2008 年，金融危机带来了房地产泡沫，政府出台了一系列优惠政策来刺激经济， 特别是在房地产行业，房地产市场的利好政策导致大量投资者进入房地产市场，之 后，中国的房地产市场一片火热，尤其是在一二线城市的房价继续上涨。从 2011 年开始，政府开始采取相关政策来抑制房价飞涨，如信用额度和限购政策。这些政 策在一定程度上抑制了房地产价格的持续上涨，中国的房地产投资和销售额也开始 出现下滑。2015 年以后，中国进入了经济发展的常态阶段，经济从高速增长到中速 增长，房地产市场再次下跌，中国商品房销售面积同比下降 7.6%。2015 年两会召开 后，政府又实施了多种措施，有效地促进了中国房地产业的复苏。然而，房地产市 场仅在部分一二线城市有反弹，在三四线城市中，由于国家政策，库存压力并未得 到缓解。 2016 年以来，长沙一直是中部城市的第一，其经济质量和增长率一直引领着中 部城市的省会城市。近年来，长沙的房地产价格也一直稳步上涨，并且增长速度将 超过人们的收入，所以在长沙投资和生活是正确的选择。以 JFMD 的项目可行性作 为研究课题，一是能让建发房产长沙公司在经济新常态下获得生存和发展。二是能 给具有相似背景的房地产企业提供借鉴意义。三是能丰富房地产行业的发展态势， 为消费者提供更多的产品选择，既具有非常大的经济价值也具有重要的民生价值。 在新常态的背景下，探究房地产宏观调控中存在的问题以及今后如何调整房地产宏 观调控思路对房地产市场健康持续发展有非常大的现实意义。 为了真实反映房地产业在湖南长沙未来的发展情况，对建发房产长沙公司进行 了考察，采用定性分析并结合项目设计说明的方式来评估建发房产长沙公司的发展 趋势，结合当前建发房产长沙公司的发展状况，对 JFMD 项目进行 SWOT 分析，确 定发展战略和实施措施，并对 JFMD 项目进行可行性分析，主要包括 JFMD 项目的 目标客户、投入与效益、财务评估以及项目风险进行评估，最后针对 JFMD 项目的 实施提出了一些建议。以期对于 JFMD 项目的成功实施有一定的指导意义。同时对 于其他房地产投资项目也有一定的借鉴意义。 关键词：房地产；建发房产；JFMD项目；可行性分析III Abstract Brought a real estate bubble in 2008 ， the f inancial crisis， the governm ent introduced a series of preferential policies to stimulate the economy， particularly in the real estate industry， the real estate market benign policy， resulting in a large number of investors to enter the real estate market， after China's real estate market hot， especially in a second-tier cities housing prices continued to rise. Starting in 2011， the government began to adopt policies to cu rb skyrocketing housing prices ， such as credit lines and purchase restrictions. These policies have helped to dampen a sustained rise in property prices， and Chinese real estate investment and sales have begun to fall. Since 2015 ， China entered the stage of economic development of normal economic growth from rapid growth to medium speed， the real estate market fell again， the area of commercial housing sales in China fell 7.6% year on year. After the two sessions in 2015 ， the government implemented various measures to effectively promote the recovery of the real estate industry in China. However， the housing market has rebounded only in some of the second-tier cities，and in third-tier cities，as a result of national policies，inventory pressure has not eased. Changsha has been the first city in the central city since 2016， with its economic quality and growth rate leading the provincial capitals of the central city. Real estate prices in recent years， changsha has been steadily rising， and growth will be more than the income of people， so the investment and the living in changsha is the right choice. The project feasibility of JFMD is a research topic， and one is the ability to make jianfa real estate changsha to survive and devel op under the new normal economy. The second is to provide reference for real estate enterprises with similar backgrounds. Third， can enrich the development trend of real estate industry ， provide consumers with m ore choice products， not only has great econom ic value also has important value of the people's livelihood. Under the background of the new norm al， explore the problems existing in the real estate m acroeconomic regulation and control and how to adjust the real estate macroeconomic regulation and control in the future direction of the real estate market healthy and continuous development has great realistic significance. In order to reflect th e real estate industry in the future developm ent of changsha， hunan， the c&d real estate company in changsha was investigated， with the method of qualitative analysis and combined with the project design to evaluate the developm ent trend of c&d real estate company in changsha， combined with the development of theIV current state of the c&d real estate company in changsha， the JFMD project SWOT analysis， determine the development strategy and implementation measures， and the JFMD project feasibility analysis， mainly including JFMD project tar get customers， investment and benefit， the financial appraisal and project risk ， and finally to JFMD project implementation and puts forward som e Suggestions. In the hope that the successful implementation of the JF MD program has some guiding significance. It also has some significance for other real estate investment projects. Key words: real estate; real estate; JFMD project; feasibility analysisV 目录 第 1 章 绪论.....1 1.1 研究背景及意义.1 1.1.1 研究背景..1 1.1.2 研究意义..2 1.2 国内外文献综述.2 1.2.1 国外研究现状.....2 1.2.2 国内研究现状.....4 1.2.3 文献述评...4 1.3 研究方法和研究内容...5 1.3.1 研究方法...5 1.3.2 研究内容...5 第 2 章 JFMD 项目背景与概况 ..7 2.1 JFMD 项目介绍 ..7 2.2 开发商背景介绍.8 2.3 主要建设条件..10 2.4 规划指标10 2.5 建设方案设计..12 第 3 章 JFMD 项目的环境与市场分析 .15 3.1 JFMD 项目的投资环境分析 ...15 3.1.1 宏观政策环境分析.....15 3.1.2 经济环境分析...16 3.1.3 市场环境分析...17 3.1.4 城市地位及规划分析...19 3.1.5 市场前景分析...20 3.2 长沙市房地产发展现状分析..22 3.2.1 长沙房地产的市场分析..22 3.2.2 长沙房地产的发展优势..24 3.3 JFMD 项目的市场定位 .25 3.3.1 JFMD 项目预售对象及目标客户群定位 25 3.3.2 JFMD 项目的竞争优势 ..26VI 3.3.3 JFMD 项目的竞争劣势 ..27 3.3.4 JFMD 项目的机会 27 3.3.5 JFMD 项目的威胁 27 第 4 章 JFMD 项目效益预测与评估 ...28 4.1 JFMD 项目的投融资预算 .....28 4.2 JFMD 项目的收入预测 .29 4.3 JFMD 项目的利润预测 .30 4.4 JFMD 项目的财务分析及敏感性分析 .31 4.5 JFMD 项目的主要风险及防范 .32 第 5 章 研究结论及展望34 5.1 研究结论34 5.2 研究展望34