【作者】 张娟；

【导师】 张沛；

【作者基本信息】 西安建筑科技大学 ， 建筑与土木工程， 2013， 硕士

【副题名】以曲江首府为例

【摘要】 随着我国经济体制改革和市场经济的不断发展，房地产业在市场经济总体格局中的地位愈益突出，房地产市场竞争日益激烈。中国加入WTO后，外资开始涌入房地产业，使中国的房地产业更为火热，竞争也更加激烈。越来越先进的开发理念和管理技术，越来越规范的市场经营观念及成熟的项目策划模式，使每一个开发商都面临着严峻的考验。因此，开发设计出具有独特魅力住宅区成为开发商关注的重中之重。随之产生了基于文脉的住宅区项目的设计开发，根据区域文脉设计完成的住宅区，凭借其独特的文化内涵和建筑特色吸引着越来越多的消费者。基于文脉的住宅区建设和成熟的房地产项目策划对房地产开发商顺应客户需求，提高项目运作能力，提高自己的综合实力有着十分重要的意义。本文所谈到的曲江新区是西安市第四次城市总体规划中城市中心区域的重要组成部分。该区域因历史文化悠久，已成为西安建设国际历史文化名城并最终达到发展为国际化大都市的代表性区域。本文以西安“曲江新城”项目为依托，融合曲江新区的文脉优势及区域规划，提出并应用了具备现代特征和宜居特质的城市高端住宅项目——“曲江首府”系统的策划模式。从该住宅项目的市场环境作为切入点开始分析，通过分析和研究一系列的数据和区域发展趋势，描绘出曲江经济发展的现状并勾勒出未来的发展趋势。再结合近几年间国家和西安市出台的各种土地和房地产政策，系统分析了经济发展趋势、宏观政策对本项目的影响。并且运用SWOT分析法等技术手段，通过对比项目区域内部各个同档次竞争对手之间的投资项目，系统分析了本项目所具有的优势、劣势以及所要面临的机遇与挑战。通过市场调研，对本区域房地产市场进行了详细的划分。并依据市场划分结果，结合项目本身所拥有的区域文脉，分别对该项目的投资规模、设计风格、销售价格及物业管理需求进行市场定位。本文的前三章为论文的基础知识准备和市场调研，第四章为依据对该项目的市场定位，完成项目的总体设计和规划，随后用经济学的方法对该项目进行了全面的财务评价和风险评估，最后对该项目所采用的营销策略进行了简要的叙述。文章的最后对全文进行了总结概括，提出了结论，本文的目的是希望通过对该具体工程项目的研究能够对未来相应项目投资建设起到一定的指导作用。更多还原

【Abstract】 With the deep development of economic system reform and the market economy,real estate industry will grow more and more important in the total structure of themarket economy; therefore, the competition in real estate market is increasinglyvigorous. After China’s WTO entrance, foreign capitals come into Chinese estateindustry. Their advanced developing ideas&management abilities, normativemarketing operation conception and mature project scheme mode presses hard upondomestic developers. Chinese estate industry is confronted with a severe tribulation.Hence, Developing and designing an unique charm of residential area has attracteddevelopers more and concern. Design and development of residential area has appeared.according to the residential areas using regional context design attract more and moreconsumers attention by virtue of its unique cultural connotation and constructioncharacteristics. Theory based on the regional context of the residential area constructionand fortified project scheme are of great practical significance for Chinese estatedevelopers to decrease project risk, improve project operation ability, and increase theircomprehensive strength.In the forth overall urbanplanningof Xi’an city, Qujiang area was as the importantpart of the city center area, and Qujiang new region is the administrative planning centerof Qujiang area. With a long history and a rich culture, Qujjiang area has become arepresentative area for constructing the historical and cultural city, and finally, will bedeveloped into the international metropolis. This paper take “Qujiang metropolis” residential houses in Xi’an for instance, Based on Qujiang new regional planning andcontext advantage, this article put forward and applied a new mode for developing theQujiang Noble-home, which is a high-end residential project with modernization andlivable characteristics. Make analysis from the market environment of the project, basedon a series of datum and trends analysis, outline present status of economicdevelopment and future developments in Xi’an. Then, the effect of economy, policyandcity plan to this project combined with all kinds of Land and estate policies put forth byState and Xi’an local government in these years is analyzed in detail. From thecomparison with the same grade competitors inside the project area, SWOT analysis isintroduced, the Strength, weakness, opportunity and threat of the project is analyzedamply. Based on market survey and the context of project, the real estate market wasfractionized. And then, on the basis of the conclusion of market analysis, combined withthe physical circumstance of the project; the layout, price and Estate management of theproject is positioned in the market respectively. In the forth chapter of the paper, basedon the project market position, the overall layout of the project is designed. Then,financial evaluation and risk analysis is carried on to the project by technical economyway. In the end of the chapter, the sales strategy is illuminated in brief. Thesummarization is made at the last of the paper. The paper expects practical significanceon project for future investment and development.更多还原