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苏州相城区5号地块房产项目可行性研究报告DOC

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自八十年代商品房政策开始实行以来,房地产市场经历了三十多年的高速发展。随着房 产市场的火爆,房子被赋予了越来越多的金融属性,房产市场总投资高、开发周期长,具有 较高的经济效益。但商品房政策以来,房价涨幅几十倍,存在一定的泡沫,国家对房产市场 的调控也越来越紧,房地产市场已经过了发展的黄金期,只要投资就有钱赚的时代一去不复 返了。因此,在做房地产投资决策之前,必须要用科学的手段对项目进行评估,测算项目实 施的经济与社会效益,从而得出投资项目是否可行的建议。 本文在运用房地产项目可行性研究相关理论基础上,综合国内外研究现状对苏州相城区 5 号地块项目进行可行性研究分析,从而得出可行性研究建议。首先分析了苏州市和相城区 的整体经济情况,探究整个经济大环境是否适合房地产开发。再针对房产市场的房产政策、 土地市场和住宅市场的情况,发现苏州房地产市场发展规律和未来市场潜力。针对开发地块, 对比周边区域在土地供应、量价走势、成交结构等方面的情况,对地块进行 SWOT 分析,提 出项目具体定位,分析项目目标人群。最后对项目进行经济效益预测分析,包括财务状况分 析和不确定性分析,从而得出是否可行的结论,以期为公司投资决策提供参考意见。 关键词:房地产项目、项目定位、经济效益评价、可行性分析苏州相城区 5 号地块房产项目可行性研究 II ABSTRACT Since the implementation of the commercial housing policy in the 1980s, the real estate market has experienced rapid development for more than 30 Years.With the booming housing market, houses are being given more and more financial attributes. The real estate market has high total investment, long development cycle and high economic benefits.But Since the commercial housing policy, house prices have risen by dozens of times, and there is a certain bubble. The state’s regulation of the housing market is getting tighter, The real estate market has passed the golden period of development. The era of making money as long as investment has passed. Therefore, before making real estate investment decisions, it is necessary to use scientific means to evaluate the project, measure the social benefits of the project implementation, and then come up with suggestions on whether the investment project is feasible. Based on the relevant theories of real estate market feasibility study, this paper combines the research status at home and abroad to conduct feasibility study on the No. 5 plot project in Xiangcheng District of Suzhou, and draws feasibility study recommendations. Firstly, it analyzes the overall economic situation of Suzhou City and Xiangcheng District, and explores whether the entire economic environment is suitable for real estate development. Based on the real estate policy of the real estate market, the land market and the residential market, the development rules and future market potential of the Suzhou real estate market were discovered. For the development of plots, compare the surrounding areas in terms of land supply, price and price trends, transaction structure, etc., conduct SWOT analysis on the plots, propose specific positioning of the project, and analyze the project target population. Finally, the project's economic benefit forecast analysis, including financial status analysis and uncertainty analysis, to draw conclusions on whether it is feasible, in order to provide reference for the company's investment decisions. Keywords: Real estate project , Project positioning , Economic benefit evaluation , Feasibility Analysis南京航空航天大学硕士学位报告 III 目 录 第一章 绪论.....................................................................................................................................1 1.1 研究背景和意义.....................................................................................................................1 1.2 研究项目选择与开展情况说明.............................................................................................1 1.3 国内外相关研究现状.............................................................................................................2 1.3.1 国外研究现状.................................................................................................................2 1.3.2 国内研究现状.................................................................................................................3 1.5 研究内容及方法.....................................................................................................................5 1.5.1 研究内容.........................................................................................................................5 1.5.2 研究技术路线图.............................................................................................................6 1.5.3 研究方法.........................................................................................................................6 第二章 基本概念及相关理论概述.................................................................................................8 2.1 房地产投资项目可行性研究概念和特点.............................................................................8 2.1.1 房地产投资项目可行性研究概念..................................................................................8 2.2.2 房地产投资项目可行性研究特点.................................................................................8 2.2 房地产投资项目可行性研究步骤与内容 ............................................................................9 2.2.1 房地产投资项目可行性研究步骤.................................................................................9 2.2.2 房地产投资项目可行性研究内容...............................................................................10 2.3 可行性分析方法................................................................................................................... 11 2.3.1 SWOT 分析方法 ........................................................................................................... 11 2.3.2 财务评价方法................................................................................................................12 2.3.3 不确定性分析方法........................................................................................................13 第三章 苏州相城区 5 号地块房产项目投资环境分析...............................................................15 3.1 社会经济发展状况...............................................................................................................15 3.1.1 苏州城市概况................................................................................................................15 3.1.2 相城区概况....................................................................................................................15 3.1.3 相城中心区域概况........................................................................................................17 3.2 房地产市场概况...................................................................................................................17 3.2.1 相城区房地产市场概况................................................................................................17 3.2.2 相城区土地市场概况....................................................................................................18 3.2.3 相城区住宅市场概况....................................................................................................19 3.3 项目周边状况.......................................................................................................................22 3.3.1 活力岛板块分析............................................................................................................22 3.3.2 相城中心板块分析.......................................................................................................25苏州相城区 5 号地块房产项目可行性研究 IV 3.4 本项目分析...........................................................................................................................27 3.4.1 项目地块基本情况........................................................................................................27 3.4.2 运用 SWOT 方法进行地块分析 ..................................................................................28 3.5 竞争格局...............................................................................................................................30 3.5.1 竞争项目产品力对比....................................................................................................31 3.5.2 重点竞争项目分析........................................................................................................31 3.5.3 竞争启示........................................................................................................................33 第四章 本项目定位分析...............................................................................................................34 4.1 项目产品规划和设计方案...................................................................................................34 4.2 目标客户分析.......................................................................................................................37 4.2.1 区域客户属性研究........................................................................................................38 4.2.2 客户流向与容量............................................................................................................39 4.2.3 目标客户定位................................................................................................................40 第五章 项目经济效益评价...........................................................................................................43 5.1 投资成本费用估算...............................................................................................................43 5.2 项目销售收入估算...............................................................................................................45 5.2.1 项目去化周期测算........................................................................................................45 5.2.2 项目价格测算................................................................................................................46 5.2.3 销售收入测算................................................................................................................49 5.3 项目投资计划和资金筹措...................................................................................................50 5.4 项目盈利能力分析...............................................................................................................51 5.4.1 静态财务评价................................................................................................................51 5.4.2 动态财务评价...............................................................................................................52 5.5 不确定性分析.......................................................................................................................52 5.5.1 敏感性分析....................................................................................................................52 5.5.2 盈亏平衡分析................................................................................................................53 5.6 项目风险及防范...................................................................................................................53 第六章 研究结论与建议...............................................................................................................54 6.1 可行性研究结论...................................................................................................................54 6.2 相关建议...............................................................................................................................54