商业计划书不仅对企业成功融资起着非常重要的作用，也对企业发展具有很大的实 操指导意义。本商业计划书主要用来展示本项目的投资价值给投资者对项目作出投资决 策，从而使企业获得融资。 本商业计划书讨论的是位于清远市清城区旧城的城中村 S 旧村庄改造项目，本项目 位于清远市清城区桥北路与松鹤街东延伸线规划路交叉口，项目北面西面为后岗村居住 点，南面为待建设规划路用地，西面为桥北路现有规划路。项目周边北临即将建设完工 的亚洲最大的人工湖――飞来湖（湖面占地面积达 6645 亩），已于 2009 年 2 月 28 日正 式动工，距我项目步行只需五分钟，南边与未来规划路一路之隔大型居住小区御景湖畔 居住面积达 35 万平方米，东面大型松岗批发市场。 本文作者结合在华工 MBA 期间学习的相关理论，采用与实践相结合的方法进行研 究，按照一般商业计划书的要求，对整个项目逐步进行分析. 首先对项目的开发商即清远 SH 房地产开发有限公司进行背景介绍，然后是该项目 的具体现状； 本商业计划书给出的建议是针对清远作为广州的后花园和旅游城市，该项目地处旧 城商业旺地，项目的产品定位在建设一个高层商住小区，住宅以返还原村民为主，外销 为辅，合理利用裙楼开发商业用途并作为利润的主要来源。根据项目的股权特点和区域 特点进行安排组织架构，确保项目正常运行；通过前期设计和营销策略的组合获得较为 合理的利润空间，实现投入的合理回报；同时，根据房地产行业的风险管理特点和三旧 改造中可能存在的特殊风险给出相应的风险提示，预测项目可能出现的风险以及准备可 能采取的对应措施，给出项目在几种失败可能后的退出机制。 本商业计划书通过对项目的波特的竞争战略理论、五力模型分析、SWOT 分析， 项目的市场竞争状况分析、财务分析、营销策略分析和投资风险分析，得出项目的区位 优势，所处的宏观政治经济环境、旧村特殊人际关系，项目本身存在的自有的优势劣势、 机遇威胁，其所面临的清远本地房地产市场竞争状况，综合上述分析得出项目在某些方 面有一定的威胁，但影响有限，最后，提出应该采取的市场销售策略。通过项目开发过 程中的财务状况预测及财务敏感分析，项目尚有较大的利润空间，得出此项目在经济上 是可行的。项目开发存在政策风险、市场风险、管理风险，通过采取对应的策略，这部 风险都是可控的。II 综合上述分析，结论认为，S 旧村庄改造项目具有利润空间大、前期资金占用较少、 投资收益较高、风险相对可控等特点，该投资方案是可行的，且具有较高的经济效益。 关键词，商业计划书；市场营销；财务分析；风险分析III ABSTRACT A good business plan is not only the financing of enterprise success, but also to enterprise development documents have certain strategic guiding significance to the business plan. the business plan is developed throughthe finance project S of company SH, in order to investors can make for enterprise or project investment decision, thus the enterprise to get financing. An objective and reasonable business plan about future investment is very important to the action of enterprise. guide the enterprise investment promotion and convince potential investors for projects for investment guide to the important business activities. The business plan for the selected object of study of qingyuan S real estate development Co., ltd., qingyuan old village Renovation of S project, this project is an investment of up to RMB 0.3 billion yuan of real estate development project, the project is located in the qingyuan city qingcheng district in old town, peripheral urban road traffic has unified form a complete set, municipal facilities advanced, the terrain is smooth, the bijia river shoreline structure neat, open, visual effect is really good water-channel, north side can overlook Feilai lake-qingyuan new landmarks. Based on the related theory of learned based on the method of combining with practice, according to a business plan, at the request of the project made an investment decision analysis, its main contents include: 1. First, the developer of the project is qingyuan SH real estate development Co., LTD and the S project investment introduction to the basic situation; 2. Combine China and qingyuan macro market growth status and 2011 qingyuan market analysis since. Analysis show that the overall housing market development momentum of qingyuan is good, unceasing enhancement, the total sales of qingyuan city real estate market supply is flourishing, sales price keep steadily； 3. According to the real estate market positioning related theory, using the potter's competition strategy theory, the SWOT analysis model analysis tools, the project market demand analysis and market positioning, final this project for positioning favorite of the local residents； 4. Analysis the sales price and surrounding residents, combined with the new sales of the town market environment, marketing strategy formulation S project was studied, in order to keep the competitive advantage, some marketing strategy promotion plans are on the table; 5. Through the relevant financial indicators, analyze project economic benefits. Economic benefit from this project can be caculated, the project investment have high returns. The total investment income of project have 0.62 million yuan profit rate of 21.04%,theIV payment from the investment rate of 145% net profit. So the project development investment is feasible, and has very high economic benefits. Key words，Business plan；Financial analysis；Risk analysisV 目 录 摘要.........................................................................................................................................I ABSTRACT ............................................................................................................................. III 图表清单...............................................................................................................................VIII 第一章 绪 论..........................................................................................................................1 1.1 背景和意义...................................................................................................................... 1 1.2 文献综述......................................................................................................................... 2 1.2.1 关房地产现状及发展的观点.................................................................................. 2 1.2.2 有关房地产投资及项目管理.................................................................................. 3 1.2.3 有关房地产营销管理的特点.................................................................................. 4 1.2.4 有关房地产组织管理的研究文献.......................................................................... 5 1.2.5 有关竞争战略的研究文献...................................................................................... 6 1.3 研究内容及研究方法..................................................................................................... 7 第二章 项目概况、公司概况及建设用地介绍......................................................................9 2.1 项目投资方及股东情况介绍......................................................................................... 9 2.2 项目地理位置................................................................................................................. 9 2.3 项目建设动因和方案................................................................................................... 10 2.3.1 开发动因................................................................................................................ 10 2.3.2 开发方案................................................................................................................ 11 2.4 本章小结....................................................................................................................... 11 第三章 市场分析及竞争环境分析........................................................................................12 3.1 宏观环境....................................................................................................................... 12 3.1.1 国家及当地宏观调控政策.................................................................................... 12 3.1.2 当地经济发展状况................................................................................................ 12 3.2 清远房地产行业现状分析.........................................