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1、目錄第1章緒論11.1選題背景11.2選題意義11.3結(jié)構(gòu)安排2第2章房地產(chǎn)項(xiàng)目策劃的相關(guān)理論基礎(chǔ)42.1房地產(chǎn)項(xiàng)目策劃的內(nèi)涵42.2房地產(chǎn)項(xiàng)目策劃的特征42.3房地產(chǎn)項(xiàng)目策劃的流程及內(nèi)容52.4房地產(chǎn)項(xiàng)目策劃的作用6第3章武漢世界城光谷步行街項(xiàng)目功能策劃與市場前景分析83.1項(xiàng)目功能策劃83.2項(xiàng)目市場前景分析10第4章武漢世界城光谷步行街項(xiàng)目建設(shè)規(guī)模策劃和投資需求預(yù)測134.1項(xiàng)目建設(shè)規(guī)模策劃134.2項(xiàng)目的投資需求預(yù)測14第5章武漢世界城光谷步行街項(xiàng)目的資金籌措策劃175.1項(xiàng)目的資金籌措方式175.
2、2項(xiàng)目資金籌措策劃18第6章武漢世界城光谷步行街項(xiàng)目投資效益分析196.1項(xiàng)目的盈利能力分析196.2項(xiàng)目的償債能力分析206.3項(xiàng)目的不確定性分析21第7章全文總結(jié)與展望247.1結(jié)論與建議247.2全文展望25致謝27參考文獻(xiàn)28摘要房地產(chǎn)項(xiàng)目策劃是確立項(xiàng)目的目標(biāo)，同時(shí)確立系統(tǒng)目標(biāo)的具體方案。它是項(xiàng)目設(shè)計(jì)和計(jì)劃的依據(jù)，是項(xiàng)目實(shí)施的依據(jù)，同時(shí)又是項(xiàng)目后評價(jià)的依據(jù)。通過對房地產(chǎn)項(xiàng)目的策劃研究，對項(xiàng)目的各項(xiàng)指標(biāo)和內(nèi)容進(jìn)行準(zhǔn)確有效的分析，以確保項(xiàng)目有理有利的實(shí)施。房地產(chǎn)開發(fā)公司為了保證自己的經(jīng)濟(jì)利益和保持企業(yè)競
3、爭力，都非常重視項(xiàng)目策劃研究。成功的房地產(chǎn)企業(yè)，其價(jià)值越來越取決于他們的從策略面取得生產(chǎn)，分配及應(yīng)用知識(shí)的能力。本文是為武漢利嘉置業(yè)即將開工的武漢世界城光谷步行街項(xiàng)目做的項(xiàng)目策劃，詳盡介紹了光谷步行街的基本規(guī)劃、周邊環(huán)境及開發(fā)目標(biāo)等相關(guān)狀況。基于對該項(xiàng)目的調(diào)研與策劃研究，分析了項(xiàng)目的優(yōu)劣勢，確定了目標(biāo)客戶群，明確自身定位，為項(xiàng)目的實(shí)施提供了策劃建議。文章對項(xiàng)目的可行性研究以及營銷實(shí)施作出指導(dǎo)，對項(xiàng)目的資金籌措與贏利能力進(jìn)行分析策劃，并對項(xiàng)目的實(shí)施提供初步的實(shí)施方案，從而確保項(xiàng)目的成功。關(guān)鍵詞：房地產(chǎn)項(xiàng)目策劃
4、研究市場分析AbstractRealestateprojectplanningistheestablishmentoftheprojectgoals,whileestablishingsystemofthetarget.Itisthebasisofprojectdesignandplanning,thebasisofprojectimplementationandthebasisofpostprojectevaluationaswell.Throughthestudyofrealestateprojectp
5、lanning,accurateanalysisoftheprojectanditseffectiveindexandcontent,toensurethatprojectimplementationofrationalandadvantageous.Realestatedevelopmentcompanyinordertoensuretheireconomicbenefitandremaincompetitive,showgreatattentiontoprojectplanning.Successful
6、realestateenterprise,itsvalueincreasinglydependsontheirfacefromstrategy,distributionandmanufacturingabilitytoapplyknowledge.ThisarticleisaprojectplanningresearchforWuhanLijiacompanyoftheworld-cityopticalvalleypedestrianstreetprojectwhichwillsoonstart.Thisp
7、aperintroducesindetailthebasicprogramming,opticalwalkingaroundthetargetenvironmentandrelatedconditions.Basedontheinvestigationandstudyoftheproject,analysedtheadvantagesanddisadvantagesoftheproject,determinedthetargetcustomersoftheprojectandclearlypositioni
8、ngitself.Suggesttingsomethingabouttheprojectplanandplanningprojectfinancingandprofitabilitytoensurethesuccessoftheproject,andmakeapreliminaryprojectimplementationscheme.Keywords:realestateprojectplanningresea
