2017 年 3 月，李克强总理在《政府工作报告》中，提出“研究制定粤港澳大湾区城 市群发展规划”，至此，“粤港澳大湾区”概念正式浮出水面，并将掀起大湾区的建设热 潮。2016 年 12 月 29 日，深中通道西人工岛正式开工，深圳、中山半小时生活圈指日可 待。中山市地处粤港澳大湾区中心地带，港珠澳大桥即将通车，更即将与深圳快速对接， 势必引来一番发展高潮。深圳 HQ 地产是新成立的地产公司，母公司为 HJT 集团，集团 总部位于深圳，是集房地产开发、商业运营、矿山开采、物业管理一体的集团公司。HQ 地产积极在中山区域寻求发展机会，现已获得位于中山市火炬开发区的一幅地块，本研 究目标就在于为 HQ 地产在中山第一个项目的成功开发提供商业计划。 本文运用工商管理的理论、工具，以商业计划书的形式对该项目进行研究分析。首 先，运用 PEST 工具对地产开发的环境进行了分析，尤其是分析了政策环境，发现中山 市未来仍将延续对房地产行业较为稳定利好的政策，并且周边规划、环境、人文对中山 市房地产市场具有较强的支撑作用。接着对中山市的地产市场环境进行了详细分析，中 山市房地产价格一直维持稳定上涨的态势，相较于周边城市的市场，具有较强的价格优 势。在此基础上，本研究对项目特点展开了分析，运用 SWOT 工具进行优势劣势分析， 项目具有区域、规划、价格、产品等优势，但也遇到挑战，最大的挑战在于该项目地处 开发区，目前人气没有老城区旺盛，但是该区域未来规划较好，通过较好的市场营销和 产品设计，可以应对这一挑战，甚至目前的挑战也就是将来的机遇。 因此，结合市场调查运用 STP 工具进行市场细分、目标市场定位和产品定位，本项 目市场定位是中山市中高档精品小区，产品定位为刚需及初改产品。本文就项目运作进 行了策划，本分析报告还对财务部分进行了分析和测算，结论是本项目的净现值为 10,431.62 万元，修正后的内部收益率为 26.37%，不论从项目净现值还是从项目的内部 收益率来说，本项目都具有良好的经济效益。最后就项目风险及应对措施进行了充分评 估，发现最大的风险在于房地产政策风险和资金风险，项目建设风险可以通过对中山市 房地产政策进行研究分析、加强成本控制、加大营销力度、保障现金流等方式予以规避。 本研究报告的总体结论是 HQ 地产中山项目完全可行，经济效益十分显著，风险可 控，值得投资。通过本报告的研究，为项目的顺利实施提供了较充分的测评和分析，相 信可以保证项目能够取得成功。 关键词，房地产；商业计划书；经济效益分析II Abstract In March 2017, Prime Minister Li Keqiang proposed in the “Government Work Report” to “research and formulate plans for the development of cities and towns in the Guangdong, Hong Kong and Macau Metropolitan Bay Area”. At this point, the concept of “Guangdong, Hong Kong, and Macao Bay Area” officially appears and will set off in Dawan District ,thus the construction will be booming soon.On December 29, 2016, the artificial island of Shenzhong Channel West officially started construction. The half-hour life circle in Shenzhen and Zhongshan is just around the corner.Zhongshan City is located in the center of Guangdong, Hong Kong, Macau and Dawan District. The Hong Kong-Zhuhai-Macao Bridge is about to open to traffic, and the soon-to-be-quick connection with Shenzhen will inevitably lead to a climax of development.Shenzhen HQ Real Estate is a newly established company. The parent company is HJT Group. The headquarters of the Group is located in Shenzhen. It is a group company integrating real estate development, commercial operation, mining and property management.HQ Real Estate is actively seeking development opportunities in the Zhongshan region and it has now obtained a site in the Torch Development Zone in Zhongshan City. The objective of this research is to provide a commercial plan for the successful development of HQ Real Estate's, which is the first project in Zhongshan. This article aims to conduct a research and analysis of the project,which is based on business management with different theories and tools.First of all, the external environment of real estate development was analyzed,especially the policy of environment. It was found that Zhongshan City will continue to have a relatively stable and favorable policy for the real estate industry. The surrounding planning, environment, and humanities play a important role in the real estate market in Zhongshan City.The supporting role.Then a detailed analysis of the real estate market environment in Zhongshan City.The prices of Zhongshan’s real estate have maintained a stable upward trend, compared with the surrounding cities. It will be a competitive position.Based on this, this study analyzes the characteristics of the project with the tool of SWOT to outline the advantages and disadvantages. The project has its regional, planning, price, and product advantages, while it faces challenges. The biggest challenge is that the project is located in the development zone.At present, the popularity of the devoloping zone is still not competitive. But the plan of future in this area will be better since the challenge can be met through better marketing and product design.And the current challenge would be the opportunity in the future. Therefore, the market survey on the target position of both market and product ,and thenIII the whole operation of the project and plan will be done.The major market of this plan in Zhongshan is the small-scale and high-end boutique community.Product positioning will be adjusted according to the need and initial product’s reform.This article is about the plan of the project operation. This report also analyzed and measured the financial part. The conclusion is that the net present value of the project is10,431.62 yuan, and the revised internal rate of return is 26.37%. Not only the net present value of the project but also the project's internal rate of return, this project has good economic benefits.Finally, Policy risk and capital risk would be the the greatest risk in the project as risk of the project and responses were fully evaluated. The project construction risk could be analyzed through researching,analysing of real estate’s policies in Zhongshan, strengthening the control of cost , increasing marketing efforts and ensuring the flow of cash,which all help to be avoided it. The final conclusion of this research is that the HQ Real Estate’s project in Zhongshan is completely feasible, the economic benefits are significant, the risks are controllable, and it is worth investing.Through the study of this report, we have provided sufficient assessment and analysis for the smooth implementation of the project, and we believe that the project can guarantee success. Key words，Real Estate；Business Plan；Financial AnalysisIV 目 录 摘要...I ABSTRACT. II 目 录.IV 第一章 绪论..1 1.1 选题背景和意义 ... 1 1.2 文献综述 ... 2 1.2.1 商业计划书编制的相关文献 ..... 2 1.2.2 国内房地产市场发展状况 ... 3 1.2.3 地产开发的成功与失败的因素 . 4 1.2.4 地产开发商业计划书分析方法 . 5 1.2.5 环保节能建筑材料的应用与发展前景 . 7 1.2.6 装配式建筑的运用研究 . 7 1.3 研究目标和研究内容 . 8 1.4 研究方法和思路框架 . 9 第二章 HQ 公司及项目概况.....11 2.1 HQ 公司概况 .. 11 2.2 中山项目概况 ..... 12 2.2.1 项目位置 ..... 12 2.2.2 项目指标 ..... 13 2.3 项目总体规划 ..... 14 2.4 项目节能、绿色规划 ..... 16 2.5 本章小结 . 17 第三章 市场环境分析...18 3.1 房地产政策环境分析 ..... 18 3.1.1 国家宏观政策环境 . 18 3.1.2 粤港澳大湾区环境分析 ..... 19 3.2 地理环境分析 ..... 20 3.2.1 中山市地理环境 ..... 20 3.2.2 项目地理环境 ... 21 3.3 地区社会、经济环境 ..... 22 3.3.1 地区社会环境 ... 22V 3.3.2 地区经济环境 .... 24 3.4 市场分析 . 25 3.4.1 土地和房地产市场走势 ..... 25 3.4.2 周边开发现状 ... 29 3.4.3 临近区域房地产市场分析 . 30 3.4.4 区域内竞争对手分析 ... 32 3.5 本章小结 . 32 第四章 项目 SWOT 分析.....34 4.1 项目优势分析 ..... 34 4.1.1 城市区域优势 ... 34 4.1.2 规划利好优势 ... 34 4.1.3 楼市价格优势 ... 35 4.1.4 项目成本优势 ... 36 4.1.5 项目环境配套优势 .. 37 4.1.6 产品价值优势 ... 38 4.2 项目劣势分析 ..... 38 4.3 项目机会分析 ..... 38 4.4 项目威胁分析 ..... 39 4.5 SWOT 分析矩阵 ... 39 4.6 本章小结 . 40 第五章 项目定位与营销策略 ...41 5.1 STP 分析 ... 41 5.1.1 市场细分 ..... 41 5.1.2 目标市场选择 ... 42 5.1.3 产品定位 ..... 43 5.2 项目营销目标 ..... 44 5.3 营销策略 . 44 5.3.1 产品策略 ..... 44 5.3.2 价格策略 ..... 45 5.3.3 渠道策略 ..... 45 5.3.4 促销策略 ..... 46 5.4 本章小结 . 46 第六