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........................................................................................................72.3西安市宏观环境现状及趋势........................................................................................................92.3.1西安市宏观经济状况............................................................................................................92.3.2西安市城市发展趋势..........................................................................................................103房地产市场现状及发展趋势.............................................................................................................123.1全国房地产市场现状及趋势......................................................................................................123.2陕西省房地产市场现状及趋势..................................................................................................143.3西安房地产市场现状及趋势......................................................................................................144项目分析.............................................................................................................................................194.1项目区位分析..............................................................................................................................194.1.1曲江新区概况......................................................................................................................194.1.2地块区位分析......................................................................................................................214.2竞争项目分析..............................................................................................................................234.3SWOT分析.................................................................................................................................264.3.1项目优势..............................................................................................................................264.3.2项目劣势..............................................................................................................................264.3.3项目机会..............................................................................................................................274.3.4项目威胁..............................................................................................................................275目标客户分析.....................................................................................................................................285.1目标客户年龄..............................................................................................................................285.2置业状况分析..............................................................................................................................285.3家庭结构分析..............................................................................................................................285.4职业背景分析..............................................................................................................................295.6行为习惯分析..............................................................................................................................305.7收入水平分析..............................................................................................................................305.8教育程度分析.....