本文运用房地产经济、房地产项目管理、财务管理和市场营销等方面的理论,通 过对全国和南京市房地产的投资环境分析和南京市商务写字楼市场供求分析,论证了 南京市商务写字楼市场虽然比较平淡,但发展前景看好;通过对建筑方案的比选、环 境影响评价、劳动安全卫生与消防和项目实施进度等分析,论证了京沪大厦项目的技 术可行性;通过对京沪大厦项目的投资估算、收入估算和各项财务指标的评价分析, 论证了京沪大厦项目的财务分析是可行的;通过对京沪大厦项目的SWOT等方面的分 析,对京沪大厦进行了营销策划,论证了建设京沪大厦的必要性和可行性,旨在为公 司的项目决策提供有益的参考。 关键词:房地产开发可行性项目投资工商管理硕士学位报告京沪大厦项目可行性研究 AbstraCt TheartieleanalyzestheinvestmentelimateofrealestateindustryinChina,esPecially inNanjing,andthemarkctsuPPly~and一demandsituationinNanjing,byusingthereal estatetheory . ofeeonomy,Projectmanagementandfinancialmanagementandmarketing, anddemonstratesthatalthoughthebusinessoffieebulldinginNanjingwasrelatively inaetivitylatelyitwillhavegoodProsPects.Itstudiestheteehniealfeasibilityofbuilding theJinghuEdifieebymeansofcomParingandchoosingoftheeonstrUction,5schernes, evaluatingofenvironmentalinfluenee,analyzingoflaborheaithandfireeontrol, eontrollingofProjectexecutingschedule,ete.Italsostudiesthefinancialfeasibilityby estimatingtheinvestment,therevenueandeachfinancialtarget.Besides,itmakesthe schemeofmarketing,byanalyzingitsSWOT,anddemonstratestheneeessaryand feasibilityforthePurposeofofl七ringthedeeision一makinganavailablereferenee. KevWords:RealEstate,DeveloPment,Feasibility,ProjectInvestlnent ,肠晚工商管理硕士学位报告京沪大厦项目可行性研究 目录 前言·····························································································1 1江苏京沪置业有限公司简介······················································”’·”3 1.1概况····················································································3 1.2组织结构及管理体系·······················································”二‘”””3 1.3人力资源状况与薪酬制度·························································4 2京沪大厦项目简介····························································”’·”””‘’6 2.1项目提出的理由·····································································6 2.2项目拟建地点········································································7 2.3项目主要建设条件························································‘.””‘”’7 2.4项目预期目标········································································7 2.5主要技术经济指标························,························’‘二‘””””’‘”8 2.6问题与建议···········································································8 3京沪大厦项目的投资环境和市场分析················································9 3.1投资环境分析········································································9 3.1.1关于我国房地产的政治经济形势分析····································9 3.1.2南京市的经济社会情况及管理、政策因素······························13 3.2南京市商务写字楼市场供求分析················································15 3.2.1南京市商务写字楼发展现状················································巧 3.2.2南京市商务写字楼市场发展前景看好····································17 4京沪大厦项目的可行性分析·························································18 4.1项目的相关技术分析·······························································18 4.1.1建设规模与项目开发条件···················································18 4.1.2建筑方案选择··································································20 4.1.3环境影响评价····························································25 4.1.4劳动安全卫生与消防···················································26 4.1.5项目实施进度····························································27 4.2投资估算与资金筹措·······························································28 4.2.1投资估算········································································28 4.2.2资金筹措计划·································································’32 4.3财务评价··············································································33E商管理硕士学位报告京沪大厦项目可行性研究 4.3.1财务评价基础数据选取···················································33 4.3.2销售、出租收入估算······················································34 4.3.3编制财务评价报表·························································35 4.3.4财务评价指标·······························································35 4.3.5不确定性分析······················································””””’37 4.3.6财务评价结论·······························································38 5京沪大厦项目的营销策略·························································39 5.1南京市商务楼形式分析·························································39 5.1.1现状···········································································39 5.1.2分析···········································································39 5.1.3展望···········································································39 5.2山西路商圈内商务楼的特征分析·············································40 5.2.1山西路商圈的现状·························································40 5.2.2山西路商圈与新街口商圈、河西城市副中心之比较···············40 5.2.3选择山西路商圈的三大理由····················