分析及預(yù)測（城東地區(qū)）.....................................102.4市場需求分析......................................................................................112.4.1需求市場調(diào)查分析...................................................................112.4.2需求市場調(diào)查總結(jié)...................................................................162.5市場供給分析......................................................................................162.5.1基本樓盤分析...........................................................................162.5.2重點(diǎn)樓盤分析...........................................................................172.5.3總結(jié)...................................................................................................202.6項(xiàng)目swot分析................................................................................202.6.1優(yōu)勢分析...................................................................................202.6.2劣勢分析...................................................................................202.6.3機(jī)會(huì)分析...................................................................................202.6.4威脅分析...................................................................................212.7價(jià)格定位..............................................................................................212.7.1定價(jià)方法...................................................................................212.7.2住宅價(jià)格定位...........................................................................222.8擬建項(xiàng)目定位......................................................................................252.8.1目標(biāo)市場定位...........................................................................252.8.2項(xiàng)目整體定位...........................................................................252.8.3項(xiàng)目形象定位...........................................................................262.8.4項(xiàng)目產(chǎn)品定位...........................................................................26第三章區(qū)域現(xiàn)狀與項(xiàng)目建設(shè)條件.................................................................283.2項(xiàng)目建設(shè)自然條件..............................................................................293.3項(xiàng)目規(guī)劃用地條件..............................................................................293.4項(xiàng)目市政配套條件..............................................................................29第四章項(xiàng)目開發(fā)方案.....................................................................................314.1建設(shè)項(xiàng)目規(guī)模......................................................................................314.3項(xiàng)目規(guī)劃設(shè)計(jì)指導(dǎo)思想.....................................................................314.4規(guī)劃設(shè)計(jì)方案......................................................................................324.4.1總平面布置...............................................................................324.4.2住宅布置...................................................................................334.4.3配套公建...................................................................................334.4.4道路系統(tǒng)...................................................................................334.4.5綠化系統(tǒng)...................................................................................33第五章項(xiàng)目開發(fā)與進(jìn)度.................................................................................355.1項(xiàng)目開發(fā)依據(jù)及內(nèi)容..........................................................................355.2項(xiàng)目前期工作計(jì)劃..............................................................................355.3項(xiàng)目建設(shè)階段計(jì)劃..............................................................................365.4項(xiàng)目實(shí)施階段具體安排.....................................................................36第六章項(xiàng)目營銷策劃方案.............................................................................376.1項(xiàng)目營銷策劃方案..............................................................................376.2項(xiàng)目定價(jià)..............................................................................................376.3項(xiàng)目市場推廣......................................................................................386.3.1推廣準(zhǔn)備...................................................................................386.3.2推廣手段...................................................................................396.4項(xiàng)目銷售..............................................................................................406.4.1項(xiàng)目銷售范圍...........................................................................406.4.2銷售價(jià)格...................................................................................406.4.3銷售進(jìn)度安排...........................................................................406.5項(xiàng)目銷售面積及銷售收入實(shí)現(xiàn)計(jì)劃.................................................41第七章項(xiàng)目投資估算與資金籌措.................................................................42【篇二：房地產(chǎn)策劃畢業(yè)論文】目錄摘要.....................................................4abstract.................................................41.緒論...................................................61.1研究背景..........................................61.2低碳生態(tài)建筑.......................................71.3“中國之家低碳發(fā)展聯(lián)盟”的意義.....................81.4目的..............................................82、房地產(chǎn)市場研究........................................92.1項(xiàng)目基本概況：.....................................92.2投資環(huán)境分析......................................102.2.1宏觀經(jīng)濟(jì)背景.................................102.2.22010年政策動(dòng)向..............................112.3項(xiàng)目所在地分析....................................132.3.1溫江房地產(chǎn)市場發(fā)展歷程.......................132.3.2溫江發(fā)展規(guī)劃.................................142.3成都市市場分析....................................162.3.1成都房地產(chǎn)市場歷年市場分析...................162.3.22009年政策分析..............................202.3.32010成都第一季度房地產(chǎn)現(xiàn)狀..................272.4項(xiàng)目市場調(diào)查分析..................................292.4.1客戶需求分析.................................292.4.2同類項(xiàng)目的競爭對(duì)手分析.......................352.4.3周邊項(xiàng)目競爭分析.............................383、項(xiàng)目定位分析.........................................403.1整體定位.........................................403.2項(xiàng)目推廣名建議....................................403.3客戶定位.........................................403.4價(jià)格定位.........................................434、swot分析............................................454.1優(yōu)勢利用.........................................454.2劣勢規(guī)避.........................................454.3機(jī)會(huì)利用.........................................454.4威脅規(guī)避.........................................455項(xiàng)目產(chǎn)品策劃..........................................465.1項(xiàng)目總體規(guī)劃布局..................................465.2建筑規(guī)劃.........................................496.投資分析..............................................596.1銷售價(jià)格的確定....................................596.2成本分析.........................................616.3融資分析.........................................677.項(xiàng)目實(shí)施計(jì)劃..........................................707.1項(xiàng)目整體實(shí)施計(jì)劃..................................707.2項(xiàng)目前期工作計(jì)劃..................................707.3項(xiàng)目工程建設(shè)計(jì)劃..................................707.3項(xiàng)目資金計(jì)劃......................................718.財(cái)務(wù)分析..............................................748.1盈利能力分析......................................748.2償債能力分析......................................768.3資金平衡能力分析..................................779.項(xiàng)目營銷策略..........................................799.1銷售策略.........................................799.2推廣策略.........................................799.3銷售階段控制......................................8910．項(xiàng)目全過程管理......................................91附錄附圖：小區(qū)規(guī)劃平面圖摘要本項(xiàng)目主要在低碳經(jīng)濟(jì)及低碳建筑的背景下進(jìn)行的。此項(xiàng)目的主要從以下幾個(gè)方面進(jìn)行策劃：房地產(chǎn)市場研究、項(xiàng)目定位、產(chǎn)品策劃、投資分析、實(shí)施計(jì)劃、財(cái)務(wù)分析、營銷分析以及項(xiàng)目全過程管理。本項(xiàng)目主要從建筑方面進(jìn)行低碳技術(shù)設(shè)計(jì)，采用了多項(xiàng)低碳技術(shù)，分別是：園林綠化與透水地面、智能家居控制系統(tǒng)、中水處理系統(tǒng)、水軟化系統(tǒng)、雨水回收系統(tǒng)、建筑裝修一體化、low-e中空玻璃等。在財(cái)務(wù)分析方面對(duì)于項(xiàng)目本身的資金計(jì)劃以及資金平衡能力等方面進(jìn)行了分析，項(xiàng)目本身是可操作性的。根據(jù)對(duì)項(xiàng)目策劃的結(jié)果，本策劃內(nèi)容僅供本次畢業(yè)論文行之有效。abstracttheprojectmainlyinlowcarboneconomyandlowcarbonunderthebackgroundofbuilding.themainpurposefromthefollowingseveralaspects:therealestatemarketresearch,productandprojectplanning,investmentanalysis,financialanalysis,planning,implementationandmanagementofthewholeprojectmarketinganalysis.theprojectmainlyfrombuildingonlowcarbontechnologydesign,thesevenlowcarbontechnology,itisrespectively:landscapingandpermeableground,intelligenthouseholdcontrolsystem,watertreatmentsystem,watersofteningsystems,waterrecyclingsystem,buildingdecorationintegrationofhollowglass,low-efacadesystem.infinancialanalysisfortheprojectplanandcapitalfundbalanceabilitywereanalyzed,theprojectitselfisworkable.accordingtotheresultsoftheprojectplanning,onlyforthecontentsofthisplanningofgraduationthesisworks.關(guān)鍵詞：低碳建筑、項(xiàng)目定位、產(chǎn)品策劃、財(cái)務(wù)分析、營銷分析keywords:lowcarbonbuildings,projectplanning,productpositioning,financialanalysis,marketinganalysis【篇三：畢業(yè)論文：房地產(chǎn)營銷策劃報(bào)告】目錄第1章項(xiàng)目概述......................................41.2開發(fā)商簡介....................................41.3項(xiàng)目基本情況..................................41.4項(xiàng)目技術(shù)經(jīng)濟(jì)指標(biāo)..............................51.5項(xiàng)目經(jīng)濟(jì)意義..................................5第2章投資環(huán)境分析..................................62.1政策環(huán)境分析..................................62.2經(jīng)濟(jì)環(huán)境分析..................................62.2.1新鄉(xiāng)市g(shù)dp走勢圖.........................62.2.2gdp與房地產(chǎn)的關(guān)系........................72.2.3社會(huì)固定資產(chǎn)投資.........................72.2.4地方財(cái)政收入.............................82.2.5城鎮(zhèn)居民人均可支配收入...................92.2.6新鄉(xiāng)市城市總結(jié)...........................9第3章市場分析.....................................103.1整體市場發(fā)展?fàn)顩r.............................103.2年度竣工、銷售量數(shù)據(jù)分析.....................103.3整體市場價(jià)格走勢.............................113.42010上半年市場供求分析......................123.52010上半年新鄉(xiāng)房價(jià)走勢分析..................133.6二手房市場分析...............................133.7新鄉(xiāng)市房地產(chǎn)市場分析總結(jié).....................14第4章項(xiàng)目分析.....................................244.1項(xiàng)目概況及開發(fā)建設(shè)條件.......................244.2項(xiàng)目swot分析................................254.3結(jié)論.........................................25第5章項(xiàng)目定位....................................275.1市場定位.....................................275.2客戶群定位...................................275.3產(chǎn)品定位.....................................27第6章價(jià)格策略.....................................296.1定價(jià)原則.....................................296.2調(diào)價(jià)策略.....................................296.3項(xiàng)目價(jià)格.....................................296.4購房付款方式.................................29第7章項(xiàng)目營銷推廣................................307.1品牌策略.....................................307.2廣告策略.....................................307.3銷售進(jìn)度控制......