中国房地产行业经过十年的发展，完成了一次从规模化开发到当今综合性产品化开 发的转变。通过高星级酒店配套，带动住宅销售和物业持续升值的商业模式，更是成为 了今天开发商纷纷关注的开发手段。本报告以白天鹅佛山南海维港水岸项目为研究对 象，通过商业计划书的形式，运用战略管理学、品牌管理学、销售管理学和财务管理学 等方面的理论，对项目进行立体和细致的分析。为项目规划出开发与销售的模式，也为 潜在投资者提供必要的参考依据。 本商业计划书首先对项目的基本情况进行了归纳。接着，运用 PEST 模型对项目的 宏观及行业竞争环境进行分析，并因应本项目的特殊性，进一步对酒店市场、商业市场 以及房地产市场开展环境以及形势分析。通过 SWOT 分析，针对项目优劣势、机会与 威胁等方面进行分析，得出本项目高星级酒店的产品组合优势以及地域发展的的优势， 项目整体发展机会大，优势大于劣势。本文在项目市场营销分析中提出项目应该以品牌 优势为营销宗旨，以普通商品房价格打造高端卫星城市生活圈的战略方案，通过对目标 客户的分析和定位，与合作方共同巩固“白天鹅”酒店品牌，同时推出白天鹅的崭新住 宅产品，体现出白天鹅维港水岸项目聚亲水元素、高端住宅、酒店式服务、餐饮娱乐为 一体的产品定位。 根据上述分析的基础，本文开展了经济技术指标预测、收入和支出估算、现金流估 测及项目效益评价等方面的工作。本项目总投资额为 1215097741 元；贴现率为 13.63%； 根据该贴现率计算本项目 12 年的净现值（NPV）为 6641007 元，内部收益率（IRR）为 17%，项目内部收益率大于贴现率。最后，通过风险分析，论证得出本项目的风险较小， 得出“酒店+住宅”的开发模式可行的结论。 关键词，商业计划书；综合性地产；酒店+住宅 Abstract It had been ten years since the kick off of real estate development in China. This development was evolved from a high density development to the cumbo quality driven ones. By combining high quality hotels to residence, the value of apartments and other properties were able to be maintained and increased throughout the years. As a result, combo driven development has been an important subject in the study of real estate development. This thesis was based on the study of The White Swan River Vale project. Through the use of a business plan, this thesis studies the project from the angle of strategy management, brand management, marketing and sales management and financial management. So that to develop a feasible marketing strategy and a set of information for potential investors to looked at. This business plan first explained the background of the project. Then analyzed the economy, population, political and technical situation of the city where the project was allocated. This business plan had also provided a brief analysis on the hotel environment of the city. By the use of SWOT module, this business plan anylzed the advantage and disadvantage of the project. SWOT result showed that by building a five star hotel beside residence will bring tremendous advantage to the project. In the marketing analysis part, this business plan confirmed that it had to market itself through the advantage of branding. Besides that, it had also confirmed that his project were to sell the idea of high quality residence in sub-urban state. So the buyer of the residence would experience the statues to live in a project that embodied the White Swan brand and the river front panamera. In the financial analysis, this business plan calculated an investment of RMB 1,036,950,000. The capital cost of the project was 13.63%. Net present value (NPV) after tax was RMB 6,441,007. Internal rate of return (IRR) after tax was 17%. The project had a higher IRR than the capital cost. At last, risk analysis showed that this project was risk proved. In conclusion, this project was profitable and workable. Key word，Business plan; real estate development; hotel cum residence II 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 目 录......................................................................................................................................III 图标清单.................................................................................................................................VII 第一章 绪论..............................................................................................................................1 1.1 研究的背景和意义 ......................................................................................................... 1 1.2 文献综述 ......................................................................................................................... 2 1.2.1 商业计划书的编制.................................................................................................. 2 1.2.2 战略管理.................................................................................................................. 3 1.2.3 营销与品牌管理...................................................................................................... 4 1.2.4 财务管理.................................................................................................................. 4 1.2.5 “酒店+住宅”——商业地产开发 ............................................................................. 5 1.3 研究的方法与内容 ......................................................................................................... 6 第二章 项目简介及环境分析..................................................................................................9 2.1 项目基本情况 ................................................................................................................. 9 2.2 宏观环境分析 ................................................................................................................. 9 2.2.1 经济环境................................................................................................................... 9 2.2.2 社会与文化环境..................................................................................................... 12 2.2.3 政策与法律环境.................................................................................................... 13 2.2.4 项目发展时机的确定............................................................................................ 17 2.3 项目区域房地产市场发展分析 ................................................................................... 17 2.3.1 房地产市场整体发展及走势预测........................................................................ 17 2.3.2 南海及里水镇住宅市场分析................................................................................ 19 2.4 项目区域商业市场分析 ............................................................................................... 21 2.4.1 商业物业供求情况分析........................................................................................ 21 2.4.2 项目所在区域商业研究........................................................................................ 22 2.5 佛山市酒店市场分析 ................................................................................................... 23 2.6. 项目SWOT分析 ........................................................................................................... 24 III 2.6.1 项目区位分析........................................................................................................ 24 2.6.2 项目优势分析及应用............................................................................................ 25 2.6.3 项目地域劣势分析................................................................................................ 26 2.6.4 项目机会及利用.................................................................................................... 26 2.6.5 项目威胁及规避.................................................................................................... 26 2.7 本章小结 ....................................................................................................................... 27 第三章 项目定位及规划设计.....................