房地产项目策划过程分析.docVIP

摘 要 房地产业已经成为我国国民经济的支柱产业。随着房地产市场的日趋完善，购房者越来越理性，房地产开发商之间的竞争越来越激烈。因此，房地产开发前期的项目策划工作就显得尤为重要。一个良好的项目策划，是项目开发成功的重要因素。房地产项目的前期策划工作主要包括：市场调研，可行性研究，房地产投资策划，项目定位，房地产营销策划等。虽然策划是必不可少的，但在房地产界对房地产策划还有不少偏见，开发企业不重视房地产前期策划，直接导致大量商品房空置，造成资源严重浪费，与国家提出的建设节约型社会这一目标相背离。提出了房地产前期策划的意义、内容以及目前存在的问题和改进方法，希望为房地产策划业的发展起到一定的推动作用。 本文通过对房地产项目策划的研究，查阅了大量相关文献。对项目策划中的问题等提出了自己的建议。 关键词 ：策划；项目前期策划；营销策划 Abstract Real estate has become a pillar industry of Chinas national economy. With the maturing real estate market, buyers are more rational, real estate developers among the more competitive. Therefore, early real estate development project planning is particularly important, a good project planning, project development is essential to the success. Real estate project planning stage work includes: market research, feasibility studies, real estate investment planning, project location, real estate marketing planning. Planning is essential, but in the real estate sector real estate planning, there are many prejudices, real estate development companies do not attach importance to pre-planning, a direct result of a large number of vacant houses, causing a serious waste of resources, and the States construction of a conservation-oriented society Deviates from this goal. Proposed the significance of real estate pre-planning, content and current problems and improve, and I hope the planning for the real estate industry has played a certain role. Based on the research of real estate project,planning to find a great deal of relevant information. To solve the problems of the planning in the project,such as listing the recommendations of his own. KEYWORDS: planning; project planning stage; marketing planning 目 录 摘 要 I Abstract II 前言 V 第一章 房地产项目策划概述 1 1.1 房地产项目策划的基本含义 1 1.1.1 策划的含义 1 1.1.2 房地产项目策划的含义 1 1.2 房地产项目策划的特征及作用 1 1.2.1 房地产项目策划的特征 1 1.2.2 房地产项目策划的地位和作用 3 1.3 房地产项目策划的基本原则 4 1.3.1 市场定位原则 4 1.3.2 主题贯穿原则 4 1.3.3 项目营销原则 5 1.3.4 突出重点原则 5 第二章 房地产项目基本策划的过程 6 2.1 项目用地的获取与选址及市场调查 6 2.1.1 项目用地的获取 6 2.2 房地产项目投资策划 8 2.