时值湖南裕田奥特莱斯置业有限公司商业南区计划启动开发建设，结合原商业北区 开发建设经验，特制定商业南区商业计划书，该计划书主要针对房地产方面的项目投资 情况展开了较为深入的研究，同时还对项目风险进行了客观的评估，并形成一个较为全 面的策划方案，使投资者能够对项目有更加清晰的了解。通过本计划书，对项目各个环 节进行了阐述，并尝试找到一套更加有效的以奥特莱斯商业业态带动住宅奥莱小镇为主 题花园型、低密度、高品质的房地产开发投资项目，突出休闲、度假、购物、娱乐为特 点，以便对项目单位提供以绿色环保、舒适、便利为主题的可持续发展的营销模式。 本文阐述的商业计划书主要对环球奥特莱斯商业南区的市场状况进行分析，并且深 入研究了该项目的可行性，运用 SWOT 分析法对该项目的内部和外部环境展开论述， 对该项目所具有的优势进行说明，以集旅游、餐饮、休闲等于一体的新型旅游地产在市 场营销方面提出了可行性的策略和建议，通过更加有效的市场营销理念，扩大该项目的 市场影响力与核心竞争力，还对该项目在市场中所具有优势、劣势、机会和威胁等基于 SWOT 分析法的基础上展开了全面的阐述，对该项目实施更加精准的市场定位，从营销 推广计划以及盈利模式的角度进行了积极的尝试，力图寻求一种新型的商业营销途径。 在对该项目进行市场细分的定位后，计划书还对项目进行了相应的财务分析与敏感 性分析，并且综合环球奥特莱斯商业南区整体的市场投资环境以及所获得的利润情况展 开全面论述，为该项目的开发和运营提供有力依据，探索了一条房地产行业发展的新路。 关键词，商业计划书；房地产项目；营销模式；市场推广II Abstract While the Hunan Yutian outlets Ltd. business south-district plan starting construction, combined with the experience of development and construction of commercial north-district, now I compose a commercial south-district business plan. Through the investment and income analysis of real estate project, the assess of risk of the project, this dissertation has become a full range of planning scheme for investors. And by means of the writing of this dissertation, I hope to explore a set of effective investment in real estate that outlets format drives residential ole town ,which is theme to garden type, low density, high quality, and characterized by prominent leisure, vacation, shopping, entertainment, in order to provide sustainable development of the marketing mode ,which is theme to green environmental protection, comfort and convenience to real estate developers . The business plan, through the southern areas of global outlets business marketing and study of project feasibility, using the method of SWOT analysis, scientific and rational analysis project of internal and external investment environment, and giving full consideration to the investment business unique advantages, with the real estate marketing idea and marketing strategy of introducing leisure, tourism, , enhancing the project's comprehensive competitiveness, then on the industry and project the market environment, the strengths and weakness of the project company and the project has and facing opportunities and threats were comprehensive analysis, on the basis of the project market positioning, and therefore make the reasonable marketing plan and the profit pattern, pros Through the analysis and sensitivity analysis of the project target market, and the financial and sensitivity analysis, I come out of a conclution that the project can achieve the expected benefit and profit. It can provide a strong basis for the development of commercial projects and provide reference for the development of real estate industry. Key words，Real Estate Project；Marketing; Feasibility studyIII 目 录 目 录...................................................................................................................III 图表清单.............................................................................................................VI 第一章 绪论.........................................................................................................1 1.1 研究背景与意义.......................................................................................................... 1 1.2 文献综述...................................................................................................................... 2 1.2.1 房地产现状及发展趋势的研究....................................................................... 2 1.2.2 房地产项目市场定位研究............................................................................... 3 1.2.3 房地产企业竞争战略的研究........................................................................... 4 1.2.4 房地产市场营销策略研究............................................................................... 5 1.3 研究方法与技术路线.................................................................................................. 8 1.4 报告主要内容及研究框架.......................................................................................... 8 第二章 项目概况及开发商情况介绍...............................................................10 2.1 项目概况及现状 ....................................................................................................... 10 2.2 项目单位 ................................................................................................................... 11 2.2.1 项目开发公司简介........................................................................................ 11 2.2.2 开发公司的股东情况介绍............................................................................ 11 2.2.3 项目管理团队及组织架构现状介绍............................................................ 14 2.3 本章小结 ................................................................................................................... 15 第三章 市场环境分析与项目市场定位...........................................................16 3.1 市场环境分析............................................................................................................ 16 3.1.1 宏观市场成长情况简述................................................................................ 16 3.1.2 长沙市房地产市场分析................................................................................ 19 3.1.3 长沙市商业地产市场分析............................................................................ 20 3.1.4 长沙市商业地产市场机会点分析................................................................ 22 3.1.5 项目所在片区概况......................................................................................... 23 3.1.6 片区房地产市场概况..................................................................................... 24IV 3.1.7 片区市政规划................................................................................................ 24 3.1.8 片区市场未来发展情况预测......................................................................... 25 3.2 市场竞争性分析........................................................................................................ 25 3.2.1 竞争对手分析................................................................................................ 25 3.2.2 成功案例分析，武汉-万达汉街................................................................ 25 3.2.3 潜在进入者的威胁......................................................................................... 26 3.2.4 替代品的威胁................................................................................................. 27 3.2.5 供应商议价能力............................................................................................. 28 3.2.6 客户议价能力................................................................................................. 28 3.3 目标市场分析............................................................................................................ 28 3.3.1 潜在客户需求分析........................................................................................ 28 3.3.2 客户问卷调查结果分析................................................................................ 29 3.4 项目市场定位............................................................................................................ 33 3.4.1 项目总体定位............................