随着国民经济的持续增长和居民消费结构的提升，为房地产行业提供了高速发展的 机会，也使房地产业面对更加激烈的竞争。房地产行业是典型的资金密集型行业，具有 投资大、风险高、周期久、供应链长、地域性强的特点。本策划书通过对房地产项目的 前期市场调研和形势环境分析，项目的目标市场和 SWOT 分析，竞争力和营销策略分 析以及财务评价和执行控制，形成一个全方位、全过程的策划方案，以指导项目公司开 发建设 F 购物中心，测算该项目投资方案的良好收益，。借助本策划书的撰写，希望能 够建立一套科学有效的商业项目开发程序，以帮助更多企业能够充分了解和评价商业地 产开发项目过程以及规律，从而减少开发经营的风险，获取项目预期的效益和利润。 本策划书首先通过对背景公司、项目概况等方面的描述，充分证明 G 公司具有项目 开发的实力；其次本文采用 SWOT 分析法综合应用，使企业能够既清晰地认识到项目 自身的优势和劣势，帮助企业发现和利用自身的竞争优势；同时，在项目市场营销分析 中，始终贯穿品牌营销理念，特别“家门口购物中心”的理念，希望通过对目标市场和 目标客户的详尽分析和精准定位，迅速、成功地建立市场品牌和知名度，塑造出自己强 势的品牌；最后通过对项目的开发成本费用和租赁收入的测算，在此基础上进行项目的 财务测算与经济分析，论证得出整个项目的经济评价比较理想。 关键词，商业地产投资；项目策划；财务评价II Abstract With the sustainable growth of national economy and consumption of residents, providing opportunities for the real estate industry in high-speed development, the real estate industry face more competition. The real estate industry is a typical capital-intensive industry, with large investment, high risk, long cycle, long supply chain, strong regional characteristics. This proposal based on the analysis of the real estate project pre-market research and environmental situation, the target market and the analysis of SWOT, competitiveness and marketing strategy analysis and financial evaluation and execution control, forming a full range of the planning scheme, to guide the development and construction of the company F Shopping Center, good estimates of the project investment returns scheme. With the help of the writing of this plan, hoping to be able to establish a scientific and effective commercial project development program, to help more enterprises to fully understand and evaluate the commercial real estate development project process and rules, thereby reducing the business risk, holding the profit of the project. According to company background, the general situation of the project and other aspects of the description, this plan fully proves that G company has the strength of project development; secondly, this article uses SWOT analysis method of comprehensive application, so that enterprises can clearly recognize its own strengths and weaknesses, to help enterprises to find and use their own competitive advantages; at the same time, in the analysis of project marketing, brand marketing, especially home shopping center concept. I hope that the target market and target customer's detailed analysis and precise positioning, rapidly, successfully establish market brand and reputation, and create strong brand; finally, through the calculation of project development costs and rental income, on the basis of project calculation and economic and financial analysis, proving of the whole project ideal conclusion. Key words: Business operation of commercial property Business plan Finance analysisIII 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表清单..................................................................................................................................VI 第一章 绪论..............................................................................................................................1 1.1 研究背景及意义 ............................................................................................................. 1 1.2 文献综述 ......................................................................................................................... 1 1.2.1 策划书编制方面...................................................................................................... 2 1.2.2 战略方面.................................................................................................................. 2 1.2.3 营销管理方面.......................................................................................................... 3 1.2.4 财务管理方面.......................................................................................................... 3 1.2.5 房地产方面.............................................................................................................. 4 1.2.6 购物中心行业发展国内外研究现状...................................................................... 4 1.3 研究方法 ......................................................................................................................... 5 1.4 研究内容 ......................................................................................................................... 6 第二章 项目环境分析..............................................................................................................7 2.1 企业背景分析 ................................................................................................................. 7 2.1.1 项目概况.................................................................................................................. 7 2.1.2 高德置地集团介绍.................................................................................................. 8 2.1.3 高德汇介绍.............................................................................................................. 9 2.2 广州城市发展分析 ....................................................................................................... 12 2.3 珠江新城区域分析 ....................................................................................................... 15 2.3.1 珠江新城区域位置................................................................................................ 15 2.3.2 区域集多种城市一级功能设施于一体................................................................ 15 2.3.3 区域定位从“城市中心区”上升为“21 世纪 CBD”............................................... 15 2.3.4 珠江新城人口以白领和高端社区人群为主........................................................ 16 2.3.5 区域租金水平........................................................................................................ 16 2.3.6 购物中心竞争商圈分析........................................................................................ 16IV 2.4 项目条件分析 ............................................................................................................... 17 2.4.1 项目建筑概况........................................................................................................ 17 2.4.2 交通线路................................................................................................................ 17 2.4.3 项目辐射范围........................................................................................................ 18 2.4.4 核心商圈................................................................................................................ 18 2.4.5 次核心商圈............................................................................................................ 22 2.5 项目 SWOT 分析.......................................................................................................... 25 第三章 项目策划方案............................................................................................................27 3.1 项目定位 ....................................................................................................................... 27 3.1.1 项目定位因素........................................................................................................ 27 3.1.2 项目定位确定........................................................................................................ 28 3.1.3 项目主体概念设定................................................................................................ 29 3.1.4 目标消费群体定位................................................................................................ 30 3.1.5 业态规划建议........................................................................................................ 31 3.2 商业业态规划方案 ....................................................................................................... 32 3.2.1 业态规划原则........................................................................................................ 32 3.2.2 商业功能/业态构成表........................................................................................... 33 3.2.3 租金定价策略与租金建议.................................................................................... 34 3.3 招商执行方案 ............................................................................................................... 37 3.3.1 招商策略................................................................................................................ 37 3.3.2 招商步骤................................................................................................................ 38 3.3.3 招商实施................................................................................................................ 39 3.3.4 招商节点................................................................................................................ 39 第四章 项目财务预算与经济评价........................................................................................40 4.1 项目开发建设工程费用估算 ....................................................................................... 40 4.2 项目租赁成本预测 ....................................................................................................... 43 4.3 项目收入测算 ............................................................................................................... 43 4.3.1 租金收入测算说明................................................................................................ 43 4.3.2 管理费收入测算说明............................................................................................ 44V 4.3.3 停车位收入测算说明............................................................................................ 44 4.3.4 递增率说明............................................................................................................ 44 4.4 项目利润表 ................................................................................................................... 45 4.5 项目工程建设进度资金使用计划 ............................................................................... 46 4.6 现金流量表 ................................................................................................................... 49 4.7 内部收益率 IRR............................................................................................................ 50 4.8 净现值 NPV .................................................................................................................. 50 结 论......................................................................................................................................52