本文關(guān)鍵詞： N項目 商業(yè)計劃書 財務(wù)分析 風(fēng)險分析　出處：《華南理工大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：優(yōu)秀的商業(yè)計劃書不僅是企業(yè)成功的融資文件,也是對企業(yè)發(fā)展具有一定戰(zhàn)略指導(dǎo)意義的商業(yè)運作計劃書。商業(yè)計劃書主要用來展現(xiàn)項目的商業(yè)潛力和投資價值,以便于投資者能夠?qū)ζ髽I(yè)或項目作出投資決策,從而使企業(yè)獲得融資。一份客觀合理的商業(yè)計劃書,既是企業(yè)有關(guān)未來投資的行動綱領(lǐng),也是指導(dǎo)企業(yè)招商引資及說服潛在投資者對項目進行投資的重要的商務(wù)活動指南。 本商業(yè)計劃書選定的研究對象為廣州DQ房地產(chǎn)開發(fā)有限公司的廣州市珠江新城N項目,該項目是一個投資額高達人民幣25.85億元的房地產(chǎn)開發(fā)項目,項目位于廣州市天河區(qū)珠江新城南部,周邊市政道路交通已統(tǒng)一配套,市政設(shè)施配套成熟先進,地勢平整,珠江岸線結(jié)構(gòu)規(guī)整,江面開闊、視覺效果甚佳,東側(cè)與南側(cè)可遠眺華南快速干線華南大橋及琶州國際會展中心,西側(cè)可遠望廣州新地標(biāo)——廣州電視塔,確實為建造高尚社區(qū)的絕佳景地。本文在已學(xué)習(xí)的相關(guān)理論的基礎(chǔ)上,采用與實踐相結(jié)合的方法進行研究,按照商業(yè)計劃書的要求,對該項目進行了投資決策分析,其主要內(nèi)容包括: 1.首先對項目的開發(fā)商即廣州DQ房地產(chǎn)開發(fā)有限公司及所投資的珠江新城N項目基本情況進行簡介; 2.結(jié)合中國及廣州市宏觀市場成長狀況及2010年以來的廣州市樓市分析。分析表明廣州市整體住宅市場發(fā)展勢頭較好,銷售總量不斷提高,廣州市近年房地產(chǎn)市場供銷兩旺,銷售價格保持穩(wěn)步上揚; 3.根據(jù)房地產(chǎn)市場定位的相關(guān)理論,利用波特的競爭戰(zhàn)略理論、SWOT分析模型等分析工具,對該項目進行了市場需求分析及市場定位,最終確定了本項目的整體定位為“近百年內(nèi)最有影響力和標(biāo)志性的經(jīng)典豪宅”; 4.分析周邊樓盤的銷售價格及銷售情況,結(jié)合新市場環(huán)境,對珠江新城N項目營銷策略的制定進行了研究,為保持競爭優(yōu)勢提出營銷策略推廣方案; 5.通過相關(guān)的財務(wù)指標(biāo),分析項目的經(jīng)濟效益。從本項目的經(jīng)濟效益分析可以看出,項目的投資回報率較高。項目的總投資收益為455162萬元。項目稅后財務(wù)凈現(xiàn)值FNPV=48438萬元,項目的內(nèi)部收益率FIRR=21.26%,本項目動態(tài)投資回收期為4.01年。因此該項目的開發(fā)投資是可行的,且具有較高的經(jīng)濟效益。
[Abstract]:A good business plan is not just a successful financing document. It is also the business operation plan which has certain strategic significance to the enterprise development. The business plan is mainly used to show the commercial potential and investment value of the project. In order to facilitate investors to make investment decisions on enterprises or projects, thereby enabling enterprises to obtain financing. An objective and reasonable business plan is an action plan for the future investment of an enterprise. It is also an important business activity guide to guide enterprises to attract investment and persuade potential investors to invest in projects. The research object of this business plan is Guangzhou DQ Real Estate Development Co., Ltd., Guangzhou Pearl River New City N project, which is a real estate development project with an investment of up to RMB two billion five hundred and eighty-five million yuan. The project is located in the south of Zhujiang new town, Tianhe district, Guangzhou, the surrounding municipal road traffic has been unified, the municipal facilities are mature and advanced, the topography is flat, the structure of the Pearl River coastline is regular, the river surface is open, and the visual effect is very good. East and south overlooking South China Expressway South China Bridge and Pazhou International Conference and Exhibition Center, the west side of the new landmarks of Guangzhou-Guangzhou TV Tower. It is a perfect place to build a noble community. Based on the relevant theories that have been studied, this paper adopts the method of combining with practice, according to the requirements of the business plan. The investment decision analysis of the project is carried out, the main contents of which are as follows: First of all, the developer of the project, namely Guangzhou DQ Real Estate Development Co., Ltd. and the investment of the Pearl River New City N project basic information; 2. Combining with the growth situation of macro market in China and Guangzhou and the analysis of Guangzhou real estate market since 2010, the analysis shows that the overall housing market in Guangzhou is developing well and the total sales volume is increasing. Guangzhou in recent years, the real estate market supply and marketing boom, sales prices to maintain a steady rise; 3. According to the relevant theories of real estate market positioning, using Porter's competitive strategy theory and SWOT analysis model, the market demand analysis and market positioning of the project are carried out. Finally determined the overall positioning of the project as "the most influential and iconic classic mansion in the last hundred years"; 4. Analyze the sales price and sales situation of the surrounding real estate, combined with the new market environment, study the formulation of the marketing strategy of the Pearl River New City N project, and put forward the marketing strategy promotion plan in order to maintain the competitive advantage; 5. The economic benefits of the project are analyzed through the relevant financial indicators, which can be seen from the analysis of the economic benefits of the project. The total investment income of the project is four billion five hundred and fifty-one million six hundred and twenty thousand yuan. The net financial present value of the project after tax is 484.38 million yuan. The internal rate of return of the project is 21.26, and the dynamic investment payback period of the project is 4.01 years. Therefore, the development investment of the project is feasible and has high economic benefit.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F293.3

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