房地产项目整体定位与经济评价

在市场经济条件下我国房地产业进人快速、稳定的发展阶段，新世纪中国房地产行业面临极为难得的发展机遇，如何在竞争日趋激烈的情况下规避风险，提高利润率，实现项目的利润最大化，是我国房地产业能否持续、健康、稳定发展的重大问题之一。房地产项目策划能有效整合房地产项目资源，探索解决企业发展中的问题，增强企业的管理创新能力。本文为了实现项目经济效益、社会效益、环境效益的目标设定，科学地运用了房地产项目策划理论体系，探讨了房地产项目策划的作用、方体体系和运作程序，并运用于合肥某项目的工程实践中，得到房地产项目策划的一些经验和结论，为以后相关方面的理论研究和实践活动提供了借鉴和参考。

The Overall Positioning and Economic Evaluation of Real Estate Projects

Under the conditions of the market economy,China' s real estate has got into the rapid and stable development stage. In the new century, China' s real estate is facing an extremely rare opportunity for development. One of the major issues for the sustainability, healthy and stable development of China' s real estate industry is how to avoid risks, improve profitability and achieve the project' s profit maximization in an increasingly competitive situation. Real estate project planning can effectively integrate real estate project resources, explore solutions to the problems in the development of enterprises, and enhance the management of innovation. In order to achieve the goal setting of project economic, social and environmental benefits, in this article the theoretical system of real estate project planning is used scientifically to explore the role, square body systems and operational procedures of real estate project planning and applied to a project in Hefei engineering practice. At last, some experiences and conclusions of real estate project planning are obtained and reference is provided for relevant theory research and practice activities in future.