纵观世界文化史，丝绸成为古代中国连接世界的纽带，“丝绸之路”因此而闻名。 中国丝绸在世界上享有很高的声誉，丝绸文化是最具有中国特色的文化之一，丝绸产业 是中华民族的传统产业，具有独特的魅力和深刻的文化内涵。 自从一九九五年以来，由于创新能力弱、品种单一、产品档次低、产品附加值得不 到提升，丝绸产品的生产和销售大幅度下降，丝绸企业亏损面较大，经营积极性得不到 发挥，丝绸文化产业的定位没能得到消费者及市场的认可。 投资方借助海南“国际旅游岛”概念的确认和海南省“十二五”时期文化改革发展 规划，“以旅游为载体，以文化为灵魂，推动文化产业结构调整和旅游产业转型升级” 的机会，运用文化与旅游融合发展模式的新业态，通过挖掘传统中国丝绸文化内涵，打 造国内外丝绸文化展示交流平台，培育海南旅游文化资源新亮点。海岛中国丝绸文化创 意园应运而生。它是集丝绸总部大楼、博览馆、主题酒店等业态于一体的丝绸综合体项 目。 本商业计划书通过项目前期的市场调研和海口投资环境分析、目标市场、SWOT 和竞 争力分析，合理定位，并通过营销策略、财务分析和运用控制，形成一个全方位、全过 程的筹划方案，体现项目投资的社会价值和经济价值。同时，希望能够建立一套科学有 效的投资决策程序，降低成本、控制经营风险，达到项目预期目标。 首先，通过对项目投资方的描述，充分证明了投资方的实力；其次，应用 SWOT 分 析法和波特模型分析法，使投资方充分认识到企业所处的竞争环境，帮助企业充分发挥 自身的竞争优势。同时在项目的营销分析中，特别引入了丝绸文化策略，从而提高企业、 项目在市场的知名度。最后，对项目的销售收入、开发成本、经营预测、资金筹划，项 目的盈利状况、清偿能力、盈亏平衡、敏感性和风险性进行分析。 项目销售收入 19.85 亿元，总投入 12.94 亿元，工程费用 9.8 亿元。所得税后利 润 4.88 亿元，财务净现值 6.23 亿元，财务内部收益率 28.67%，投资回收期 3.69 年， 投资利润率 19.58 %，投资利税率 29.07%，清偿能力 4.11 年，盈亏平衡点 38.85%。从 财务角度看，各项指标良好、风险可控，项目具有可行性。 关键词，丝绸文化；旅游文化；国际旅游岛II ABSTRACT The holoscopic world cultural history, the silk became the ancient times China connection world the link, “Silk Road” therefore was well-known.The Chinese silk has the very high prestige in the world, the silk culture most has one of Chinese characteristic cultural, the silk industry is Chinese nation's traditional industry, has the unique charm and the profound cultural connotation. Since 1995, due to the weak innovation capability, the varieties of a single, low grade of products, the added value of product is not enhanced, production and sales of large amplitude of silk products larger decline, silk company loss range, operation enthusiasm not play, industry of silk culture positioning didn't get consumers and market recognition. Confirm the investment side with Hainan international tourism island concept in Hainan province and the Twelfth Five Year Plan period of cultural reform and development planning, taking the tourism as the carrier, the soul of culture, promote cultural industry structure adjustment and transformation and upgrading of the tourism industry opportunity, using the new format development mode of culture and tourism integration, through the excavation of traditional Chinese silk culture connotation, to build domestic and foreign silk culture exhibition and exchange platform, cultivating the new bright spot of cultural tourism resources in Hainan. The island China silk culture industry park emerge as the times require. It is a set of silk headquarters building, museum, theme hotel formats in one of the silk complex project. The business plan through the project pre-market research and Haikou investment environment analysis, target market, SWOT and competitive analysis, reasonable position, and through the marketing strategy, financial analysis and application of control, forming a full range, the whole process of planning, project investment of the embodiment of social value and economic value. At the same time, hope to be able to establish a scientific and effective investment decision-making procedures, reduce costs, control operational risks, the project is expected to achieve the goal of.III First of all, through the description of the project investment, fully demonstrated the investment side strength; secondly, the application of SWOT analysis and Potter model analysis, make the investment to fully recognize the enterprise's competitive environment, helping enterprises to give full play to their competitive advantage. At the same time, in the marketing analysis of the project, especially introduce the strategy of silk culture, so as to improve the visibility of the enterprise, the project in the market. Finally, based on the sales revenue, cost, development business forecasting, financial planning, analysis of the project profitability, solvency, profit and loss balance, sensitivity and risk. Project sales revenue 1,985,000,000 yuan, total investment 1,294,000,000 yuan, the project cost 980,000,000 yuan. After tax profit of 488,000,000 yuan, financial net present value of $623,000,000, financial internal rate of return of 28.67%, investment recovery period is 3.69 years, the investment profit rate is 19.58%, investment profit rate 29.07%, 4.11 years of repayment ability, the breakeven point 38.85%. Look from financial angle, good indicators, controllable risk, the project is feasible. Key word: Silk culture; Traveling culture; International traveling islandIV 目 录 摘要 ........................................................................................................................................... I ABSTRACT ................................................................................................................................... II 目 录 ......................................................................................................................................... IV 第一章 绪 论 ............................................................................................................................ 1 1.1 选题背景和意义 .............................................................................................................. 1 1.2 有关文献综述 .................................................................................................................. 2 1.2.1 商业计划书 .............................................................................................................. 2 1.2.2 波特五力模型 .......................................................................................................... 3 1.2.3 SWOT 分析法 ............................................................................................................ 3 1.2.4 消费者市场行为分析 .............................................................................................. 3 1.2.5 项目的财务评价和风险分析 .................................................................................. 4 1.3 研究内容和研究方法 ...................................................................................................... 4 1.4 本章小结 .......................................................................................................................... 4 第二章 项目及公司概况 .......................................................................................................... 6 2.1 项目概况 .......................................................................................................................... 6 2.1.1 项目区域特点 .......................................................................................................... 6 2.1.2 项目规划指标 .......................................................................................................... 7 2.1.3 项目建设理念 .......................................................................................................... 7 2.1.4 项目功能布局 .......................................................................................................... 8 2.2 项目公司以及股东简介 ................................................................................................ 11 2.2.1 海南省丝绸集团投资有限公司 ............................................................................ 11 2.2.2 海南省丝绸集团有限公司 .................................................................................... 12 2.2.3 广东省丝绸纺织集团有限公司 ............................................................................ 12 2.2.4 中国同源有限公司 ................................................................................................ 13 2.3 本章小结 ........................................................................................................................ 15 第三章 海口投资环境分析 .................................................................................................... 16 3.1 海口市经济运行环境分析 ............................................................................................ 16V 3.1.1 海口城市经济、产业经济分析 ............................................................................ 16 3.1.2 海南旅游市场状况 ................................................................................................ 16 3.1.3 海口市产业园发展情况 ........................................................................................ 17 3.2 投资环境分析 ................................................................................................................ 17 3.2.1 市场经济体制环境不断完善 ................................................................................ 17 3.2.2 营造开明优惠的政策环境 .................................................................................... 18 3.2.3 创建优质高效的服务环境 .................................................................................... 18 3.2.4 优化社会治安环境 ................................................................................................ 18 3.2.5 营造公平竞争的市场环境 .................................................................................... 18 3.3 本章小结 ........................................................................................................................ 18 第四章 市场竞争分析 ............................................................................................................ 20 4.1 各种物业类型的市场竞争分析 .................................................................................... 20 4.1.1 商业物业市场竞争分析 ........................................................................................ 20 4.1.2 产权式酒店的市场竞争分析 ................................................................................ 20 4.1.3 写字楼的市场竞争分析 ........................................................................................ 21 4.1.4 酒店的市场竞争分析 ............................................................................................ 22 4.2 项目周边楼盘销售价格 ................................................................................................ 23 4.3 波特五力竞争模型 ........................................................................................................ 23 4.4 SWOT 分析 ...................................................................................................................... 25 4.4.1 项目整体的 SWOT 分析 .......................................................................................... 25 4.4.2 物业业态的 SWOT 分析 .......................................................................................... 26 4.5 客户群体分析 ................................................................................................................ 30 4.5.1 岛内消费群体 ....................................................................................................... 30 4.5.2 岛外消费群体 ....................................................................................................... 30 4.6 本章小结 ........................................................................................................................ 31 第五章 项目定位分析 ............................................................................................................ 33 5.1 投资者对项目的预期与消费者的市场差距 ................................................................ 33 5.1.1 投资者的三大定位诉求 ........................................................................................ 33 5.1.2 市场现实 ................................................................................................................ 33 5.1.3 市场差距协调 ........................................................................................................ 33VI 5.2 项目的市场定位 ............................................................................................................ 34 5.2.1 商业的定位 ............................................................................................................ 35 5.2.2 酒店的定位 ............................................................................................................ 35 5.2.3 写字楼的定位 ........................................................................................................ 36 5.2.4 博物馆的定位 ........................................................................................................ 36 5.3 文化创意、丝绸文化与海岛 ........................................................................................ 37 5.4 本章小结 ........................................................................................................................ 38 第六章 营销策略分析和组织实施 ........................................................................................ 39 6.1 项目运营的预期 ............................................................................................................ 39 6.2 目标客户群体 ................................................................................................................ 40 6.2.1 产权式酒店 ........................................................................................................... 40 6.2.2 写字楼 ................................................................................................................... 40 6.2.3 精品酒店 ............................................................................................................... 41 6.2.4 博物馆 ................................................................................................................... 41 6.3 推广策略 ........................................................................................................................ 42 6.4 媒体运用与选择策略 .................................................................................................... 42 6.5 推广框架 ........................................................................................................................ 42 6.6 价格策略 ........................................................................................................................ 44 6.6.1 产权式酒店定价 .................................................................................................... 44 6.6.2 写字楼定价 ............................................................................................................ 44 6.6.3 精品酒店定价 ........................................................................................................ 44 6.6.4 博物馆收费 ............................................................................................................ 45 6.7 组织实施 ........................................................................................................................ 45 6.7.1 项目推进和实施的组织结构， ............................................................................ 45 6.7.2 项目推进和实施的节点 ........................................................................................ 46 6.8 本章小结 ................................................................................................................... 47 第七章 投资估算与财务分析及评价 .................................................................................... 48 7.1 经济技术指标 ................................................................................................................ 48 7.2 成本估算 ........................................................................................................................ 48 7.3 资金筹措 ........................................................................................................................ 50VII 7.4 项目收益与利润估算 .................................................................................................... 50 7.5 财务盈利能力分析 ........................................................................................................ 53 7.5.1 投资效果指标 ........................................................................................................ 53 7.5.2 静态指标 ................................................................................................................ 53 7.6 项目清偿能力分析 ........................................................................................................ 54 7.7 敏感性分析（盈亏平衡分析） .................................................................................... 54 7.8 本章小结 ........................................................................................................................ 54 第八章 社会影响分析与风险分析 ........................................................................................ 56 8.1 项目建设对社会的影响分析 ........................................................................................ 56 8.1.1 对经济发展的影响 ............................................................................................... 56 8.1.2. 引进先进的开发理念，提升区域价值 ............................................................. 56 8.1.3 增加就业机会 ....................................................................................................... 56 8.1.4 提升形象，完善城市功能 ................................................................................... 56 8.1.5 促进旅游业的发展 ............................................................................................... 56 8.2 项目与所在地互适性分析 .......................................................................................... 57 8.3 风险类型及防范措施 .................................................................................................... 57 8.3.1 市场风险 ................................................................................................................ 57 8.3.2 工程风险 ................................................................................................................ 57 8.3.3 政策风险 ................................................................................................................ 58 8.3.4 社会风险 ................................................................................................................ 58 8.4 防范风险对策 ................................................................................................................ 58 8.5 本章小结 ........................................................................................................................ 59 结 论 ........................................................................................................................................ 60