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2020年Z城市综合体项目商业计划书DOC

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文本描述
2008 年以来,中国房地产市场经历了巨大的变革,首先是 2008 年到 2010 年的住宅 地产价格不断攀升,成为影响我国经济大局的重要因素,导致国家接二连三出台房地产 调控措施,限制了住宅地产价格的上涨。在此大形势下,国内大型房地产商企业纷纷转 型发力商业地产领域。而城市综合体作为商业地产的一种特殊形式,在城市化快速发展 的今天越来越成为一种重要的商业地产开发模式。 面对机遇与威胁并存的环境,一份客观合理的商业计划书不仅是企业有关未来投资 的行动纲领,也是指导企业招商引资及说服潜在投资者投资项目的重要商务活动指南。 本文以 Z 城市综合体项目为研究对象,在已学习的有关理论的基础上,结合商业计划书 的要求,对该项目进行了综合分析,具体内容包括六大部分。 首先对项目背景及意义、相关文献综述、研究目标内容及方法进行了阐述;其次, 对项目基本信息、周边配套、环境景观和开发公司进行了简介;第三,从宏观环境、区 域发展和各物业市场三个层面分析了项目所处的外部环境;第四,根据上述分析确定本 项目的市场定位;第五,制订项目营销策略;最后,在上述分析的基础上,通过合理估 算,分析了项目的财务状况和风险,并制定风险防范对策。通过分析,本人认为该项目 的开发投资是可行的,具有较高的经济效益。 关键词,商业计划书;城市综合体;市场定位II Abstract The real estate industry has been experienced a great change since 2008.Firstly, the price of real estate was soaring , and become the important factor which influence the whole economic, and led to many control policies, limited the rise in prices of residential real estate. In this situation, the large real estate enterprises have transformed business field ,and into commercial real estate . HOPSCA as a special form of commercial real estate , becoming an important mode of commercial real estate development. Face the opportunities and threats, an objective and reasonable business plan is not only business-related investment guide ,but also an guide to persuade potential investors to invest the project. This paper choose Z HOPSCA as research objective, based on the related theory ,combine with the requirement of business plan ,conducted a comprehensive analysis of the project. Firstly , I described the background, significance ,research goals ,content and methods. Secondly, I analysis the basic information of the project , the surrounding facilities, environment, landscape and so on .Thirdly ,I analysis the macro-environment ,regional development and the segment real estate market. Fourthly, based on the above analysis ,determined the market position of the project . Fifthly, I developed the marketing strategy. Finally, on the basis of the above analysis , I conducted a financial & risk analysis of the project . Through the whole analysis , I think that the project is feasible, with high economic benefits. Key Words: Business Plan ; HOPSCA; PositionIII 目 录 摘要.........................................................................................................................................I Abstract ......................................................................................................................................II 图表清单..................................................................................................................................VI 第一章 绪 论............................................................................................................................1 1.1 研究背景与意义.............................................................................................................. 1 1.2 文献综述......................................................................................................................... 2 1.2.1 城市综合体及其分类.............................................................................................. 2 1.2.2 房地产市场定位...................................................................................................... 3 1.2.3 房地产经济评价方法............................................................................................... 5 1.2.4 房地产风险分析方法.............................................................................................. 6 1.3 研究目标与主要内容..................................................................................................... 6 1.4 研究方法及技术路线...................................................................................................... 7 第二章 项目概况......................................................................................................................9 2.1 项目基本信息................................................................................................................. 9 2.2 项目周边配套............................................................................................................... 10 2.2.1 交通配套................................................................................................................ 10 2.2.2 文卫配套................................................................................................................ 10 2.2.3 商业配套................................................................................................................ 11 2.3 项目环境景观............................................................................................................... 12 2.4 开发公司简介............................................................................................................... 13 2.5 本章小结....................................................................................................................... 13 第三章 外部环境分析............................................................................................................15 3.1 宏观环境分析............................................................................................................... 15 3.1.1 经济环境................................................................................................................ 15 3.1.2 政治法律环境........................................................................................................ 17 3.1.3 社会环境分析........................................................................................................ 19 3.1.4 技术环境分析........................................................................................................ 20 3.2 区域发展分析............................................................................................................... 21IV 3.3 物业市场分析............................................................................................................... 24 3.3.1 写字楼市场............................................................................................................ 25 3.3.2 商业地产市场......................................................................................................... 27 3.3.3 酒店地产市场........................................................................................................ 32 3.3.4 住宅地产市场........................................................................................................ 35 3.4 本章小结....................................................................................................................... 37 第四章 项目市场定位............................................................................................................39 4.1 SWOT 分析 ................................................................................................................... 39 4.1.1 优势........................................................................................................................ 39 4.1.2 劣势........................................................................................................................ 39 4.1.3 机遇........................................................................................................................ 39 4.1.4 威胁......................................................................................................................... 40 4.2 项目市场定位............................................................................................................... 40 4.2.1 发展模式定位........................................................................................................ 40 4.2.2 客户定位................................................................................................................. 42 4.2.3 品牌定位................................................................................................................ 44 4.3 规划思路....................................................................................................................... 45 4.4 本章小结....................................................................................................................... 46 第五章 营销策略....................................................................................................................47 5.1 产品策略....................................................................................................................... 47 5.2 价格策略....................................................................................................................... 47 5.2.1 写字楼价格定位.................................................................................................... 47 5.2.2 其他产品定价........................................................................................................ 50 5.3 渠道策略....................................................................................................................... 50 5.4 促销策略....................................................................................................................... 51 5.4.1 总体目标和思路.................................................................................................... 51 5.4.2 具体促销计划........................................................................................................ 53 5.5 本章小节....................................................................................................................... 53 第六章 财务及风险分析........................................................................................................54 6.1 总体投资成本估算....................................................................................................... 54V 6.2 筹资方案....................................................................................................................... 55 6.3 销售收入预测................................................................................................................ 55 6.4 盈利能力分析............................................................................................................... 56 6.5 不确定性分析............................................................................................................... 57 6.5.1 盈亏平衡分析........................................................................................................ 57 6.5.2 敏感性分析............................................................................................................ 57 6.6 项目风险及对策........................................................................................................... 57 6.6.1 市场风险及对策.................................................................................................... 58 6.6.2 经营风险及对策.................................................................................................... 58 6.6.3 资金风险及对策.................................................................................................... 58 6.7 本章小结....................................................................................................................... 59 结 论......................................................................................................................................60