“江山之城”地产项目策划方案研究

发布时间：2018-02-15 05:19

本文关键词： 地产项目策划方案环境营销推广　出处：《河北工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：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。
[Abstract]:Real estate projects are characterized by intensive capital and technology, and the quality of early decision making is intrinsically related to the success or failure of the project. Therefore, it is helpful to find out the objective law in this field by strengthening the research on the early stage planning of real estate projects. In order to better promote the operation and operation of the project. This paper collects a great deal of information about the real estate project of "Jiangshan City", and analyzes the background, planning, marketing measures and financial feasibility of the project combined with the theory of real estate project planning. The conclusions of the "Jiangshan City" project planning mainly include the following aspects:. 1) through the SWOT analysis of the background of the real estate project of "Jiangshan City", developers should grasp the environmental characteristics and project characteristics accurately, and give full play to the advantages of the project in the overall positioning and the combination of business conditions. 2) the real estate project of "Jiangshan City" should strengthen the integrated marketing and promotion through the implementation of multiple channels, sales promotion strategy combination, sales force management and so on. "Jiangshan City" real estate project has a good financing channels, estimated profit of one billion one hundred and twenty-one million nine hundred and forty thousand yuan, has a high financial feasibility.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F275;F299.233.4

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