房地产行业在我国国民经济中具有重要地位,近年随着政府对房地产的调控 政策不断出台,市场正逐步朝着健康化、理性化方向发展,而且随着我国城镇化 发展方向的制定,房地产市场仍将有较大的发展空间,对于中心都市群之间新兴 潜力发展区域更是前景广阔。北斗广场项目所处的佛山市南海区三山新城,是广 佛经济圈的核心板块。在广佛同城化的大发展趋势下,该地区具有重要的经济战 略意义。 本文首先对北斗广场的开发建设背景、幵发条件、出现的问题以及周边地区 的发展现状、同类项目的竞争状况进行深入的研究和分析,综合运用了 PECT、 SWOT等工具对项目的内外部条件进行分析比较后,对项目所处的广佛交汇的地 理优势和项目周边自然环境的资源,确定了项目的市场定位。从项目周边人文环 境进行调查研究,分析目标客户群定位和购房生活需求。并且对项目可开发建设 的建筑形式、单体设计风格、户型布局特点等方向进行了细化。最后制定了北斗 广场后期的幵发实施阶段的规划设计、营销策划、物业管理等方面的实施方案。 关键词:定位,营销策划,PECT, SWOT I MBA学位报告作者:李晓东 “广佛之芯” 一北斗广场策划方案 ABSTRACT The real estate industry has an important position in the national economy in our country, in recent years, with the government policy to regulate and control the real estate introduced gradually, market is gradually towards a healthy,rational direction, and along with the development trend of China's urbanization, the real estate market will still have development space is large, for the regional emerging potential development between the central city group is more broad prospects. The square project is located in the Foshan Nanhai Sanshan, Guangfu economic circle is the core plate. Trends in the Guangfo City, has important economic and strategic meaning in the area. Firstly, the square construction background, development conditions, problems and the development of surrounding areas of similar projects,the competition status of in-depth research and analysis, the integrated use of the project's internal and external conditions of PECT,SWOT and other tools are compared, the project the intersection of geography the advantages and the natural environment surrounding the project resources, determine the market positioning of the project. Research from the project surrounding environment, analysis of target customer groups positioning and real life demand. The direction and development and construction of the project construction forms, monomer design style apartment layout, layout features such as the detailed. Finally, to develop the implementation of planning design,development of the square post implementation stage marketing planning, property management etc.. Key words: Positioning, marketing planning, PECT, SWOT II MBA学位报告作者:李晓东 广佛之芯”——北斗广场策划方案 目录 一、绪论 1 (一)研究背景与意义 1 (二)相关理论与方法综述 2 (三)研究的方法和思路 3 二、房地产项目营销策划的基本理论 6 (一)房地产项目营销策划基本概念 6 (二)房地产营销策划的基本规范 6 (三)房地产营销策划的误区 15 三、项目背景概况及营销策划条件 18 (一)项目背景介绍 18 (二)项目开发条件概况 20 (三)项目营销策划介入时期的基本条件 21 四、项目市场分析和市场定位 25 (一)项目市场研究 25 (二)项目PECT分析 32 (三)项目SWOT分析 35 (四)项目市场定位 36 (五)销售收入测算和财务评价 43 五、项目执行方案 47 (一)规划设计方案 47 (二)项目营销方案 54 (三)物业管理方案 58 棘i吾 61