【正文】 定性分析。 “在水一方家園 ”房地產(chǎn)項(xiàng)目可行性研究報告 1 題 目： 《“ 在水一方家園” 房地產(chǎn)投資項(xiàng)目可行性研究報告 》 專 業(yè)： 年 級： 姓 名： 學(xué) 號： 指導(dǎo)老師： 職 稱： “在水一方家園 ”房地產(chǎn)項(xiàng)目可行性研究報告 2 中文摘要 摘要 本次畢業(yè)設(shè)計(jì)是針對在水一方家園項(xiàng)目編制可行性研究報告。報告的編制是從項(xiàng)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(xiàng)目的市場定位以及項(xiàng)目的規(guī)劃設(shè)計(jì)方案的設(shè)計(jì)，最后通過對項(xiàng)目的投資以及銷售計(jì)劃的策劃，進(jìn)行項(xiàng)目的財務(wù)評價工作。最后得出的結(jié)論是：本報告的項(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。 .................................................................. 16 需求狀況（市場問卷調(diào)查及分析） ................................................................. 17 供給狀況 ....................................................................................................... 25 SWOT 分析 ............................................................................................................. 27 項(xiàng)目的優(yōu)勢 (Strengths) .................................................................................... 27 項(xiàng)目的劣勢 (Weaknesses) ................................................................................. 28 項(xiàng)目的市場機(jī)會 (Opportunities) ....................................................................... 28 項(xiàng)目面臨的威脅 (Threats) ................................................................................ 28 項(xiàng)目的市場定位 ....................................................................................................... 29 3 項(xiàng)目建設(shè)條件 .................................................................................................................... 29 項(xiàng)目建設(shè)的用地條件 ................................................................................................ 29 項(xiàng)目建設(shè)自然條件 ................................................................................................... 29 市政配套條件 .......................................................................................................... 30 4 項(xiàng)目規(guī)劃設(shè)計(jì)方案 ............................................................................................................. 30 “在水一方家園 ”房地產(chǎn)項(xiàng)目可行性研究報告 5 設(shè)計(jì)指導(dǎo)思想及設(shè)計(jì)特點(diǎn) ......................................................................................... 30 總平面設(shè)計(jì) .............................................................................................................. 30 建筑設(shè)計(jì)及結(jié)構(gòu)設(shè)計(jì) ................................................................................................ 31 5 項(xiàng)目的實(shí)施進(jìn)度 ................................................................................................................ 34 6 項(xiàng)目的銷售方案策劃 ......................................................................................................... 34 房地產(chǎn)營銷渠道策略 (Place) ..................................................................................... 34 總體廣告策略： ............................................................................................. 35 分期廣告策略： ............................................................................................. 35 企業(yè)直接推銷 ................................................................................................ 35 委托代理推銷 ................................................................................................ 35 網(wǎng)絡(luò)營銷 ....................................................................................................... 36 房地產(chǎn)超市營銷 ............................................................................................. 36 項(xiàng)目營銷活動建議： ...................................................................................... 36 房地產(chǎn)營銷促銷策略 (Promotion).............................................................................. 37 廣告 .............................................................................................................. 37 營業(yè)推廣 ........................................................................................................ 37 銷售期營銷計(jì)劃 ....................................................................................................... 38 銷售準(zhǔn)備期 ()： .......................................................................... 38 引導(dǎo)試銷期（ ）： ...................................................................... 38 公開銷售期（ ）： ................................................................... 38 銷售沖刺期 ()： .......................................................................... 38 營銷方案媒體的選擇與 分析 ..................................................................................... 39 平面媒體 ........................................................................................................ 39 電視媒體 ....................................................................................................... 39 戶外媒體 ....................................................................................................... 39 其它媒體 ....................................................................................................... 39 銷售價格的市場定位（采用市場法） ....................................................................... 39 7 項(xiàng)目總投資估算 .............................................................................................