题目:香河房地产项目前期策划方案设计研究 专业:工商管理 学员姓名:周 导师姓名:陈 学员签名: 导师签名: 妍实 摘要 我国的房地产市场形成较晚,却经历了一轮曾一度异常/火爆0的单边上 扬的发展阶段,而有关房地产营销的理论和营销策划实践在我国本就相对滞后, 在市场的非正常发展时期则更未得到充分!正确的重视和理解,甚至只是标榜! 曲解或异化当前,在市场价值回归!正常发展以后,必然要求要以正确的房地 产营销理念,在深刻认识市场!客户和需求的基础上来进行房地产营销策划,促 进项目实际开发运作之时更能贴合市场需求,顺利销售因此,本文的意义就在 于,研究!学习有关营销的理论并运用其进行实际项目的营销策划实践 本文的研究主体是,北京国美房地产开发公司在河北省香河县一个待开发 的房地产项目本文的研究内容属于房地产开发链条中的/前期策划0,或称/开 发策划0部分研究分为四大部分第一部分是对项目进行基本的研判,即运用 对比分析!逻辑判断的等方法,从待开发项目的基本情况!自身条件等方面将项 目的属性界定为自身的区位等条件有所限制第二部分是对区域市场环境进行解 析,通过对区域内己进行开发项目等的资料与数据的分析来得出区域市场的供给 和需求特征为:香河房地产市场处于迅速发展阶段,/泛北京居住带0的发展规 划和前景为其提供了广阔的发展空间,市场供给水平普遍处于中低端的情况下, 客户需求渐向多样化及中高端方向发展通过对潜在客户及相关群体的访谈和分 析对这些特征的进一步验证以及解析,认为市场的机会所在为发展中高端的差异 化产品第三部分是应用市场营销理论和分析模型如结构化分析!SWOT分析! 因子分析等来解析项目开发所需要解决的核心问题;然后在对成功案例的分析借 鉴的基础上得出项目应选择的能取得市场比较竞争优势的突破方向和项目发展 的整体战略,即以差异化和创新策略来扭转劣势,主要在产品上进行创新二!摘要 三部分构成了本文研究的主体第四部分是经过综合研究!分析,本文将项目的 客户定位为中高端客户群,即以本地富裕阶层为核心客户群!北京等外地置业者 为重要客户群;产品定位为中高端的/小高层+公寓+高层0的意大利台地园林景 观社区,形象定位为/国际的!景观的!艺术的!生活的!文化的0物业发展 策略为/以台地园林为核心,以景观主线贯穿,以产品为依托和表现0,分期发 展以消费者为起点,注重人文理念,意在领先市场!发现市场!培育市场这 是本文研究的主要成果和结论 本文主要以被西方普遍使用的/菲利普#科特勒营销理论体系0为基础, 并结合4C策略等营销理论在房地产领域的创新和发展成果,为项目的实际开发 确定了较为可行的方向,对日后要进行的各种开发!营销工作具有一定的实践指 导意义,凸显了较强的应用价值同时本文坚持/始于客户!归于客户0的营销 理念,给出了房地产项目前期策划的一种研究思路和框架,可以为今后类似的研 究和实践所借鉴!参考 =关键词>房地产项目!前期策划!项目定位 =研究类型>应用研究Title:Astadyanddesignonprophasedevelopmentplanningof XiangherealestateProject SPecialty:BusinessAdministration Name:ZhouYhn 飞btor:ChenShi Signature: Signature: AbstraCt China,5realestatemarkethasbeenformedlater,butoneeexPerienced anabnormal0hot0unilateralismuPdeveloPmentstage.Therealestate marke一ingtheoryandmarketingPraeticeinChinahaslaggedbehind relatively.DuringtheabnormaldeveloPmentstageofmarket,ithasnot beenfullyandcorreetlyvaluedandunderstood,evenflaunted,distorted oralienated.AtPresent,asthemarketvaluereturnsandmarketbeginsto develoP,it15inevitablyrequiredustoeorreettherealestatemarketing idea,andeonduettherealestatemarketingPlanonthebasisofaProfound understandingofmarketandcustomers.demand,toPromotethatthe ProjectbetterfitsthemarketandsellswellatthetimeoftheoPeration andtheaetualdeveloPment.Therefore,thesignificaneeofthisPaPer15to study,learnaboutmarketingtheoryandthenaPPlyingittothemarketing PlanningPracticeofPraeticalProjects. ThePaPermainlybasedonageneralrealestatemarketingtheoretical frameworkbasedon0PhiliPKotlerMarketingtheoretiealsystem0,whieh 15mostwidelyresPectedintheWest,combinedwiththeinnovationand develoPmentresultsof4CMarketingTheory,aswellasrelevant understandingandPraetieeofrealestate.5marketPlanningintheoryand Praetieefield.InthisPaPer,themaincontentsofresearcharethe develoPmentPlanningofearlystageor/exPloitPlanning0ofaninactiverealestateProjectsloeatedadjacenttoBeijing,5Xiangheregionftoma Praetiealandfeasibleview.Theresearch15dividedintofourParts.The firstPart15basiestudyanddefinitionoftheProjeet,thatbyusing eomParativeanalysis,logiealjudentsand50on,wedefin-:theProjeetas toberestrictedinitsloeationandotheritemsfromitsownbasiCeondition andProPerty.TheseeondPart15toanalyzemarketenvironmentofthis region.Byanalyzingtheinformationanddataoftheregion.5Projeets whiehhavebeenearriedout,wecometotheeonelusionaboutthe regionalmarketsuPPIyanddemandeharacteristicsthatXianghereal estatemarket15inaraPidgrowingstage,andthedeveloPmentPlanning andProsPectsof0Pan一Beijinglivezone0ProvideabroaLddeveloPment sPaee,andintheeontextofthatmarketsuPPly15generall},atamidrange andlowendlevel,eustomerdemandPresentsatrendofinereasingly diversifieationandhigh一enddireetion.BygrouPsofPotentialeustomers andrelatedinterviewsandanalysis,weidentifyandanalyzethese eharaeteristiesfurther,andeonsiderthemarketoPPorltunitiesliefor develoPinghigh一endanddifferentiationProduet.ThethirdPart15to resolvetheeoreProblemofProjeetdeveloPmentwiththeaPPlieationof marketingtheoryandtheanalysismodelsuehasstm(:turedanalysis, SWOTanalysis,faetoranalysis.Thenonthebaseoftheanalysisof suceesseases,weeometotheeonelusionthattheProje:tshouldselect breakthroughmarketdirectionwhieheanachieveeomPetitiveadvantage andoverallstrategyofProjeetdeve]oPment,whichalsomeansthattoturn thetidebyaPPlyingdifferentiationandmaininnovationintheProduct# ThesecondPartandthirdParteonstitutethemainbodyofthethesis researeh.PartIV15,throughaeomPrehensivestudyandanalysis,inthis PaPer,eustomerPositioning15definedasPositionasmid一rangeandhigh endeustomers,namelytheeoreaffiuentlocaleustomersandforeign homebuyersinBeijingandotherimPortanteustomel一s,andProduct II目录 1导论.....................................................................................................................1 1.1研究的背景和意义..,.............................1 1.2研究的主要问题...................................................................#5 1.3研究主体与框架....................................................................#.#.,#5 1.4研究方法与工具...................................................................#.#8 1.5研究的范围,........!........................................................9 2相关理论概述..............,..,........................................,.....#.......#10 2.1房地产营销理论......................,.................,10 2.2营销体系中的4P与4C理论.....................................,........................12 2.3营销理论综述..................................................................................13 3香河项目基本情况描述...................................................................................15 3.1香河区位状况分析..........................................:巧 3.2项目基本状况分析..........,..................#....#17 3.3项目基本情况分析总结................................................-......................19 4香河项目所处市场环境分析...........................................................................20 4.1香河区域宏观经济发展概况.....................................................................20 4.2香河房地产市场供给分析.........................................................................21 4.3香河房地产市场需求分析.................................,.................,.........30 4.4市场环境分析总结.........................................................43 5香河项目营销分析及发展战略..........................................,.#45 5.1香河项目结构化分析.................................................................................45 5.2香河项目SWOT分析................................................................................47 5.3香河项目因子分析.............................................................48 5.4案例分析借鉴......................................................................#49 5.5香河项目整体发展战略...............................................,.......................50 6香河项目定位及物业发展策略.......................................................................52 6.1项目定位.....................................................................................................52 6.2物业发展策略........................................