西安曲江某项目前期策划研究

发布时间：2018-01-14 05:02

本文关键词：西安曲江某项目前期策划研究　出处：《西安建筑科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：近几年,房地产项目前期策划发展迅速,俨然已经成为了房地产整个开发活动中极为重要的一个环节,一切活动都是以策划为龙头、为策划服务,包括房地产开发活动中的建筑设计和园林规划。房地产策划是以市场为导向,科学的、合理的、规范化进行各种决策方案。项目要取得成功,从而实现企业的目标利润,离不开科学的决策,因此,前期策划对于房地产项目而言是必不可少的,应该引起开发商的高度重视。本文取材于西安曲江某项目,结合所学房地产项目策划理论基础,对其进行前期的策划研究。研究内容主要包括行业以及所处区域市场环境分析,基于所研究市场分析结果,对其项目进行定位分析,包括:SWOT分析、市场定位、产品定位、价格定位、形象定位等;并依据产品及价格定位结果,施工进度等对项目进行投资决策与财务分析,进一步制定科学合理的决策方案;在研究结果可行的基础上,最后对其营销进行规范化的方案策划,以保障项目能够顺利销售,进而获取相应的利润额以及企业品牌形象得以进一步发展。通过本文的研究,为西安曲江某项目前期策划提供了理论支撑与实践指导,研究对房地产开发经营活动中前期筹划工作具有一定的指导和借鉴意义。
[Abstract]:In recent years, the rapid development of early planning of real estate projects, has become an extremely important link in the whole development of real estate activities, all activities are planning for the leading, planning services. Real estate planning is market-oriented, scientific, reasonable and standardized for all kinds of decision-making projects. In order to achieve the target profits of enterprises, can not do without scientific decision-making, therefore, early planning for real estate projects is essential, should be highly valued by developers. This paper is based on a project in Xi'an Qujiang. Combined with the theoretical basis of real estate project planning, it carries on the early planning research. The research content mainly includes the industry and the regional market environment analysis, based on the market analysis results. To its project positioning analysis, including: SWOT analysis, market positioning, product positioning, price positioning, image positioning; And according to the product and price positioning results, construction progress and other projects investment decision-making and financial analysis, further to formulate a scientific and reasonable decision-making scheme; Finally, on the basis of the feasibility of the research results, the marketing program is standardized to ensure that the project can be sold smoothly. Through the research of this paper, it provides theoretical support and practical guidance for the early planning of a project in Qujiang, Xi'an. The study has certain guidance and reference significance for the early stage planning of real estate development and management.
【学位授予单位】：西安建筑科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TU71;F299.23

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