【作者】 李国华；

【导师】 陈宇；

【作者基本信息】 西南交通大学 ， 工商管理， 2004， 硕士

【摘要】 本文首先给出了项目策划的概念和原则，提出了作者自己对策划的理解，并指出了目前项目策划过程中存在的误区和所面临的关键问题，而这个关键的问题的关键便是“找到一个正确的问题”，文中给出了作者对此的一些见解。在此基础上作者提出了对策划目标的全新认识“明内外之质、运奇正之道、统全局之利”。 文章随后分析了项目策划在别墅开发中的重要作用，同时指出了传统别墅项目策划的优缺点，在此基础上，以客户满意度为出发点，以系统思维、文化意识为主线，以营销策划为核心，从环境、计划、实施和控制的关系，设计了一个系统的“一点、二线、三块、四层、十项”的别墅项目策划框架，然后结合工作实际，详尽给出了上海地区一个具体的别墅项目的策划实例。 本文的主要内容包括两部分，一是别墅项目策划框架的构建，二是别墅项目策划实例。后者又包括三个小部分：一是宏观房地产市场分析、市场供需分析；二是整体策划，其中包括战略策划、营销策划、产品策划、财务策划等；三是简要介绍了项目策划的组织策划，其中包括自身组织策划、代理策划、设计策划。更多还原

【Abstract】 First of all, the author of this thesis point out the concept and principle in launching a project and bring forward comprehend at his point. In this thesis, the author also point out the usual mistake and the key factor in planning a project. Since the key factor is "Ask a right Question" ,the author put forward some good ideas. Based on these, the thesis figure out a complete new solution:"know well the internal and external quality , adopt different way, control the benefit of the whole project."Subsequently the author analyse carefully the significance of the planning work in villa development. By the way he tells out the advantage and disadvantage in traditional villa project plan. To starting from satisfaction of custom, by the systemic and cultural thinking, regarding the relationship of environment, plan, execution and control ,the author design a systemic plan frame is "one point, two lines, three blocks, four layers, ten items". And then the author also example a villa project in Shanghai.There are two parts in this thesis: one is the make up the planning frame of villa project, the other is the example of villa project planning. The later is also consisting of three parts: The first is micro real estate and supply&demand analysis, the second is complete plan including strategic plan, marketing plan, products plan and financial plan. The third is brief introduction of organization of the project plan including organization planning, agent planning and design planning.更多还原