近年来，科技园建设在我国各地有广泛的发展，成为区域经济发展的重要组织力量， 深刻影响着各地产业结构的调整和区域经济的增长。目前，广州市产业结构调整步伐加 快，高新技术产业得到较快发展，对科学园办公物业的需求不断提升。 鉴于此，博隆科技有限公司从当前的经济形势和市场需求出发，拟在广州科学城开 发一个主要功能为办公，同时可能涵盖公寓、商业配套等的科学园项目，以吸引跨国公 司、大中型企业及机构总部进驻办公，同时提供研发、孵化、金融、展示、销售等生产 服务及配套服务等功能，以此来为进一步提升科学城的区域形象和竞争力，同时丰富科 学城的产业结构，快速提升区域服务业的发展水平做贡献。 本文以博隆科技园项目开发规划这一案例为背景，在对广州市经济、科技发展水平， 科学园发展现状进行调查研究的基础上，收集各种数据，运用 SWOT 分析法、利用财 务报表分析等方法，从项目的技术可行性、财务可行性、经济和社会可行性等方面进行 了分析论证。在此基础上，本文提出了项目的总体发展战略，将本项目定位为“科学城 最国际化、最专业化、配套最完善的一流商务科技园区”和“科学城最具标杆性，针对高 新科技行业的高品质办公园区”。在运营模式方面，本文根据一般商业地产的运营模式 和项目自身实际情况提出对办公物业采取尽量销售策略，缓解开发商资金压力；对公寓 部分，全部拆散销售；对商业部分，采取对外租赁，统一管理的经营模式。 通过比较、分析、论证，文章最后得出了博隆科技园项目切实可行的结论。本文分 析认为，本项目的开发不但可以取得一定的经济效益，而且还有较好的社会效益。 关键词，科技园；开发；运营模式；可行性II Abstract In recent years, the science park construction has a widespread development in our country. It has been the important strength to develop the regional economies, and affected the regional industrial structure adjustment profoundly. At present, Guangzhou speeds up the step of industry restructure, the high technology industry obtains quick develops. That promotes unceasingly demand of work premise in science park. In view of this, the Bo Long Science and Technology Limited Company embarks from the current economic situation and the market demand, and plans to develop a science park project. Whose major function is for office, simultaneously possibly covering the apartment and the trade necessary to attract the multinational corporation, the large and middle scale enterprises and the organization headquarters to enter and simultaneously provide some functions, such as research and development, hatching, finance, demonstration, sale, producer services and so on. That can promote the region image and the competitive of the science city, simultaneously enriches the industrial structure of science city, and promotes the level of the region service industry. Based on the development of Bo Long science park project and the investigation of Guangzhou economy, the technological level and the science park development, this paper collects various data. Then, from the technical, financial, economics and social feasibility, this paper utilizes the SWOT analytic method and statement analysis to study. Based on this, this article proposes the overall developmental strategy of the project. This project’s localization are “the most international, most specialized, most perfect first-class commerce technology zone in science park” and “high quality work campus having the range pole and in view of high new technology profession in science park”. In the operation pattern aspect, this article, according to the general commercial estate’ operation pattern and this project’s actual situation, proposes that the project should adopt the strategy of selling the work premise as far as possible to alleviates the developers’ fund pressure; break up the sale completely in the apartment part; and adopt the business model of rent outward and unified management in the commercial part. Through the comparison, the analysis and the proof, this paper has drawn the conclusion that the Bo Long science park project is practical and feasible finally. This paper considers that not only this project's development may obtain certain economic efficiency, but also has good social efficiency. Key words: Science park; Development; Operation pattern; FeasibleIII 目 录 摘要.........................................................................................................................................I Abstract ......................................................................................................................................II 第一章 绪论..............................................................................................................................1 1.1 报告的背景 ..................................................................................................................... 1 1.2 报告的目的和意义.......................................................................................................... 2 1.3 文献综述.......................................................................................................................... 2 1.3.1 科技园发展综述....................................................................................................... 2 1.3.2 可行性研究综述...................................................................................................... 3 1.3.3 商业地产的运营模式.............................................................................................. 4 1.4 研究方法及研究内容...................................................................................................... 5 1.4.1 研究方法................................................................................................................... 5 1.4.2 研究内容................................................................................................................... 5 第二章 博隆科技园项目概况..................................................................................................6 2.1 项目地理位置.................................................................................................................. 6 2.2 地块规划指标 ................................................................................................................. 7 2.3 地块区位件分析.............................................................................................................. 7 2.4 本章小结 ......................................................................................................................... 8 第三章 项目的 SWOT 分析.....................................................................................................9 3.1 项目优势.......................................................................................................................... 9 3.2 项目劣势........................................................................................................................ 10 3.3 项目的机遇.................................................................................................................... 10 3.4 项目的威胁.................................................................................................................... 11 3.5 项目定位难点和策略.................................................................................................... 12 3.6 本章小结 ....................................................................................................................... 14 第四章 项目的总体发展战略................................................................................................15 4.1 项目总体定位及发展方向............................................................................................ 15 4.2 客户群定位.................................................................................................................... 15 4.3 项目总体开发功能定位及组合.................................................................................... 17IV 4.4 办公物业定位................................................................................................................ 18 4.4.1 办公物业功能定位................................................................................................. 18 4.4.2 产品定位................................................................................................................. 19 4.5 商业配套定位................................................................................................................ 20 4.6 园区居住型配套定位.................................................................................................... 21 4.7 项目各部分功能配比总结............................................................................................ 22 4.8 本章小结........................................................................................................................ 23 第五章 项目的运营模式........................................................................................................25 5.1 经营管理模式................................................................................................................ 25 5.1.1 招商策略................................................................................................................. 25 5.1.2 租金和售价............................................................................................................. 25 5.1.3 分期开发策略........................................................................................................ 28 5.2 物业管理策略 ............................................................................................................... 29 5.2.1 物业管理基本模式................................................................................................. 29 5.2.2 后期物业管理重点................................................................................................. 29 5.3 本章小结 ....................................................................................................................... 31 第六章 项目财务分析............................................................................................................32 6.1 项目规划建设技术经济指标........................................................................................ 32 6.2 项目开发进度安排........................................................................................................ 32 6.3 项目投资估算................................................................................................................ 33 6.3.1 估算编制依据及说明............................................................................................. 33 6.3.2 项目投资估算结果................................................................................................. 33 6.3.3 项目投资估算说明................................................................................................. 35 6.3.4 分年投资计划......................................................................................................... 38 6.4 项目财务评价................................................................................................................ 38 6.4.1 财务评价依据、原则及假设条件........................................................................ 38 6.4.2 基础数据的选取..................................................................................................... 39 6.4.3 项目收入估算......................................................................................................... 39 6.4.4 项目成本费用估算................................................................................................ 40 6.4.5 财务评价指标......................................................................................................... 41V 6.5 风险评估… 42 6.5.1 风险因素分析.42 6.5.2 项目风险评估...43 本章小结..............................................................................................................................43 结 论......................................................................................................................................44