湛江公园一号项目前期策划研究

发布时间：2018-04-17 00:25

本文选题：前期策划 + 市场定位　；参考：《西安建筑科技大学》2014年硕士论文

【摘要】：随着时间的推移，，房地产项目策划在房地产投资决策中起着越来越重要的作用，它直接决定着一个项目开发与销售的成功与否。为了实现公司的利润目标，开发商必须使经营管理规范化，投资决策科学化。在中国房地产市场竞争日益激烈的今天，为了提高开发项目的成功率，开发商必须进行详细地前期策划研究，为投资项目找寻到合适的客户、替投资项目寻找可靠的资金保证，使投资项目能避开各种不明风险。本文首先介绍了相关的房地产策划理论，后对我国及湛江地区房地产发展现状进行了分析。为了更准确地利用STP理论进行定位，对湛江公园一号项目做了详尽的波特五力分析、SWOT分析和AHP分析，进而准确地定位了该项目的客户、产品、形象、价格、推广策略等。为了充分地论证该项目的可行性，做了详尽的财务分析，如从投资规模、资金来源、投资回报率等指标上做出详细地财务论证。经过两方面的论证，认为该项目是可行的。项目后期开发的顺利进行，证明湛江公园一号项目前期策划研究是合理和准确的。同时，也说明在房地产项目的开发过程中，前期策划具有多么重要的作用。根据项目本身的特点进行前期策划，是房地产项目成功开发必不可少的环节。通过本文的研究，不仅使公园一号项目的后续开发有了理论基础，也对其他类似项目有一定的借鉴意义。
[Abstract]:With the passage of time, real estate project planning plays a more and more important role in real estate investment decision-making, which directly determines the success of a project development and sales.In order to realize the profit target of the company, the developer must standardize the management and make the investment decision scientific.In order to improve the success rate of development projects, developers must carry out detailed preliminary planning and research to find suitable customers for investment projects and to find reliable capital guarantees for investment projects, as the competition in China's real estate market is becoming increasingly fierce today.To enable investment projects to avoid a variety of unknown risks.This paper first introduces the theory of real estate planning, and then analyzes the current situation of real estate development in China and Zhanjiang.In order to make more accurate use of STP theory to locate Zhanjiang Park No. 1 project, the author makes detailed analysis of Porter's five forces and AHP analysis, and then accurately locates the customer, product, image, price and promotion strategy of the project.In order to fully demonstrate the feasibility of the project, detailed financial analysis is made, such as the scale of investment, the source of funds, the return on investment and so on.After two aspects of the argument, it is considered that the project is feasible.The successful development of the project proves that the preliminary planning and research of Zhanjiang Park No. 1 Project is reasonable and accurate.At the same time, it also shows that in the development of real estate projects, early planning has an important role.According to the characteristics of the project, planning is essential to the successful development of real estate projects.Through the research of this paper, not only the further development of Park No. 1 project has a theoretical foundation, but also has certain reference significance to other similar projects.
【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】：2014
【分类号】：TU71;F299.233.4

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