本科毕业设计说明书--碧水金阁项目全程策划之经营取向分析及营销策划.doc

本科毕业设计说明书 题 目：碧水金阁项目全程策划之 经营取向分析及营销策划 院 （部）： 管理工程学院 专 业： 工程管理 班 级： 管本041 姓 名： *** 学 号： ******* 指导教师： 完成日期： 2008年6月20日 目 录 摘 要······································································Ⅳ ABSTRACT···································································Ⅴ 1.前言······································································1 1.1房地产营销策划内涵······················································1 1.2房地产营销策划特点······················································1 1.2.1“以人为本”·························································1 1.2.2地产营销策划是各种理念的复合·······································2 1.2.3策略和手段是营销策划的生命··········································2 1.3房地产营销策划作用······················································2 1.3.1准确决策····························································2 1.3.2增强竞争力··························································2 1.3.3增强创新能力························································2 1.3.4有效整合资源························································3 2项目地块条件分析及经营取向············································4 2.1项目地块条件分析························································4 2.1.1项目基本情况·························································4 2.1.2项目周边情况·························································5 2.2项目地块ＳＷＯＴ分析····················································6 2.2.1项目优势(Strength) ··················································6 2.2.2项目劣势( Weakness ) ·················································6 2.2.3项目机会( Opportunity ) ··············································6 2.2.4威胁(Threaten) ······················································7 2.2.5 SWOT分析结论·······················································8 2.3地块经营的适应性分析····················································8 2.3.1 适宜的项目···························································8 2.3.2开发方向建议························································8 3项目营销策划·······················