经过二十多年的发展，房地产行业已经成为经济繁荣、国家民生的支柱产业 之一，房地产市场和住房制度改革也逐步完善和规范，由于房地产投资项目有资 金需求大、建设周期长、牵涉面广及易受国家政策法规、经济形势、市场需求等 诸多因素影响的特点，导致房地产项目经营开发面临诸多风险，靠盲目投资、投 机行为是不可能达到预期经济效益的，特别是近几年，国家对房地产行业的宏观 调控政策频出，深圳又作为一线城市，是国家宏观调控的重点区域，要保证项目 的成功开发和经济效益，就必须进行项目可行性研究，采用科学有效的投资决策 方法，对其经济、环境等相关测算指标有效控制，提高项目操作的成功率。 MD 住宅项目（以下简称本项目）是深圳市宝安区政府重点规划建设的房地 产开发项目，面对市场竞争愈加激烈的环境，要实现项目的成功开发，科学准确 的项目可行性分析起着决定性的作用。本文首先阐述报告选题的背景与意义，进 行房地产项目可行性研究国内外综述，提炼本文的研究思路、方法、创新点；其 次重点介绍房地产项目可行性研究理论基础，包括概念、原则、内容、步骤及风 险管理理论；第三是运用房地产项目可行性研究理论基础，通过对本项目进行 SWOT 市场分析，得出项目定位结论；第四是根据对本项目 SWOT 市场分析结 论，提出开发建设方案建议，包括项目总体规划、景观规划、配套设施、开发经 营及建设进度等方面；最后根据房地产项目方案阶段“高估成本、低估收益”的 成本估算原则，对项目总投资、销售收入进行估算，得出本项目可行性研究相关 结论，为项目投资决策提供依据。 本文运用 SWOT 市场分析方法，从宏观和微观相结合的视角，分析该区域 的房地产市场供应状况，提出本项目的市场定位、客户定位、价格定位以及潜在 市场风险因素。同时重点引用房地产项目前期成本测算与收入预测方法，结合深 圳市政府相关部门下发的最新法律法规、税费条例进行详细分析计算，对本项目 进行系统性研究与分析，计算得出相应测算数据与经济指标，为房地产开发商提 供决策支持。 关键词，房地产项目；可行性研究；市场分析；建设方案；经济技术分析II Abstract After 20 years of development, the real estate industry has become a pillar industry of economic prosperity, national people's livelihood, the real estate market and the housing system reform and gradually improve and standardize, because the real estate investment projects are capital requirements, long construction period and wide and interlock vulnerable to state policies and regulations, economy, market demand, and many other factors influence the characteristics of real estate project management development faces many risks, by blind investment, speculation is unlikely to achieve the expected economic benefits, especially in recent years, the state macro-control policies of real estate industry, and as a first-tier cities, shenzhen is the key area of the national macroeconomic regulation and control, to ensure the success of the project development and economic benefits, have to project feasibility study, adopt scientific and effective investment decision methods, for its economic, environmental, the measurement indexes such as effective control, to ensure that project the feasibility of economic benefit, environment, technology, etc, improve the success rate of project operation. MD residential projects (hereinafter referred to as the project) is the municipal government of shenzhen baoan district planning and construction of real estate development project, in the face of increasingly fierce market competition environment, to achieve the success of the project development, scientific and accurate project feasibility analysis plays a decisive role. This paper expounds the paper selected topic background and significance, real estate project feasibility study were reviewed at home and abroad, refine research ideas, methods and innovation points of this article; Secondly focuses on real estate project feasibility study theoretical basis, including the concept, principles, contents, procedures and risk management theory; The third is the use of real estate project feasibility study theory, through this project to make the SWOT analysis of market, project positioning conclusion; The fourth is according to the analysis conclusion, this project SWOT market development proposal is put forward, including project planning, landscape planning, supporting facilities, the development and management, and construction schedule, etc; According to the real estate project scheme phase overestimate costs, underestimate the benefits of cost estimation principle, the estimation of the total project investment and sales income, the project feasibility study related conclusion,III provide the basis for project investment decision. Market of SWOT analysis method, this article from the perspective of combining the macroscopic and microscopic analysis of the regional real estate market supply situation, put forward the objective of the market positioning, customer orientation, price orientation, the potential market risk factors. At the same time focus on reference upfront costs of real estate project is calculated and revenue forecasting method, combining with the shenzhen municipal government related department issued the latest laws and regulations, tax regulations, a detailed analysis and calculation, systematic research and analysis of the project, calculates the corresponding measurement data and economic indicators, which provides decision-making support for real estate developers. Key words: Real estate project;The feasibility study; Market analysis; Construction scheme; Economic and technical analysis.IV 目 录 摘要............................................................................................................................ I Abstract ......................................................................................................................... II 第 1 章 绪论................................................................................................................1 1.1 选题背景及意义............................................................................................1 1.2 文献综述........................................................................................................2 1.2.1 国外研究综述........................................................................................2 1.2.2 国内研究综述........................................................................................3 1.3 研究思路与方法............................................................................................6 1.3.1 研究思路..............................................................................................6 1.3.2 研究方法..............................................................................................7 1.4 主要内容与创新............................................................................................7 1.4.1 报告内容..............................................................................................7 1.4.2 创新点..................................................................................................8 第 2 章 房地产项目可行性研究的理论基础............................................................9 2.1 房地产项目可行性研究概念........................................................................9 2.2 房地产项目可行性研究原则及内容..........................................................10 2.3 房地产项目可行性研究的一般步骤..........................................................12 2.4 房地产项目风险管理理论..........................................................................13 第 3 章 MD 项目市场分析......................................................................................14 3.1 MD 项目背景情况介绍 .................................................................................14 3.1.1 MD 项目基本情况 ............................................................................14 3.1.2 MD 项目规划设计要求 .......................................................................15 3.2 经济环境市场分析........................................................................................15 3.2.1 国民经济分析......................................................................................15 3.2.2 房地产政策分析..................................................................................15 3.3 城市及宗地概况............................................................................................16 3.3.1 城市概况分析......................................................................................16 3.3.2 周边环境及市政配套..........................................................................18 3.4 区域板块分析................................................................................................18 3.4.1 板块在售楼盘分析..............................................................................18 3.4.2 客群分析..............................................................................................20V 3.5 MD 项目 SWOT 市场分析............................................................................21 3.5.1 项目优势分析....................................................................................21 3.5.2 项目劣势分析....................................................................................24 3.5.3 项目机会分析....................................................................................24 3.5.4 项目威胁分析....................................................................................28 3.6 项目定位.........................................................................................................29 3.6.1 项目市场定位....................................................................................29 3.6.2 项目价格定位....................................................................................30 3.6.3 项目客户定位....................................................................................30 3.7 项目营销推广初步设想..............................................................................31 第 4 章 项目开发建设方案......................................................................................33 4.1 项目总体规划建议......................................................................................33 4.1.1 规划原则............................................................................................33 4.1.2 总体布局............................................................................................33 4.1.3 规划构思............................................................................................33 4.1.4 交通组织............................................................................................34 4.1.5 生态节能规划....................................................................................34 4.2 景观规划建议..............................................................................................34 4.3 住宅建筑设计..............................................................................................35 4.4 小区配套设施建议......................................................................................36 4.5 项目开发经营计划......................................................................................36 4.6 项目进度实施计划......................................................................................37 第 5 章 MD 项目财务经济分析..............................................................................38 5.1 项目销售收入预测......................................................................................38 5.2 项目投资估算说明......................................................................................38 5.3 项目盈利分析..............................................................................................43 5.4 财务分析及经济评价..................................................................................44 5.4.1 财务分析............................................................................................44 5.4.2 项目资金筹集....................................................................................45 5.5 项目经济效益静态分析..............................................................................45 结 论..........................................................................................................................47