本文關(guān)鍵詞：西安高科綠水東城項(xiàng)目前期策劃研究　出處：《西安建筑科技大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：近年來，房地產(chǎn)開發(fā)項(xiàng)目策劃已經(jīng)成為房地產(chǎn)開發(fā)與經(jīng)營活動中非常重要的工作。對于房地產(chǎn)企業(yè)而言，實(shí)現(xiàn)科學(xué)的、規(guī)范化的管理，同時保證所開發(fā)的每一個項(xiàng)目取得成功,從而實(shí)現(xiàn)企業(yè)的目標(biāo)利潤，就離不開科學(xué)的決策。因此，必須確保項(xiàng)目前期策劃方案科學(xué)、合理。因此，對項(xiàng)目的前期策劃研究是必不可少的，探索適合于房地產(chǎn)企業(yè)的項(xiàng)目決策方式并執(zhí)行決策方案，不僅能夠豐富相關(guān)理論，而且還有益于企業(yè)解決具體的經(jīng)營決策問題。 本文首先從我國及西安地區(qū)房地產(chǎn)發(fā)展現(xiàn)狀分析入手，對于高科綠水東城項(xiàng)目進(jìn)行了簡單描述，并做了詳細(xì)的SWOT分析，對項(xiàng)目定位進(jìn)行了分析總結(jié)；根據(jù)項(xiàng)目初步定位結(jié)論，分別從項(xiàng)目建設(shè)規(guī)劃、項(xiàng)目價格定位、項(xiàng)目營銷策劃、項(xiàng)目財(cái)務(wù)策劃幾個方面進(jìn)行前期策劃研究，從而使項(xiàng)目開發(fā)的科學(xué)性和可操作性得到了有效保障。決策流程不論從效率上還是效果上，都保障了項(xiàng)目開發(fā)的實(shí)施。從項(xiàng)目前期策劃研究的過程以及項(xiàng)目后來的實(shí)施效果來看，前期決策方案獲得了初步的成功。 通過項(xiàng)目后期開發(fā)過程的實(shí)施，驗(yàn)證了對高科綠水東城項(xiàng)目的前期策劃研究的科學(xué)性和合理性，也進(jìn)一步說明在房地產(chǎn)開發(fā)項(xiàng)目過程中，前期策劃工作的重要性，，是支撐房地產(chǎn)項(xiàng)目成功開發(fā)的基礎(chǔ)工作和必不可少的環(huán)節(jié)。通過本文的研究，為綠水東城定位、規(guī)劃設(shè)計(jì)以及后續(xù)營銷提供了理論支持和指導(dǎo)。
[Abstract]:In recent years, the real estate development project planning has become a very important real estate development and management activities in the work. For real estate enterprises to achieve scientific and standardized management, and ensure each project development success, so as to realize the enterprise's target profit, we cannot do without a scientific decision therefore, must ensure that the project planning scheme scientifically, reasonable. Therefore, in the planning stage of the project research is essential, for exploring the suitable project decision-making mode of real estate enterprises and the implementation of decision-making plan, can not only enrich the relevant theory, but also has the benefit of business enterprises to solve decision problems.
This paper starts from the present situation of China and Xi'an area real estate development analysis for green tech project Dongcheng are described briefly, and do a detailed analysis of the SWOT, the project positioning were analyzed and summarized according to the preliminary conclusion; the location of the project, from project construction planning, project price positioning, project marketing planning, project finance planning aspects of pre planning research, so that scientific development projects and operation have been effectively protected. No matter from the decision-making process of efficiency or effect, guarantee the project development and implementation. The implementation of planning research from the project process and project later effect, early decision scheme to obtain the preliminary success.
Through the implementation of the project late in the development process, verify the pre project planning for green tech Dongcheng research science and rationality, also further explained that in the real estate development projects in the process, the importance of pre planning, is to support the successful development of the real estate project foundation work and an essential part. Through this study, to Green East orientation, provides theoretical support and guidance of planning and design and subsequent marketing.

【學(xué)位授予單位】：西安建筑科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F299.233.4

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