2009 年 11 月 9 日，肇庆市国土资源局鼎湖分局发出公开拍卖信息，以公开拍卖的 方式出让位于肇庆市鼎湖城区 A 区地段的国有建设用地使用权。该拍卖用地临近我集团 控股的星湖科技公司所有酱油厂地块，如能取得本地块使用权与酱油厂整合开发，可争 取更好的技术经济指标和更多的政策优惠，而规模开发本身亦可为集团带来更好的经济 效益；同时，考虑到肇庆市地理位置优越，经济发展迅速，作为广东后工业城市，具有 非常大的发展空间，尤其是广佛肇一体化的实施和广佛肇城际轻轨的开工建设，必将带 来肇庆市各方面的飞跃式发展，提升肇庆市土地价值。基于此，我们对项目进行了认真 研究，并参与竞拍，成功拍得该地块。拍卖出让地块总面积 187117.68 平方米（折合 280.67 亩），净面积 116142.33 平方米（折合 174.21 亩），用地性质为商业、住宅。 综合各种考虑，我们将借重规模优势，采取差异化竞争战略，充分利用当地区位优 势，遵循市场发展客观规律，把此项目打造成为珠三角第一休闲居所、鼎湖首席绿领国 际社区、鼎湖绿色休闲城市综合体 、ESD（可持续发展）绿色住区。按照财务静态分 析，项目总成本 11 亿元（含地价约 1.75 亿元），采用自筹与银行融资的方式筹措资金。 其中，项目公司自筹 20200 万元，银行滚动式贷款 89800 万元。预计总销售收入 13.93 亿元，可实现毛利润 1.93 万元，净利润 1.45 万元，税前投资利润率 17.51%，税后投资 利润率 13.13%，自有资金报酬率 105.32%。静态盈利能力为行业平均水平。以 4.2 年为 周期，可在 40 个月实现静态投资回收，按照 10%为基准收益率, 则可在 45 个月实现动 态投资回收。项目财务内部收益率达到 21.61%，远高于基准收益率。 然而，任何项目都存在风险，本项目也不例外，大致包括地价风险、资金风险、销 售风险、社会风险、工程风险、合作风险、政策风险、技术风险等，但这些风险并不致 命，只要采取合理措施，均可得到有效控制。因此，总体而言，该项目优势明显，效益 显著，且具有一定的关联性，切实可行，只要采用合理的组织结构，建立起精干、高效 的建设实施班子，通过控制开发成本、提高建设水平、把握好开发进度、采用合适的销 售策略，一定能够创造出应有的价值。 关键词，ZQDHGX 项目；肇庆鼎湖城区；商业计划书II Abstract On November 9th, 2009, DingHu Branch of ZhaoQing Municipal Bureau of Land and Resources issued an auction announcement to transfer the use right of the state owned construction land located in A Districts, DingHu urban area of ZhaoQing City by means of public auction. Since this land under the hammer is in the neighbourhood of the source factory land of Lake Bioscience Co., Inc. controlled by our Group, after obtaining the Land use Right, we can develop the Land and the Soy Sauce Factory integratedly by enjoying better techno economic indicators and more preferential polices, meanwhile ,integrated development itself will bring us better economic returns. Furthermore, ZhaoQing,as a post industrial city , with its superior geographical position and rapid economic development,enjoys great development potential.Especially the implementation of the Integration of GuangZhou, FoShan and ZhaoQing, and the on going construction of Guangzhou FoShan ZhaoQing Intercity Light Rail will definitely enhance the overall economic development and the land value of ZhaoQing.So we participated in the governmental bidding and successfully acquired the Land use Right. The total area of this Land is 187,117.68 square meters (equivalent to 280.67 mu) and the net area is 116,142.33 square meters (equivalent to 174.21 mu). The land will be used for commercial and residential purposes. After the comprehensive consideration ,we plan to build this land into the first relaxation residence on the Pearl River delta,the Dinghu leading international community for green collar workers , the Dinghu green recreational urban complex and ESD green residential area. To achieve this ,we will rely on the scale advantage ,take differentiation competitive strategies,take full advantage of the location superiority and follow the rules of the objective laws of market development.Through static financial analysis, the total cost of the project is RMB 1.1 billion(including the land cost of approximately RMB 175 million), the total sales revenue is RMB 1.393 billion, the gross profit is RMB 19,300, the net profit is RMB 14,500, the pre tax rate of return on investment (ROI) is 17.51%, the after tax rate of ROI is 13.13%, the rate of return on equity(ROE) is 105.32%. According to the average rate of ROI of 10% 15% in the current real estate development industry, the static profitability of the project is in line with the industry average. The average annual rate of ROE of the project is 26.33% calculated at the rate of ROE and taking into account the four year development cycle. The financial internal rate of return of this project is as high as 21.61%,much higher than the base earning ratio.III Since any project has its risks ,this one makes no exception.The major risks of the project are various ,such as land cost rising , financing , marketing , social , engineering, cooperation, policies and technologies,but none of them is vital if we take rational measures ,we can keep it under control.In conclusion ,with its obvious advantages ,notable benefit and certain relevance ,the project is practical.As long as we adopt reasonable organization structure,build a working team of high capability and efficiency,we can surely create the due values though regulating cost of development,enhancing constructive standard, carrying out the development properly and applying appropriate marketing strategies. Keywords: a Project of ZQDHGX; DingHu District ,ZhaoQing ; a business planIV 目 录 摘要...........................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表清单.....................................................................................................................................I 第一章 绪 论..........................................................................................................................1 1.1 项目的背景和意义.......................................................................................................... 1 1.1.1 项目的背景............................................................................................................... 1 1.1.2 项目的概况............................................................................................................... 1 1.1.3 项目的意义............................................................................................................... 5 1.2 项目的必要性.................................................................................................................. 5 1.3 文献综述.......................................................................................................................... 5 1.3.1 可行性研究理论....................................................................................................... 5 1.3.2 战略管理方面........................................................................................................... 7 1.3.3 运营管理方面........................................................................................................... 9 1.3.4 财务管理方面.......................................................................................................... 10 1.4 研究的思路与方法........................................................................................................ 11 1.5 研究的内容.................................................................................................................... 11 第二章 环境分析....................................................................................................................13 2.1 宏观环境分析................................................................................................................ 13 2.1.1 政策环境................................................................................................................. 13 2.1.2 经济环境................................................................................................................. 13 2.1.3 地理环境................................................................................................................. 14 2.2 行业竞争五力分析........................................................................................................ 15 2.2.1 同行业竞争者的竞争............................................................................................. 15 2.2.2 供应商的讨价还价................................................................................................. 15 2.2.3 顾客的讨价还价..................................................................................................... 16 2.2.4 潜在进入者的威胁................................................................................................. 16 2.2.5 替代品的威胁......................................................................................................... 16 2.3 股东能力分析................................................................................................................ 16 2.4 本章小结........................................................................................................................ 17V 第三章 市场定位与发展方向..............................................................................................18 3.1 市场预测........................................................................................................................ 18 3.1.1 宏观市场分析......................................................................................................... 18 3.1.2 项目周边市场分析................................................................................................. 18 3.2 市场前景........................................................................................................................ 19 3.3 项目定位........................................................................................................................ 20 3.3.1 项目总体定位......................................................................................................... 20 3.3.2 项目形象定位......................................................................................................... 20 3.3.3 项目功能定位......................................................................................................... 20 3.3.4 项目产品定位......................................................................................................... 21 3.3.5 项目价格定位......................................................................................................... 21 3.4 项目潜在客户分析........................................................................................................ 23 3.5 项目定位可行性分析.................................................................................................... 23 3.5.1 项目定位对区域市场的影响................................................................................. 23 3.5.2 项目定位实现的可能性与现实性......................................................................... 23 3.5.3 项目实现定位的关键因素分析............................................................................. 24 3.6 项目营销规划................................................................................................................ 24 3.6.1 项目营销整体战略................................................................................................. 24 3.6.2 客户营销战略......................................................................................................... 25 3.7 本章小结........................................................................................................................ 27 第四章 项目运营管理............................................................................................................28 4.1 组织结构....................................................................................................................... 28 4.2 项目实施规划................................................................................................................ 29 4.2.1 进度安排原则......................................................................................................... 29 4.2.2 施工进度安排......................................................................................................... 30 4.3 项目工程招标................................................................................................................ 30 4.3.1 工程招标依据......................................................................................................... 30 4.3.2 工程招标范围......................................................................................................... 30 4.3.3 工程招标组织形式................................................................................................. 31 4.4 项目工程建设实施........................................................................................................ 33 4.5 项目工程质量要求........................................................................................................ 33VI 4.6 本章小结........................................................................................................................ 33 第五章 项目财务分析............................................................................................................34 5.1 投资估算........................................................................................................................ 34 5.1.1 编制依据................................................................................................................. 34 5.1.2 项目总投资............................................................................................................. 34 5.2 项目利润预测................................................................................................................ 37 5.3 资金筹措........................................................................................................................ 39 5.4 本章小结........................................................................................................................ 40 第六章 项目风险分析............................................................................................................41 6.1 项目风险分析................................................................................................................ 41 6.1.1 地价风险分析......................................................................................................... 41 6.1.2 资金风险分析......................................................................................................... 41 6.1.3 销售风险分析......................................................................................................... 41 6.1.4 社会风险分析......................................................................................................... 42 6.1.5 工程风险分析......................................................................................................... 42 6.1.6 合作风险分析......................................................................................................... 43 6.1.7 政策风险分析......................................................................................................... 43 6.2 项目风险防范................................................................................................................ 43 6.3 本章小结........................................................................................................................ 44 结 论........................................................................................................................................45