摘要 商业计划书是企业为达到发展的目标,在对项目深入调研、收集资料、整理分析 的基础上,编写的提供给投资商及相关其他人员的材料,旨在全面展示公司和项目状 况、未来发展潜力。本商业投资计划书是YT地产集团公司基于某市辛家庙项目编制, 用于项目开发阶段对外筹集资金,计划书通过展现项目的价值和投资潜力,使投资人 了解项目整体情况及预计收益水平,从而做出投资决策。辛家庙项目位于某市主城区 未央区的二环沿线,距该市行政中心8公里,距高铁站12公里,周边有占地3. 5平 方公里的大明宫中央遗址公园及浐灞河流域生态景观带,可尽享大明宫中央居住区的 市政、文化、旅游、金融、商业等综合配套。项目占地面积22. 9万平米,规划建筑 面积93万平米,预计总投资52亿元。本计划书主要针对其中住宅部分进行了研究, 住宅部分建筑面积为72万平米,总投资42亿元。 本商业计划书,第一章介绍了商业计划书编写的概况,第二章介绍了辛家庙项目 及开发公司的整体情况,使投资者对项目和开发商有一个直观的了解。第三章对目前 房地产宏观经济市场、该市及项目所在区域的市场情况进行分析,通过SWOT模型分 析了项目的优势、劣势、机会和威胁。第四章将项目整体定位为生态级城市副中心, 并从规划定位、商业布局、建筑风格、户型比例、公建配套、物业管理、安全管理等 方面对项目进行了产品定位,客户定位为主要满足首次改善和多次改善的需求,少量 考虑顶级客户的需求。第五章从市场营销方面,对项目的定价情况、营销策略和市场 推广计划进行了说明。第六章介绍了项目的开发计划,项目分5期开发,对各期的面 积及主要工程节点情况进行了说明。第七章财务计划,对项目的总投资的内容及资金 使用计划进行了预测,然后对项目的销售收入及各年回款情况进行了预测,从而得出 了项目的资金需求,即资金需求4亿元,期限3年。第八章财务评价和风险分析,通 过编制资金来源及运用分析表、利润表进行预测,得出项目的利润总额为11. 82亿元, 税后净利润为8.87亿元,净利润率为16.4%;通过静态财务指标评价,得出静态投 资回收期3. 9年,税后投资利润率为21%,资本金利润率为98. 5%;通过动态指标分 析评价,得出项目的净现值为34, 420万元、动态投资回收期为4. 5年、项目的财务 内部收益率为21.6%;最后对项目不确定性进行分析,在盈亏平衡和敏感性分析的 基础上,分析了项目的主要风险和应对策略。 本计划书对项目销售及开发计划进行了详细描述和周密安排,对项目进行了完整 了财务分析,研究表明:项目具有良好的预期经济效益水平。 主题词市场分析营销策划财务计划财务风险分析 第1页,共42页 首都经济贸易大学硕土学位报告 《某市辛家疝住宅项目商业计划书》 Abstract The business plan is formed for providing investors and other relevant people with materials based on an in-depth research, the data collection and the sorting and an analysis of projects, so as to achieve the development goals of enterprises and fully show the conditions,fiiture development potentials of the enterprise and the project. This business investment plan is created by the YT Property Group for the Xinjiamiao Project in xx city and used for raising foreign funds in the development stage of this project. The plan shows values and investment potentials of the project to make investors know of the overall situation of the project and the expected income level, thereby making investment decisions. The Xinjiamiao project is located along the second ring of the Weiyang District as the main urban district of XX city. It is 8 kilometers away from the city's administrative center and 12 kilometers away from the high-speed railway station. Moreover, it is surrounded by the Central Relics Park of the Darning Palace covering an area of 3.5 square kilometers and the ecological landscapes in the Chan and Ba River basin. Therefore, people can folly enjoy supporting facilities in terms of the municipal administrations, the culture, the tourism and the commerce and other aspects of the central residential area of the Darning Palace. This project covers an area of 229,000 square meters and its planned area of structure is 930,000 square meters. The total investment is expected to reach as high as 5.2 billion yuan. This plan makes research mainly on dwelling houses of this project. The dwelling area accounts for 750,000 square meters. The total investment of the dwelling area is up to 4.2 billion yuan. In this business plan, the first chapter describes the overall situations of the Xinjiamiao project and the enterprise which develops this project so as to make investors get an intuitive understanding of this project and the developer. The second chapter makes an analysis of the macroeconomic market of the current real estate and market conditions of this city and the area in which this project will be undertaken. Moreover, the strength, the weakness, the opportunity and threats of this project are analyzed through the SWOT. The third chapter fixes the position of this project based on the SWOT analysis results. This project is positioned as the sub-center of the ecological city. Moreover, in terms of the plan positioning, the commercial layout, the architectural style, the proportion of different house types, public supporting facilities,the property management and security management and so on,the product positioning of this project is fixed. Demands for the improvement and continuous improvements of the dwelling environments of customers 第2页,共42页 首都经济贸易人学硕士学位报告 《某市辛家庙住宅项目商业计划书》 should be given priority. Moreover, demands of few customers with higher requirements for their dwelling environments should also be considered. The fourth chapter issues descriptions to the pricing, the marketing strategy and the marketing plan of this project, from the perspective of the marketing management. Prices of this project are lower than that of surrounding similar projects when this project just enters into the market. Later on, its price will gradually increase. The marketing strategy issues descriptions to the sale preparation, sales ideas and the promotion strategies and then introduces the outreach programs of this project. The fifth chapter introduces the development plan of this project, which develops in five stages. Moreover, the area to be developed in each stage and conditions of main project nodes are introduced. This sixth chapter introduced the financial plan, predicting the overall investment of the project and the plan of the flinds using. Moreover, the sales revenue of the project and the money returning in each year are predicted, thereby obtaining projects' demands for the capital. This project needs 0.4 billion yuan and will last for three years. In the seventh chapter, the financial evaluation and risk analysis are given. Based on the working out of the capital resource and the using of catalytical table,it can be concluded that all the cumulative capital surpluses are positive and the fund plan is feasible. By predicting the profit statement, it can be calculated that the overall profit of this project is 1.182 billion yuan; the net profit after tax 887 million yuan; the net profit rate 16.4%. Based on the evaluation of static financial indictors, it can be concluded that the static investment payback period is 3.9 years; the profit ratio of the after-tax investment 21%; the ratio of the total profit to the total capital 98.5%. Through the evaluation and analysis of the dynamic indicators, it can be concluded that the net present value of this project is 34.42 thousand; the dynamic payback period 4.5 years; the project's financial internal rate of return 21.6%. Lastly,the uncertainty of the project is analyzed. Based on the analysis of the break-even and sensitivity, the main risks and countermeasures of this project are also analyzed. This plan has make detailed descriptions and careful arrangements for the sales and development plan of this project and makes a complete financial analysis for this project. The research shows that this project is expected to get satisfying economic benefits. Keywords: market analysis, marketing plan, financial plan, the financial risk analyzing 第3页,共42页 飾经测n学社難论:^ 《某市辛家庙住宅项目商业计划书》 目录目录 m m i Abstract 2 1引言 6 2公司及项目情况介绍 6 2.1公司情况 : 6 2.1.1集团公司情况 7 2.1.2企业战略 7 2.2项目情况 7 2.2.1项@概况 7 2.2.2项目整体目标 8 2.2.3项S发展战略 8 2.2.4项@团队 8 3市场分析 9 3.1房地产宏观形式及政策分析 9 3.2飾房地产市场分析 9 3.2.1宏观经济发展情况分析 10 3.2.2该市房地产市场现状分析 10 3.3项目区域市场分析 11 3.3.1项目地理位置 11 3.3.2 E域产业板块定{立 12 3.3.3项@周边楼盘情况 12 3.4 卵 W SWOT 分析 13 3.4.1项@的优势 13 3.4.2项S的劣势 13 3.4.3项胃的机会 13 3.4.4项@面临的挑战 13 4项目定位 14 4.1整体定位 14 4.2产品定位 14 4.2.1规划定位 14 4.2.2冑业布胃 14 4.2.3建筑风格 15 4.3.4户型比例 15 4.2.5 &建配* 15 4.2.6物业管理 16 4.2.7安全管理 16 4.3客户定位 16 5市场营销 16 5.1项g定价 17 5.2销售策略 17 第4页,共42页 、 7 浦a綱n賴±学位文 《某市辛家庙住宅项目商业计划书》 5.2.1销售准备 17 5.2.2销售理念 18 5.2.3 18 5.3 市场推广 : ..:.......; 19 5.3.1推广准备 19 5.3.2广告推广 20 6 5F发计划 21 6.1开发计划制定原则 21 6.2项目分期 21 6.3项目主要节点情况 22 7縣測 23 7.1細资计Sll 23 7.1.1 土地费用 23 7.1.2前期工程费用 23 7.1.3建安工程费用 24 7.1.4基础设施费 24 7.1.5配套设施罾 25 7.1.6开发间接费用 25 7.1.7管理费用 26 7.1.8销售费用 26 7.1.9开发期税费 26 7.1.10不可预见费 27 7.2总投资付款计划 27 7.3销售及回款计划 27 7.3.1项目合同销售额预测 28 7.3.2项S回款预测 28 7.4筹资计划 29 7.4.1筹资计划 29 7.4.2 29 8财务评价城险分析 29 8.1资金来源和运用表分析 29 8.2利润表分析 30 8.3财务指标純 30 8.3.1财务静态指标分析 31 8.3.2动态指标分析 31 8.4不确定性分析 31 8.4.1盈亏平衡分& 32 8.4.2 32 8.4.3项目主要风险和应对策略 34 9结论