项目地块位于西安市曲江区，具有丰富的公园景观资源，并有多个高端住宅 项目建成入住，区域形象好，社会认同度高，是西安市公认的高端住宅区。但项 目规划限制条件较多，各项指标对项目的规划布局空间起制约作用，周边有数个 国内知名大开发商的项目，区域竞争激烈。如何利用外部优异的公园景观资源， 打造具有差异化特色的产品定位及形象，在一众竞争项目中脱颖而出，从而获得 客户的关注，是本文所要获得的答案。 本文通过对项目区域发展、地块资源等先天条件的分析，根据项目规划指 标限制及周边竞争项目状况制定了一系列的应对策略，项目最终制定了以公园景 观资源最大化利用、打造具有差异化特色产品的开发原则，并围绕这个原则进行 规划、建筑、户型等产品设计，使项目既能符合区域高端定位的要求，又能形成 自身特色，获得成功的项目开发及良好的销售前景。 关键词 资源最大化利用；竞争力；产品特色；差异化；II Abstract The project site is located in Xi'an city Qujiang District, has the rich park landscape resources, and has a number of high-end residential projects built in, regional identity, social identity of Xi'an high, is recognized as the high-end residential district. But the project planning more constraints, indexes of project planning and layout space restricted, surrounding several well-known domestic developers of the project, the fierce regional competition. How to use external excellent park landscape resources, build with product positioning differentiation characteristics and image, talent showing itself in the competition project, so as to obtain the customer focus, in this paper is to get the answer. Through the analysis of the project of regional development, land resources of congenital conditions, according to the project planning index limits and the surrounding competition project of a series of strategies formulated, the project eventually developed the park landscape resources to maximize utilization, build with development principle differentiation characteristics of products, and planning, building, apartment layout design according to the principle of, the project can meet the regional high-end positioning requirements, but also can form its own characteristics, the success of the project development and good sales prospects. Keyword The maximum utilization of resources，Competitive power， Product features，DifferentiationIII 目 录 摘要............................................................................................................................I Abstract.......................................................................................................................II 目 录...........................................................................................................................III CONTENTS.......................................................................................................................V 1. 绪 论 ........................................................................................................................1 1.1 研究背景和目的...............................................................................................1 1.1.1 研究背景..................................................................................................................1 1.1.2 研究目的..................................................................................................................1 1.2 研究内容和方法...............................................................................................1 1.2.1 研究内容..................................................................................................................1 1.2.2 研究方法..................................................................................................................2 1.3 研究框架...........................................................................................................3 2. 项目本体分析 ..........................................................................................................4 2.1 区域层面分析..................................................................................................4 2.1.1 区位条件分析..........................................................................................................4 2.1.2 区域价值分析..........................................................................................................5 2.1.3 交通分析..................................................................................................................6 2.1.4 配套分析..................................................................................................................7 2.1.5 区域开发分析..........................................................................................................8 2.1.6 区域分析小结及区域现状及对项目的影响 ..........................................................9 2.2 地块层面分析..................................................................................................9 2.2.1 指标分析..................................................................................................................9 2.2.2 地块分析................................................................................................................10 2.2.3 资源价值分析........................................................................................................11 2.2.4 地块价值划分........................................................................................................12 2.2.5 地块分析小结及地块现状对项目的影响 ............................................................14 2.3 项目本体分析小结.........................................................................................15 3. 项目开发策略 ........................................................................................................16 3.1 价值匹配原则.................................................................................................16 3.2 容积率取值研判.............................................................................................17 3.3 物业布局分析.................................................................................................18 3.4 整体开发策略.................................................................................................19 3.4.1 开发分期思考........................................................................................................19 3.4.2 开发策略分析........................................................................................................22IV 3.4.3 开发时序分析........................................................................................................23 3.5 各期开发目标分析及开发小结.....................................................................25 4.项目产品策略 ..........................................................................................................27 4.1 产品竞争力分析.............................................................................................27 4.1.1 面积区间分析........................................................................................................27 4.1.2 户型竞争力分析....................................................................................................28 4.1.3 产品布局与地块价值相匹配................................................................................29 4.2 规划布局分析.................................................................................................30 4.2.1 规划布局及户型分布分析....................................................................................30 4.2.2 人车分流及项目出入口设置分析........................................................................32 4.2.3 地块内部路网设置分析........................................................................................33 4.2.4 配套分布分析........................................................................................................34 4.2.5 规划及配套小结....................................................................................................37 4.3 建筑风格分析....................