QH 文旅小镇项目投资效益分析 特色小镇最早发源于浙江，2016 年起国家将特色小镇创建列为农村重点工作之一， 中央及地方政府陆续出台相应政策，支持特色小镇创建工作。其中文旅特色小镇就是 聚焦文旅产业走具有差异化的发展路线，通过结合自身资源禀赋，因地制宜形成具有 文化旅游特色的小镇。对于拟建设的 QH 文旅小镇项目来说，通过项目的建设将项目所 在旅游度假区内现有的自然湖泊资源、传统水乡古村落、宗教文化胜迹、浙东水乡民 俗等有机的结合起来，打造以当地优美的湖泊自然生态为基础，浙东水乡特有的乡村 景观为背景，传统宗教文化体验及当地民俗风趣感受为特色，休闲湖泊度假为内容， 文化创意为延伸的综合型文化休闲旅游地。通过本项目的建设运营，不仅创造了大量 经济效益，同时也改善了当地的基础设施、公共服务以及环境卫生，还有效的帮助农 民在当地就业，推动当地城乡一体化发展。 本文以 QH 文旅小镇项目作为研究对象，首先介绍项目的研究背景及意义、研究内 容及方法，同时梳理了投资效益的技术路线。然后介绍和阐述了投资效益分析的概念， 经济效益分析的内容及基本分析步骤，以及社会效益分析的相关内容。接着介绍了项 目的建设背景、建设必要性和项目选址及建设内容，然后从国内旅游市场、当地旅游 市场、目标市场三个方面入手进行市场分析。最后结合项目相关财务指标，从经济效 益分析、风险分析等方面，预测 QH 文旅小镇项目是否具有投资价值。通过计算得出项 目建成运营后，项目营运收入年均 24042.79 万元，上缴税金年均 6061.52 万元，年均 利润总额 18486.66 万元，年均净利润 13865.00 万元，税后项目投资回收期为 5.53 年 (含建设期)，税后内部收益率为 30.34%，项目盈亏平衡点为 18.52% 。由此可见项目 经济效益较好且抗风险能力较强。同时，通过本项目的创建可以创造大量的就业岗位， 以及增加当地财政收入，促进当地国民经济发展，还可以有效保护和改善当地生态环 境质量。综上，本项目经济效益良好、社会效益显著，且抵御风险能力较强。可见， 项目是可行的，也是十分必要的。 本文通过对项目的投资效益的分析，为投资提供科学的决策依据，而且还为项目 的建设及运营管理提供重要的指导作用。同时也期望通过本文的研究，能为以后相似II 的文旅小镇方面研究提供科学的借鉴。 关键词： 文旅项目，特色小镇，投资效益，风险分析III Abstract The Investment Benefit Analysis of QH Cultural Tourism Town Project Characteristic towns originate earliest from Zhejiang. Since 2016, China has started to regard the building of characteristic towns as one of the priorities in rural areas. Central and local governments have successively rolled out corresponding policies to support the building of characteristic towns. Among them, cultural tourism characteristic towns focus on the cultural tourism industry and embark on a path of differentiated development. In combination with their own resource endowment, small towns with cultural tourism features have been formed based on local conditions. For the QH cultural tourism town project planned to be built, it organically combines existing natural lake resources, traditional water town ancient villages, religious cultural sites, and water town folk customs in Eastern Zhejiang province in the tourism resort of the project and builds an integrated cultural leisure tourist destination based on the local beautiful lake natural ecology, and taking the village landscape unique to the water town in Eastern Zhejiang as the background, traditional religious cultural experience and local folk wit and feelings as the feature, leisure lake resort as the content, and cultural creation as the extension. Through the building and operation of this project, we can not only create a lot of economic benefit, but also improve local infrastructure, public services, and environment sanitation, and effectively help farmers seek for employment locally, and boost the urban-rural integrated development in local regions. This thesis takes QH Cultural Tourism Project as the research object. Firstly, the thesis introduces the research background, significance, content, and method of the project. Meanwhile, the thesis sorts out the technical path for investment returns. Then, it introduces and illustrates the analysis on investment returns, and content and basic analysis steps for economic returns analysis, and analysis of social returns. Next, the thesis introduces the construction background, construction necessity, project site selection, and construction content of the project. Then, from the three aspects of domestic tourism market, local tourism market, and target market, the thesis conducts market analysis. Finally, in combination with relevant financial indicators, the thesis predicts whether QH Cultural Tourism Project has investment value in terms of economic returns analysis and risk analysis. Through calculation, the thesis arrives at the result that after the construction and operation of the project, the average annual operation revenue will be RMB 240. 4279 million, the average annual tax collected will be RMB 60. 6152 million, the total average annual profitIV volume will be RMB 184. 8666 million, average annual profit will be RMB 138. 65 million, the project investment recycle period after tax will be 5. 53 years (including the construction period), the internal returns ratio after tax will be 30. 34%, and the balance point for project profit and loss will be 18. 52%. Therefore, it can be seen that the project has a good economic benefit and strong risks resilience. Meanwhile, through the construction of this project, we can create a lot of employment positions, increase local fiscal revenue, and promote local national economic development, while effectively protecting and improving the quality of local ecological environment. All in all, this project has great economic benefit, significant social benefit, and strong risks resilience. Hence, the project is both feasible and necessary. Through analyzing the investment returns on project, this thesis provides scientific decision-making for investment and plays an important guiding role in the construction and operation management of the project. Meanwhile, it is also expected that through the research, this thesis can offer scientific reference for the research on similar cultural tourism towns. Keywords: Cultural tourism project, Characteristic town, Investment benefit, Risk 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 研究内容及方法...................................................................................3 1.2.1 研究内容.........................................................................................3 1.2.2 研究方法.........................................................................................3 1.3 技术路线 ..............................................................................................4 第 2 章 相关理论...........................................................................................5 2.1 投资效益分析的概念 ...........................................................................5 2.2 经济效益分析.......................................................................................5 2.2.1 经济效益分析内容 .........................................................................5 2.2.2 经济效益分析基本步骤 ...............................................................10 2.3 社会效益分析.....................................................................................10 第 3 章 项目概况及市场分析.....................................................................13 3.1 项目概况 ............................................................................................13 3.1.1 项目建设背景...............................................................................13 3.1.2 项目建设必要性 ...........................................................................15 3.1.3 项目选址及建设内容 ...................................................................17 3.2 市场分析 ............................................................................................19 3.2.1 国内旅游市场分析 .......................................................................19 3.2.2 当地旅游市场分析 .......................................................................21 3.2.3 目标市场分析...............................................................................22VI 第 4 章 项目投资效益分析.........................................................................27 4.1 投资估算及资金筹措......................................................................... 29 4.1.1 投资估算 ...................................................................................... 29 4.1.2 资金筹措 ...................................................................................... 31 4.2 经济效益分析 .................................................................................... 31 4.2.1 财务评价基础数据....................................................................... 31 4.2.2 盈利能力分析............................................................................... 34 4.2.3 偿债能力分析............................................................................... 35 4.2.4 不确定性分析............................................................................... 36 4.2.5 财务评价小结............................................................................... 39 4.3 风险分析 ............................................................................................ 40 4.4 社会效益分析 .................................................................................... 43 第 5 章 结论与展望 ....................................................................................46 5.1 结论.................................................................................................... 46 5.2 展望.................................................................................................... 46