淀辉锦园项目运作报告.pdf

国中机构 2011-11-28 项目运作报告 前 言 房地产营销思想是在中国房地产从卖方市场转变为买方市场的过程中，结 合市场营销的理论和实践产生的具有实践指导性的一套科学运作方法。不少发展 商具有雄厚的实力进行房地产的规模开发，但却不能全面把握项目运作的各个环 节。如果只靠发展商自己摸索项目操作方法，往往费时耗力，周期太长，机会成 本很大，专业房地产营销策略的导入已成为大势所趋。 房地产全程营销是从项目用地的初始状态就导入营销的科学方法，结合房 地产行业的运作流程，逐步完善而形成的理论体系。 本案即是利用国中机构市场部的专业眼光及手段，通过对昆山南部板块市 场市场调研分析，及区域周边环境的综合考察后，以项目为核心，针对当前的经 济环境，当地的房地产市场发展状况，项目所在板块类比楼盘的现状及客户的购 买行为分析，再结合项目进行 SWOT 分析。在此基础上，确立淀辉锦园四期的市 场定位和项目的价值，并就规避开发风险进行策略提示，同时对项目开发节奏提 出了专业意见。 上海国中机构 2005．08．25 2 国中机构 2011-11-28 项目运作报告 目录 【壹】背景篇···············································································································2 一、项目概述 ······························································································································ 5 二、项目发展研究思路··············································································································· 7 【贰】分析篇···············································································································2 第一章 宏观环境及外部影响因素 ······················································································· 9 一、昆山宏观环境分析··············································································································· 9 二、行业相关政策影响分析····································································································· 12 第二章 房地产市场总体供需分析 ············································································