福州市永泰九老山庄企划的方案.doc

目 录 经理文摘： ·················································································4 第一部分 项目基本分析·······································································6 主要相关要素分析······································································6 福州房地产的发展状况及趋势分析························································8 别墅的特点及分类研究··································································11 第二部分 市场调查与竞争对手分析·····························································17 鼓山别墅群概况········································································17 森林公园别墅群概况····································································19 西湖别墅概况··········································································23 闽江两岸别墅概况······································································24 高尔夫球场类别墅群调查分析····························································33 拟建重点别墅区········································································34 福州别墅市场转变趋势··································································34 第三部分 财务预测和战略选择·································································35 生地出售的财务预算分析································································35 熟地出售的财务预算分析································································36 项目整体开发的财务预算分析····························································37 项目销售开发战略选择原则······························································58 第四部分 项目营销规划········································································61 项目的基本状况及其营销运用建议························································61 市场定位···············································································67 目标消费群描述及分析··································································69 山庄的名称选择········································································74 产品塑造——建筑规划与建筑设计建议···················································77 价格定位和价格策略····································································8