广东创鸿房地产开发有限公司承建广州市越秀区东山口 JC 项目，该项目是一个投 资额为约 9.5 亿元人民币的集商住为一体的房地产开发项目。项目位于广州市越秀区繁 华地段——东山口商业圈内。东山悠久的历史和深厚的文化底蕴赋予本项目许多特色， 金融商贸发达、基础设施完备、居住环境优美、文体气息浓厚、基础教育领先、社会风 气良好、人文景观丰厚、信息交通便捷等等诸多优点。地段的稀缺性和独特性为该项目 的建设开发奠定了良好的基础。 本文对该项目所处区域的房地产市场进行了详尽的调查分析。在国家宏观调控政策 不动摇的大环境下，2012 年房地产市场依然平稳发展，广州市房地产市场总体稳中有升。 本文运用 SWOT 分析模型对该项目所处市场环境进行分析判断，对该项目进行需求分析 和市场定位，确定项目的战略目标。本项目定位为以商品住宅为主的专业商场加名校学 位型楼盘。同时运用波特五力模型对项目的竞争环境做出分析和判断，为项目准确定位 打下基础。 文中对项目总投资、预期收入、内部收益率等数据进行分析。根据各项财务指标及 数据分析预测得到该项目的经济效益及投资回报率较高，具有较强的抵御风险的能力。 在项目建设过程中应加强对项目流程的监管和对项目质量的管控，打造独具文化气息的 精品楼盘，为人们提供优质的人居环境、为东山口增添亮丽的风景、为老商业区注入新 的活力打造独具文化气息的精品楼盘，为人们提供优质的人居环境、为东山口增添亮丽 的风景、为老商业区注入新的活力。切实展现创鸿“创赢四海，鸿图百年”的企业价值 观。通过详尽的分析后得出该项目可行的结论。 关键词，JC 项目、商业计书、财务分析、风险分析II Abstract The property project JC, which is contracted by Guangdong Comhope Property Development Co., Ltd. and integrates commercial and residential functions, is located in Dongshankou business circle, a bustling area in Xuexiu District of Guangzhou, with its investment reaching RMB 950 million. Thanks to the long history and rich cultural elements of Dongshan area, the project is characterized by its access to well-established commercial atmosphere, complete infrastructure, beautiful living environment, rich cultural flavor, leading elementary education facilities, harmonious community, abundant cultural spots and convenient transportation. The scarcity of land supply in that location has laid a good foundation for the project. The present paper is a detailed analysis of the property conditions in the area. Under the context of consistency of China’s macro-regulation policy, property market in 2012 continues to see steady development, and so is that of Guangzhou on the whole. By using SWOT to study the market environment for the project, the present paper attempts to analyze its demand and define its position so as to identify its strategic objective. The project is designed as commerce-purposed property that is equipped with shopping mall and qualification for entering for famous elementary schools. In the meantime, Baud’s Forces theory is employed for an analysis and judgment of competition landscape for such project. Through the analysis in total investment, projected income, IRR, it is concluded that the project is quite vibrant in terms of economic and investment returns with strong risk-resistance competence. In the paper, it is also advocated that project process oversight and quality control shall be strengthened, so as to provide fine quality living environment, add new glamor to the area, inject new vitality into this traditional commercial zone, and fulfill Comhope Group’s philosophy of Create to Succeed. The detailed analysis suggests that the project is feasible. Keyword，JC project, business project, financial analysis, risk analysisIII 目 录 摘要.......................................................................................................................................I Abstraet ..................................................................................................................................... II 第一章 绪 论...........................................................................................................................1 1.1. 选题的背景和意义..................................................................................................... 1 1.1.1.选题的背景....................................................................................................... 1 1.1.2.选题的意义....................................................................................................... 2 1.2. 文献综述..................................................................................................................... 2 1.2.1.房地产投资环境评价....................................................................................... 3 1.2.2.商住地产的定位与策划................................................................................... 3 1.2.3.SWOT 分析模型............................................................................................... 4 1.3. 研究目的、研究思路、研究方法............................................................................. 5 1.3.1.研究目的........................................................................................................... 5 1.3.2.研究思路........................................................................................................... 5 1.3.3.研究方法........................................................................................................... 6 第二章 项目建设单位及项目用地介绍.................................................................................7 2.1. 项目建设单位情况介绍............................................................................................. 7 2.1.1.单位核心能力................................................................................................... 8 2.1.2.单位组织架构（建议加文字述说）............................................................... 9 2.2. 项目地理位置............................................................................................................. 9 2.3.项目建设背景............................................................................................................ 10 2.4.本章小结.................................................................................................................... 11 第三章 项目所在区域房地产竞争环境分析.......................................................................12 3.1. 宏观环境分析........................................................................................................... 12 3.1.1.国家及当地地产政策..................................................................................... 13 3.1.2.广州市房地产市场分析................................................................................. 14 3.1.3.地块及周边的环境情况................................................................................. 15 3.2.竞争环境分析............................................................................................................ 18IV 3.2.1.供应商讨价还价能力..................................................................................... 18 3.2.2.客户的讨价还价能力..................................................................................... 19 3.2.3.潜在进入者..................................................................................................... 19 3.2.4.替代品............................................................................................................. 20 3.2.5.现有竞争对手................................................................................................. 20 3.3.本章小结.................................................................................................................... 20 第四章 市场需求预测与分析...............................................................................................21 4.1.市场调查分析............................................................................................................ 21 4.1.1.问卷调查样本分析......................................................................................... 21 4.1.2.调查结论......................................................................................................... 24 4.2.住宅需求分析.............