【正文】 1 畢 業(yè) 設(shè) 計(jì)（論文） 中文題目 房地產(chǎn)開(kāi)發(fā)項(xiàng)目 全程策劃方案設(shè)計(jì) 英文題目 Xiamen 2020 P01 process plan design of real estate development project 院 系： 土木工程與建筑學(xué)院 年級(jí)專業(yè)： 姓 名： 學(xué) 號(hào)： 指導(dǎo)教師： 職 稱： 201 年 月 日 2 畢業(yè)設(shè)計(jì)（論文）誠(chéng)信聲明書 本人鄭重聲明 ：在畢業(yè)設(shè)計(jì)（論文）工作中嚴(yán)格遵守學(xué)校有 關(guān)規(guī)定，恪守學(xué)術(shù)規(guī)范；我所提交的畢業(yè)設(shè)計(jì)（論文） 是本人在 指導(dǎo)教師的指導(dǎo)下獨(dú)立研究、撰寫的成果，設(shè)計(jì)（論文）中所引用他人的文字、研究成果，均已在設(shè)計(jì)（論文）中加以說(shuō)明； 在本人的畢業(yè)設(shè)計(jì)（論文）中未剽竊、抄襲他人的學(xué)術(shù)觀點(diǎn)、思想和成果，未篡改實(shí)驗(yàn)數(shù)據(jù)。 本設(shè)計(jì)（論文）和資料若有不實(shí)之處，本人愿承擔(dān)一切相關(guān)責(zé)任。 學(xué)生簽名： 年 月 日 3 廈門 2020P01 房地產(chǎn)開(kāi)發(fā)項(xiàng)目全程策劃方案設(shè)計(jì) 【摘 要】 房地產(chǎn)業(yè)已經(jīng)成為我國(guó)國(guó)民經(jīng)濟(jì)的支柱行業(yè)。隨著房地產(chǎn)市場(chǎng)的日趨成熟 ，購(gòu)房者越來(lái)越理性，房地產(chǎn)開(kāi)發(fā)商之間的競(jìng)爭(zhēng)越來(lái)越激烈。因此，房地產(chǎn)項(xiàng)目全程策劃工作顯得尤為重要，一個(gè)良好的項(xiàng)目策劃，是項(xiàng)目開(kāi)發(fā)成功的關(guān)鍵因素。房地產(chǎn)項(xiàng)目全程策劃包括：市場(chǎng)調(diào)研、項(xiàng)目建設(shè)的必要性分析、技術(shù)的合理性分析、投資的可靠性分析等。其中，對(duì)項(xiàng)目進(jìn)行財(cái)務(wù)評(píng)價(jià)。評(píng)價(jià)項(xiàng)目的投資效益是項(xiàng)目前期策劃的重中之重。 本文以房地產(chǎn)全程策劃的思維模式為理論基礎(chǔ)，擬定了廈門 2020P01 地塊項(xiàng)目的定位策劃、工程實(shí)施策劃、營(yíng)銷策劃等。項(xiàng)目定位策劃運(yùn)用 SWTO 分析，工程的實(shí)施策劃以項(xiàng)目管理的思想和方法為指導(dǎo)，分別擬定項(xiàng)目的質(zhì)量 、進(jìn)度、成本控制方案。營(yíng)銷推廣策劃運(yùn)用相關(guān)營(yíng)銷策劃在項(xiàng)目投資分析的基礎(chǔ)上對(duì)區(qū)域市場(chǎng)及競(jìng)爭(zhēng)樓盤的調(diào)查分析。 【關(guān)鍵詞】 ： 房地產(chǎn) 項(xiàng)目定位 財(cái)務(wù)評(píng)價(jià) 營(yíng)銷策劃 4 Xiamen 2020 P01 process plan design of real estate development project 【 Abstract】 The real estate industry has bee the pillar industry of national economy in our country. As the real estate market matures, buyers are more and more rational, growing petition between real estate developers. Therefore, real estate projects throughout the planning work is particularly important, a good project planning, project development is key factors of success. Real estate project process plan include: market research, analysis of the necessity of project construction, the rationality of the technology, the reliability of the investment analysis and so on. Among them, the financial evaluation of project. Evaluation of investment benefit is the key of the preproject planning. In this paper, based on the theory of the real estate throughout the planning mode of thinking, to formulate the xiamen 2020 p01 plot the positioning of the project planning, project planning, marketing planning, etc. Localization project planning using SWTO analysis, the implementation of the project planning guided by the ideas and methods of project management, respectively formulate project quality, progress and cost control plan. Marketing planning with relevant marketing planning in the project investment analysis of regional market on the basis of the investigation and analysis of petition and development 【 Keywords】 The real estate Project location Financial evaluation Marketing planning 5 目錄 第一章 總論 .......................................................................................................... 8 房地產(chǎn)策劃的概念 .......................................................................................................... 8 房地產(chǎn)策劃的發(fā)展過(guò)程 ................................................................................................... 8 房地產(chǎn)策劃的現(xiàn)狀 .......................................................................................................... 9 房地產(chǎn)策劃的內(nèi)容 .......................................................................................................... 9 本文研究的目的、范圍以及方法 ................................................................................... 10 第二章 項(xiàng)目概況及項(xiàng)目背景 ...........................................................................11 項(xiàng)目基本概況 ................................................................................................................11 項(xiàng)目背景 ...................................................................................................................... 12 第三章 市場(chǎng)調(diào)查與預(yù)測(cè)分析 .......................................................................... 13 .......................................................................................... 13 寫字樓銷售市場(chǎng)分析 ..................................................................................................... 14 寫字樓市場(chǎng)因應(yīng)探討 ..................................................................................................... 15 市場(chǎng)復(fù)蘇跡象 ............................................................................................................... 15 寫字樓市場(chǎng)需求方向分析 .............................................................................................. 16 寫字樓開(kāi)發(fā)方向分析 ..................................................................................................... 16 個(gè)案調(diào)查 ...................................................................................................................... 17 廈門未來(lái)寫字樓市場(chǎng)變動(dòng)趨勢(shì)分析 ................................................................................ 19 項(xiàng)目周邊環(huán)境及配套分析 .............................................................................................. 19 第四章 市場(chǎng)定位策略與產(chǎn)品策劃 ................................................................... 23 項(xiàng)目 SWOT分析 ............................................................................................................ 23 市場(chǎng)定位 .................................................................................................................... 24 第五章 設(shè)計(jì)方案簡(jiǎn)介與方案必選 ................................................................... 25 ................................................................................................................ 25 ............................................................................................................. 25 ............................................................................................................. 26 6 ............................................................................................................. 29 寫字樓客梯布置 ............................................................................................................ 29 洗手間布置 .....................................................................................