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2020年江山之城地产项目策划方案研究DOC_硕士论文

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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“江山之城”地产项目策划方案研究 ii 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河北工业大学工商管理硕士(MBA)学位论文 iii 目 录 第一章 绪论...................................................................................................................................1 1-1 选题背景..................................................................................................................................1 1-2 研究目的与研究意义..............................................................................................................2 1-2-1 研究目的 ..........................................................................................................................2 1-2-2 研究意义 ..........................................................................................................................2 1-3 文献综述..................................................................................................................................2 1-3-1 国外相关研究 ..................................................................................................................2 1-3-2 国内相关研究 ..................................................................................................................3 1-4 研究思路与研究方法..............................................................................................................4 1-4-1 研究思路 ..........................................................................................................................4 1-4-2 研究方法 ..........................................................................................................................5 1-5 论文框架..................................................................................................................................5 第二章 房地产项目策划有关理论...............................................................................................7 2-1 地产项目策划的概念与分类..................................................................................................7 2-2 地产项目策划的内容..............................................................................................................7 2-3 地产项目策划的程序与方法..................................................................................................8 2-3-1 地产项目策划的程序 ......................................................................................................8 2-3-2 地产策划方法 ................................................................................................................10 2-4 地产项目策划的工具............................................................................................................11 第三章 “江山之城”地产项目环境分析.................................................................................13 3-1“江山之城”地产项目基本情况介绍.................................................................................13 3-1-1 项目的土地使用权 ........................................................................................................13 3-1-2 项目的目前开发进度 ....................................................................................................13 3-1-3 项目的物理条件及配套 ................................................................................................13 3-2“江山之城”地产项目宏观环境分析.................................................................................14 3-2-1 政策因素分析(P) ......................................................................................................14 3-2-2 经济因素分析(E) ......................................................................................................15 3-2-3 社会因素分析(S) ......................................................................................................15 3-2-4 技术因素分析(T) ......................................................................................................15 3-3“江山之城”地产项目的中观环境分析.............................................................................15 3-3-1 重庆区域经济运行平稳 ................................................................................................16 3-3-2 房地产投资规模增长,房地产市场稳步发展 ............................................................16 3-3-3 投资环境提升,城区扩张加速 ....................................................................................17 “江山之城”地产项目策划方案研究 iv 3-3-4 房价稳中有升,供求基本合理 ....................................................................................18 3-4“江山之城”地产项目的微观环境分析.............................................................................19 3-4-1 解放碑商圈 ....................................................................................................................19 3-4-2 开发企业概况 ................................................................................................................19 3-4-3 利益相关方分析 ............................................................................................................20 3-4-4 竞争态势 ........................................................................................................................20 3-5“江山之城”地产项目的 SWOT 分析...................................................................................23 第四章 “江山之城”地产项目的前期策划.............................................................................25 4-1 项目 DSTP 分析......................................................................................................................25 4-1-1 项目供需分析 ................................................................................................................25 4-1-2 市场细分情况 ................................................................................................................26 4-1-3 项目目标 ........................................................................................................................27 4-1-4 项目定位 ........................................................................................................................27 4-2 项目产品定价情况................................................................................................................28 4-3 项目招商规划........................................................................................................................29 4-3-1 招商原则 ........................................................................................................................29 4-3-2 招商策略 ........................................................................................................................30 4-3-3 招商人员配备计划 ........................................................................................................30 4-3-4 招商时间计划 ................................................................................................................30 第五章 “江山之城”地产项目的营销策划.............................................................................31 5-1 营销推广整体思路................................................................................................................31 5-1-1 营销推广的目标 ............................................................................................................31 5-1-2 营销推广方面面临的问题 ............................................................................................31 5-1-3 营销推广创意 ................................................................................................................31 5-1-4 营销推广规划 ................................................................................................................31 5-2 推行多元渠道........................................................................................................................32 5-3 促销策略组合........................................................................................................................33 5-3-1 促销阶段安排 ................................................................................................................33 5-3-2 促销具体媒体方式的选择 ............................................................................................34 第六章 “江山之城”地产项目财务可行性简析.....................................................................35 6-1 项目融资情况........................................................................................................................35 6-2 简要的财务可行性分析........................................................................................................35 6-3 项目风险情况........................................................................................................................37 6-3-1 政策风险 ........................................................................................................................37 6-3-2 市场风险 ........................................................................................................................37 6-3-3 财务风险 ........................................................................................................................38 河北工业大学工商管理硕士(MBA)学位论文 v 6-3-4 管理风险........................................................................................................................38 第七章 结论与展望.....................................................................................................................39 7-1 结论........................................................................................................................................39 7-2 创新点与不足之处................................................................................................................39 7-3 未来研究展望........................................................................................................................39