【正文】 project39。最后的財務(wù)評價主要是盈利能力、財務(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)項目可行性研究報告 1 題 目： 《“ 在水一方家園” 房地產(chǎn)投資項目可行性研究報告 》 中文摘要 摘要 本次畢業(yè)設(shè)計是針對在水一方家園項目編制可行性研究報告。報告的編制是從項目相關(guān)的資料的收集整理開始的，之后是進(jìn)行市場情況的調(diào)查研究工作的，再之后是進(jìn)行項目的市場定位以及項目的規(guī)劃設(shè)計方案的設(shè)計，最后通過對項目的投資以及銷售計劃的策劃，進(jìn)行項目的財務(wù)評價工作。最后得出的結(jié)論是：本報告的項目定位是可行的，項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： planning and design。 sensitivity analysis。 ....................................................... 27 需求狀況（市場問卷調(diào)查及分析） ...................................................... 29 供給狀況 .................................................................................................. 42 SWOT 分析 ........................................................................................................ 46 項目的優(yōu)勢 (Strengths)............................................................................. 46 項目的劣勢 (Weaknesses) ........................................................................ 48 項目的市場機(jī)會 (Opportunities).............................................................. 48 項目面臨的威脅 (Threats)........................................................................ 49 項目的市場定位 ................................................................................................ 49 3 項目建設(shè)條件 .............................................................................................................. 50 項目建設(shè)的用地條件 ........................................................................................ 50 項目建設(shè)自然條件 ............................................................................................ 50 市政配套條件 .................................................................................................... 51 4 項目規(guī)劃設(shè)計方案 ...................................................................................................... 51 設(shè)計指導(dǎo)思想及設(shè)計特點(diǎn) ................................................................................ 51 總平面設(shè)計 ........................................................................................................ 52 建筑設(shè)計及結(jié)構(gòu)設(shè)計 ........................................................................................ 53 5 項目的實施進(jìn)度 .......................................................................................................... 56 6 項目的銷售方案策劃 .................................................................................................. 56 房地產(chǎn)營銷渠道 策略 (Place) ............................................................................ 56 總體廣告策略： ...................................................................................... 57 分期廣告策略： ...................................................................................... 57 企業(yè)直接推銷 .......................................................................................... 58 委托代理推銷 .......................................................................................... 58 “在水一方家園 ”房地產(chǎn)項目可行性研究報告 6 網(wǎng)絡(luò)營銷 .................................................................................................. 59 房地產(chǎn)超 市營銷 ...................................................................................... 59 項目營銷活動建議： .............................................................................. 60 房地產(chǎn)營銷促銷策略 (Promotion).................................................................... 60 廣告 .......................................................................................................... 61 營業(yè)推廣 ................................................................................................... 61 銷售期營銷計劃 ................................................................................................ 62 銷售準(zhǔn)備 期 ()： ................................................................ 62 引導(dǎo)試銷期（ ）： ............................................................ 62 公開銷售期（ ）： ......................................................... 63 銷售沖刺期 ()： ................................................................. 63 營銷方案媒體的選擇與分析 ............................................................................ 64 平面媒體 ................................................................................................... 64 電視媒體 .................................................................................................. 64 戶外媒體 .................................................................................................. 64 其它媒體 .................................................................................................. 64 銷售價格的市場定位（采用市場法） ............................................................ 65 7 項目總投資估算 .......................................................................................................... 67 估算依據(jù)和原則 ................................................................................................ 67 總投資估算 ........................................................................................................ 67 總投資資金來源 ................................................................................................ 71 8 項目財務(wù)評價 ..................................................................................................