【正文】 t 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 中文摘要 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： planning and design。 sensitivity analysis。 .................................................................. 15 需求狀況（市場(chǎng)問(wèn)卷調(diào)查及分析） ................................................................. 16 供給狀況 ....................................................................................................... 24 SWOT 分析 ............................................................................................................. 26 項(xiàng)目的優(yōu)勢(shì) (Strengths) .................................................................................... 26 項(xiàng)目的劣勢(shì) (Weaknesses)................................................................................. 27 項(xiàng)目的市場(chǎng)機(jī)會(huì) (Opportunities) ....................................................................... 27 項(xiàng)目面臨的威脅 (Threats) ................................................................................ 27 項(xiàng)目的市場(chǎng)定位 ...................................................................................................... 28 3 項(xiàng)目建設(shè)條件 .................................................................................................................... 28 項(xiàng)目建設(shè)的用地條件 ............................................................................................... 28 “在水一方家園 ”房地產(chǎn)項(xiàng)目可行性研究報(bào)告 4 項(xiàng)目建設(shè)自然條件 ................................................................................................... 28 市政配套條件 .......................................................................................................... 29 4 項(xiàng)目規(guī)劃設(shè)計(jì)方案 ............................................................................................................. 29 設(shè)計(jì)指導(dǎo)思想及設(shè)計(jì)特點(diǎn) ........................................................................................ 29 總平面設(shè)計(jì) ............................................................................................................. 29 建筑設(shè)計(jì)及結(jié)構(gòu)設(shè)計(jì) ............................................................................................... 30 5 項(xiàng)目的實(shí)施進(jìn)度 ................................................................................................................ 33 6 項(xiàng)目的銷售方案策劃 ......................................................................................................... 33 房地產(chǎn)營(yíng)銷渠道策略 (Place)..................................................................................... 33 總體廣告策略： ............................................................................................. 34 分期廣告策略： ............................................................................................. 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 ............................................................................................