资源描述：
《锦绣前城项目前期策划方案》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。
1、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
2、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；策划窗体顶端窗体顶端ABSTRACTTheprogramfortheHengshuiCity,HebeiProvince,NorthRoad,FairviewCityprojectpre-planningprogram.Firstofall,t
3、heprogramthroughtheprojectprofiletounderstandandintroduce,andthen,throughtheprojectmacro,mediumandmicrothreeaspectsofmarketanalysistofindtheproject,thedeveloperandthemarketbalancebetweenthethreetounderstandThecurrentdevelopmentenvironmentandforecasttheprospectsfortheprojecttoprovidethebasi
4、sforpositioning.Amongthem,themacro-marketanalysisofthecurrentrealestatepolicy,itsowneconomicdevelopment,itsownfactorsandregionalplanningandsoon,throughtheanalysisofmarkettrends,tofindtheprojectcanbedeveloped;theconceptofmarketanalysisthattheprojectareaPlanning,regionalpositioning,realestat
5、esupplyandotherrelationstoanalyzeandfindthecompetitivenessoftheproject;micro-marketanalysisoftheprojectsurroundingenvironment,developmentconditions,theirownprojectstodevelopadvantagesanddisadvantagesanalysis,etc.,throughthetargetcustomercharacteristicstoseekthedirectionofprojectdevelopment
6、,Fortheprojectpositioning,investmentanalysistoprepare.窗体底端窗体顶端Todeterminethefeasibilityoftheprojectdevelopment,andthenthroughthemaincompetitionrealestateanalysisandconsumerdemandresearchtwochaptersoftheanalysis,therealestatemarketsupplyanddemandsituation,toprovidethebasisfortheoverallposit
7、ioningoftheproject.Then,combinedwiththemarketsegmentationandtheabovechaptersofthesummaryanalysis,themarketpositioningandtargetcustomerbaseselection,theprojectpositioningtomeetthehighconsumergroupsinthehigh-endresidentialarea.KEYWORDS：Realestateproject;MarketRe
