目錄
摘要 3
Abstract 3
1.緒論 5
1.1研究背景 5
1.2低碳生態(tài)建筑 6
1.3“中國(guó)之家低碳發(fā)展聯(lián)盟”的意義 7
1.4目的 7
2、房地產(chǎn)市場(chǎng)研究 8
2.1項(xiàng)目基本概況： 8
2.2投資環(huán)境分析 9
2.2.1宏觀經(jīng)濟(jì)背景 9
2.2.2 2010年政策動(dòng)向 10
2.3項(xiàng)目所在地分析 12
2.3.1溫江房地產(chǎn)市場(chǎng)發(fā)展歷程 12
2.3.2溫江發(fā)展規(guī)劃 13
2.3成都市市場(chǎng)分析 15
2.3.1成都房地產(chǎn)市場(chǎng)歷年市場(chǎng)分析 15
2.3.2 2009年政策分析 19
2.3.3 2010成都第一季度房地產(chǎn)現(xiàn)狀 26
2.4項(xiàng)目市場(chǎng)調(diào)查分析 28
2.4.1客戶需求分析 28
2.4.2同類項(xiàng)目的競(jìng)爭(zhēng)對(duì)手分析 34
2.4.3周邊項(xiàng)目競(jìng)爭(zhēng)分析 37
3、項(xiàng)目定位分析 39
3.1整體定位 39
3.2項(xiàng)目推廣名建議 39
3.3客戶定位 39
3.4價(jià)格定位 42
4、SWOT分析 44
4.1優(yōu)勢(shì)利用 44
4.2劣勢(shì)規(guī)避 44
4.3機(jī)會(huì)利用 44
4.4威脅規(guī)避 44
5項(xiàng)目產(chǎn)品策劃 45
5.1項(xiàng)目總體規(guī)劃布局 45
5.2建筑規(guī)劃 48
6.投資分析 58
6.1銷售價(jià)格的確定 58
6.2成本分析 60
6.3融資分析 66
7.項(xiàng)目實(shí)施計(jì)劃 69
7.1項(xiàng)目整體實(shí)施計(jì)劃 69
7.2項(xiàng)目前期工作計(jì)劃 69
7.3項(xiàng)目工程建設(shè)計(jì)劃 69
7.3項(xiàng)目資金計(jì)劃 70
8.財(cái)務(wù)分析 73
8.1盈利能力分析 73
8.2償債能力分析 75
8.3資金平衡能力分析 76
9.項(xiàng)目營(yíng)銷策略 78
9.1銷售策略 78
9.2推廣策略 78
9.3銷售階段控制 88
10．項(xiàng)目全過(guò)程管理 90
附錄
附圖：小區(qū)規(guī)劃平面圖

摘要
本項(xiàng)目主要在低碳經(jīng)濟(jì)及低碳建筑的背景下進(jìn)行的。此項(xiàng)目的主要從以下幾個(gè)方面進(jìn)行策劃：房地產(chǎn)市場(chǎng)研究、項(xiàng)目定位、產(chǎn)品策劃、投資分析、實(shí)施計(jì)劃、財(cái)務(wù)分析、營(yíng)銷分析以及項(xiàng)目全過(guò)程管理。
本項(xiàng)目主要從建筑方面進(jìn)行低碳技術(shù)設(shè)計(jì)，采用了多項(xiàng)低碳技術(shù)，分別是：園林綠化與透水地面、智能家居控制系統(tǒng)、中水處理系統(tǒng)、水軟化系統(tǒng)、雨水回收系統(tǒng)、建筑裝修一體化、LOW-E中空玻璃等。在財(cái)務(wù)分析方面對(duì)于項(xiàng)目本身的資金計(jì)劃以及資金平衡能力等方面進(jìn)行了分析，項(xiàng)目本身是可操作性的。
根據(jù)對(duì)項(xiàng)目策劃的結(jié)果，本策劃內(nèi)容僅供本次畢業(yè)論文行之有效。
Abstract
The project mainly in low carbon economy and low carbon under the background of building. The main purpose from the following several aspects: the real estate market research, product and project planning, investment analysis, financial analysis, planning, implementation and management of the whole project marketing analysis.
The project mainly from building on LOW carbon technology design, the seven LOW carbon technology, it is respectively: landscaping and permeable ground, intelligent household control system, water treatment system, water softening systems, water recycling system, building decoration integration of hollow glass, low-e facade system. In financial analysis for the project plan and capital fund balance ability were analyzed, the project itself is workable.
According to the results of the project planning, only for the contents of this planning of graduation thesis works.
關(guān)鍵詞：低碳建筑、項(xiàng)目定位、產(chǎn)品策劃、財(cái)務(wù)分析、營(yíng)銷分析
Keywords: low carbon buildings, project planning, product positioning, financial analysis, marketing analysis