第1页共75页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共75页目录总论............................................................................4一、市场分析总结..................................................................51宏观市场形势................................................................52区域市场情况.................................................................62.1区域市场总体情况......................................................62.2区域市场需求情况.......................................................92.3可比市场供给情况......................................................112.4市场空白点............................................................13二、项目地块情况.................................................................15三、项目S.W.O.T.矩阵分析.........................................................161优势和劣势分析.............................................................171.1Strength（优势分析）.................................................171.2Weakness（劣势分析）.................................................182.机会点和威胁分析...........................................................202.1Opportunity(机会点分析)..............................................202.2Threat(威胁分析).....................................................213.劣势和威胁的弥补方案.......................................................223.1针对劣势的对策.......................................................223.2针对威胁的对策.......................................................243.3针对机会点和威胁的对策...............................................253.4优势和机会点的结合...................................................254.总结.......................................................................26四项目定位......................................................................291.定位要求..................................................................291.1关于项目定位.........................................................291.2定位应考虑的要素.....................................................301.2.1国家产业政策导向................................................301.2.2目标市场供需对比...............................................311.2.3项目现状对定位的影响...........................................312市场定位...................................................................332.1市场定位点...........................................................332.2市场定位的支撑点.....................................................342.2.1关于“新标准”的概念...........................................352.2.2关于“新都市”的概念...........................................362.2.3关于“新湖景生态文化社区”的概念...............................382.2.4关于档次定位....................................................393客群定位...................................................................413.1客群范围.............................................................41第2页共75页第1页共75页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共75页3.2地区人口收入水平.....................................................423.3目标客群阶层界定.....................................................423.3.1中高档客户群...................................................423.3.2高档客户群..................................................
