目录第一章市场研判.........................................5一、重庆房地产市场发展总态势..........................5（一）回溯过去............................................................................5（二）展望未来............................................................................7（三）冷静反思............................................................................8二、南岸区房地产市场现状及走势预测....................9（一）对南岸区房地产市场现状及特征的研判........................9（二）南岸区房地产市场的前景展望及走势预测..................12三、项目竞争环境分析.................................15（一）区域外竞争环境研究......................................................15（二）区域内竞争环境研究......................................................20（三）市场机会点分析..............................................................30第二章项目SWOT分析...................................34一、优势（S）........................................34二、劣势（W）........................................34三、机会（O）........................................35四、挑战（T）........................................35第三章项目定位........................................36一、形象档次定位.....................................36二、产品定位及依据...................................38（一）定位依据..........................................................................38（二）产品定位..........................................................................40三、目标市场定位.....................................41（一）主力市场——居家人士（60%）....................................41（二）辅助市场——商务办公（20%）....................................42（三）潜在市场——投资人士(20%)......................................43四、价格定位.........................................44（一）定价原则..........................................................................44（二）价格制定..........................................................................45五、付款方式定位.....................................47第四章规划建议........................................48一、项目规划构想的依据及指导思想.....................48（一）规划依据..........................................................................48（二）指导思想..........................................................................48（三）总体规划应考虑的原则..................................................49二、建筑产品规划建议.................................49（一）总体规划..........................................................................49（二）建筑风格..........................................................................52（三）户型建议及配比..............................................................54（四）建筑配置的说明..............................................................55三、交房标准建议.....................................60（一）公共部分设施及装修标准..............................................60（二）商务公寓（清水房）设施及装修标准..........................60四、物业管理服务建议.................................61第五章营销推广........................................63一、销售时机选择.....................................63二、项目“卖点”整合分析.............................63三、营销组合.........................................64（一）蓄集能量阶段：....................
