摘 要
随着城市建设的发展和人们对房屋居住的需求，房地产业已成为国民经济的支柱产业。大力发展房地产业，对于解决旧城改造、改善人们的居住水平、办公环境乃至整个城市的发展，具有十分重要的意义。2006年之后，随着国家宏观经济调控政策、土地政策、银行贷款政策的调整，开发商完全凭借出让土地使用权套取银行资金用于房地产项目开发的做法已经难以继续，开发商必须投入大量的自有资金用于项目的前期开发，其面临的开发风险大大加强。于是，更加理性化和稳健化将成为整个房地产业新的变化，使有限的土地资源价值最大化将成为房地产业的最大特征。
本文运用全程策划概念，对云鼎家园项目从区位、环境、房型、价格、品牌、包装、推广上进行策划，合理确定房地产目标市场的实际需求，以开发商、消费者、社会三方共同利益为中心，通过市场调查、项目定位、推广策划、销售执行等过程的分析、计划、组织和控制，在深刻了解潜在消费者深层次及未来需求的基础上，为开发商设计出合理的策划方案，从而使产品得到消费者的认可，并通过消费者的满意使开发商获得利益。
关键词：房地产；项目；策划
Abstract
With urban development and housing needs of people, real estate has become a pillar industry in the national economy. develop the real estate industry, for the settlement of transformation of the old city, and improving the people's living standards and urban development is of great significance. After 2006, with the state's macroeconomic control policy, land policy, bank lending policy adjustments, the practice that developers fully transferring land use rights obtained by banks for real estate project development funds have been difficult to continue, developers must put in a lot of its own funds to advance the development of the project, the risk of development faced significantly strengthened. So, it will become more rational and stable throughout the real estate industry of new changes, and maximizing the value of limited land resources will become the largest features of real estate.
I analyze the environment, price, brand, packaging, promotion plan, to set reasonable goals. property's actual market demand, developers consumers, the tripartite social center for the common interests through market research, project positioning, promotional planning, sales execution process of analysis, planning, organization and control, in a profound understanding of potential consumers of deep-seated and future needs on the basis of the developers design a rational planning programs, so that the consumer products, and recognized by consumers so that the developers were satisfied with the interest.
Key Words: real estate; project; planning