北京理工大学继续教育暨现代远程教育学院
毕业论文
类 别: 业余——高起本
专 业: 工商管理
班 级: 北船院2005春
(教学站)
姓 名: 张 颖
毕业设计题目:房地产项目策划及运作研究

指导教师姓名: 吴建红
摘 要
我国房地产业的市场运作,离不开健全的房地产开发机制,有效的房地产机制是房地产企业走向成功的关键环节之一,房地产项目策划己成为关系到房地项目开发成功与否的最重要环节.本文根据作者近三年从事房地产行业实际操作的经验,结合本人在北京XX房地产开发有限公司的A项目实际策划及运作的过程,对房地产项目策划的内容和方法进行了系统的研究.
项目策划是通过探索目标市场的需要与欲望,进行相应的投资机会研究,有效地和经济地满足消费者的需求来达到目标的过程.本文首先分析了项目策划定义,内涵的其实质作用,并归纳出项目策划在房地产开发中的实际流程.
然后本文从市场调查入手,在对北京房地产市场的现状深入调查,掌握资料基础上,详细分析了北京房地产市场的需求与供给状况,宏观与微观环境,价格因素,区位条件以及市场竞争情况;根据房地产项目投资具有规模大,周期长,不确定因素多,风险大等特点,阐述了房地产市场预测的原则和方法.
在此基础上,通过XX房地产开发有限公司开发的A项目实操案例分析,对项目策划中的定位方法做了研究,并通过实际市场调研加以论证.本文试图对市场调研得到的数据进行量化的统计分析,希望能够得出一个具有普遍适用价值的项目定位分析方法,为项目策划打下良好的基础.

关键词:项目,房地产,策划,市场调查,市场预测,项目运作
ABSTRACT
The real estate market operation, without sound real estate development mechanism of real estate, the effective mechanism of real estate enterprises is the key to success of real estate project planning, real estate project has been related to the success of the development is the most important link. According to the authors nearly three years in the real estate industry, combined with the practical experience of XX in Beijing real estate development Co., LTD, A project planning and operation process, the real estate project planning of the content and methods of the system.
Project planning is through the exploration target market needs and desires, carries on the corresponding investment opportunity study, effectively and economically and meet the needs of the consumers to achieve goals. This paper firstly analyzes the definition and connotation of project planning, and the essence of the project planning and sums up the actual process in real estate development.
Then, this paper, starting from the market survey in Beijing on the real estate market situation, master data, based on the detailed analysis of the Beijing real estate market supply and demand situation, macro and micro environmental factors and geographic conditions, price and the market competition situation, According to the real estate investment projects with large scale, the cycle is long, uncertainty and risk characteristics such as much larger, expounds the principles of the real estate market forecast.

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