【正文】 ............................ 34 企業(yè)直接推銷 ................................................................................................ 34 委托代理推銷 ................................................................................................ 34 網(wǎng)絡(luò)營(yíng)銷 ....................................................................................................... 35 房地產(chǎn)超市營(yíng)銷 ............................................................................................. 35 項(xiàng)目營(yíng)銷活動(dòng)建議： ...................................................................................... 35 房地產(chǎn)營(yíng)銷促銷策略 (Promotion).............................................................................. 36 廣告 .............................................................................................................. 36 營(yíng)業(yè)推廣 ........................................................................................................ 36 銷售期營(yíng)銷計(jì)劃 ....................................................................................................... 37 銷售準(zhǔn)備期 ()： .......................................................................... 37 引導(dǎo)試銷期（ ）： ...................................................................... 37 公開(kāi)銷售期（ ）： ................................................................... 37 銷售沖 刺期 ()： .......................................................................... 37 營(yíng)銷方案媒體的選擇與分析 ..................................................................................... 38 平面媒體 ........................................................................................................ 38 電視媒體 ....................................................................................................... 38 戶外媒體 ....................................................................................................... 38 其它媒體 ....................................................................................................... 38 銷售價(jià) 格的市場(chǎng)定位（采用市場(chǎng)法） ....................................................................... 38 7 項(xiàng)目總投資估算 ................................................................................................................ 39 估算依據(jù)和原則 ....................................................................................................... 39 總投資 估算 .............................................................................................................. 40 總投資資金來(lái)源 ....................................................................................................... 41 8 項(xiàng)目財(cái)務(wù)評(píng)價(jià) .................................................................................................................... 41 財(cái)務(wù)效益 .................................................................................................................. 41 贏利能力分析 .......................................................................................................... 41 全部資金評(píng)價(jià)指標(biāo) .......................................................................................... 42 不確定性分析 .......................................................................................................... 42 盈虧平衡分析 ................................................................................................ 42 敏感性分析 .................................................................................................... 43 經(jīng)濟(jì)效益測(cè)估綜合 ................................................................................................... 43 9 項(xiàng)目綜合評(píng)價(jià)及結(jié)論 ......................................................................................................... 44 致謝 ..................................................................................................................................... 45 參考文獻(xiàn) .............................................................................................................................. 46 “在水一方家園 ”房地產(chǎn)項(xiàng)目可行性研究報(bào)告 5 1 項(xiàng)目 總論 建設(shè)項(xiàng)目總論 項(xiàng)目名稱： “在水一方家園 ” 項(xiàng)目坐落位置： 位于湖州市仁皇山新區(qū)；西至規(guī)劃保留河流；北至規(guī)劃保留河流；東至德清路；南至三環(huán)北路見(jiàn)附表 2 主要經(jīng)濟(jì)指標(biāo) 總占地面積 公頃 容積率 建筑密度 % 凈用地面積 公頃 綠地率 綠化率 60% 總建筑面積 : 平方米 (其中 :住宅建筑面積 : 平方米 。 internal rate of return “在水一方家園 ”房地產(chǎn)項(xiàng)目可行性研究報(bào)告 3 目錄 中文摘要 ....................................................................................................... 錯(cuò)誤 !未定義書(shū)簽。 market research。 關(guān)鍵詞 ： 規(guī)劃設(shè)計(jì)；市場(chǎng)調(diào)查；敏感性分析；內(nèi)部收 益率 “在水一方家園 ”房地產(chǎn)項(xiàng)目可行性研究報(bào)告 2 Abstract The graduation project is aimed at the upper stream homeland project feasibility study report prepared. The preparation of the report are from the projectrelated data collection anize the start, followed by market conditions to carry out investigation and research work, and then are carried out after the project39。最后的財(cái)務(wù)評(píng)價(jià)主要是盈利能力、財(cái)務(wù)平衡及償債能力和不確定性分析。 “在水一方家園 ”房地產(chǎn)項(xiàng)目可行性研究報(bào)告 1 摘要 本次畢業(yè)設(shè)計(jì)是針對(duì)在水一方家園項(xiàng)目編制可行性研究報(bào)告。報(bào)告的編制是從項(xiàng)目相關(guān)的資料的收集整理開(kāi)始的，之后是進(jìn)行市場(chǎng)情況的調(diào)查研究工作的，再之后是進(jìn)行項(xiàng)目的市場(chǎng)定位以及項(xiàng)目的規(guī)劃設(shè)計(jì)方案的設(shè)計(jì)，最后通過(guò)對(duì)項(xiàng)目的投資以及銷售計(jì)劃的策劃，進(jìn)行項(xiàng)目的財(cái)務(wù)評(píng)價(jià)工作。最后得出的結(jié)論是：本報(bào)告的項(xiàng)目定位是可行的，項(xiàng)目具有較好的盈利能力，有一定的貸款償還能力和自身平衡能力，而且有基本的抗風(fēng)險(xiǎn)能力。s market positioning, and project planning and design program design, final adoption of the project investment and sales planning, project financial evaluation. Finally the financial evaluation is profitability, solvency and the financial balance and uncertainty analysis. Finally the conclusions are: the present report, the project location is feasible, the project has good profitability, must have ability to repay the loans and their own balance, but there is a basic ability to resist risks. Keywords：