摘 要
地产项目具有资金密集、技术密集等特点，前期决策的质量与项目的成败存在内在联
系。因此，加强对房地产项目前期策划研究，有助于发现这一领域的客观规律，从而更好
地推动项目的运转和经营。
本文收集了大量有关“江山之城”地产项目的策划情报，结合房地产项目策划的有关
理论，对该项目的背景、策划、营销推广措施、财务可行性进行了分析。
“江山之城”项目策划的结论主要包括以下几个方面：
（1） 通过对“江山之城”地产项目背景的 SWOT 分析，开发商应当通过准确把握环
境特点和项目特征，发挥项目在整体定位、业态组合等方面的优势。
（2）“江山之城”地产项目应当通过推行多元渠道、促销策略组合、销售队伍管理等
方式加强整合营销推广。
（3）“江山之城”地产项目有着良好的筹融资渠道，预计利润为 11.2194 亿元，在财
务上具有较高的可行性。
关键词：地产项目；策划方案；环境；营销推广
ABSTRACT
Real estate projects are often related with billions of capital. Therefore, operators of real
estate projects are usually faced with a kind of situation Win or fail. Errors and mistakes in
preliminary decision-making would lead to capital chain rupture or even project failure. The
losses mean disaster not only to operators but also to investors and other related persons such as
stakeholders. What’s more, bankers and ever common workers would be faced with awkward
situation. So, it is of great value to apply project planning in real estate projects.
The writer of this thesis collected a lot of relevant planning information of Jiangshan City
real estate project. Combined with theories of real estate project planning, background, planning,
marketing promotion measures and financial feasibility are carefully discussed in this thesis.
The conclusions of this project planning could be listed as following.
(1) Through background analysis and SWOT research on Jiangshan City real estate
project, operators should pay attention to use advantages of overall positioning and industry
combination which are established on environmental characteristics and project characteristics.
(2) Multiple channels, promotional strategies and marketing team management should be
done to accelerate marketing job of Jiangshan City real estate project.
(3) Jiangshan City real estate project has stable finical foundation and would get a total
profit of about 1.12194 billion.
KEY WORDS：real estate project planning scheme environment marketing promotion