厦门地块房地产开发项目全程策划方案设计

毕业设计中文题目厦门地块房地产开发项目全程策划方案设计英文题目TherealestatedevelopmentprojectplanningschemedesignofXiamen系别：年级专业：姓名：学号：指导教师：职称：年月日毕业设计诚信声明书本人郑重声明：在毕业设计工作中严格遵守学校有关规定，恪守学术规范；我所提交的毕业设计是本人在指导教师的指导下独立研究、撰写的成果，设计中所引用他人的文字、研究成果，均已在设计中加以说明；在本人的毕业设计中未剽窃、抄袭他人的学术观点、思想和成果，未篡改实验数据。本设计和资料若有不实之处，本人愿承担一切相关责任。学生签名：年月日厦门2010P12地块房地产开发项目全程策划方案设计【摘要】本次设计是运用全程策划的理论对项目进行全程运作。本次设计涉及到地块分析、市场调研、项目定位、产品规划、投融资财务分析、营销策划和物业管理等多个方面，使我们的实际操作能力得到极大的提高，充分锻炼了我们理论联系实际的能力。本策划报告从宏观环境、市场调研、项目定位、产品规划、物业管理、投融资财务分析和营销策划等多个方面对项目进行了全面的分析，并给出建议。本次设计由指导老师给定土地来源，由我们自己选择合适要求地块，其余本次设计所用资料均由个人通过多种途径努力寻找获得，锻炼了我们的各种能力，使我们的实践能力得到了极大的提高，为我们以后的学习和工作打下了坚实的理论与实践基础。【关键词】房地产，市场调研，项目定位，产品规划，财务分析，营销策划TherealestatedevelopmentprojectplanningschemedesignofXiamen2010P12Abstract:Thisdesignusedthewholeoperationplanningtheorytothewholeproject.Thisdesigninvolveslandanalysis,marketresearch,projectplanning,productpositioning,financialanalysis,investmentandfinancemarketing,propertymanagement,andmanyotheraspects.Greatlyimprovingouroperationalcapabilities,andexerciseourabilitytointegratetheorywithpractice.Thisplanreporthascarriedonthecomprehensiveanalysistotheprojectandgivesrecommendationsfromthemacro-environment,positioning,productmarketresearch,projectplanning,financialanalysisandmarketingplanning,propertymanagement,investmentandfinancingandotheraspects.Sourceofthedesigngivenbytheteacher,wechooseasuitablerequestblock.Therestofthedesigninformationwasprovidedbyindividualsthroughvariouschannelstryingtofindeligible.Itexercisesourabilitiesandourpracticalabilityhasbeengreatlyimproved.Andlayasolidtheoreticalandpracticalfoundationforfuturelearningandwork.Keywords:Realestate,Marketresearch,Projectlocation,ProductPlanning,Financialanalysis,Marketingplanning目录第一章厦门市房地产市场总体概况.............................................11.厦门市基本情况..........................................................12.厦门市宏观经济..........................................................13.土地供求状况............................................................24.厦门市房地产市场交易....................................................35.商业市场................................................................56.思明区房地产市场........................................................6第二章区域市场分析.........................................................81.区域环境概述............................................................82.区域市场竞争分析........................................................83.本项目SWOT分析........................................................13第三章项目定位............................................................151.项目客户群定位.........................................................152.项目市场定位...........................................................203.产品定位...............................................................214.价格定位...............................................................22第四章项目规划设计........................................................261.规划设计要点...........................................................262.概念规划方案...........................................................263.项目产品设计...........................................................304.物业管理建议...........................................................38第五章项目开发计划........................................................391.一期工程建设...........................................................392.二期工程建设...........................................................403.室内装修阶段...........................................................40第六章节能专篇............................................................411.相关法规依据...........................................................412.用能标准和节能规范.....................................................413.项目所在地能源供应情况.................................................414.能源消耗种类及数量.....................................................425.主要节能降耗措施.......................................................43第七章市场营销策划........................................................461.项目案名LOGO建议......................................................462.项目推广诉求重点.......................................................473.分阶段宣传.............................................................474.宣传运行...............................................................485.费用控制...............................................................49第八章项目投资估算与经济效益评价..........................................501.项目投资估算...........................................................502.项目销售收入估算.......................................................503.项目投资计划与资金筹措.................................................514.项目财务指标分析.......................................................515.项目不确定性分析.......................................................51附件一：投资估算与经济效益评价相关表格.....................................53附件二：房地产市场调查问卷.................................................58致谢.......................................................................61参考文献...................................................................621第一章厦门市房地产市场总体概况1.厦门市基本情况厦门市是福建省的一个副省级城市，也是全国首批实行对外开放的五个经济特区之一。全市土地面积1565.09平方千米（其中厦门岛土地面积132.54平方千米，鼓浪屿土地面积1.91平方千米），海域面积