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本科毕业设计说明书
题 目：碧水金阁项目全程策划之
经营取向分析及营销策划
院 （部）： 管理工程学院
专 业： 工程管理
班 级： 管本041
姓 名： ***
学 号： *******
指导教师：
完成日期： 2008年6月20日
目 录
摘 要······································································Ⅳ
ABSTRACT···································································Ⅴ
1.前言······································································1
1.1房地产营销策划内涵······················································1
1.2房地产营销策划特点······················································1
1.2.1“以人为本”·························································1
1.2.2地产营销策划是各种理念的复合·······································2
1.2.3策略和手段是营销策划的生命··········································2
1.3房地产营销策划作用······················································2
1.3.1准确决策····························································2
1.3.2增强竞争力··························································2
1.3.3增强创新能力························································2
1.3.4有效整合资源························································3
2项目地块条件分析及经营取向············································4
2.1项目地块条件分析························································4
2.1.1项目基本情况·························································4
2.1.2项目周边情况·························································5
2.2项目地块ＳＷＯＴ分析····················································6
2.2.1项目优势(Strength) ··················································6
2.2.2项目劣势( Weakness ) ·················································6
2.2.3项目机会( Opportunity ) ··············································6
2.2.4威胁(Threaten) ······················································7
2.2.5 SWOT分析结论·······················································8
2.3地块经营的适应性分析····················································8
2.3.1 适宜的项目···························································8
2.3.2开发方向建议························································8
3项目营销策划·······················
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