本文選題：前期策劃 + 市場(chǎng)定位�。� 參考：《西安建筑科技大學(xué)》2014年碩士論文

【摘要】：隨著時(shí)間的推移，，房地產(chǎn)項(xiàng)目策劃在房地產(chǎn)投資決策中起著越來越重要的作用，它直接決定著一個(gè)項(xiàng)目開發(fā)與銷售的成功與否。為了實(shí)現(xiàn)公司的利潤目標(biāo)，開發(fā)商必須使經(jīng)營管理規(guī)范化，投資決策科學(xué)化。在中國房地產(chǎn)市場(chǎng)競(jìng)爭(zhēng)日益激烈的今天，為了提高開發(fā)項(xiàng)目的成功率，開發(fā)商必須進(jìn)行詳細(xì)地前期策劃研究，為投資項(xiàng)目找尋到合適的客戶、替投資項(xiàng)目尋找可靠的資金保證，使投資項(xiàng)目能避開各種不明風(fēng)險(xiǎn)。 本文首先介紹了相關(guān)的房地產(chǎn)策劃理論，后對(duì)我國及湛江地區(qū)房地產(chǎn)發(fā)展現(xiàn)狀進(jìn)行了分析。為了更準(zhǔn)確地利用STP理論進(jìn)行定位，對(duì)湛江公園一號(hào)項(xiàng)目做了詳盡的波特五力分析、SWOT分析和AHP分析，進(jìn)而準(zhǔn)確地定位了該項(xiàng)目的客戶、產(chǎn)品、形象、價(jià)格、推廣策略等。為了充分地論證該項(xiàng)目的可行性，做了詳盡的財(cái)務(wù)分析，如從投資規(guī)模、資金來源、投資回報(bào)率等指標(biāo)上做出詳細(xì)地財(cái)務(wù)論證。經(jīng)過兩方面的論證，認(rèn)為該項(xiàng)目是可行的。 項(xiàng)目后期開發(fā)的順利進(jìn)行，證明湛江公園一號(hào)項(xiàng)目前期策劃研究是合理和準(zhǔn)確的。同時(shí)，也說明在房地產(chǎn)項(xiàng)目的開發(fā)過程中，前期策劃具有多么重要的作用。根據(jù)項(xiàng)目本身的特點(diǎn)進(jìn)行前期策劃，是房地產(chǎn)項(xiàng)目成功開發(fā)必不可少的環(huán)節(jié)。通過本文的研究，不僅使公園一號(hào)項(xiàng)目的后續(xù)開發(fā)有了理論基礎(chǔ)，也對(duì)其他類似項(xiàng)目有一定的借鑒意義。
[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.
【學(xué)位授予單位】：西安建筑科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：TU71;F299.233.4

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