本商业计划书是融资开发 A 项目的研究，为相关债权人充分提供项目投资信息，计 划通过债权融资方式为项目筹集部分资金用于运作项目；同时，本商业计划书针对开发 A 项目的策划、销售策略、成本控制及财务计划等做出分析，为项目的成功运作提供必 要的可靠依据。 计划书通过迈克尔波特的五力竞争模型分析法和 SWOT 分析法对 A 项目的竞争 环境作了详细分析。分析显示，A 项目拥有区域优势、环境优势和集聚优势，但也面临 价格劣势，潜在进入者及现有竞争对手对其构成一定威胁。不过可通过差异化竞争，扬 长避短，总体而言还是利大于弊。 本文还将资金筹措计划和财务指标作为重点进行分析。商业计划中，T 公司预计共 需投入资金 138880 万元，其中将以 15860 万元购买 A 项目土地，其余为项目运作费用。 T 公司计划自筹 41,700 万元，差额向银行或其他债权人融资。经测算，若该项目成功开 发，项目的内部收益率在 18%以上，远高于 i=8%，说明项目在经济上可行。 通过敏感性分析和风险性分析显示，与项目收益相关的主要因素为销售价格，售价 变动对项目利润状况影响极大；影响项目风险的主要因素为市场风险、管理风险和开发 失败风险，通过采取相应对策，总体而言风险是可控的，对项目无法构成威胁。在对本 次商业计划的各个相关影响参数做出详尽分析后，结论认为，开发 A 项目具有投资收益 高、风险可控的优点，该项投资是可行的。 关键词，商业计划书；市场营销；财务分析；风险分析II ABSTRACT The business plan is developed through the finance projects A, in order to adequately provide project information for the relevant creditors. The plan will carry out through debt financing to raise some funds for the operation of the project; at the same time, the business plan developed for corporate A project will analysis planning, marketing strategies, cost control and financial analysis of the project et al. it provides the necessary reliable basis for the successful operation of the project. The plan made a detailed analysis of the competitive environment through Michael Porter's Five Forces model of competition analysis and SWOT analysis of A project. Analysis showed that: A project has a regional advantage, environmental advantages and agglomeration advantages, but also the price disadvantage faced by potential entrants and existing competitors which pose a threat. However, competition can be differentiated to play up strengths and avoid weaknesses. In general, it will do more good than harm. This article will also take fund-raising plans and financial indicators as the focus of analysis. In the plan, T expects a total investment of 1388,800,000 yuan, of which 15.8 million yuan will be used to purchase of project land , and the remaining as operating costs for the project. The company plans to raise 417,000,000 yuan, and the remaining we will resort to the banks and other creditors financing, and rents of shopping center of T and the proceeds of a sewage treatment plant will provide as collateral security. After calculation, if the project develops successfully, the Internal rate of return is above 18%, much higher than 8%, so the project is economically viable. Through sensitivity analysis and risk analysis showed that income, which is the main factors related to the sales price. The marketing changes in the status of the project have a great impact on profits; the major factor impact the project risk is as follow: the market risk, management risk and failure risk. By taking appropriate measures, in general, the risk is controllable, can not pose a threat to the project. After detailed analysis of the effects of various parameters related to the business plan, we conclude that, the project has merits with high return, short-cycle, and risk controllable. So the investment is feasible. Key words ，Business Plan; Marketing management; FinancialAnalysis; RiskAnalysis adjustmentIII 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 1.1.1 研究背景................................................................................................................... 1 1.1.2 研究意义................................................................................................................... 2 1.2 文献综述.......................................................................................................................... 2 1.2.1 主题酒店的文献综述............................................................................................... 2 1.2.2 关于竞争战略文献综述........................................................................................... 5 1.2.3 主题酒店营销模式................................................................................................... 6 1.3 研究内容和研究方法...................................................................................................... 9 第二章 项目概况.................................................................................................................. 11 2.1 开发公司简介................................................................................................................ 11 2.1.1 T 公司团队............................................................................................................... 11 2.1.2 T 公司发展战略....................................................................................................... 12 2.2 A 项目简介 .................................................................................................................. 12 2.3 本章小结........................................................................................................................ 14 第三章 市场分析和竞争性分析..........................................................................................15 3.1 市场环境分析................................................................................................................ 15 3.1.1 政策环境................................................................................................................. 15 3.1.2 经济环境................................................................................................................. 16 3.1.3 社会环境................................................................................................................. 17 3.2 项目 SWOT 分析 .......................................................................................................... 18 3.2.1 优势......................................................................................................................... 18 3.2.2 劣势......................................................................................................................... 19 3.2.3 机会......................................................................................................................... 19 3.2.4 威胁......................................................................................................................... 20IV 3.3 市场竞争分析................................................................................................................ 20 3.3.1 竞争对手分析......................................................................................................... 20 3.3.2 替代品威胁............................................................................................................. 20 3.3.3 潜在进入者............................................................................................................. 21 3.3.4 供应商议价能力..................................................................................................... 21 3.3.5 客户议价能力......................................................................................................... 22 3.4 本章小结........................................................................................................................ 22 第四章 市场需求调查与目标市场分析..............................................................................23 4.1 项目市场调查分析........................................................................................................ 23 4.1.1 居住地..................................................................................................................... 23 4.1.2 下榻酒店的价格..................................................................................................... 24 4.1.3 收入情况................................................................................................................. 24 4.1.4 主题酒店的了解..................................................................................................... 25 4.1.5 西关珍宝文化的认同............................................................................................. 25 4.1.6 对弘扬珍宝文化的赞同感..................................................................................... 25 4.2 项目市场需求分析........................................................................................................ 26 4.3 项目 STP 分析................................................................................................................. 27 4.3.1 市场细分................................................................................................................. 27 4.3.2 目标市场选择......................................................................................................... 27 4.3.3 市场定位................................................................................................................. 27 4.4 本章小结........................................................................................................................ 28 第五章 项目营销策略..........................................................................................................29 5.1 产品................................................................................................................................ 29 5.2 价格................................................................................................................................ 31 5.3 渠道................................................................................................................................ 32 5.4 促销................................................................................................................................ 33 5.5 本章小结........................................................................................................................ 34 第六章 项目财务分析及风险对策......................................................................................35 6.1 投资估算........................................................................................................................ 35 6.1.1 项目财务参数与标准............................................................................................. 35V 6.1.2 项目投资费用......................................................................................................... 35 6.1.3 资金筹措及使用计划............................................................................................. 37 6.2 财务评价........................................................................................................................ 37 6.2.1 收入与成本测算..................................................................................................... 37 6.2.2 财务指标计算......................................................................................................... 41 6.2.3 敏感性分析............................................................................................................. 42 6.2.4 盈亏平衡分析......................................................................................................... 43 6.3 项目社会效益分析........................................................................................................ 43 6.3.1 对西关文化的传承与发扬作用............................................................................. 44 6.3.2 对区域产业经济的带动作用................................................................................. 44 6.3.3 打造珍宝文化产业的龙头..................................................................................... 44 6.4 项目风险分析及对策.................................................................................................... 45 6.4.1 市场风险及对策..................................................................................................... 45 6.4.2 管理风险及对策..................................................................................................... 45 6.4.3 开发失败的风险及对策......................................................................................... 46 6.5 本章小结........................................................................................................................ 46 结 论......................................................................................................................................47