旅游地产是有别于传统住宅项目，融旅游度假、居住为一体的置业项目。旅游地 产的特点和优势在于它是旅游业和房地产业的无缝衔接，具有更好的文化内涵或自然 景观，同时拥有一定投资价值。特别是在近年来面对全球经济下行、国内经济面临结 构调整、市场持续低迷、商品房库存压力不断升高、住宅投资呈下跌态势的情况下， 旅游地产显得异军突起。中央已明确提出将旅游产业的发展作为国家重要的发展战略, 根据统计我国在 2015 年一整年中总计接待国内外旅游人士的数量高达 41 亿人次，旅 游共计收益高达 4 万亿元， 同比去年分别增长 10%和 12%。而且在游客随机抽样调查 中，66%的游客有购买旅游地产的倾向。旅游地产成了房地产企业转型的一个新的投 资亮点。政策支持、旅游市场与投资需求提升，推动了近几年旅游地产项目大发展。 旅游地产如何把握好开发方向，做到持续稳健发展，这就需要在开发前做好科学 的研究分析，寻找突破口，并进行详实的项目可行性分析。本文以 LZ 小镇项目为例， 作者作为项目管理负责人，经过多方探讨，确定编写 LZ 小镇旅游地产项目商业计划书 为方向，通过大量市场调查和细致分析， 深入挖掘当地的旅游资源，打造项目自身特 色。本文采用理论和实证、定性和定量相结合的研究方法，通过 PEST、SWOT 的分 析，做出了精准的定位，并形成了完善的规划方案及进行了详尽的财务评价。这为未 来旅游地产项目投资、发展和研究提供了丰富的借鉴。 关键词，旅游地产 商业计划书 可行性II Abstract Tourism real estate is different from the traditional residential projects because it is a special real estate project which combines both tourism and living.The characteristics and advantage of tourism real estate are that not only the result of seamless link-up between tourism and real estate industry, but with better cultural connotations or natural landscape, containing some investment value simultaneously. Especially in recent years in the face of the global economic downturn, domestic economy restructuring, the sustaining wearying of market, commercial housing inventory pressure rising, residential investment under the condition of a downward trend, tourism real estate shows uniqueness. China Government has clearly put forward to the development of the tourism industry as the national important development strategy. According to the Chinese Statistics Report, the number of tourist in 2015 add up to 4.1 billion person-time and tourism total income is as high as 4 trillion yuan, having increased 10% and 10% respectively over last year. It’s worth noting that tourist random sampling survey shows that 66% of tourists tend to buy tourism property. Tourism real estate has become a new opportunity of upgrade and revolution of real estate enterprise. Policy support, market demand and sufficient investment capital promote the development of tourism real estate projects in recent years. How to maintain an accurate direction of Tourism real estate, achieving sustained steady developmentThese need to do scientific research before development and detailed project feasibility analysis. This article takes LZ town project as an example for empirical research. As project manager, the author with his team digs local tourism resources information in depth and builds unique project characteristics, by detailed analysis. This article adopts the combination of theoretical and empirical, qualitative and quantitative research methods, through the analysis of PEST, SWOT. And then author made the accurate positioning and formed a perfect planning scheme and the detailed financial evaluation. Consequently the thesis provides profound reference for the future development and research to tourism real estate. keywords ，Tourism real estate / A business plan / The feasibility ofIII 目 录 摘要.........................................................................................................................................I Abstract .................................................................................................................................... II 图表清单..................................................................................................................................VI 第一章 绪论...............................................................................................................................1 1.1 研究的背景和意义 .......................................................................................................... 1 1.1.1 研究背景.................................................................................................................... 1 1.1.2 研究意义.................................................................................................................... 1 1.2 文献综述 .......................................................................................................................... 3 1.2.1 旅游............................................................................................................................ 3 1.2.2 地产............................................................................................................................ 3 1.2.3 旅游地产.................................................................................................................... 4 1.3 研究内容与方法 .............................................................................................................. 5 1.3.1 研究的内容................................................................................................................ 5 1.3.2 研究的方法................................................................................................................ 5 1.4 本章小结 .......................................................................................................................... 5 第二章 项目简介及环境分析...................................................................................................7 2.1 项目基本情况 .................................................................................................................. 7 2.1.1 项目简介.................................................................................................................... 7 2.1.2 项目运营模式............................................................................................................ 8 2.2 宏观环境 PEST 分析 ....................................................................................................... 8 2.2.1 政策与法律环境........................................................................................................ 8 2.2.2 经济环境.................................................................................................................... 9 2.2.3 社会与文化环境........................................................................................................ 9 2.2.4 房地产管理发展水平.............................................................................................. 10 2.3 项目地产市场发展分析 ................................................................................................ 10 2.3.1 地产市场整体发展及走势预测.............................................................................. 10 2.3.2 项目所在云浮地区地产分析.................................................................................. 12 2.4 本章小结 ........................................................................................................................ 15IV 第三章 项目 SWOT 分析.......................................................................................................16 3.1 市场调查 ........................................................................................................................ 16 3.1.1 市场调查目的.......................................................................................................... 16 3.1.2 市场调查实施.......................................................................................................... 16 3.1.3 市场调查结果.......................................................................................................... 16 3.2 项目 SWOT 分析 ........................................................................................................... 26 3.3 本章小结 ........................................................................................................................ 28 第四章 项目定位与规划布局.................................................................................................29 4.1 定位思路 ........................................................................................................................ 29 4.2 总体定位 ........................................................................................................................ 30 4.3 项目形象定位 ................................................................................................................ 30 4.4 项目产品定位 ................................................................................................................ 31 4.5 项目规划设计 ................................................................................................................ 31 4.5.1 规划设计理念.......................................................................................................... 31 4.5.2 规划思路.................................................................................................................. 32 4.5.3 规划结构.................................................................................................................. 33 4.5.4 项目布局.................................................................................................................. 34 4.5.5 交通组织.................................................................................................................. 36 4.6 本章小结 ........................................................................................................................ 37 第五章 营销策略.....................................................................................................................38 5.1 产品策略 Product ........................................................................................................... 38 5.1.1 产品主题.................................................................................................................. 38 5.1.2 策略实施.................................................................................................................. 39 5.2 定价策略 Price ............................................................................................................... 40 5.2.1 策略选择.................................................................................................................. 40 5.2.2 定价方法.................................................................................................................. 41 5.2.3 比较目标选取.......................................................................................................... 42 5.2.4 参考价格等影响因素、权重及分值...................................................................... 42 5.2.5 项目最终定价.......................................................................................................... 43 5.2.6 价格折扣策略.......................................................................................................... 43V 5.3 渠道策略 Place............................................................................................................... 43 5.3.1 渠道目标对象.......................................................................................................... 43 5.3.2 传统渠道.................................................................................................................. 44 5.4 推广策略 Promotion....................................................................................................... 46 5.4.1 销售推广的内容...................................................................................................... 48 5.4.2 推广的方式.............................................................................................................. 48 5.5 本章小结 ........................................................................................................................ 49 第六章 财务分析.....................................................................................................................50 6.1 项目经济指标与建设内容 ............................................................................................ 50 6.2 项目开发成本 ................................................................................................................ 51 6.3 项目财务估算 ................................................................................................................ 51 6.3.1 项目收入分析.......................................................................................................... 51 6.3.2 项目利润分析.......................................................................................................... 52 6.3.3 项目现金流量分析.................................................................................................. 53 6.3.4 净现值与内部收益率.............................................................................................. 53 6.4 本章小结 ........................................................................................................................ 54 第七章 项目经营风险及防控措施.........................................................................................55 7.1 敏感性分析 .................................................................................................................... 55 7.2 社会风险分析 ................................................................................................................ 55 7.2.1 风险形成原因.......................................................................................................... 55 7.2.2 评估内容.................................................................................................................. 56 7.3 本章小结 ........................................................................................................................ 57 结 论........................................................................................................................................58