房地产创意策划标准论文.doc

中文摘要 关键词：“房地产” “创意”“策划” 房地产项目创意策划指在房地产策划过程中，策划师为实现房地产项目目标而进行程序化的创新思维活动。策划创意是按创意的科学运作程序进行的，房地产项目创意策划是房地产开发的灵魂，也是房地产开发的关键。房地产项目创意策划方案的目的也是为了销售。房地产项目创意策划是根据房地产开发项目的具体目标，以客观的市场调研和市场定位为基础，以独特的创新为核心，综合运用各种辅助手段，按一定的程序对未来的房地产项目开发进行有创造性且有操作性的创意策划活动。房地产项目创意策划所具有的特性，“创新性”,“增值性”,“文化性”,“决策性”,“整合性”,“系统性”,“目的性”,“风险性”等等。房地产项目创意策划还要考虑到诸多的因素，政策、市场供求、消费设施、地段、环境、功能等等。 总而言之。房地产项目创意策划就是为了能够创新和使它能够把自身的价值提高。通过不断的创新来吸引消费者的眼球，为消费者营造一种新的住宅消费理念和生活方式。 Abstract “Keywords”： “al estate” “Creative” “plan” Real estate project planning refers to the real estate planning process in, planners to achieve real estate project objectives procedures of innovative thinking activity. Planning is to press the creative scientific operation procedures, real estate project planning is the soul of the real estate development, also is the key to the real estate development. Real estate project planning and the purpose of the plan is to sales. Real estate project planning according to the real estate development project is the concrete goal, with the objective of market research and market positioning as the foundation, the unique innovation as the core, comprehensive use of various assistance method, according to certain procedures for the future of real estate projects in the development of creative and operational planning activities. Real estate project planning has the characteristics, creative, value-added, culture, decision-making, integration, systemic, purpose, risk and so on. Real estate project planning to consider many factors, policies, market supply and demand, consumer facilities, location, environment, function and so on. In short. Real estate project planning is to innovation and enable it to improve their own value. Through constant innovation to attract consumers of eyeball, for the consumer to create a new residential consumption concept and way of life. 房地产策划创意 创意的“创”是创始、创新和首创的“创”；创意的“意”是意境、意念和新意的“意”。创意的涵义是指通过创新思维、构思出新的设想方案的过程。 房地产策划创意内涵： 产策划创意是指在房地产策划过程中，策划师为实现