【正文】 ............................................... 4 前 言 ............................................................................................................................ 6 第一章 項(xiàng)目概況 .......................................................................................................... 7 土地概況 ......................................................................................................... 7 項(xiàng)目所在區(qū)域描述 .......................................................................................... 9 項(xiàng)目開發(fā)建設(shè)概況 ......................................................................................... 9 第二章 投資環(huán)境分析 ................................................................................................ 10 宏觀投資環(huán)境分析 ........................................................................................ 10 中觀投資環(huán)境分析 ........................................................................................ 16 微觀投資環(huán)境分析 ........................................................................................ 23 第三章 市場(chǎng)調(diào)研與分析 ............................................................................................ 28 購(gòu)房者總體期望 ............................................................................................ 28 購(gòu)房者的購(gòu)房意圖 ........................................................................................ 31 購(gòu)房者對(duì)生活配套設(shè)施的要求 .................................................................... 32 購(gòu)房者對(duì)小區(qū)建設(shè)的期望 ............................................................................ 34 購(gòu)房者對(duì)該區(qū)域商業(yè)投資的預(yù) 期 ................................................................ 35 購(gòu)房者其他相關(guān)信息 .................................................................................... 37 問卷分析小結(jié) ................................................................................................ 39 第四章 項(xiàng)目所在區(qū)域主要競(jìng)爭(zhēng)樓盤分析 ................................................................ 40 項(xiàng)目所在地最主要競(jìng)爭(zhēng)樓盤分析 ................................................................ 40 其它相關(guān)競(jìng)爭(zhēng)樓盤 ........................................................................................ 42 第五章 項(xiàng)目地塊分析及經(jīng)營(yíng)取向 ............................................................................ 44 項(xiàng)目 SWOT 分析 ............................................................................................ 44 中國(guó)廣告人網(wǎng)站 2 相關(guān)對(duì)策 ........................................................................................................ 45 第六章 項(xiàng)目定位分析 ................................................................................................ 46 市場(chǎng)細(xì)分 ........................................................................................................ 46 目標(biāo)市場(chǎng)定位 ................................................................................................ 49 目標(biāo)客戶定位 ................................................................................................ 50 第七章 產(chǎn)品方案設(shè)計(jì) ................................................................................................ 53 產(chǎn)品功能定位 ................................................................................................ 53 樓盤總體規(guī)劃 ................................................................................................ 56 小區(qū)內(nèi)各區(qū)域規(guī)劃設(shè)計(jì)方案 ........................................................................ 58 各建設(shè)部分面積大小 .................................................................................... 60 商業(yè)部分規(guī)劃 ................................................................................................ 60 戶型設(shè)計(jì) ........................................................................................................ 61 第八章 項(xiàng)目投資分析 ................................................................................................ 66 銷售價(jià)格的確定 ............................................................................................ 66 建立 EXCEL 成本分析模型 ............................................................................ 68 成本測(cè)算及效益分析表 ................................................................................ 68 項(xiàng)目效益指標(biāo)分析 ........................................................................................ 70 第九章 項(xiàng)目實(shí)施計(jì)劃 ................................................................................................ 71 項(xiàng)目整體控制計(jì)劃 ........................................................................................ 71 項(xiàng)目 前期工程實(shí)施計(jì)劃 ................................................................................ 72 項(xiàng)目工程建設(shè)實(shí)施計(jì)劃 ................................................................................ 74 第十章 項(xiàng)目資金計(jì)劃 ................................................................................................ 75 資金使用表 .................................................................................................. 75 資金收入計(jì)劃 .............................................................................................. 76 資金平衡表 .................................................................................................. 76 收入成本累計(jì)折線圖 .................................................................................. 78 第十一章 財(cái)務(wù)分析 .................................................................................................... 79 基礎(chǔ)數(shù)據(jù)及其測(cè)算 ..................................................................................... 79 中國(guó)廣告人網(wǎng)站 3 經(jīng)營(yíng)收入及成本估算 .................................................................................. 80 盈利能力分析 .............................................................................................. 81 償債能力分析 .............................................................................................. 83 敏感性分析（風(fēng)險(xiǎn)分析） .......................................................................... 85 財(cái)務(wù)評(píng)價(jià)結(jié)論 ............................................................................................. 87 第十二章 項(xiàng)目市場(chǎng)營(yíng)銷策劃 .......................................................