随着城市化进程的不断推进，越来越多的外来打工和创业者进入城市居住生活，房 屋需求持续增长。而房地产调控措施持续高压，银行信贷持续收紧，导致一些刚性需求 被排斥在了购房之外。因此房屋租赁市场在我国将得到持续的发展。本文通过商业计划 书的形式研究广州市吉山村 A 公寓租赁项目的可投资性。 本文按照商业计划书编写的要求，首先对本项目的研究背景和意义做了描述，然后 介绍了项目的基本情况，包括公寓户型、总数量、市场价格、地理位置等内容。随后对 本项目经营的宏观环境、行业竞争环境和项目本身作了分析，分别用了 PEST 分析工具、 波特的五力分析方法和战略理论中的 SWOT 分析方法得出了项目的优势大于劣势，机 会远大于威胁的结果。通过上述分析明确了本项目的核心优势，然后通过对消费者的租 房特征分析及 STP 理论，确定了项目的目标市场是 18-44 岁、中低收入、生活方式介于 节俭与奢侈之间的、非常重视安全的群体，项目的总体定位为一个居住安全、租金实惠、 服务完善的公寓。根据之前的分析，制定了项目的营销策略，具体分为产品策略、定价 策略、服务策略和网络推广策略。本项目确定了“吉山宜家”的品牌，项目的特色是安 全，实惠，并可提供租客个性化需要的公寓设施或服务。最后，结合财务分析方法，从 投资管理的角度，计算出项目的净现值 301177 大于 0，且内部收益率 21%高于 10%的 预期收益率，超出投资预期。动态投资回收期为 2.55 年。低于投资者期望的 4 年投资回 收期。敏感度分析中，当房租成本价格上升 5%时，NPV 减少为 256915 元，内部收益 率减少为 19%；而当房租出租价格减少 5%时，NPV 减少为 259174，内部收益率下降到 20%。所以房租成本的变化对项目的影响要更大些，因此本项目需要对房租成本引起足 够重视。最后分别对政策性风险、自然和社会风险、财务风险和运营风险做了详细分析， 制定了风险控制措施，从而得出了项目非常具有投资价值的结论。 本商业计划书在探讨如何成功为加盟者投资提供参考的同时，本人作为项目的主要 探索者，希望能为将来的企业运营提供数据支持和行动指南。 关键词，公寓租赁；商业计划书；吉山村II ABSTRACT As urbanization continues to advance， more and more migrant workers move into the city， housing demand continues to grow. Real estate control measures continued high pressure， also continued to tighten bank credit， leading to some rigid demand disruption as the loan is excluded from buyers outside. Therefore， the rental market in China will be continued development. Another chain operation is the future development of the rental industry in a new direction， this article by the form of a business plan study of an JiShan village apartment rental project may invest. This business plan prepared in accordance with the requirements of the first study on the background and significance of the project was described, and then introduced the basic situation of the project, including apartment units, the total quantity, market price, location and so on. Subsequent operation of the project 's macro environment, industry competitive environment and the project itself are analyzed , respectively, with a PEST analysis tools , Porter's five forces analysis methods and theories in strategic SWOT analysis of the project obtained advantages outweigh the disadvantages , opportunities much larger than the result of the threat . Through the above analysis clearly the project 's core strengths , and then through to consumers renting Characteristic Analysis and STP theory to determine the project's target market is 18-44 years old, middle-income , lifestyle and luxury ranged between frugality attaches great importance to the safety of communities , the project's overall positioning as a residential security , rents affordable , perfect service apartments. According to previous analysis, development of the project's marketing strategy, divided into specific product strategy, pricing strategy, service strategy and web promotion strategy. The project identified the Jishan Yi family brand, the characteristics of the project is safe, affordable , and provide individualized needs apartment tenant facilities or services. Finally, the combination of financial analysis, investment management from the perspective of the calculated NPV 301,177 greater than 0, and the internal rate of return of 21% higher than the expected rate of return of 10%, exceeding the investment is expected. Dynamic investment recovery period is 2.55 years. Lower than investors expect a four-year payback period. Sensitivity analysis, when the cost of rent prices rose 5%, NPV was reduced to 256,915 Yuan, the internal rate of return is reduced to 19%; and when the rent Rental price reduced by 5 percent , NPV was reduced to 259,174, internal rate of return falls to 20%. Therefore, changes in the cost of rent on the impact of the project to be larger, so the cost of the project need to rent adequateIII attention. Finally respectively, policy risks, natural and social risk, financial risk and operational risk to do a detailed analysis, development of risk control measures, to arrive at the value of the investment project very conclusion. The business plan to explore how to successfully provide a reference for the franchisees to invest at the same time, I as the project's main explorers, hoping for future business operations to provide data to support and guide to action. Key words，apartment rent；business plan；JiShan villageIV 目 录 摘要.........................................................................................................................................I ABSTRACT...............................................................................................................................II 图表清单.................................................................................................................................VII 第一章 绪 论..........................................................................................................................1 1.1 研究背景和意义 ............................................................................................................. 1 1.2 文献综述 ......................................................................................................................... 2 1.2.1 城中村与公寓租赁.................................................................................................. 2 1.2.2 商业计划书的撰写.................................................................................................. 5 1.3 研究方法与内容 ............................................................................................................. 8 第二章 项目概要....................................................................................................................10 2.1 项目介绍 ....................................................................................................................... 10 2.2 项目的地理位置 ............................................................................................................11 2.3 项目团队介绍 ............................................................................................................... 12 2.4 本章小结 ....................................................................................................................... 13 第三章 市场和竞争环境分析................................................................................................14 3.1 外部环境分析（PEST） .............................................................................................. 14 3.1.1 政策环境................................................................................................................ 14 3.1.2 经济环境................................................................................................................ 14 3.1.3 社会文化环境........................................................................................................ 15 3.1.4 技术环境................................................................................................................ 15 3.2 行业竞争五力分析 ....................................................................................................... 15 3.2.1 现有竞争者............................................................................................................ 15 3.2.2 潜在新进入者........................................................................................................ 16 3.2.3 替代品.................................................................................................................... 16 3.2.4 供应商.................................................................................................................... 16 3.2.5 消费者.................................................................................................................... 16 3.3 项目 SWOT 分析 .......................................................................................................... 17 3.3.1 优势分析................................................................................................................ 17V 3.3.2 劣势分析................................................................................................................ 18 3.3.3 机会分析................................................................................................................ 18 3.3.4 威胁分析................................................................................................................ 19 3.3.5 组合分析................................................................................................................ 20 3.4 消费者调查分析 ........................................................................................................... 20 3.5 市场定位 ....................................................................................................................... 21 3.5.1 市场细分................................................................................................................ 21 3.5.2 选择目标市场........................................................................................................ 22 3.5.3 市场定位................................................................................................................ 23 3.6 本章小结 ....................................................................................................................... 23 第四章 营销策略....................................................................................................................24 4.1 产品策略 ....................................................................................................................... 24 4.2 定价策略 ....................................................................................................................... 24 4.2.1 影响租金的主要因素............................................................................................ 25 4.2.2 竞争导向定价........................................................................................................ 25 4.2.3 服务定价................................................................................................................ 26 4.3 服务策略 ....................................................................................................................... 26 4.3.1 全过程服务策略.................................................................................................... 27 4.3.2 全员服务策略........................................................................................................ 27 4.4 推广策略 ....................................................................................................................... 28 4.4.1 网络媒介推广........................................................................................................ 28 4.4.2 传统媒体推广........................................................................................................ 29 4.5 本章小结 ....................................................................................................................... 30 第五章 运营管理....................................................................................................................31 5.1 组织结构和人员安排 ................................................................................................... 31 5.2 项目宗旨和运作计划 ................................................................................................... 32 5.2.1 项目宗旨................................................................................................................ 32 5.2.2 运作计划................................................................................................................ 32 5.3 培训机制 ....................................................................................................................... 32 5.4 考核制度 ....................................................................................................................... 35VI 5.5 岗位职责与薪酬 ........................................................................................................... 36 5.6 本章小结 ....................................................................................................................... 37 第六章 财务预算与评估........................................................................................................39 6.1 项目盈利来源与投资计划 ........................................................................................... 39 6.1.1 盈利来源................................................................................................................ 39 6.1.2 投资计划................................................................................................................ 40 6.2 项目财务预测 ............................................................................................................... 41 6.2.1 经营收入预测........................................................................................................ 41 6.2.2 经营支出预测........................................................................................................ 43 6.2.3 预测利润表............................................................................................................ 45 6.3 财务分析与评价 ........................................................................................................... 46 6.3.1 净现值.................................................................................................................... 47 6.3.2 内部收益率与修正内部收益率............................................................................ 47 6.3.3 投资回收期............................................................................................................ 48 6.4 项目敏感性分析 ........................................................................................................... 48 6.5 本章小结 ....................................................................................................................... 48 第七章 风险管理....................................................................................................................49 7.1 项目风险分析 ............................................................................................................... 49 7.2 项目控制策略 ............................................................................................................... 54 7.3 本章小结 ....................................................................................................................... 55 结 论......................................................................................................................................56