武昌理工学院
本科毕业设计
题 目：阳光小区房地产项目全案策划 学 院： 城市建设学院 专业班级： 工程造价xxx 学 号： 00000000000 学生姓名： 指导老师：
二〇一五年五月七日
武昌理工学院毕业设计
摘要
阳光小区项目为小型高层住宅项目，充分考虑到了新时代年轻人对健康的居住环境的需求，通过完备的配套设施来吸引潜在的普通收入人群购买，充分提高销售速度和入住率。
本次策划充分运用了房地产开发与经营的项目理论，从实际角度出发，以宏观经济状况和微观供需状况为切入点，进行了房地产市场论证、项目分析、目标客户分析、项目整体定位及规划、资源整合规划、销售及推广策略等全面的分析，并采取了其中较好的建议。
关键词：阳光小区、健康居住、项目定位、经济分析
武昌理工学院毕业设计
Abstract
Sunshine residential projects for small high-rise residential projects, give full consideration to the needs of the new era of healthy young people'sliving environment, to attract potential ordinary income people buy withcomplete supporting facilities, improve the sales speed and occupancy rate.
The scheme makes full use of the real estate development and operation of the project, from a practical point of view, the macroeconomic situation andthe micro state of supply and demand as the starting point, analysis of the real estate market analysis, project demonstration, target customer analysis, the project overall positioning and planning, resource planning,sales and marketing strategies and other comprehensive among them, and take a good suggestion.
Keywords: analysis of sunshine District, healthy living, the project
location,economy
武昌理工学院毕业设计
目录
1绪论 ............................................1
1.1项目提出背景........................................1 1.2 项目概况..........................................1
2 宏观环境的现状及发展趋势........................ 2 2.1全国宏观环境现状及趋势..............................2
2.2本市宏观环境现状及趋势...............................2
3 房地产市场现状及趋势............................ 3
3.1全国房地产市场现状及趋势............................3 3.2 本省房地产市场现状及趋势............................4 3.3本市房地产市场现状及趋势.............................5
4 项目分析........................................ 6
4.1 市场需求分析........................................6 4.2项目区位分析.........................................6 4.3 SWOT分析...........................................7
5 目标客户分析 ................................... 8
5.1目标客户构成.......................................8
5.2客户特征描述........................................8 5.3置业状况分析........................................8 5.4职业背景分析........................................8
武昌理工学院毕业设计
5.5教育程度分析.......................................8
6 项目定位......................................9 6.1项目总体定位....................................9
6.2 户型面积定位.....................................9 6.3项目价格定位......................................9 6.4项目形象定位...................................... 10
7规划方案建议.................................... 11
7.1整体布局规划 .......................................11 7.2建筑风格规划........................................11
7.3户型设计建议........................................11 7.4车位规划建议........................................12 7.5景观与绿化规划......................................12 7.6建筑规划、住宅设计..................................12 7.7物业管理及配套设施规划..............................12
8销售进度策略....................................13 9项目价格策略....................................14
9.1项目定价方法.......................................15 9.2项目价格策略................................15
10阶段推广策略...................................16 11项目促销策略...................................17 12规避市场风险策略...............................18