河北省衡水市路北区锦绣前城项目的前期策划方案-毕业设计.docx

word文档可编辑 摘要 该方案为河北省衡水市路北区锦绣前城项目的前期策划方案。首先该方案通过对项目的概况进行一定的了解以及介绍，然后，通过对项目进行宏观、中观、微观三个方面进行市场分析来寻求项目、发展商与市场三者之间的平衡，来了解目前的开发环境并预测前景，为项目定位提供依据。其中，宏观市场分析即对当前房地产政策、自身经济发展情况、自身影响因素以及地区规划等等方面进行分析，通过市场走势分析，寻找项目的可发展性；中观市场分析即对项目区域范围内的规划、区域定位、楼盘供给等关系进行分析，找到项目的竞争性；微观市场分析即对项目周边环境、开发条件、自身项目开发优劣势等等进行分析，通过目标客户特征来寻求项目发展方向，为项目定位、投资分析做准备。 确定项目开发可行后，再通过主要竞争楼盘分析和消费者需求调研两章节的分析，得出房地产市场的供给与需求情况，为项目整体定位提供依据。然后，再结合市场细分和以上各章节的总结分析，进行市场定位和目标客户群选择，将项目定位为满足中高消费人群的中高档住宅小区。 关键词：房地产项目；市场调研；市场选择；项目定位；策划 ABSTRACT The program for the Hengshui City, Hebei Province, North Road, Fairview City project pre-planning program. First of all, the program through the project profile to understand and introduce, and then, through the project macro, medium and micro three aspects of market analysis to find the project, the developer and the market balance between the three to understand The current development environment and forecast the prospects for the project to provide the basis for positioning. Among them, the macro-market analysis of the current real estate policy, its own economic development, its own factors and regional planning and so on, through the analysis of market trends, to find the project can be developed; the concept of market analysis that the project area Planning, regional positioning, real estate supply and other relations to analyze and find the competitiveness of the project; micro-market analysis of the project surrounding environment, development conditions, their own projects to develop advantages and disadvantages analysis, etc., through the target customer characteristics to seek the direction of project development , For the project positioning, investment analysis to prepare. To determine the feasibility of the project development, and then through the main competition real estate analysis and consumer demand research two chapters of the analysis, the real estate market supply and demand situation, to provide the basis for the overall positioning of the project. Then, combined with