佳山东麓房地产开发项目可行性研究 房地产开发项目具有开发周期长、投资资金大、不确定因素多等特点，因 此房地产项目的决策关系到项目的成功与否。而项目决策的依据来源于对项目 的可行性进行研究、分析后，得出科学的依据以及预测。项目可行性的研究对 房地产项目有着决定性的作用，开发商需将房地产项目可行性研究分析提升到 一定高度，以避免盲目投资并将研究成果转化为企业收益。 本文深入研究了房地产项目的宏观经济市场，将作者的从业经验与国内外 的相关研究成果相结合，对佳山东麓房地产开发项目进行了项目可行性研究， 旨在能够给予房地产企业合理、科学的决策分析从而有利于项目的合理开发。 本文将理论与实际进行紧密的结合，首先阐述了一般房地产项目的可行性 研究流程，然后对项目进行了精确的定位，并有效安排了技术构思和资金预算， 以避免后续项目开发过程中的盲目投资。本文利用佳山东麓房地产开发项目的 实际数据，采用 SWOT 分析法 对项目的实践情况进行实证分析，进一步明确了 项目开发的可行性。最后，本文针对 SWOT 分析的结果，给出了若干对策。 本文的项目可行性研究成果对于佳山东麓房地产开发项目具有重要的指导 与实践意义，其对当地以及同类型的项目也给予了一定的参考价值。 关键字， 房地产；可行性；研究；项目管理II ABSTRACT The Feasibility Study of Eastern Jiashan Real Estat Development Project Real estate development project has a long development cycle, characteristics such as large investment and a lot of uncertain factors, so the decision-making of real estate project is related to the success of the project or not. And project decisions based on the theory to study the feasibility of the project, after analysis, draw a scientific basis and prediction. Project feasibility study has a decisive effect on the real estate project, the developer should be promoted to the real estate project feasibility study analysis to high altitude, so as to avoid blind investment and research results into corporate earnings. Macroeconomic market in this paper, the research of real estate project, the author's experience and combining the domestic and foreign related research results on the foot of jiashan real estate development project feasibility study, aimed at the research of this paper can give real estate enterprises reasonable and scientific decision analysis which benefits the rational development of the project. Closely combined theory with practice, this paper first describes the general process of real estate project feasibility study analysis, and then carried on the precise positioning of the project, and arrange the effective technology ideas and capital budget, in order to avoid the blind investment in the process of the subsequent project development. Further, in this paper, using the real data of the real estate development project, practice using the SWOT analysis method to the project and the empirical analysis, further defined the feasibility of project development. Finally, based on the result of SWOT analysis, some countermeasures are given. Project feasibility research results of this paper to jiashan real estate development project has important guidance and practical significance, for the local and the same type of program also gives some reference value.III Keywords: Rael estate; Feasibility; Research; Project managementIV 目 录 第 1 章 绪论............................................................................................1 1.1 研究的背景及意义 .........................................................................1 1.1.1 研究背景 ..................................................................................1 1.1.2 研究意义 ..................................................................................2 1.2 国内外研究现状 .............................................................................3 1.2.1 国外研究现状 ..........................................................................3 1.2.2 国内研究现状 ..........................................................................3 1.3 本文的研究方法与架构 .................................................................4 1.4 本文的创新及不足 .........................................................................4 第 2 章 佳山东麓项目介绍及所在区域市场供求分析........................5 2.1 佳山东麓项目介绍 .........................................................................5 2.2 马鞍山市房地产区域环境分析 .....................................................7 2.3 马鞍山市商品住宅需求分析 .........................................................8 2.3.1 房地产市场政策 ......................................................................8 2.3.2 土地总体成交市场 ................................................................10 2.3.3 商品住宅市场 ........................................................................11 2.4 马鞍山市商品住宅供给分析 .......................................................11 第 3 章 项目开发条件与方案设计......................................................14 3.1 项目位置 .......................................................................................14 3.2 项目建设条件 ...............................................................................14 3.2.1 地形地貌条件 ........................................................................14V 3.2.2 交通配套与环境条件 ............................................................15 3.2.3 公共设施与施工条件 ............................................................16 3.3 项目建设方案设计 .......................................................................16 3.3.1 建设方案设计指导思想 ........................................................16 3.3.2 项目总体规划方案 ................................................................18 第 4 章 项目实施计划与投资估算......................................................20 4.1 实施计划 .......................................................................................20 4.2 销售计划 .......................................................................................20 4.3 投资估算 .......................................................................................22 4.3.1 投资估算依据和说明 ............................................................22 4.3.2 总投资 ....................................................................................23 4.3.3 资金可靠性分析 ....................................................................24 第 5 章 项目经济效益与社会效益评价..............................................25 5.1 经济效益 .......................................................................................25 5.1.1 主营业务收入 ........................................................................25 5.1.2 开发成本 ................................................................................25 5.1.3 利润 ........................................................................................25 5.1.4 投资回收期 ............................................................................26 5.1.5 内部收益率 ............................................................................26 5.2 社会效益 .......................................................................................26 第 6 章 项目风险分析与定位..............................................................27 6.1 项目 SWOT 分析..........................................................................27 6.1.1 优势（S）分析 ......................................................................27VI 6.1.2 劣势（W）分析 ....................................................................28 6.1.3 机会（O）分析 .....................................................................28 6.1.4 威胁（T）分析......................................................................29 6.2 防范和降低风险的措施 ...............................................................29 6.2.1 工程自然条件风险的防范措施 ............................................29 6.2.2 资金风险的防范措施 ............................................................30 6.2.3 外部风险的防范措施 ............................................................30 6.2.4 政策风险 ................................................................................30 6.2.5 市场风险 ................................................................................30 第 7 章 结论与政策建议......................................................................32 7.1 主要结论 .......................................................................................32 7.2 政策建议 .......................................................................................32