可行性研究是指在项目决策之前，对与项目有关的市场、资源、经济、社会 等问题进行全面、系统的分析、论证和评价，从而判断项目在技术上是否先进、 经济上是否合理、建设上是否可行等。引入可行性研究，有助于实现项目决策的 科学化、民主化和程序化，降低或避免投资决策的失误，为项目的开发建设和有 效控制提供的科学依据或参考。 报告运用现代可行性研究的基本理论和基本方法，结合国内外相关研究文献 与资料，对长沙滨江花园二期房产项目进行开发可行性研究与评价，以期能对项 目的投资决策有所启迪和帮助。报告主要内容包括，首先，提出问题，构建房地 产开发项目可行性研究的基本体系，并对滨江花园二期项目的基本情况、特点进 行了分析；其次，立足长沙实际，进行项目开发的投资环境分析与市场分析，寻 找项目的比较竞争优势；第三，根据项目特点，拟定开发方案，规划生产与销售 进程，制定市场营销策略；第四，根据拟定的开发方案，用两章的篇幅，重点预 测和估算项目的总投资与销售收入、税金，计算相关财务指标，进行财务经济效 益评价和不确定性分析；最后，从环境、社会影响和风险三个方面进行项目社会 综合评价与分析，判断项目抗风险的能力，并提出相关的对策建议。 报告研究表明，在现有宏观经济背景下，滨江花园二期项目的开发建设，具 备良好的经济和社会效益，建议公司抓住当前机会，尽快完成项目报批和规划设 计，力争尽早投入开发和推向市场。 关键词，可行性研究、开发设计、营销规划、财务评价、社会评价II Abstract The feasibility study refers to the project decision-making, the related market, resources, economy, social issues such as comprehensive, system analysis, argumentation and evaluation, to determine whether the project is advanced in technique, economy is reasonable, the construction is feasible. Feasibility study on introducing, contribute to the scientific, democratic and programming of project decision-making, reduce or avoid investment mistakes in decision-making, to provide for the smooth implementation and effective control of the project's scientific basis or reference. The basic theory of modern feasibility study using paper and basic methods, combined with the related literature and data at home and abroad, research and evaluation of the feasibility of Changsha Binjiang garden two real estate projects, in project investment decision of enlightenment and help. The main content of this thesis includes: the first question, the basic system construction, real estate development project feasibility study, and the basic situation of Binjiang garden, the two phase of the project's characteristics are analyzed. Secondly, based on the reality of Changsha, and analysis of the market environment analysis of investment project development, more competition for the advantages of the project. Third, according to the characteristics of the project, make development plan, planning production and sales process, to develop marketing strategies. Fourth, according to the development plan, with two chapters, mainly predict and estimate the project's total investment and sales income, taxes, calculation of the relevant financial indicators, evaluation of financial benefit and uncertainty analysis. Finally, for a comprehensive evaluation and analysis of social project from three aspects of environmental, social impacts and risks, determine the ability to resist risks, and puts forward relevant countermeasures and suggestions. This research indicated that, in the current macro-economic background, economic, social benefits significantly, greater ability to resist risks, suggestions relevant formalities as soon as possible, as soon as possible to complete planning and design, development and construction. Key Words: The feasibility study, design, marketing planning, financial evaluation, social assessmentIII 目 录 摘要 ............................................................................................................................. I ABSTRACT................................................................................................................. II 第 1 章 绪论 .................................................................................................................1 1.1 选题背景与意义 ..................................................................................................1 1.2 国内外相关研究综述 ..........................................................................................2 1.3 报告研究内容与研究方法 ..................................................................................8 第 2 章 项目投资环境与市场分析...........................................................................11 2.1 项目概述 ............................................................................................................11 2.2 长沙市社会经济发展状况 ................................................................................15 2.3 长沙市房地产发展状况 ....................................................................................19 2.4 项目 SWOT 分析...............................................................................................23 第 3 章 项目开发设计与营销规划...........................................................................26 3.1 项目设计构思与布局 ........................................................................................26 3.2 项目开发进度 ....................................................................................................28 3.3 项目销售预测 ....................................................................................................28 3.4 项目营销策略 ....................................................................................................29 第 4 章 项目投融资估算 ...........................................................................................31 4.1 项目投资估算 ....................................................................................................31 4.2 项目资金来源与运用 ........................................................................................32 4.3 借款偿还计划 ....................................................................................................33 第 5 章 项目财务评价 .............................................................................................35 5.1 项目财务评价基础数据的选择 ........................................................................35 5.2 项目销售收入和税金估算 ................................................................................35 5.3 项目财务指标估算与分析 ................................................................................36 5.4 项目不确定性分析 ............................................................................................40 第 6 章 项目社会评价 ...............................................................................................42 6.1 项目环境影响分析 ............................................................................................42 6.2 项目社会影响分析 ............................................................................................43IV 6.3 项目风险分析 ....................................................................................................43 结论与展望 .................................................................................................................45 主要研究结论..........................................................................................................45 未来研究展望..........................................................................................................45