沈阳亚泰城项目是亚泰地产进入沈阳市的首个项目，不仅为亚泰地产的持续发展 提供稳定的利润增长点，同时对于进一步提升企业知名度及品牌影响力均有重要的战 略意义。 本报告以沈阳亚泰城中的可行性为研究对象为，依照项目管理的基本理论，从分 析该项目的背景、重点、难点入手，以解决这些重点难点质量问题过程为主线，着重 分析研究项目的可行性，如对沈阳市及沈北房地产市场中的政策分析、土地市场分 析、商品房市场分析等，从而归纳制定项目开发与销售方案，进而把握项目经济效益 的分析，通过数据等保证措施，来探讨项目风险控制的有效途径和方法。 本文通过对沈阳亚泰城的可行性进行研究，一方面是为了对该项目的可行性进一 步的深入分析，为项目的建设单位提供一些参考，另一方面为将来该项目在市场销售 上做好规划，促进该项目的发展。 关键词： 沈阳亚泰城，可行性，项目管理，房地产III A Study into the project feasibility Management of Shenyang Yatai city Abstract Shenyang city for both projects are honored property into the first project of shenyang city, not only provides the sustainable development of both real estate and stable profit growth point, and at the same time to further improve enterprise's popularity and brand influence has important strategic significance. In shenyang city of both the feasibility of this paper as the research object, according to the basic theory of project management, from the analysis of the project background, important and difficult to obtain, in order to solve the key difficulties in process quality problem as the main line, focusing on the analysis of project feasibility, such as in shenyang and shen north policy analysis of the real estate market, land market, commercial housing market analysis, etc., thus work out schemes for project development and sales, and master the economic benefits of the project analysis, through the guarantee measures such as data, and to explore effective ways and methods of project risk control. This article through to in the city of shenyang for both feasibility study, on the one hand is to for further in-depth analysis of the feasibility of the project, the construction units to provide some reference for the project, on the other hand the project for the future on the market sales plan, promote the development of the project. Keywords: both in shenyang city, the feasibility, project management, real estateV 目 录 第 1 章 绪论......................................................................................................1 1.1 研究背景及意义...................................................................................1 1.1.1 研究背景..........................................................................................1 1.1.2 研究意义..........................................................................................1 1.2 研究的主要内容及重难点...................................................................2 1.2.1 研究的主要内容..............................................................................2 1.2.2 研究的重点与难点..........................................................................2 1.3 研究的思路与方法...............................................................................2 1.3.1 研究的思路......................................................................................2 1.3.2 研究的方法......................................................................................3 第 2 章 相关研究的理论基础..........................................................................4 2.1 项目管理...............................................................................................4 2.1.1 项目的内涵及其特点......................................................................4 2.1.2 项目管理的基本理论......................................................................4 2.2 项目风险管理.......................................................................................7 第 3 章 背景分析............................................................................................10 3.1 相关背景.............................................................................................10 3.1.1 土地使用权的合法性....................................................................10 3.1.2 土地位置........................................................................................11 3.1.3 周边环境........................................................................................12 3.1.4 交通条件........................................................................................13 3.1.5 未来城市规划................................................................................13VI 3.2 沈阳市及沈北区房地产市场分析 ....................................................14 3.2.1 政策分析........................................................................................14 3.2.2 土地市场分析................................................................................16 3.2.3 商品房市场分析 ...........................................................................20 3.2.4 分析综述........................................................................................21 第 4 章 项目开发与销售................................................................................23 4.1 项目整体定位.....................................................................................23 4.1.1 客户群体........................................................................................23 4.1.2 市场定位........................................................................................24 4.1.3 项目规划........................................................................................27 4.2 项目销售.............................................................................................32 4.2.1 项目开发成本................................................................................32 4.2.2 各类产品销售价格 .......................................................................36 4.2.3 周边产品价格走势 .......................................................................36 4.2.4 与周边产品对比分析 ...................................................................37 4.2.5 高层洋房部分................................................................................38 4.2.6 销售计划........................................................................................39 4.3 项目经济效益分析 ..........................................................................41 4.3.1 项目资金计划................................................................................41 4.3.2 项目各年度利润分析 ...................................................................44 4.3.3 经济效益测算综述 .......................................................................45 第 5 章 项目风险管理的应对策略 ...............................................................46 5.1 风险识别.............................................................................................46 5.2 风险分析及应对方法 ........................................................................47VII 5.2.1 销售市场........................................................................................47 5.2.2 经营管理........................................................................................48 5.2.3 环境影响........................................................................................50 第 6 章 结论....................................................................................................52