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四川成都某项目全过程策划2009年目录第一章项目概况........................................................41.1土地概况.........................................................41.2项目所在区域描述..................................................41.3项目开发建设概况.................................................5第二章投资环境分析.......................................................62.1宏观投资环境分析..................................................62.2中观投资环境分析.................................................102.3微观投资环境分析.................................................19第三章市场调研与分析....................................................253.1购房者总体期望...................................................253.2购房者的购房意图.................................................273.3购房者对生活配套设施的要求.......................................273.4购房者对小区建设的期望...........................................293.5购房者对该区域商业投资的预期.....................................303.6购房者其他相关信息...............................................313.7问卷分析小结.....................................................33第四章项目所在区域主要竞争楼盘分析......................................344.1项目所在地最主要竞争楼盘分析.....................................344.2其他相关竞争楼盘.................................................35第五章项目地块分析及经营取向............................................375.1项目SWOT分析....................................................375.2相关对策.........................................................37第六章项目定位分析......................................................396.1市场细分.........................................................396.2目标市场定位.....................................................416.3目标客户定位.....................................................41第七章产品方案设计......................................................447.1产品功能定位.....................................................447.2楼盘总体规划.....................................................467.3小区内各区域规划设计方案.........................................477.4各建设部分面积大小...............................................497.5商业部分规划.....................................................497.6户型设计.........................................................49第八章项目投资分析......................................................548.1销售价格的确定...................................................548.2建立EXCEL成本分析模型...........................................558.3成本测算及效益分析表.............................................558.4项目效益指标分析.................................................57第九章项目实施计划......................................................589.1项目整体控制计划.................................................589.2项目前期工程实施计划.............................................599.3项目工程建设实施计划.............................................60第十章项目资金计划......................................................6210.1资金使用表......................................................6210.2资金收入计划....................................................6310.3资金平衡表......................................................6310.4收入成本累计折线图........................