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Jingdong book

房地产开发策划案例精解（2）：全程策划

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Jingdong book

房地产开发策划案例精解（2）：全程策划

Name: 房地产开发策划案例精解（2）：全程策划
Brand: Jingdong book
SKU: 3110126501
Price: 36.45 USD
Availability: OutOfStock

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《房地产开发策划案例精解（2）：全程策划》是理论与实战的结合，它准确把握目前房地产开发的热点、难点问题，创新采用理论剖析+精解案例的模式，而精解案例部分又采用案例解读。案例还原_项目后记的编排思路，《房地产开发策划案例精解（2）：全程策划》层次分明，深入浅出，易读易懂。整套丛书从理论中来，到实战中去，并通过案例的最终成果呈现，把读者始终带入到实战氛围中去反思和总结。

Content Description

《房地产开发策划案例精解（2）：全程策划》包括六章内容，以“理论加案例”的基本结构模式，主要阐述了市场调研、整体定位与物业发展、项目定位、全程策划、开盘营销、营销推广这六项重要的策划步骤和具体做法。
《房地产开发策划案例精解（2）：全程策划》可供房地产及商业地产开发企业、营销策划公司等从业人员参考借鉴。

Catalogue

第一章市场调研
一、房地产调研的五大价值
二、房地产调研的四步实施流程
三、外部环境与本体调研的模式及方法
四、房地产需求调研的模式及方法
五、房地产供给调研的模式和方法
六、房地产竞争对手调研的模式及方法
七、房地产产品调研的模式及方法
八、房地产调研的五个主要阶段
案例1 YT沈阳项日地块属性及经济研究
研究一：沈阳房地产市场
研究二：典型项目个案分析
研究三：项目地块属性及经济研究（浑南新区地块）
研究四：项目地块属性及经济研究（于洪新城地块）
研究五：两地块项目经济分析说明

第二章整体定位与物业发展
一、整体定位原则
二、项目整体定位
三、项目整体定位及物业发展的思路
案例2 DH集团6号地块物业发展
第一部分：定位契机分析——确定高度和方向
第二部分：目标客户分析——指导产品方案
第三部分：产品建议——落地项目价值
第四部分：产品补充建议
案例3 苏州szY物业发展与经济测算
一、城市宏观环境综述
二、项目属性研究
三、各物业市场表现
四、竞争市场研究
五、可比性案例借鉴——星岛·仁恒
六、项目定位
七、产品价格建议
八、不同容积率下的方案确定
九、产品形象的建议
十、产品卖点的营造
十一、项目开发策略
十二、项目营销推广策略

第三章项目定位
一、房地产项目定位就是要论证开发过程中矛盾和疑惑
二、房地产项目定位体系
案例4 成都中粮·XY国际生活区住宅定位
第一部分：发现问题
第二部分：定位关键问题
案例5 沈阳LD别墅项目产品打造与设计
第一部分：前期市场研究成果与思想统一
第二部分：项目核心价值梳理
第三部分：项目定位体系构建
第四部分：项目总体开发节奏建议

第四章全程策划
一、房地产全程策划的理念
二、房地产全程策划的三个方向
三、房地产全程策划的流程及内容
四、房地产全程策划的几大关键节点
案例6 北京JMF全程营销策划攻略
一、政策分析及未来市场研判
二、市场对标项目解读分析
三、本项目市场定位分析
四、客户定位
五、本项目非常规营销思路分析
六、项目价格策略
七、项目推盘策略
八、首开区推盘策略

第五章开盘营销
一、开盘的重要性及要遵循的原则
二、开盘决策的五大核心问题
三、开盘营销推广策略
案例7 开元·LT花园开盘整体营销报告
第一部分：台州市场及客群分析
第二部分：价格及推售房源设定
第三部分：整体开盘营销计划
第四部分：开盘方式设想

第六章营销推广
一、总体营销策略
二、入市时机建议
三、整合营销推广战略
四、阶段性营销推广战术
五、房地产宣传推广的执行与内容
案例8 SWGJ一期核心江景资源营销策略与执行
一、市场环境研究
二、目标确定与分解
三、站位在高端，我们具备什么条件和限制？
四、如何提高客户诚意度？——成功案例营销模式研究
五、核心策略及营销执行

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