“西城印象”项目策划书目录摘要..........................................................................................................................4关键词......................................................................................................................4前言..........................................................................................................................6第一章项目概况........................................................................................................71.1土地概况........................................................................................................71.2项目所在区域描述........................................................................................91.3项目开发建设概况........................................................................................9第二章投资环境分析..............................................................................................102.1宏观投资环境分析......................................................................................102.2中观投资环境分析......................................................................................162.3微观投资环境分析......................................................................................23第三章市场调研与分析..........................................................................................283.1购房者总体期望..........................................................................................283.2购房者的购房意图......................................................................................313.3购房者对生活配套设施的要求...................................................................323.4购房者对小区建设的期望...........................................................................343.5购房者对该区域商业投资的预期...............................................................353.6购房者其他相关信息..................................................................................373.7问卷分析小结..............................................................................................39第四章项目所在区域主要竞争楼盘分析...............................................................404.1项目所在地最主要竞争楼盘分析...............................................................404.2其它相关竞争楼盘......................................................................................42第五章项目地块分析及经营取向..........................................................................445.1项目SWOT分析...........................................................................................445.2相关对策......................................................................................................45第六章项目定位分析..............................................................................................466.1市场细分......................................................................................................466.2目标市场定位..............................................................................................496.3目标客户定位..............................................................................................50第七章产品方案设计..............................................................................................537.1产...
