【正文】 0中新鎮(zhèn)中新村風門坳某地塊可行性研究報告——第一組組長：組員：姚國升、陳浩潔、顏彬華、鄭錦珠、黃書旋、聶艷芳、李惠蓮、張凱敏目 錄1一、研究總論 ....................................................................................................................................3（1）關于項目本體 ..................................................................................................................3（2）關于項目發(fā)展戰(zhàn)略和定位 ..............................................................................................3（3）項目風險防范建議 ..........................................................................................................4二、項目解析與屬性界定 ................................................................................................................4（1）項目基本情況 ..................................................................................................................4（2）項目解析 ..........................................................................................................................41）從地塊內(nèi)部來微觀解析本項目 ..................................................................................42)從區(qū)域和城市發(fā)展規(guī)劃來宏觀解析本項目 ................................................................7三、廣州市房地產(chǎn)分析 ..................................................................................................................10(1) 宏觀經(jīng)濟分析 ..................................................................................................................101)GDP 增長分析 ...............................................................................................................102）固定資產(chǎn)投資 ............................................................................................................113）旅游增長 ....................................................................................................................124）居民生活水平 ............................................................................................................125）人均可支配收入與房地產(chǎn)發(fā)展 ................................................................................13（2）房地產(chǎn)市場分析 ............................................................................................................141）房地產(chǎn)投資環(huán)境分析 ................................................................................................142）商品房市場分析 ........................................................................................................163）住宅市場分析 ............................................................................................................18四、廣州市增城片區(qū)房地產(chǎn)調(diào)研 ..................................................................................................241）周邊土塊調(diào)研 ............................................................................................................242）項目周邊項目調(diào)研 ....................................................................................................243）項目周邊樓盤價格 ....................................................................................................254）增城客戶分析 ............................................................................................................255）商業(yè)調(diào)研 ....................................................................................................................266）典型項目分析 ............................................................................................................26五、項目發(fā)展定位 ..........................................................................................................................31（1）本項目 SWOT 分析 ......................................................................................................31（2）案例借鑒 ........................................................................................................................32（3）項目定位 ........................................................................................................................351）整體戰(zhàn)略定位 ............................................................................................................352）客戶定位 ....................................................................................................................353）住宅產(chǎn)品設計 ............................................................................................................36主題概念： ..............................................................................................................36建筑設計 ..................................................................................................................36園林規(guī)劃 ..................................................................................................................394）其它物業(yè)建議 ............................................................................................................39六、項目價格定位 ..........................................................................................................................411）價格定位 ....................................................................................................................41七、項目整體定位總結(jié) ..................................................................................................................422八、營銷策劃 ..................................................................................................................................42（一）營銷目標 ......................................................................................................................42住宅總體銷售目標 ....................................................................................................42各階段目標 ...............................................................................................................43項目營銷周期的劃分 ...............................................................................................43各階段主要工作內(nèi)容 ...............................................................................................44（1 ） 籌備期 .........................................................................................................44（2 ）內(nèi)部認購期 ..................................................