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摘要：随着房地产业的迅猛，房地产已经成为国民的新增长点，但在房地产界对房地产策划还有不少偏见，开发不重视房地产前期策划，直接导致大量商品房空置，造成资源严重浪费，与国家提出的建设节约型这一目标相背离。
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本文以上海奉贤区南桥新城翠庭开发项目为载体对项目所在地初步市场情况调查、确定可类比项目，对可类比项目进行调研、项目分析及总体策划思路拟定、项目核心价值体系的建立、项目的目标客户群锁定及分析、项目开发主题单位及形象定位、项目的产品策略建议等进行系统论述。
首先，本文通过在网上对相关文献的查找以及在图书馆查找的资料对本文所有涉及到的基本理论进行概述，对本策划书的相关概念有所了解，特别是关于项目的SWOT分析，SWOT分析广泛应用于企业战略研究与竞争分析，是战略管理和竞争情报的重要分析工具。分析直观、使用简单是它的重要优点。即使没有精确的数据支持和更专业化的分析工具，也可以得出有说服力的结论。
其次，本论文分析了上海房地产政策以及奉贤南桥新城地区的商业现状，通过SWOT分析简单、直观的分析了南桥新城的发展优点、缺点、机会与威胁，从正面论述了南桥新城地区的开发前景。分析表明南桥新城具有巨大的开发价值，其作为上海未来五年重点发展城镇的优势十分巨大，必将成为未来上海南部的发展中心，有着得天独厚的地理优势，交通快捷方便，是投资的理想选择。
最后，本文进行了对项目前期策划书的编写。通过对项目具体情况的描写、对项目周边的房地产项目调查研究、通过问卷调查的形式确定项目的客户群等等，为之后的项目实施提供具体方案。策划书表明项目的建设十分有必要，通过绿色家园的建设使其成为未来上海房地产建设的风向标。
关键词：房地产开发；前期策划；SWOT分析
Shanghai fengxian occurrence of new town development projects pre-planning
Abstract: with the real estate industry, real estate has become a new growth point of national, but to real estate planning in real estate have some prejudice, do not take the real estate prophase planning, as a direct result of a large number of commercial housing vacancy, cause serious waste of resources, and the country put forward the construction of a conservation-minded deviating from the target.
In Shanghai fengxian occurrence of cui court in new development projects as the carrier to the preliminary market investigation, project location determine analogous projects, the analogous project to conduct research, analysis of project and overall planning idea of the core value system, project establishment, project targets locking and theme analysis, project development unit and image positioning and product strategies suggested this paper system.
Firstly, based on the Internet to find relevant literature and the library to find information on all involve the basic theory of this paper are summarized, the related concepts of this planning book, particularly with regard to project SWOT analysis, SWOT analysis is widely used in enterprise strategic research and competitive analysis, strategic management and competitive intelligence of important analysis tool. Analysis is intuitive, simple to use is it important advantages. Even if there is no accurate data support and more specialized analysis tools, can also be persuasive conclusion.
Secondly, this paper analyzes the Shanghai real estate policy and fengxian business status of occurrence of the new town area, through the SWOT analysis is simple and intuitive analysis of the occurrence of new town development strengths, weaknesses, opportunities and threats, discusses the occurrence of the new city area development prospects from the front. Analysis shows that the occurrence of the new city has the huge development value, its focus on developing towns in Shanghai the next five years great advantages, will become the future development center in the south of Shanghai, has unique geographical advantages, convenient transportation, is the ideal choice for investment.