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2020年J住宅项目可行性研究报告DOC

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改革开放三十年来,我国房地产业的发展取得了举世瞩目的成就,尤其是 在 1998 年以后,国家启动了房地产拉动内需,并逐渐确立了房地产业的支柱产 业地位,房地产开始进入持续、稳定、快速的发展,目前已进入相对成熟的发 展阶段。房地产的发展推动了国民经济的发展,改善了城乡居民的居住条件, 提高了人们的生活质量。但行业的发展也存在一些问题,近几年我国房地产业 发展远远超过国民经济的同步发展,尤其是房价上涨过快,行业的发展面临着 较大的调整要求。2007 年底,美国爆发次贷危机并迅速引发国际金融危机,随 后逐步向实体经济蔓延,我国经济也受到了较大的冲击。在此背景下,房地产 业开始加速调整,市场快速萎缩,主要表现为房价下跌、成交量大为减少,很 多房地产开发商出现资金链断裂甚至企业倒闭的局面,房地产市场面临严峻的 挑战,开发商面临着新一轮的洗牌。 房地产投资是个高风险的行业,但很多问题由于前些年市场比较景气而被 掩盖了,本次房地产市场的下滑再次向开发商敲醒了警钟,因此,尊重市场、 科学决策,加强可行性研究是开发项目规避风险、实现预期收益的重要保障, 这对今后的市场有着更现实的意义。 本文对开发项目可行性研究进行了相关理论分析,并以开发区 J 住宅项目 为例,从市场分析入手,分析当前的房地产市场状况和区域市场特点,结合本 项目的市场调研对本项目进行了项目定位,再通过投资估算方法测算项目成本, 在此基础上对项目进行了财务评价,最后对全文进行了总结。本文希望通过对 本项目的可行性研究最终能对本项目的开发决策提供参考依据,对项目今后的 开发有一定指导意义。 关键词, 可行性研究 市场分析 经济评价ABSTRACT Thirty years of reform and opening up, China's real estate development made great achievements, especially in 1998 after the country launched a real estate stimulating domestic demand, and gradually established a pillar industry of real estate, real estate started to enter sustained, steady and rapid development has entered a relatively mature stage. Real estate development to promote the development of the national economy and improve the living conditions of urban and rural residents and improve people's quality of life. However, the development of the industry, there are some problems in recent years China's real estate development is far more than the simultaneous development of the national economy, especially housing prices rose too fast, and the development of the industry is faced with larger claims. By the end of 2007, the United States at the outbreak of the credit crisis and the rapid rise to international financial crisis, and then gradually spread to the real economy, China's economy has also been a greater impact. Against this backdrop, the real estate industry began to speed up the adjustment of the market shrinking rapidly, mainly in housing prices decline, trading volume has fallen dramatically. Many real estate developers run out of cash in bankruptcy-strand break even situation, the real estate market is facing tough challenges facing the developers of a new round of the reshuffle. Real estate investment is a high-risk industry, but a lot of problems in previous years due to the market economy have been covered up, the real estate market fell again to the developers of Qiao Xing alarm. As a result, respect for the market, scientific decision-making, enhance the feasibility study is to develop projects to avoid risks, the realization of expected proceeds safeguard important, the future of this market has a more realistic sense. In this paper, the feasibility study for development projects related to the theoretical analysis, J housing projects of TEDA-Tianjin Economic-Technological Development Area, for example, from the start with market analysis, analysis of the current real estate market conditions and regional characteristics of the market, this combination of market research projects on this project Positioning the project, through methods to estimate the investment project cost estimates, based on thisproject had a financial assessment of the full text of the final summing up. This article hopes this project will eventually be able to study the feasibility of the project development to provide reference for decision-making, the project in the future development of a certain significance. Key word, The feasibility study Market analysis Economic equilibrium目 录 第一章 绪论................................................................................................................1 1.1 问题的提出和研究的意义...............................................................................1 1.2 本文研究内容...................................................................................................2 1.3 本文研究方法和技术路线...............................................................................2 第二章 房地产开发项目可行性研究理论................................................................4 2.1 房地产开发项目可行性研究的概念...............................................................4 2.1.1 房地产开发项目可行性研究的含义.....................................................4 2.1.2 房地产开发项目可行性研究的作用.....................................................4 2.1.3 房地产开发可行性研究阶段的划分.....................................................5 2.2 房地产开发项目可行性研究理论...................................................................5 2.2.1 投资环境要素.........................................................................................5 2.2.2 市场预测.................................................................................................6 2.2.3 资金的时间价值.....................................................................................7 2.2.4 住宅价格测算.........................................................................................8 2.3 房地产开发概述...............................................................................................9 2.3.1 房地产开发的特征.................................................................................9 2.3.3 房地产开发的形式...............................................................................10 2.3.3 房地产开发的主要阶段.......................................................................10 第三章 房地产开发项目可行性研究现状与存在问题..........................................11 3.1 房地产开发可行性研究的现状..................................................................... 11 3.1.1 房地产开发可行性研究的历史........................................................... 11 3.1.2 房地产开发可行性研究的现状........................................................... 11 3.2 房地产开发可行性研究已存在问题............................................................. 11 3.3 可行性研究的建议及对策.............................................................................12 第四章 房地产市场分析..........................................................................................14 4.1 我国房地产发展概况.....................................................................................14 4.1.1 我国房地产发展历史回顾...................................................................14 4.1.2 我国房地产发展现状...........................................................................15 4.2 天津市房地产发展情况.................................................................................18 4.2.1 天津市宏观经济分析...........................................................................184.2.2 天津房地产市场...................................................................................21 4.3 天津开发区房地产发展情况.........................................................................28 4.3.1 天津开发区宏观经济分析...................................................................28 4.3.2 开发区住宅市场分析...........................................................................29 第五章 项目定位......................................................................................................36 5.1 项目概况.........................................................................................................36 5.1.1 项目简介...............................................................................................36 5.1.2 周边配套...............................................................................................36 5.1.3 项目区位介绍.......................................................................................36 5.1.4 项目周边城市功能定位.......................................................................37 5.2 J 住宅项目 SWOT 分析..............................................................................37 5.2.1 J 住宅项目 SWOT 分析....................................................................37 5.2.2 J 住宅项目对策分析 .........................................................................37 5.3 J 住宅项目市场调研 ...................................................................................38 5.3.1 年龄.......................................................................................................38 5.3.2 家庭构成...............................................................................................38 5.3.3 职业.......................................................................................................39 5.3.4 客户来源...............................................................................................39 5.3.5 付款方式...............................................................................................40 5.3.6 认知途径...............................................................................................40 5.3.7 看重因素...............................................................................................41 5.3.8 主要关注问题.......................................................................................42 5.3.9 价格区间...............................................................................................42 5.3.10 户型.....................................................................................................43 5.4 市场调研结果.................................................................................................44 5.5 市场预测.........................................................................................................45 5.6 项目定位.........................................................................................................45 5.6.1 市场定位...............................................................................................45 5.6.2 产品定位...............................................................................................45 5.6.3 客户定位...............................................................................................46 5.6.4 配套设施...............................................................................................46 5.6.5 价格定位...............................................................................................46 5.7 营销策略.........................................................................................................46 5.7.1 销售渠道...............................................................................................465.7.2 定价策略...............................................................................................47 5.7.3 推广策略...............................................................................................47 5.7.4 时机策略...............................................................................................47 5.7.5 品牌策略...............................................................................................47 第六章 J 住宅项目经济评价...................................................................................48 6.1 房地产开发项目投资估算.............................................................................48 6.1.1 房地产开发项目投资估算的概念.......................................................48 6.1.2 投资收益估算.......................................................................................50 6.1.3 J 住宅项目投资估算 ............................................................................50 6.1.4 J 住宅项目投资收益估算 ....................................................................51 6.2 J 住宅项目财务评价 ...................................................................................51 6.2.1 现金流量表...........................................................................................52 6.2.2 财务评价指标.......................................................................................52 6.3 J 住宅项目不确定性分析 ...........................................................................54 6.3.1 盈亏平衡点分析...................................................................................54 6.3.2 敏感性分析...........................................................................................55 6.4 J 住宅项目国民经济评价 ...........................................................................57 全文总结......................................................................................................................59