题目: 专 河北三河至尊花园房地产项目策划方案研究 业 学员姓名: 导师姓名: 工商管理 郑子平 郝心华 学员签名: 导师签名: 摘要 木方案策划的是三河东风房地产公司的地产项7I,是东风集团公司拟在河北 省廊坊地区三河市开发的房地产项目本人参与了该项目的少7发准备!方案策划 不U方案撰写工作在项!8前期,我们进行了大量的市场调研!市场沦证分析等f 作,在此基础上才一撰写项目开发方案在项目前期,我们进行了大量的iIj场调研! 市场论证分析等工作,在此基础上才-撰写项目开发方案策划和撰写木方案的l:l 的,是要通过分析所面临的市场机遇和竞争态势,找到产品的定位,并据此进行 产品设计!营销策划和销售决策此外,还需根据市场前景进行经济可行性分析 和风险及其防范分析,以便能对未来项口的实施发挥指导作用 经过为期三个月的调查分析和策划撰写,我们根据项[;J所处三河市的区位优 势,提炼出的项目市场定位是生态人居典范在此基础上,我们更进一步提出楼 盘形象概念是至尊花园#城市华宅,以利于达到视觉与感觉的完美组合,既拥有 优美环境,又享有豪华住所针对三级城市房地产市场的特点,通过房地产项日 策划方案为提升三级城市房地产开发水平提供借鉴,据此设计的户型尽量满足不 同消费者需求,各户型区间而积从80一220平米/户不等,住宅均价定为2800元/ 平方米,商铺均价为8800元/平方米,车位为55000元/位我们估计,该项l}l投 资为16250.95万元,资金山三部分组成,自有资金5500万元,约占项7!总投资 的35%,银行贷款3000万元,约占项目总投资的20%,其余45%通过房屋预传 和滚动开发回收资金提供我们初步估算可获利6714.55万元,税后净利4498.75 万元,内部收益率为48%,投资总利润率为41.32%,投资回收期为1.5年 作为一个MBA实习生,在课堂学习如何策划和撰写创业方案和开发方案后, 实地参与房地产项目的开发策划对我是一种十分有益的一训练,特别是由我执笔撰 写方案对#于训练我的整合思维帮助极大,相信通过这一方一案训练我己掌握策划开 各发方案的一般技能和关键环节当然,该方案作为匆忙之作,仍有若干不足,当 在实施过程中不断修正完善 =关键词>房地产开发项目策划营销方案 =研究类型>应用研究Title:Tl一eDeveloP一e一tPlan I,rojectGraduate forGreatGarde一Reside一tial Stude一t:Zhe一g ProfeSS0r zIPlllg SuPervisor:H:.0Xi一11一ua SPecialty:Busi一essAd一i一istratio一 Na一e:ZhengXiaoPi一g rll.tor:IlaoXi川lua 519一latu Sigllature AbstraCt Th15develoP;ne:ItPla,115ealledtheGreatGarde,1Reside:ltialProjeet, 15areal01一eearriedoutbytl一eEastwi一dGrouPcoll一Pa一lyatSal一11eCity Lallgfa;19HebeiProvi;lee.1havebeenengagedintllisProjectfor 11一ternsl一iP,ParticiPati一191一1suel一aetivitiesasPreParillg,desig一i一19and drafti;19tllePla:1.Duri:19tlleearlydaysoftheProjeetweeo,ldueted larketresearclco,nljetitio,1analysis,a,一dtl一e,1sttodesigntlleProjeet. M几desig,1anddraftthePla一forunderstandtllePrese一teon1Petitive 5ituatio:15,ide:ltifythemarketoPPortul一ities,:!,ldloeatethePositio,1ofthe Projectaeeordingtowl,icllProductdesig,1,marketingl)lana:记sales decisio一1arecondueted.Besides,wehavetoanalyzetl一eeeo一olllic feasibilitiesandrisksoftheProjeet,withmeasuresPreParedi:1advanee. Ilavingworkedlbrtllreemontl一5assessi一19theloeatio一1advantagesof t11ePlot,weidentifiedaneeologiealresidentialexan1PleastheProject Positio一11一g,whicl一eorlformstothemairlstreamIivillgmodeoftl一15 generation.Furtllernlore,wedesigllsuchaimageasdowntow,l aPart一nents111rnansio一1styletodeseribethebeautifolenviror一mentand goodviewaswellasCheeringfeelingoftl一eProjeet.TOeatertobuyers, de,11a,1dweelassifyaPartllle;ltsi,1differe:Itsquare,neterra,191:19fro.ns() to22(),a一dPrieed2805)RMBpex,squ:一re一11eterfolresidellti:一l,88叹)(jRMB 多AbstraCt forcommereialand55〔,0(,foreaehParkingPlot.Asforfinaneingthe Projeet,wePlantlletotalbdgetofl62,509,5〔joRMB,ofwhiel一50 m111ionfromthedeveloPer,30Keywords:Commereialresidential MarketingandPromotmillionfro一nbankIoans,andfinallytherestfrom salesofProducts.W匕exPeettheoPerationProfitof67,145,500RMB,an dnetProfitof44,187,500R入叮B,withFIRRof48%,ROIof41.32%and reeoveryPeriod18months.AsMBAeandidate1dothinkitaverygood trainingformetoPartieiPateinsueharealProjeetdesigna:lddraftasthe Tanglakeone.1havelearnedalot,esPeeiallyoftheimPortanttasksfora residentialdeveloPmentProjeet.Ofeoursetherearealsoflaws#and defectsofthePlanthathavetobeeorreetedino一rimPlementationofthe PIan. [KeyWords1commercia- P仪iect,Project IReseareh竹pelAppl-ed residen吐ialdeveloPn一en吐 marl-eting ResearCh目录 1导论........................................................................................,........................1 1.1至尊花园项目选题背景和研究对象.......................................................1 1.2至尊花园项目研究目的与意义...............................................................1 1.3拟解决的问题...........................................................................................2 1.4研究方法和研究思路框架图...................................................................2 1.5本论文创新之处......................................................................................4 2至尊花园项目依据理论概述...............................................................................6 2.1房地产的4P理论.....................................................................................6 2.2房地产营销的4C理论............................................................................6 2.3房地产营销的4R理论............................................................................6 2.4房地产全程策划理论...............................................................................7 2.5依据理论综述...........................................................................................7 3至尊花园项目分析...............................................................................................8 3.1至尊花园项目开发背景...........................................................................8 3.2至尊花园项目宗地概况...........................................................................9 3.3至尊花园项目环境特点...........................................................................9 3.4至尊花园项目社会状况.........................................................................13 3.5至尊花园项目竞争状况.........................................................................13 3.6至尊花园项目市场分析.........................................................................14 4至尊花园项目策划.............................................................................................23 4.1至尊花园项目DSTP分析.....................................................................23 4.2至尊花园项目产品设计.........................................................................29 4.3至尊花园项目价格定位.......,...........................................................33 5至尊花园项目营销推广....................................................................................36 5.1至尊花园项目整合营销传播.................................................................36 5.2至尊花园项目销售策略...........................................!.......................39 5.3至尊花园项目销售队伍管理.................................................................43 6至尊花园项目财务可行性分析........................................................................45 束6.1至尊花园项目项目融资方案.................................................................45 6.2至尊花园项目财务可行性分析.............................................................46 6.3至尊花园项目不确定性分析.................................................................48 6.4至尊花园项目风险防范......................................................,............50 7结论.....................................................................................................................54 7.1主要结论.................................................................................................54 7.2局限性.......................................................,.......................................55 7.3进一步研究问题.....................................................................................55