目录摘要.............................................................VABSTRACT......................................................VI1总论............................................................11.1项目名称.......................................................11.2可行性研究报告编制依据.........................................11.3项目提出的过程和理由...........................................11.4项目概况.......................................................21.4.1拟建地点....................................................21.4.2建设规模与资金..............................................21.4.3项目投入总资金及效益情况................................21.5问题与建议.....................................................32房地产市场研究..................................................32.1投资环境的分析.................................................32.1.1政策环境的分析..............................................32.1.2经济环境的分析..............................................42.2房地产的投资环境分析...........................................42.2.1目前市场的供需及价格情况....................................52.2.2周围楼盘的供应调查..........................................62.3产品供需预测..............................................62.4价格预测...................................................72.5竞争力分析.....................................................82.5.1周围竞争力的分析............................................82.5.2我市房地产竞争分析..........................................83项目的背景及SWOT分析..........................................93.1项目的概况.....................................................93.1.1项目基本情况................................................93.1.2项目所在区域发展规划........................................93.2项目自身的SWOT分析...........................................1013.2.1项目的优势分析.............................................103.2.2项目的劣势分析.............................................113.2.3项目的机会分析.............................................113.2.4项目的威胁分析.............................................113.2.5项目的SWOT分析小结........................................114项目的定位分析.................................................124.1市场的细分....................................................124.2目标市场的定位................................................134.3目标客户的定位................................................134.4产品的定位....................................................134.4.1主题定位...................................................144.4.2形象定位...................................................144.4.3功能定位...................................................144.4.4档次定位...................................................145建设规模、产品设计方案.......................................155.1建设规模......................................................155.2产品方案......................................................155.2.1方案的设计.................................................155.2.2户型的选择.................................................156项目的建设条件及方案..........................................166.1建设的条件....................................................166.1.1自然条件...................................................166.1.2城市的基础设施条件........
