商业地产是房地产开发业中极为重要的一部分，近这十年来掀起了全国性的商业地 产开发热，而且在“限购”政策下商业地产的价值更突显出来。然而一些项目缺乏准确 的定位或者有效的运营推广策略，出现了空置率高企、经营不景气的局面，为开发商和 租户带来很大的风险，这就需要实力雄厚的地产企业对商业地产项目做详细的规划和有 系统开发。本人所在的宝龙地产计划在上海市宝山区通过政府的土地拍卖手续取得一块 商业用地，本商业计划书在分析宏观经济环境和房地产市场的基础上，研究 WS 项目的 产品设计、市场定位、营销策略、财务决策、社会效益和风险分析等。通过商业计划书 撰写，打造公司与投资者之间沟通的桥梁，成为项目是否值得投资的关键文件，并且起 到把控和监督项目实施的作用。 本文以 WS 项目为研究对象，结合各种分析工具分析了项目的各个方面。首先介绍 项目的开发商及背 景情况，然后对房地产市场尤其是商业地产市场进行分析，确定 WS 项目的所在地。接着，对 WS 项目拟定的产品进行分析，并讨论了竞争产品的情况。 随后对项目进行 SWOT 分析，确定目标市场和目标客群，对项目市场进行准确定位， 分析其核心价值。本商业计划书的重点在于营销策略，分别对产品策略、价格策略和宣 传推广策略进行详细分析，最后对项目进行财务分析和风险分析，并讨论社会效应。 通过本文分析，WS 项目采用公寓、写字楼、商业街、商场的产品组合，打造吴淞 商圈中高端的商业综合体，具备品牌价值、区位价值和产品价值。本项目的营销策略为 期一年半，通过不同的渠道吸引客户，为项目的成功销售打下坚实的基础。此外，项目 的预期财务指标显示，该项目利润丰厚，将会成为宝龙地产开发的成功之作。 关键词，商业计划书；房地产开发；营销模式；产品价值II Abstract Commercial real estate is a very important part of the real estate development industry in recent years, set of f a national co mmercial real es tate development hot, but als o in the purchase policy under the value of commercial real estate is more prominent. However, some projects lack of accurate positioning and effective operation and promotion strategy, the high vacancy rate, business slump, great risk for developers and tenants, which requires the strength of the real estate developers do detailed planning for commercial real estate projects. Where I am the Powerlong real estate in Shangha i city of Baoshan District plans to take a commercial land, so I need to write a business op portunity book, based on the analysis of the macroeconomic environment and the real estate market, product design, research WS project market positioning, project im plementation, marketing strategy, financial decision-m aking etc.. Through the production of business plans, to build a bridge between the com pany and investors to become a key proj ect financing documents, and play the role of control and supervision of the project implementation. In this paper, the writing mode of business plan, to W S project as the research object, combined with a variety of analytical tools for a comprehensive analysis of the project. Firstly, it explains the background of the developer and the project, then analyzes the real estate market, especially the commercial real estate market, and determines the location of the WS project. Then, the product of the WS project is analyzed , and the situation of com peting products is discussed. Then SW OT analysis of the project, determ ine the target market and target customer base, the project m arket for accurate positioning, analysis of its core values, and to m ake arrangements for the im plementation of the project plan. The focus of the business plan is the marketing strategy, are analyzed in detail according to the product strategy, price strategy and promotion strategy, finally carries on the financial analysis and risk analysis of the project, and discuss the social effect. Through this analysis, WS project using the ap artment, office, commercial street, shopping mall product portfolio, to create treasure Yang Lu District of high-end commercial complex, with brand value, location value and product va lue. The project's marketing strategy for a period of one and a half years, through dif ferent channels to win cust omers, to lay a solid foundation for the success of the project sales. In addition, the expected financial indexes of the project also showed that the project will be profitable, Powerlong real estate development of the classic. Keywords: The business plan; Real estate development; Marketing model; Product valueIII 目 录 摘要.........................................................................................................................................I Abstract .................................................................................................................................... II 图表目录................................................................................................................................VII 第一章 绪论..............................................................................................................................1 1.1 研究背景和研究意义.....................................................................................................1 1.1.1 研究背景..................................................................................................................1 1.1.2 研究意义..................................................................................................................2 1.2 文献综述.........................................................................................................................3 1.2.1 商业计划书编制的相关理论..................................................................................3 1.2.2 商业地产开发运作相关文献..................................................................................4 1.2.3 商业地产营销策略相关文献..................................................................................5 1.2.4 SWOT 矩阵分析法...................................................................................................6 1.3 研究方法.........................................................................................................................7 1.4 研究内容和报告框架.....................................................................................................8 第二章 开发商与项目基本情况............................................................................................10 2.1 开发商基本情况...........................................................................................................10 2.2 项目基本情况...............................................................................................................10 2.2.1 区位概况................................................................................................................10 2.2.2 交通状况................................................................................................................12 2.2.3 地块概况................................................................................................................13 2.3 项目团队与管理架构...................................................................................................14 2.4 本章小结........................................................................................................................15 第三章 市场环境分析............................................................................................................16 3.1 中国房地产市场分析...................................................................................................16 3.1.1 国家宏观房地产政策分析....................................................................................16 3.1.2 房地产价格分析....................................................................................................17 3.1.3 房地产供求分析....................................................................................................17 3.1.4 商业地产分析........................................................................................................18IV 3.2 上海市房地产市场分析...............................................................................................19 3.3 上海市城市总体规划(2016-2040)...............................................................................20 3.3.1 城市性质................................................................................................................20 3.3.2 资源环境紧约束下的睿智发展............................................................................20 3.3.3 构建开放紧凑的上海市域空间格局, 强化宝山、虹桥、闵行、川沙四个主城片 区的支撑..........................................................................................................................20 3.4 上海市宝山区房地产市场分析...................................................................................21 3.4.1 宝山区经济发展状况............................................................................................21 3.4.2 宝山区商业地产分析............................................................................................21 3.4.3 宝山区商业现状分析.............................................................................................25 3.4.4 宝山区房地产标杆企业分析................................................................................26 3.4.5 宝山区房地产竞争对手分析................................................................................27 3.5 本章小结.......................................................................................................................28 第四章 项目产品选择............................................................................................................29 4.1 项目商业模式...............................................................................................................29 4.2 产品定位........................................................................................................................30 4.2.1 销售部分业态为公寓、写字楼和商业街............................................................30 4.2.2 自持部分主要是商场............................................................................................30 4.2.3 商场的后期招商与运营........................................................................................31 4.3 项目产品设计...............................................................................................................31 4.3.1 公寓........................................................................................................................31 4.3.2 写字楼....................................................................................................................31 4.3.3 商场........................................................................................................................32 4.3.4 商业街....................................................................................................................32 4.4 本章小结.......................................................................................................................32 第五章 目标市场分析与目标市场定位................................................................................33 5.1 项目 SWOT 分析..........................................................................................................33 5.1.1 优势........................................................................................................................33 5.1.2 劣势........................................................................................................................34 5.1.3 机会........................................................................................................................34V 5.1.4 威胁........................................................................................................................35 5.1.5 小结........................................................................................................................35 5.2 目标市场及客户分析...................................................................................................35 5.2.1 主力购买客群 1，区域内居民.............................................................................36 5.2.2 主力购买客群 2，宝山各工业园区高管.............................................................36 5.2.3 力争购买客群，外溢的外区投资客群................................................................37 5.3 项目市场定位...............................................................................................................37 5.4 项目核心价值...............................................................................................................38 5.5 本章小结.......................................................................................................................39 第六章 营销策略....................................................................................................................40 6.1 项目产品策略...............................................................................................................40 6.2 项目产品价格策略.......................................................................................................40 6.3 项目产品促销策略.......................................................................................................42 6.3.1 项目产品销售计划................................................................................................43 6.3.2 宣传推广计划........................................................................................................44 6.3.3 宣传推广实施---户外大牌及阵地包装................................................................44 6.3.4 新媒体推广实施---微信营销................................................................................46 6.4 渠道策略.......................................................................................................................47 6.4.1 渠道策略---渗透式活动........................................................................................47 6.4.2 渠道策略---巡展计划............................................................................................47 6.4.3 渠道策略---派单计划............................................................................................48 6.4.4 渠道策略--对目标客户群拦截.............................................................................49 6.4.5 渠道策略--圈层营销计划.....................................................................................49 6.4.6 阶段性活动.............................................................................................................50 6.5 本章小结.......................................................................................................................50 第七章 项目财务分析............................................................................................................51 7.1 项目基本参数...............................................................................................................51 7.2 项目投资成本预算.......................................................................................................51 7.3 资金投入计划与资金筹措...........................................................................................52 7.4 项目收入预测...............................................................................................................52VI 7.5 项目现金流分析...........................................................................................................53 7.6 项目盈利能力及效益分析...........................................................................................54 7.6.1 盈利能力分析........................................................................................................54 7.6.2 项目效益分析........................................................................................................55 7.7 敏感度分析...................................................................................................................56 7.8 本章小结.......................................................................................................................57 第八章 社会效益和风险分析................................................................................................58 8.1 社会效益.......................................................................................................................58 8.1.1 对城市形象的作用................................................................................................58 8.1.2 对地方税收的作用................................................................................................58 8.1.3 对居民就业和收入的作用....................................................................................58 8.2 风险分析.......................................................................................................................59 8.2.1 政策风险................................................................................................................59 8.2.2 市场风险................................................................................................................59 8.2.3 经营风险................................................................................................................60 8.2.4 资金风险防控........................................................................................................60 8.2.5 电商对传统商业模式的冲击.................................................................................60 8.3 本章小结.......................................................................................................................61 本文结论..................................................................................................................................62