本报告是针对在美国密苏里州立大学校外修建学生公寓项目所撰写的商业计划书。 密苏里州位于美国中西部，密苏里州立大学（Missouri State University）位于密苏里州斯 普林菲尔德市（Springfield），是本州州立大学中规模最大的大学，每年在校学生超过 2 万名。中国留学生刚到密苏里，人生地不熟的情况下很难找到合适的房源。因此，一套 带有家具及高级公寓管理的学生公寓会受到尤其是来自于中国学生的欢迎。本项目即是 在这种背景下，为了满足学生的这种校外居住的需求，兴建了一栋位于密苏里州立大学 附近的校外学生公寓。 本商业计划书主要从以下四个方面对项目进行分析， （1）项目投资环境及市场分析。包括外部环境、市场需求和项目 SWOT 分析； （2）目标市场分析及市场地位； （3）项目营销推广策略； （4）项目经济效益分析。 分析项目的经济效益，预测项目收入，评价项目盈利能力，并进一步分析存在的风 险和提出规避措施。 经过综合分析及营销规划、运营规划，可以得出一个结论，在国外综合性大学宿舍 资源缺失的情况下兴建一栋管理完善的学生公寓不但改变了国人通过中介投资美国房 地产的传统方式，并且通过积极有效地营销及运营规划，这种投资少，回报率高的海外 地产项目具有良好的市场前景和发展优势的。 关键词，学生公寓；商业计划书；项目营销规划；II Abstract This dissertation is a business plan which is aimed at building a student apartment located outside of Missouri State University in America. Missouri State lies in the middle west of America, and Missouri State University stated in Springfield City, which is biggest state university in Missouri. The university has 150 bachelor’s degree programs and 43 master’s degree programs, which also means there is over 20 thousands students study here every year. Chinese students who arrive in a new place were hard to find a safety place to stay. As a result, a set of apartment which has fullest furniture and professional apartment will be helpful and greeting, especially for those Chinese students. This plan is raised up base on above background: to meet the requirement from the student who would like to live in outside of the school, a new apartment will be built up beside the Missouri State University. This business plan analysis the whole project from 4 points: (1) Project investment environment and market analyzing, which include external and internal environment and also the SWOT analysis. (2) Targeted market analyzing and market position choosing. (3) Market strategy for the project development. (4) Project benefit analysis: study the benefit, foresee project incoming, evaluate the project profitability, analyze possible risk and advise the elusion tactics. Based on the analysis, detail marketing plan and operation plan, we have get overall conclusion which is building a good management apartment located at outside of a foreign comprehensive university, this new investment method had changed traditional way that Chinese people make money by investment agents. And with the efficient marketing and operation plan, this small input but high output business model will have very good market and developing advantage. Key words，Students apartment；Business plan；Project marketing plan；III 目录 摘要.............................................................................................................................................I Abstract ..................................................................................................................................... II 图表清单..................................................................................................................................VI 第一章绪论................................................................................................................................1 1.1 研究的背景与意义..................................................................................................... 1 1.1.1 研究背景.......................................................................................................... 1 1.1.2 研究意义.......................................................................................................... 2 1.2 文献综述...................................................................................................................... 3 1.3 研究方法与内容.......................................................................................................... 4 第二章企业及项目概况............................................................................................................6 2.1 企业简介..................................................................................................................... 6 2.2 项目简介..................................................................................................................... 6 2.3 开发动因................................................................................................................... 10 2.4 开发方案................................................................................................................... 12 2.5 本章小结................................................................................................................... 15 第三章项目环境分析..............................................................................................................16 3.1 宏观环境分析............................................................................................................ 16 3.1.1 政策环境........................................................................................................ 16 3.1.2 经济环境........................................................................................................ 17 3.1.3 社会环境........................................................................................................ 17 3.1.4 技术环境........................................................................................................ 19 3.2 斯普林菲尔德市房地产现状................................................................................... 19 3.3 密苏里州立大学学生情况....................................................................................... 21 3.4 竞争环境 SWOT 分析.............................................................................................. 22 3.5 本章小结.................................................................................................................... 25 第四章市场分析及营销推广策略..........................................................................................26 4.1 目标市场选择............................................................................................................ 26 IV 4.2 目标市场定位............................................................................................................ 27 4.3 项目营销推广策略................................................................................................... 28 4.3.1 产品策略......................................................................................................... 28 4.3.2 价格策略......................................................................................................... 30 4.3.3 分销策略......................................................................................................... 33 4.3.4 促销策略......................................................................................................... 36 4.4 本章小结.................................................................................................................... 38 第五章项目运营计划..............................................................................................................39 5.1 运营团队................................................................................................................... 39 5.2 运营计划................................................................................................................... 39 5.3 本章小结................................................................................................................... 41 第六章财务分析与风险控制..................................................................................................42 6.1 项目财务分析........................................................................................................... 42 6.1.1 项目投资分析................................................................................................. 42 6.1.2 固定资产投资分析......................................................................................... 42 6.1.3 固定资产折旧分析......................................................................................... 43 6.1.4 投资总成本费用分析..................................................................................... 44 6.1.5 投资税费分析................................................................................................. 45 6.1.6 投资销售收入分析......................................................................................... 45 6.1.7 项目经济性分析表......................................................................................... 46 6.2 风险分析及对策....................................................................................................... 47 6.2.1 可能存在的风险............................................................................................. 47 6.2.2 风险对策......................................................................................................... 49 6.3 开发失败的风险及对策............................................................................................ 50 6.4 本章小结.................................................................................................................... 50 结论..........................................................................................................................................51