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南印象·奥园文化旅游城商业计划书PDF

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文本描述
随着国务院《“十三五”旅游业发展规划》的正式出台,中央已明确提出将旅游产 业的发展作为国家重要的发展战略。在全国各类产业小镇进入高速发展的阶段,文旅地 产如何把握好开发方向,如何将旅游业和房地产业做到无缝衔接,具有更好的文化内涵 及自然景观,同时拥有一定的投资价值,做到可持续健康发展是每一个文旅项目成功的 关键。本商业计划书研究的对象是地处韶关市的岭南映象奥园文化旅游城项目,本项目由 奥园地产集团投资兴建。 本论文通过大量市场调查和数据统计分析,得出当地的旅游,土地及商业物业成交数 据,为本项目的销售和出租提供了依据,同时深入挖掘韶关当地的旅游及文化资源,论证 了本项目立足为韶关打造集禅文化,旅游,商业,居住为一体的高品质文化产品,为韶 关带来一次产业新革命,为实现韶关旅游文化名城与产业新城融合做贡献。本文采用理 论和实证,定性和定量相结合的研究方法,研究的内容包括了:项目的基本概况,项目开 发公司的资源分析,项目开发经营环境分析,项目市场定位及营销策略,项目运作管理,项 目财务评价,项目风险分析等. 本文先通过采用swot等分析工具综合考虑了本项目的自身优势和劣势,提出了项目 的总体定位及发展策略.然后在市场调查的基础上运用了4ps 营销策略,提出了项目的定 价,产品,促销策略.最后对项目在财务数据各方面进行论证,本文根据市场调研确定本项 目的物业售价及租金,并对整个项目的收入、成本、费用、税费进行了测算,计算静态 投资回报期和动态投资分析数据。 本文主要研究结论:本项目通过静态、动态测算均获得了较好的数据结果,显示本项 目的盈利能力较好,现金流较强,可行性较高。综合而言,考虑到房地产企业较高的资 金成本以及房地产市场的不确定性,本项目应同时做好持有物业经营的准备。 关键词:文化旅游地产 商业计划书 营销策略 财务评价 风险分析 II Abstract With the official promulgation of the "13th Five-Year Plan for Tourism Development" of the State Council, the central government has clearly stated that the development of the tourism industry is an important development strategy of the country. In the stage of high-speed development of various industrial towns across the country, how does CJ Real Estate grasp the development direction, how to seamlessly integrate tourism and real estate, have better cultural connotation and natural landscape, and have certain investment. Value, sustainable and healthy development is the key to the success of every cultural and tourism project. The research project of this business plan is located in Lingnan Yingyuan Aoyuan Cultural Tourism City Project in Shaoguan City. The project is invested and constructed by Aoyuan Real Estate Group. Through a large number of market surveys and statistical analysis of data, this paper draws out the local tourism, land and commercial property transaction data, which provides the basis for the sales and rental of the project, and further explores the local tourism and cultural resources, and demonstrates the project. Based on Shaoguan, we will create a high-quality cultural product integrating Zen culture, tourism, commerce and residence. It will bring a new industrial revolution to Shaoguan and contribute to the integration of Shaoguan tourism and cultural city and industrial new city. This paper adopts theoretical and empirical, qualitative and quantitative research methods. The research contents include: basic outline of the project, resource analysis of the project development company, project development and operation environment analysis, project market positioning and marketing strategy, project operation management, Project financial evaluation, project risk analysis, etc. This paper firstly considers the advantages and disadvantages of the project by adopting the analysis tools such as swot, and puts forward the overall positioning and development strategy of the project. Then, based on the market survey, the 4ps marketing strategy is applied, and the pricing and products of the project are proposed. Promotion strategy. Finally, the project demonstrates all aspects of financial data. This paper determines the property price and rent of the project according to market research, and calculates the income, cost, expenses, taxes and fees of the whole project, and calculates the static investment return period. And dynamic investment analysis data. The main conclusions of this paper are as follows: The project has obtained good data results through static and dynamic calculations, which shows that the project has good profitability, strong cash flow and high feasibility. In general, taking into account the higher III capital costs of real estate companies and the uncertainty of the real estate market, the project should be prepared to hold property management at the same time. Key words: cultural tourism real estate ,business plan, marketing strategy, financial evaluation ,risk analysis IV 目 录 摘要 ........................................................................................................................................... I Abstract .................................................................................................................................... II 第一章 绪论 .............................................................................................................................. 1 1.1 选题背景及意义 ............................................................................................................. 1 1.2 文献综述 ......................................................................................................................... 2 1.3 论文研究框架 ................................................................................................................. 3 第二章 项目概况及项目公司资源与条件分析 ...................................................................... 5 2.1 项目基本信息 ................................................................................................................. 5 2.2 项目位置及周边配套 ..................................................................................................... 7 2.3 项目环境景观 ................................................................................................................. 8 2.4 项目公司概况 ................................................................................................................. 8 2.5 项目公司资源分析 ......................................................................................................... 9 2.6 本章小结 ....................................................................................................................... 12 第三章 项目开发经营环境分析 ............................................................................................ 13 3.1 宏观政策及社会环境分析 ........................................................................................... 13 3.2 区域发展环境分析 ....................................................................................................... 13 3.3 土地及物业市场分析 ................................................................................................... 17 3.4 本章小结 ....................................................................................................................... 27 第四章 项目商业发展机会分析 ............................................................................................ 28 4.1 项目优势分析 ............................................................................................................... 28 4.2 项目劣势分析 ............................................................................................................... 28 4. 3 项目机会分析 .............................................................................................................. 29 4.4 项目威胁及竟争分析 ................................................................................................... 29 4.5 项目商业机会分析 ....................................................................................................... 31 4.6 本章小结 ....................................................................................................................... 33 第五章 项目市场定位及营销策略 ............................................................................