摘要 本公司主要经营范围为房地产开发,组织架构科学!合理,公司成立七年 来开发了大量的房地产开发项目,积累了一定的资本和实力,为了扫一造公司的 强势高端品牌和提升公司形象,开发银河翠堤项目成为公司登陆郑州的必然选 择项目位于郑州市北区,占地面积大,文化氛围浓郁,属于列入城市规划的 城中村改造项目本计划书着力于对运作该项目做个全面的周密性安排,展望 出项目的前景当前房地产调控进入了政策的密集期,国家和地方出台了一系 列的楼市调控政策,有效扼制了投资和投机需求,对当前房地产市场带来了不 小的震动,郑州市外来人口多,流动性大,住房刚性需求己成为主流消费需求, 围绕着目前的市场需求应提供相应的开发产品是运作项目的关键本计划书从 项目实施的优势及运用!劣势及应对!机会及利用和威胁及规避等方面进行了 沦述,说明运作本项目的必要性,由于拆迁安置占本项目总投资的重要比例和 拆迁安置的社会意义重大,计划书说明了该项目拆迁安置的计划方案,从加强 沟通协调到拆迁安置工作的要求和实施的步骤详细进行了说明根据特定宏观 调控政策下的特殊需求明确了该项目的定位,市场定位是中原高端近郊人文大 盘,针#对当前市场条件下产品快速销售是项目操作的重点,必须对目标客户进 行详细重点分析,结合当前市场需求特点将目标客户的特点和需求及消费心理 进;行分析,对目标客户进行了锁定对项目市场价格的定位思路进行了描述, 对销售的不同阶段采用不同的价格销售策略作了一定的说明,对房地产调控下 产品定位从户型设计及增加商业地产开发比重等方面进行了细致的说明以满足 目标客户的潜在需求在项目推广与营销策略上从项目推广案名!主题概念凝 练!整体营销推广思路及企业形象识别系统上进行了详细的计划,指出具体的 推广步骤,说明了可操作性强的十大营销策略说明了项目的广告媒体战略和 具体的广告媒介组合,并对售楼中心包装及内部功能设置做出了相应的安排 指出了本项目文案创意思路站在财务分析的角度,从资金筹措上说明了项目 的融资需求,项目投资收益分析上分析了商品房的成本和安置房的成本,根据 计划计算出整个项目的最终价值,分析了项目的最终利润总额和投资利润率, 从上述方面详细说明了运作该项目的商业计划,将运作该地产项目的方法!角摘要 度!步骤做出了具体说明,用说明!分析!市场调查及数据分析的方法完整展 示了运作该项目的方案,以财务投资分析方法论证了本项目运作的巨大的商业 投资回报及经济价值,阐述了本项目重要的社会效益,充分说明了运作本项目 的可行性!重要性和可操作性最后对项目在运作过程中存在的房地产调控政 策风险!项目运作的操作风险!市场风险和资金风险做了具体描述,并对上述 各种风险提出了规避和应对识别具体风险的方法,确保在正常运作本项目过程 中有效控制好风险,取得更高的收益 关键词:市场分析项目定位营销策略风险分析AbstraCt AbstraCt TheComPany15rnainlyengagedinrealestatedeveloPment,orga一lizational struetureseientifie,rational,foundedsevenyears,develoPmentofalargenumberof realestatedeveloPmentProjeets,andaceumulatedaeertainamountofeaPitaland Power,inordertobuildtheeomPany,5strongbrandandenhaneethehigh一end corporateimage,develoPingtheGalaxyJadeembanknlentlandinginZhengzhou,the eomPanyProjeetsaninevitablechoiee.Projeet15loeatedinZhengZhouCity,North, coversanareaoflarge,richeulturalatmosphere,areineludedintheeity reeonstruetionPrOJeetofcityPlanning.ThePlanfoeusedontheoPerationofthe Projeettobefullyontheearefularrangementandlookfo二ardtotheProsPectofa prO-leet.ThecurrentrealestatecontrolPolieiesintotheintensivePeriod,thestateand loealgovernments,aseriesofmarketregulationPolieies,effeetiveeurbinvestment andsPeeulativedemand,thecurrentrealestatemarkethasbroughtnosmallvibration, ZhengzhouCit丫foreignPoPulation,Mobility,rigiddemandforhousinghasbeeome amainstreamconsumerdemand,aroundtheeurrentmarketdemandshouldProvide theaPProPriateProduetdeveloPment15thekeytotheoPerationoftheProjeet.The PlanfromtheProjeetimPlementationanduseoftheadvantages,disadvantagesand resPonse,oPPortunitiesandthreatsandtoavoiduseandotherasPeetswerediscussed, indicatingtheneedfortheoPerationoftheProjeet,aeeountingfortheremovaland resettlementsignificantProPortionofthetotalinvestmentandtheremovaland resettlementThesocialsignifieanceoftheProjeetPlandescribestheProgramof resettlementPlans,strengthencommunieationandeoordinationfromtheresettlement worktotherequirementsandimPlementationstePsaredeseribedindetail. 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KeyWords:MarketAnalysisProjeetLocationMarketingStrategyRisk Analysis IV目录 目录 引言............................................................................,................................ 1公司情况介绍..............................................................................................3 1.1经营管理层...................,....................,......................................................3 1.2执行层....................................................................................................................3 1.3组织框架结构.,..............................................................................................4 2市场分析.......................................................................................................6 房地产宏观形势及政策分析 郑州市房地产需方市场分析 ...........................................................................6 ..................................................,.........7 叫市房地产供方市场分析...........................................................................9 叫房地产市场数据分析....................................................,..,.10 .月了.月7 郑 仔日.大毕 11.勺乙内!a4,-,o今白2 3项目分析.....................................................................................................13 3.1项目介绍.........................................................................,.....................13 3.2项目评估.............................................................................................................13 4拆迁安置的组织方案..............................................................................16 加强沟通协调....................................................................................................16 拆迁安置的工作要求............................,...................................................16 拆迁工作的实施二,...........................................................................................17 44211. 5项目及目标客户定位..............................................................................19 5.1市场