房地产业在中国形成、发展近 20 年，发展历程不长不短却涤荡起伏，利益 的驱使导致了近年的高地价、高房价，从而致使整个行业被人诟病。因此，房地 产业的发展历程经历了较多的政府调控、市场波动等，但其发展的总体趋势是向 着平稳的态势——暴利时代结束、行业集中度越来越高、行业发展趋于平稳。房 地产行业的另一面却在改善民生、住房方面起到了无可替代的作用，同时对社会 经济的发展也起到了巨大的拉动作用，解决、提供了大量就业的同时改善着人们 的生活。 房地产行业的发展集中度越来越高，必然存在着公司间的整合、并购，而从 房屋的需求者而言，随着人们对品质生活追求的提高，房屋的属性不再是简单的 居住。旅游地产因此应运而生，也是未来发展潜力较大的一个产业分支，三亚湾 地块住宅项目便是这波并购的旅游地产项目之一。 文章主体首先概括性描述了该项目的基本情况，其中的商业构想、初步预测 项目可能实现的投资回报率等，使公司决策者对该项目产生浓厚兴趣。其次，文 章提出商业计划书的理论，阐述商业计划书在投资方面的重要作用以及支撑本商 业计划书的理论基础，在第一部分的后两段文章论证了该项目成功开发的可行性 并展示了项目开发最重要的核心要素——团队。 计划书的中段部分为项目的实施，首先从营销管理出发，使用著名的 STP 理 论细分市场、精准锁定潜在客群，进而完成产品定位。顺接产品定位，文章转入 开发环节的规划设计阶段，完成产品的设计部分。其次，在产品建造、销售阶段， 计划书从房地产专业出发完成了开发的主要工作。 计划书也对项目开发存在的风险及解决方案进行了阐述。计划书精华部分是 文章的财务分析及投资回报率分析。团队凭借房地产开发专业素养，通过估算建 安成本、制定销售价格，确定了项目总销售收入的基本情况。并对净利润、项目 毛利率、成本利润率及内部收益率等指标进行测算，各项指标均显示“三亚湾地 块住宅项目”有很高的投资收益率，可作为重点开发的优质项目。通过这部分研 究，公司决策者可以直观地了解财务分析及回报率的预测，文章最后对计划书做 了总结。 文章运用房地产项目开发专业知识，结合了 MBA 课程所学的人力资源管理、 市场营销、战略分析、运营管理、风险防控、财务分析、投资回报分析等工具， 在国家层面倡导大众创业、万众创新的时点，利用商业计划书对众多创业者的投、 IMBA 学位报告 作者：任立春 三亚湾地块住宅项目商业计划书 融资或后期运营进行了十分重要的引领与指导。同时，计划书从宏观方面对房地 产行业的发展趋势做了大胆预判，在微观方面，对“三亚湾地块住宅项目”的开 发做了论述，特别是资本市场关注的投资回报率做了测算，也为项目后续实际开 发起到了重要的参考、指导作用。 关键词：三亚湾住宅项目；商业计划书；旅游地产 IIMBA 学位报告 作者：任立春 三亚湾地块住宅项目商业计划书 Abstract The real estate industry has been formed and developed in China for nearly 20 years. The development process has not been long or short but has been ups and downs. The driving of interests has led to high land prices and high housing prices in recent years, which has caused the entire industry to be criticized. Therefore, the development of the real estate industry has experienced more government regulation, market volatility, etc., but the overall trend of its development is toward a stable situation - the end of the profiteering era, the industry concentration is getting higher and higher, and the industry development tends to be stable. The other side of the real estate industry has played an irreplaceable role in improving people's livelihood and housing. At the same time, it has also played a huge role in the development of social economy, solving and providing a large number of jobs while improving people's lives. The development of the real estate industry is becoming more and more concentrated, and there must be integration and mergers and acquisitions between companies. From the demand of housing, as the pursuit of quality life is improved, the property of the house is no longer a simple residence. Tourism real estate has emerged as a result, and it is also an industrial branch with great potential for future development. The Sanya Bay block residential project is one of the tourism real estate projects of this wave. The main body of the article firstly describes the basic situation of the project. The business concept and the preliminary prediction of the possible return on investment make the company's decision makers have a strong interest in the project. Secondly, the article puts forward the theory of business plan, expounds the important role of business plan in investment and the theoretical basis of supporting this business plan. The second two articles in the first part demonstrate the feasibility of the successful development of the project and show the most important core element of project development - Team. The middle part of the plan is the implementation of the project. Firstly, starting from the marketing management, the famous STP theory is used to segment the market and accurately target the potential customers, thus completing the product positioning. Following the product positioning, the article is transferred to the planning and design stage of the development process to complete the design part of the product. Secondly, in the stage of product construction and sales, the plan completed the main work of development from the real estate profession. The plan also explains the risks and solutions for project development. The essence of the plan IIIMBA 学位报告 作者：任立春 三亚湾地块住宅项目商业计划书 is the financial analysis and ROI analysis of the article. Based on the professional development of real estate development, the team determined the basic situation of the total sales revenue of the project by estimating the cost of building installation and setting the sales price. The indicators such as net profit, project gross profit margin, cost profit rate and internal rate of return are measured. All indicators show that the “Sanya Bay Block Residential Project” has a high investment yield and can be used as a key project for quality development. Through this part of the research, company decision makers can intuitively understand the financial analysis and the prediction of the rate of return. The article concludes with a summary of the plan. The article uses real estate project development expertise, combined with the human resources management, marketing, strategic analysis, operations management, risk prevention and control, financial analysis, investment return analysis and other tools learned in the MBA program. At the national level to advocate the time of mass entrepreneurship and innovation, this paper uses the business plan to guide the investment, financing and post-operation of many entrepreneurs. At the same time, the plan made a bold prediction on the development trend of the real estate industry from the macro aspect. On the micro level, it discussed the development of the “Sanya Bay Block Residential Project”, especially the investment return rate of the capital market. It also played an important reference and guidance for the actual development of the project. Keyword：Residential project in Sanya Bay；Business plan；Tourist real estate IVMBA 学位报告 作者：任立春 三亚湾地块住宅项目商业计划书 目录 中文摘要..............................................I Abstract ........................................... III 一、绪论 .............................................1 （一）研究背景..............................................1 （二）项目背景..............................................4 （三）本文主要工作..........................................6 （四）本文主要创新点........................................7 二、相关理论基础 .....................................8 （一）文章体例-------商业计划书.............................8 （二）商业计划书的涵义......................................8 （三）采用的理论及方法......................................9 三、项目可行性分析 ..................................11 （一）宏观分析（PEST）.....................................11 （二）微观分析（SWOT）.....................................13 四、项目开发团队及简介 ..............................18 （一）公司简介.............................................18 （二）开发团队组织形式.....................................20 五、项目实施 ........................................22 （一）营销管理.............................................22 （二）规划设计............................................311 （三）项目开发计划.........................................38 （四）项目销售.............................................39 六、项目风险及防控对策 ..............................40 VMBA 学位报告 作者：任立春 三亚湾地块住宅项目商业计划书 （一）政策风险.............................................40 （二）市场风险.............................................42 （三）产品风险.............................................43 （四）村民干扰的风险.......................................43 七、项目财务指标分析 ................................44 （一）项目建安成本估算.....................................44 （二）建筑用地成本.........................................45 （三）项目销售收入.........................................45 （四）项目盈利预测表.......................................46 （五）项目内部收益率.......................................47 （六）项目总目标...........................................48 八、结论与展望 ......................................50 （一）结论.................................................50 （二）展望.................................................50