目录1绪论.............................................................41.1项目提出背景.................................................41.2项目概况.....................................................42宏观环境的现状及发展趋势.........................................62.1全国宏观环境现状及趋势.......................................62.2陕西省宏观环境现状及趋势.....................................82.3西安市宏观环境现状及趋势....................................102.3.1西安市宏观经济状况......................................102.3.2西安市城市发展趋势......................................113房地产市场现状及发展趋势........................................133.1全国房地产市场现状及趋势....................................133.2陕西省房地产市场现状及趋势..................................153.3西安房地产市场现状及趋势....................................164项目分析........................................................214.1项目区位分析................................................214.1.1曲江新区概况............................................214.1.2地块区位分析............................................244.2竞争项目分析................................................254.3SWOT分析...................................................294.3.1项目优势................................................294.3.2项目劣势................................................294.3.3项目机会................................................304.3.4项目威胁................................................305目标客户分析....................................................315.1目标客户年龄................................................315.2置业状况分析................................................315.3家庭结构分析................................................315.4职业背景分析................................................325.6行为习惯分析................................................335.7收入水平分析................................................335.8教育程度分析................................................335.9重点目标客户................................................346项目定位........................................................366.1项目总体定位................................................366.2户型面积定位................................................366.3项目价格定位................................................396.3.1定价原则................................................396.3.2定价分析................................................396.4项目主题定位................................................426.5项目形象定位................................................437规划方案建议....................................................457.1整体布局规划................................................457.2建筑风格规划................................................467.3户型设计建议................................................477.4车位规划建议................................................487.5景观与绿化规划..............................................497.6生活配套规划................................................507.7物业管理建议................................................517.8小区智能化规划..............................................538资源整合策略....................................................549销售进度策略....................................................5710项目价格策略...
