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2020年HK项目商业计划书DOC

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横琴新区作为国家级新区得到了国家很有优惠政策,吸引了大量的投资,成为投资 的热土。横琴新区依托澳门,定位于建设成为文化教育开放先导区、国际商务服务休闲 旅游基地和促进澳门经济适度多元发展的新载体。A 公司自 2000 年进入房地产开发领 域以来,坚持以“居住与世界同步”为理念,开发了大量精品住宅项目,并在广东的三大 自贸区进行战略布局,先后在南沙、横琴及前海开发高端金融城市综合体项目。 城市综合体项目具有投资金额大、项目周期长、项目业态多、风险高的特点,因此 对一个城市综合体项目进行细致的分析以保证投资决策的科学显得非常必要。本文是 A 公司在横琴新区开发的金融城市综合体项目的商业计划书,文章首先介绍了项目位于十 字门中央商务区横琴片区,区位条件非常优越,市政配套齐全。接着通过对宏观经济环 境、房地产市场环境、珠海市及横琴新区的政策分析得出项目所在的区域发展前景广阔。 本文通过对珠海市的写字楼市场、公寓市场、零售市场、高星级酒店物业市场的调研, 项目的业态规划为零售商业、写字楼、公寓均具有较好的市场可行性。接着通过产品策 略、定价策略、渠道策略和促销策略阐述了项目的营销的策略。最后对项目的投资成本、 收入、利润及内部收益率这些指标进行了测算,项目净利润为 47740 万,项目的 IRR 为 35.5%,项目的盈利能力超出行业平均水平。只要在整个项目的开发全过程中都要保持 对国家房地产相关政策的高度敏感,对目标客户做好市场调研,采取针对性的市场营销 策略,保持项目建设的安全、质量及进度符合要求,项目的风险能得到有效控制。 关键词,商业地产;商业计划书;可行性分析;财务分析II Abstract As national new district, Hengqin New District has got national preferential policies, attracting a lot of investment, which become a hot spot for investment. Hengqin New District relies on Macao, aimed in the construction of cultural and educational open areas, international business services, leisure travel base and a new carrier to promote the development of Macao's economy. Since A company entered real estate field in 2000, the company adhere to living and the world simultaneously concept, the strategic deployment of Guangdong Free Trade Area, focused on innovative financial services platform, creating a world-class financial ecology cycle in Qianhai, Nansha, Hengqin. The city complex project has the characteristics of large investment amount, long project period, high project status and high risk. Therefore, it is necessary to carry out detailed analysis of a city complex project to ensure the scientific decision of investment decision. This article is A company in Hengqin New District development of financial city complex project business plan, the article first introduced the project is located in the Cross Gate Central Business District Hengqin area, location conditions are very excellent, municipal facilities complete. Through the macroeconomic environment, the real estate market environment, Zhuhai City and Hengqin New District policy analysis of the project where the regional development prospects. This article through the Zhuhai City office market, apartment market, retail market, high-star hotel property market research, the project planning for the retail business, office buildings, apartments have a good market feasibility. And then through the product strategy, pricing strategy, channel strategy and marketing strategy to illustrate the marketing strategy of the project. Finally, the project investment costs, income, profit and internal rate of return of these indicators were measured, the project net profit of 477.4 million, the project IRR 35.5%, the project's profitability beyond the industry average. As long as the entire project development process to maintain the national real estate-related policies are highly sensitive to the target customers to do market research, to take targeted marketing strategies to maintain the project construction safety, quality and progress to meet the requirements of the project The risk can be effectively controlled. Key words,Commercial real estate; Business plan;Feasibility analysis;Financial analysisIII 目 录 摘要.I Abstract II 图表目录....VI 第一章 绪论1 1.1 研究背景与意义 ..1 1.2 研究方法 ..1 1.3 文献综述 ..1 1.4 研究内容与研究框架 .....2 第二章 项目概述....4 2.1 项目背景 .4 2.1.1 项目概述.4 2.1.2 项目区位条件4 2.2 开发商情况介绍 .6 2.3 项目经济数据 .....6 2.4 本章小结 ..6 第三章 项目投资环境分析7 3.1 宏观经济环境分析 ...7 3.1.1 经济环境..7 3.1.2 房地产相关政策..7 3.2 珠海市的宏观经济情况 ..8 3.3 珠海市房地产市场分析 10 3.4 横琴新区政策分析 ..12 3.5 横琴新区规划分析 ..13 3.6 项目典型竞争对手分析 16 3.7 本章小结 .....20 第四章 项目 SWOT 分析及市场定位....21 4.1 项目市场调研 ...21 4.1.1 调研方案介绍...21IV 4.1.2 写字楼市场调研.....21 4.1.3 公寓市场调研...22 4.1.4 零售市场调研...23 4.1.5 高星级酒店物业市场调研.26 4.2 调研结论分析 ....28 4.3 SWOT 分析..29 4.3.1 优势.29 4.3.2 劣势..30 4.3.3 机会..30 4.3.4 威胁..30 4.4 项目整体功能配比及定位 .31 4.4.1 项目整体功能配比.31 4.4.2 项目定位.....31 4. 5 本章小结 .....32 第五章 项目营销方案33 5.1 产品策略 .....33 5.2 项目定价策略 ....35 5.3 项目渠道策略 ....36 5.4 项目促销策略 ....38 5.5 本章小结 39 第六章 项目财务及风险分析40 6.1 项目财务分析的基本假设 .40 6.2 项目投资估算 ...40 6.3 项目效益分析 ...41 6.3.1 项目销售收入预测.41 6.3.2 项目利润估算...42 6.3.3 现金流表.....43 6.4 项目财务分析 ...43 6.4.1 内部收益率.43 6.4.2 敏感性分析.44V 6.5 项目风险分析及对策 ...45 6.5.1 政策风险.....45 6.5.2 市场风险.....45 6.5.3 管理风险.....45 6.6 本章小结 .....45 结 论....46