星光名都项目营销策划

重庆大学硕士学位论文星光名都项目营销策划姓名：王勇申请学位级别：硕士专业：工商管理指导教师：陈迅20060301ISWOTSWOTIIABSTRACTRealestateindustryhasbeenenteringastageofperfectcompetition.Competitionintheindustryistoughening.Theparamountproblemencounteredbyallthedevelopersofrealestateishowtosurviveinthecompetition.Onthishotspot,manyexpertshaveconductedresearchfromdifferentperspectiveandhavemademanyachievements.Howtoconductascientificandreasonablerealestateprogramplanning,andhowtopromotetheircapabilityonprogrammanagementandprogramplanning,itisthedirectionofprogramstudy.First,thispaperintroducestherelevantthetheoriesofrealestateitemplancarriedonthesynopsisgroundtreatise,sumsupadvantagesanddisadvantagesofcurrentlyfamiliarvariousrealestateplanmodes,andsynthesizestheadvantagesoftheseplanmodes,putsforwardacompoundplanmethod;combinesarealprogramplanningoperationcase,toelaboratehowtouseacompoundplanmethodfromamarketenvironmenttoanothermarketenvironment.Then,thispaperanalysesthemacroscopiceconomicenvironmentandthemarketsituationofthedistrictofthiscasebythemethodofSWOTetc.,bycombiningtheadvantagesandworsesituationofthiscaseoneselfandthiscaseenvironment,definitudestheenvironmentofthecase,andaccordingtoit,putsforwarditsmarketoperationmethod.Accordingtothecontentwithcompoundplanmethod,thepapercontactsoriginallytheactualcircumstanceofthecase,bycombiningtheactualrealestateitemplanoperation,concretelyelaborateeachstagethatplansintheitem,reunitetheplanmodeinconcretetheusagewithstrategy.Basedonthetheoryoftheproduct’slifecircle,ateverystageofthelifecircle,theauthorconductsresearchonpracticalprogramoperation,byusingtheprogramplanningstrategyandoperationmethodsputforwardinthispaper.Theprograminthispaperisapracticaloperationcase,soduringtheprocessofpracticaloperation,wemustexertthesetheoriescomprehensivelyaccordingtotherealenvironmentoftheprogram,atthesametime,wemustmakesomeamendmentsandIIImodificationstothetheories,whichisalsoanimportantideaputforwardinthispaper.Theoperationmethodofprogramplanningputforwardinthispaperisscientificandrigorous.Itcanserveasagoodguideinourpracticaloperation.Keywords:planninginrealestate,compoundplanmethod,SWOT1111.11.2“”121.31.1Figure1.1theframesofstudy2322.1[1][1]..,2000,(13)242.2[1]()2.31.[2]()“”[1]..,2001,(04)[2]..,200525[1]“[2][3]2.2.4[4][1]..,2005[2],,.[J].,2006,(2).[3].[J].,2001,(6).[4]..,2004,(09)26……[1]:“”,[2][1].[J].,2001,(11).[2]..,2004,(09)27/[1]——()2.52.5.14PS2.5.2()():[1]..2002282.5.32.6--3933.12004()--—[1]3.1(2002)[2]Table3.1businesssurveyindexofconstruction(2002)(point)200294.67104.47106.87114.3195.87107.89114.50107.78#()112.34101.99101.2786.3595.81133.20127.49129.77105.75107.00106.54100.8996.15142.01131.18138.5486.2298.18105.45131.9385.58108.06111.80127.9190.4995.2385.1358.59100.4989.3688.6375.33()97.34114.58101.77114.4056.4150.8050.1056.9480.7362.5663.6065.8197.27116.00114.74120.1292.39102.69109.05105.87[1]..1996[2].2003.20033103.2(2003)[1]Table3.2businesssurveyindexofconstruction(2003)(point)2003108.12107.03113.80123.8498.38112.52115.38116.98#()85.71100.0095.99112.1098.19127.93134.50134.1398.66102.97118.68112.2295.47138.64141.75133.3866.52105.68122.47125.1484.74120.50120.44148.5165.2059.1270.4523.8888.2068.2579.4542.51()99.91105.18109.71116.9156.9262.3159.7159.5983.8680.5173.7571.7591.76104.94122.46119.8790.62104.71101.17103.142003--—3.23.3[1].2003.20033113.43.4.11.405—201050[1]()202.103.401008344890%[1].20023121)5002)3.4.2SWOT(S)1)5002)3)4)5)---6)----(W)1)2)3)4)(O)1)2)3)3134)(T)1)2)3)3.4.37.8.3.4.43143.4.53.53.5.13153.13163.1Figure3.1thesubdivideparametersofresidentialmarket[1]3.3[1],..,2003,(04)3173.3Table3.3thesubdividestageofresidentialmarket123()64()65()6()73.5.23.4Table3.4theforecastcustomersingroup3183.6453.73.7.1[1]3.2[1].[J].,2003,(2).3193.2Figure3.2theprogrammarketposition3.7.21)2)3)4)5)----3.7.3118.39m2-123143.92m2177.54m2()203.15m2-----3.7.4320[1](MacroHistory50)1)2)[1]()[1],..,2002,(08)3213)[1]4)[2]20013.7.5[1]..,2002,(05)[2].[J].,1998,(6).3221250/m2(5%)5000/m23.5Table3.5thecomparisonsfromcompetitionprograms6207009.69.89.980100m2140m26206809.69.79.9120140m26106709.59.79.8120140m23.83.8.1401008344890%74103m21000m27342,7m21002.3m23.8.2(7342.7)5000=3671.3525%3671.3575%=2753.475,.74103m21250/m2=9262.87510%8336.583232753.475+8336.58=11090.0553.8.33.6Table3.6thegeneralinvestmentbudgetforms2444.1812419.99290x83448224.191132.18136124183484755230.18368.27147.972287.333372.14(+++)2%257.55(++++)7%34311022003388120504505753/x256205135.273243.7Table3.7thebalancetablebetweenincomeandexpenditure87.5%15%~20%3.8.4P(7342.7m2P85%+3189.789)(1–10.75%)=5135.27P=3491/m25000/m269.82%P(73427m2P90%+3189.789)(1–10.75%)=5135.27P=740/m21250/m259.2%3.8.511109025135.273777.5645177.1587.5%61708.4473468.65845.5%3253.8Table3.8thesensitivefactorsanalysis-shopfrontprice-20%-10%0%10%20%(/m2)40004500500055006000()10539.410814.751109011365.4511640.8()2918.1331923468.753743.73401838.28%41.89%45.5%49.1%52.7%7.22%3.61%0.00%3.6%7.2%3.9Table3.9thesensitivefactorsanalysis-constructioncost-20%-10%0%10%20%()4108.224621.745135.275648.806162.32()11090110901109011090110