目录经理文摘：·················································································4第一部分项目基本分析·······································································61、主要相关要素分析······································································61.福州房地产的发展状况及趋势分析························································82、别墅的特点及分类研究··································································11第二部分市场调查与竞争对手分析·····························································171、鼓山别墅群概况········································································172、森林公园别墅群概况····································································193、西湖别墅概况··········································································234、闽江两岸别墅概况······································································245、高尔夫球场类别墅群调查分析····························································336、拟建重点别墅区········································································347、福州别墅市场转变趋势··································································34第三部分财务预测和战略选择·································································351、生地出售的财务预算分析································································352、熟地出售的财务预算分析································································363、项目整体开发的财务预算分析····························································374、项目销售开发战略选择原则······························································58第四部分项目营销规划········································································611、项目的基本状况及其营销运用建议························································612、市场定位···············································································673、目标消费群描述及分析··································································694、山庄的名称选择········································································745、产品塑造——建筑规划与建筑设计建议···················································776、价格定位和价格策略····································································847、促销方式···············································································918、销售地点···············································································84第五部分项目媒体适用性分析及媒体组合策略··················································951、媒体适用性分析········································································952、媒体组合策略·········································································100第六部分广告分析··········································································1011、目的·················································································1012、广告任务·············································································1013、广告主题·············································································1014、广告计划及预算·······································································102结束语····················································································103经理文摘：1、本报告包括六个部分的内容：第一部分项目基本分析。第二部分市场调查与竞争对手分析第三部分财务预测和战略选择第四部分项目营销规划第五部分项目媒体适用性分析及媒体组合策略第六部分广告分析2、第一、二两个部分的研究表明：1、福州即将迎来别墅的又一黄金时代。2、新一轮别墅项目竞争是人与自然居住文化概念构思和实施能力的综合竞争。3、本案最重要的工作成果体现为：1、确定项目的市场定位和概念构思体系；项目构思体系的中心是其市场定位：以经济型别墅为主体为中心。2、项目市场定位就是对项目进行了第一次现实意义上的框架性系统分析。结果表明，以本项目的市场定位为指导概念，进行经营开发，不仅可行，而且收益潜力巨大。3、项目市场营销的实务操作建议和方案。将项目概念体系转化为商业上的具体运作。4、随着项目开发工作的深入和我们对项目的服务跟进，我们确信可以发挥更多的作用，事实上，我们已在研究过程中形成一些更具体的操作思路。第一部分项目基本分析1、主要相关要素分析：（1）.经济水平对房地产和别墅需求的影响世界经济组织的研究表明：其一，当人均国民收入超过800美元，房地产进入发展时期，人均国民收入超过1000美元时，房地产进入高速成长阶段；2000年，福州市城市居民人均可支配收入近960美元，福州地产进入高速成长的初级阶段；其二，当人均国民产值达到3000美元后，城市开始走向“空心化”。2000年，上海房地产被称为“别墅年”，广州别墅销售增长迅速，部分档次产品一度供不应求，北京几大别墅楼盘一改几年的倍受冷落境况，火爆局面出乎开发商的意料；1999年福州市城市居民人均国民生产总值达3713美元，2000年全市国民生产总值突破千亿元人民币，成为我国第六个突破千亿产值的省会城市。城市空心化拉开序幕，闽都大庄园、绿洲等别墅项目旺销，再次启动福州的别墅市场。对本项目的影响：为本项目的开发提供了日益成熟的宏观市场环境。（2）.政府政策：1、金融政策降息和全面开放个人购房信贷业务使全国房地产市场迅速回温。对本项目的影响：别墅的信贷条件，放宽至七成20年，使得别墅不再是顶级富人的标志，中上层收入亦可一圆人生的别墅梦，消费需求近百倍增长。项目市场需求的金融基础已经成熟。2、房地产政策：交易税费和增值税费大幅降低，房产真正成为大众的投资工具选择之一。对本项目的影响：除了商铺外，别墅是最具投资价值的不动产。需求者的购买成本降低，增加了购买动机，消费层面扩大。3、福州东扩南移的城市规划政策：不利于福州西北郊城市化进程，但目前福州别