摘要
近年来,伴随着房地产价格的持续攀升,新就业人群及外来务工人员住房问
题日渐凸显,这类人群既不符合申请廉租房的条件,同时拥有一定的经济能力却
难以在近期内购置房产。如何通过整合闲置房源,进行装修改造整合,转而租
赁给新就业人群及外来务工人员,规范租赁市场,从而解决这类人群住房问题,
这意义非常重大。
本项目拟定在郑州市范围内的金水区、管城区、中原区、二七区、惠济区、
郑东新区、经开区、西开发区八个区域进行投资经营,通过对郑州市的房屋租
赁市场情况进行分析,并对公司投资房屋租赁市场的价值及投资决策进行展示,
从而使公司获得融资,同时指导公司的发展。本文利用在MBA学习期间学到
的相关理论,并与实践相结合,对项目进行了全面的论述,以租赁市场为基础,
投资市区内闲置房屋,开发全新的公共租赁商业模式,以期为公共租赁房的建
设提供一条新的思路。
本文第一章是对公司及项目的基本情况进行了介绍;第二章是内外部环境
分析,首先从郑州市的实际情况出发,分别从法律政策环境、社会环境、行业坏
境、市场环境、经济环境五方面对郑州市房屋租赁市场现状进行分析,得出该
项目所面临的机会和威胁,同时根据公司内部情况和项目产品情况,对该项目
发展的优劣势进行分析,从而得出该项目的SWOT分析矩阵;第三章是本文的
主体部分,主要通过构建项目运营架构,对项目运行的各个部分进行分析阐述,
进而根据项目运营流程,制定出公司的发展战略,第四章是战略实施计划,主
要对第一个五年计划进行了详细的规划;第五章是对该项目可能面临的风险进
行分析;第六章是本文的结论部分。
关键词:三川租赁;战略;计划;风险控制
I
Abstract
Abstract
In recent years, along with real estate prices continue to rise,a new crowd and
migrant workers increasingly has prominent housing problems,such people are
neither qualified to apply low-cost housing, but has a certain economic capacity is
difficult to purchase real estate in the near future. How to integrate the idle housing,
carry integrated renovation,turn leased to new people and migrant workers, regulate
the rental market,and solve the housing problems of this population, which is of
great significance.
The project will develop in eight areas of Zhengzhou City,including Jinshui
District, Gnancheng District,Zhongyuan District, Erqi District, Huiji District, New
east District, Economic Development Zone, West Zone. Through analyzing the rental
market of Zhengzhou City, valuing the company、investment in the rental market,
thus enabling the company to obtain financing,while guiding the companyfs
development. The business plan use related theories learned during the MBA,
combine with practice,in strict accordance with the requirements of the business
plan, conduct a comprehensive discussion of market-based leasing, invest in urban
areas idle housing,and develop a new public rental business model in order to
provide a new way for the construction of public rental housing.
This first chapter of this paper introduces the basic situation of the company
and the project; The second chapter is the internal and external environmental
analysis, first of all, starting from the actual situation of Zhengzhou city, respectively,
it analyzes from the legal policy environment, social environment, industry
environment, market environment and economic environment, and concluded the
opportunities and threats of the project. According to the company、internal situation
and project products, it analyzes the advantages and disadvantages of the project
development. Next, it makes the project SWOT analysis matrix; The third chapter is
the main part of the paper,mainly by building project operation architecture, for
analyzing each part of the project is elaborated,and then according to the project
II
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