策划docx

目 录 第一部分 绪论························································4 ·第二部分 市场调研 2.1研究项目基本概况·················································5 2.1.1基本情况····················································5 2.1项目投资环境分析·················································6 2.2.1政策环境分析················································6 2.2.2经济环境分析················································6 2.2.3成都市房地产投资环境分析····································7 2.3项目地块条件分析（swot）···········································8 2.3.1项目优势分析················································8 2.3.2项目劣势分析················································8 2.3.3项目机会分析···············································8 ` 2.3.4项目威胁分析················································9 2.4市场调查与分析···················································9 2.4.1项目所在区域被访者情况基本情况调查·························9 2.4.2项目所在区域购房者对建筑物及配套服务的需求调查·············11 2.4.3客户对住宅消费能力的需求调查·······························12 2.4.4客户对商业消费能力调查·····································13 ·第三部分 项目定位分析 3.1市场细分···························································16 3.2目标市场定位分析···················································16 3.3 目标客户定位分析··················································16 3.4产品定位分析·······················································17 3.4.1主题定位······················································17 3.4.2案名定位······················································17 3.4.3形象定位······················································17 3.4.4档次定位······················································17 3.4.5功能定位·····················································17 ·第四部分 项目产品策划 4.1项目总体规划布局···················································18 4.1.1建筑物形象···················································18 4.1.2建筑功能·····················································18 4.1.3建筑分布·····················································18 4.2总体布局···························································18 4.2.1景观设施布局·················································18 4.2.2公共配套设施布局·············································19 4.2.3建筑户型·····················································19 4.3建筑物户型规划·····················································19

·第五部分 投资分析 5.1销售价格的确定·····················································21 5.1.1住宅销售价格确定·············································21 5.1.2商铺销售均价计算·············································21 5.2项目成本分析·······················································22 - 2 -

5.3项目利息···························································23 5.4项目总投资·························································24 5.5项目融资分析·······················································24 ·第六部分 项目实施计划 6.1项目整体控制计划··················································25 6.2项目前期工程计划··················································26 6.3项目工程建设计划··················································27

·第七部分 财务分析 7.1赢利能力···························································28 7.2敏感性分析·························································28 7.3风险分析···························································28 7.4资金平衡表·························································29

- 3 -

一 绪论 .1、土地基本信息 地区：四川 所在地：成都市武侯区七里村，龙井村（外双楠商业区） 土地面积42482.72㎡ ， 规划建筑面积152938㎡

土地用途：商业用地兼容二类住宅用地；

土地使用年期：商业用地40年、住宅用地70年；

总容积率：≤3.6； 总建筑密度：≤30%； 绿地率：≥30%；且应将不小于用地规定绿地面积的30%作为集中绿地，其中50%的集中绿地应临规划道路设置 建筑高度：≤航空限高绝对海拔高程为542米（建筑物最高点相对地面约40.1米） 楼面地价：2900元/㎡ - 4 -

二．市场调研 2.1研究项目基本概况 2.1.1基本情况 该项目位于成都市武侯区。武侯 区位于成都市区中部，总面积76.56平方千米。总人口80万人（2006年）。全区实际辖13个街道：浆洗街街道、望江路街道、玉林街道、跳伞塔街道、火车南站街道、双楠街道、晋阳街道、红牌楼街道、机投桥街道、金花桥街道、簇锦街道、 簇桥街道、华兴街道。共有63个社区，29个行政村。区政府驻浆洗街街道武侯祠大街。此外，成都高新技术产业开发区代管芳草街街道、肖家河街道、石羊场街道、桂溪街道。境内地势平坦，雨量充沛，年降水量974毫米，年均气温16.2℃。属都江堰自流灌溉区，地下水丰富，清水河、锦江（南河）、府河、江安河流经境内。 交通四通八达，西南航空港、成昆铁路、成渝高速公路紧邻其周边，城区内街道整洁宽敞，一环路、二环路、三环路、绕城高速公路、人民南路、川藏公路（武侯段）、武侯大道等城市交通主干道贯穿全区，使武侯区成为成都市交通最畅通的城区。 境内有中国科学院成都分院等50余个中央、省、市科研单位和四川大学、华西医科大学、西南民族大学、成都体育学院、四川音乐学院等10所高等院校，国家级成都市高技术产业开发区在境内。全区大专文化程度的人口占总人口的26.6％。特殊的区位形成了科技、人才资源优势，构成了经济和社会发展的得天独厚的良好环境和有利条件。 具体言之，项目位于武侯区七里村与龙井村，即外双楠商业圈。周边布有武侯大道、成双大道、机场高速等快速通道，紧邻未来贯通城市CBD核心区的地铁三号线，交通优势明显。周边生活配套成熟，拥有千盛百货、家乐福、置信未来广场、石室外国语 学校、金苹果幼稚园等大型生活配套。随着武侯区政府对武侯新城大力打造的步

图一 项目位置图