近年来，房地产市场可谓精彩纷呈，既有破产、烂尾项目，更有赚的盆满钵盈的项 目。究其原因，房地产项目不是一个封闭的项目，它既受企业自身和市场影响，又受到 国家调控政策影响。越来越多的房企公司更加注重项目的可行性分析问题。中山市 H 房 地产项目作为自有资金开发的项目，同样面临着市场风险的问题。鉴于此，本文以中山 市 H 房地产项目为例，对其开发可行性进行研究。首先对本文的研究背景意义进行了阐 述，确定了本文的主要研究方法。随后对当前 H 市房产企业项目发展现状进行了分析， 重点对项目建设的基本条件、市场定位、规划方案和设计方案进行了研究。并重点分析 了中山市 H 房地产项目开发的宏观因素，如中山市房地产投资环境，其中包括经济发展 水平、固定资产投资水平、人口发展水平、人均收支水平、产业结构发展水平等；中山 市房地产市场，主要包括宏观政策、土地市场、市场供需、价格走向、客户分析等。基 于前文分析，并对 H 市当前房产企业进行项目开发的市场定位进行了介绍，并对 H 房 地产项目的进行了 SWOT 分析。并重点对中山市 H 房地产项目开发的经济效益进行了 分析评价。最后重点指出了中山市 H 房地产项目开发的财务、环境、时机、规划、市场 等风险，针对性地提出了防范措施。通过研究得出了 H 房地产项目主要面临的是市场风 险，但通过对项目利润率的测算，风险仍然在可控范围内，可通过加强营销策划来进行 弥补。以期通过本文研究为中山市 H 房地产项目的开发，乃至其他房地产企业项目开发 提供一定的理论指导和实践参考意义。 关键词，房地产项目；可行性；市场定位II Abstract In recent years, the real estate market can be described as brilliant, both bankruptcy, unfinished projects, more earn all pots of surplus project. The reason, the real estate project is not a closed project, it is both affected by the enterprise itself and the market, but also by the national control policy. More and more real estate companies began to pay attention to the feasibility study of development projects. Zhongshan City, H real estate projects as their own funds to develop the project, the same face the problem of market risk. In view of this, this article takes Zhongshan H real estate project as an example, carries on the empirical research to its development feasibility. This paper first introduces the research background, research significance, literature review and research methods of this paper. Then it introduces the general situation of Zhongshan H real estate project, and analyzes the basic conditions, market orientation, planning scheme and design scheme of project construction. And analyzes the macro factors of the development of real estate projects in Zhongshan City, such as the real estate investment environment of Zhongshan City, including the level of economic development, the level of investment in fixed assets, the level of population development, the level of per capita income and expenditure, the level of industrial structure development, Zhongshan real estate Market, including macroeconomic policies, land market, market supply and demand, price trends, customer analysis and so on. Based on the previous analysis, the market orientation of H real estate project development in Zhongshan City is expounded, and SWOT analysis of H real estate project is carried out. And the economic benefits of the development of H real estate projects in Zhongshan City were evaluated. Finally, it points out the risks, such as finance, environment, timing, planning and market development of Zhongshan H real estate project, and puts forward preventive measures. Through the study, it is concluded that the real estate project is facing the market risk. However, through the calculation of the project profit rate, the risk is still within the controllable range, which can be compensated by strengthening the marketing plan. So as to provide some theoretical guidance and practical reference significance for the development of Zhongshan H real estate project and other real estate enterprises. Key words: Real estate projects; feasibility; market positioningIII 目 录 摘要.........................................................................................................................................I Abstract .................................................................................................................................... II 第一章 绪论..............................................................................................................................1 1.1 研究背景......................................................................................................................... 1 1.2 研究意义......................................................................................................................... 2 1.3 文献综述......................................................................................................................... 3 1.3.1 国外文献综述.......................................................................................................... 3 1.3.2 国内文献综述........................................................................................................... 4 1.4 研究方法和研究内容..................................................................................................... 5 1.4.1 研究方法................................................................................................................... 5 1.4.2 研究内容................................................................................................................... 5 第二章 中山市 H 房地产项目概况.........................................................................................7 2.1 H 房地产项目开发公司基本情况 .................................................................................. 7 2.2 项目建设的基本条件..................................................................................................... 7 2.3 H 房地产项目的市场定位 .............................................................................................. 8 2.4 H 房地产项目的规划方案 .............................................................................................. 8 2.5 H 房地产项目的设计方案 .............................................................................................. 9 2.5.1 项目整体风格.......................................................................................................... 9 2.5.2 规划建设方案.......................................................................................................... 9 2.5.3 户型设计................................................................................................................ 10 2.5.4 园林设计................................................................................................................ 10 2.5.5 装修标准................................................................................................................ 10 2.5.6 其他建设................................................................................................................ 11 2.6 本章小结....................................................................................................................... 11 第三章 中山市 H 房地产项目开发的宏观因素分析 ..........................................................12 3.1 中山市房地产投资环境分析....................................................................................... 12 3.1.1 经济发展水平........................................................................................................ 12 3.1.2 固定资产投资水平................................................................................................ 13 3.1.3 人口发展水平........................................................................................................ 13IV 3.1.4 人均收支水平........................................................................................................ 13 3.1.5 产业结构发展水平................................................................................................ 13 3.2 中山市房地产市场分析............................................................................................... 14 3.2.1 宏观政策................................................................................................................ 14 3.2.2 土地市场................................................................................................................ 15 3.2.3 市场供需................................................................................................................ 15 3.2.4 价格走向................................................................................................................ 16 3.2.5 客户分析................................................................................................................ 17 3.3 本章小结....................................................................................................................... 19 第四章 中山市 H 房地产项目开发的市场定位分析 ..........................................................20 4.1 H 房地产项目定位分析 ................................................................................................ 20 4.1.1 市场定位................................................................................................................ 20 4.1.2 客户定位................................................................................................................ 21 4.1.3 价格定位................................................................................................................ 23 4.2 H 房地产项目的 SWOT 分析....................................................................................... 24 4.2.1 H 房地产项目的优势（S）分析........................................................................... 24 4.2.2 H 房地产项目的劣势（W）分析 ......................................................................... 25 4.2.3 H 房地产项目的机会（0）分析 ........................................................................... 25 4.2.4 H 房地产项目的威胁（T）分析 ....................................................................... 25 4.3 本章小结....................................................................................................................... 26 第五章 中山市 H 房地产项目开发的经济效益评价 ..........................................................27 5.1 投资预算....................................................................................................................... 27 5.1.1 投资资金来源........................................................................................................ 27 5.1.2 投资估算................................................................................................................ 27 5.1.3 开发费用估算........................................................................................................ 30 5.1.4 总成本汇总............................................................................................................ 31 5.2 利润估算....................................................................................................................... 31 5.2.1 价格分析................................................................................................................ 31 5.2.2 项目利润................................................................................................................ 32 5.3 项目经济效益评价....................................................................................................... 33V 5.3.1 经济指标计算........................................................................................................ 33 5.3.2 利润敏感性分析.................................................................................................... 35 5.4 本章小结....................................................................................................................... 36 第六章 中山市 H 房地产项目开发的风险及防范分析 ......................................................37 6.1 财务风险分析............................................................................................................... 37 6.1.1 固定成本与变动成本分析.................................................................................... 37 6.1.2 盈亏平衡分析........................................................................................................ 37 6.2 环境风险分析............................................................................................................... 38 6.3 时机风险分析............................................................................................................... 38 6.4 规划风险分析............................................................................................................... 39 6.5 市场风险分析............................................................................................................... 39 6.6 本章小结....................................................................................................................... 40 结 语......................................................................................................................................41