“葵花·经典”项目策划研究-项目管理专业论文.docxVIP

Classified Index: F293.33 U.D.C.: 655 Dissertation for the Master Degree in Engineering PROJECT PLANNING RESEARCH FOR “SUNFLOWER CLASSICS” Candidate： Shi Dayong Supervisor： Association Prof. Chen Jian Academic Degree Applied for： Master of Engineering Affiliation： Harbin First Machinery Group Manufacturing Co., LTD Date of Defense： June, 2012 Degree-Offering-Institution： Harbin Institute of Technology 哈尔滨工业大学工程硕士学位论文 哈尔滨工业大学工程硕士学位论文 - - I - 摘 要 中国房地产行业从 20 世纪 80 年代改革开放起，经过三十年的发展，房地 产固定资产投资快速增长，随着人民的生活水平不断提高，购房需求不断增长， 房地产行业得到飞速发展，取得了令人瞩目的成就。 近年来，为了预防房地产过热，遏制房价过快上涨，2010 年中央出台一系 列房地产调控政策，经济手段和行政手段并用，从增加供给、抑制需求、加强 监管等方面对中国房地产市场进行全方位调控。房地产市场作为一个热点话题， 引起社会各方面的广泛关注与讨论。对中国房地产市场未来走向的判断上也众 说纷纭。在这种机遇与风险共存形势下，如何做好一个房地产项目，获得成功， 房地产项目的策划研究就显得尤为重要。 本文以“葵花·经典”住宅项目为依托，通过对项目进行 SWOT 分析，对 开发过程的各个环节进行理论与实际相结合的方法分析，对投资估算和财务指 标进行定量与定性相结合的方法分析，量身制定营销策划方案，为该房地产项 目的顺利进行提供判断依据，以期项目获得的全盘成功。 关键词：房地产项目；项目策划；营销策划 - - II - Abstract China real estate industry from nineteen eighties reform and opening up, after thirty years of development, the real estate rapid growth of investment in fixed assets, with the increase of peoples living standards continue to improve, the purchase demand growth, the real estate industry has been rapid development, gained the success attract peoples attention. In recent years, in order to prevent overheating of real estate, to curb housing prices rose too fast, in 2010 the central introduced a series of real estate regulatory policy, economic means and administrative measure are used, from increase supply, demand, strengthen supervision and other aspects of the Chinese real estate market a full range control.The real estate market as a hot topic, cause a society the wide attention of each respect and discuss.On Chinas real estate market in the future direction of the judge and public opinions are divergent.In this opportunity and risk coexist situation, how to be a real estate project, the success of real estate projects in the planning, its very important to study. The