本文關(guān)鍵詞：佛山Y(jié)Y綠洲房地產(chǎn)項(xiàng)目商業(yè)計(jì)劃書　出處：《華南理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：2008年美國(guó)的次貸危機(jī)，2010年的歐洲主權(quán)債務(wù)危機(jī)等大規(guī)模經(jīng)濟(jì)波動(dòng)事件，在全球化的大環(huán)境下，國(guó)內(nèi)的經(jīng)濟(jì)發(fā)展處于內(nèi)外交困的時(shí)期，政府為確保國(guó)民經(jīng)濟(jì)正常運(yùn)轉(zhuǎn)和防范金融體系邊際安全風(fēng)險(xiǎn)，國(guó)家對(duì)房地產(chǎn)業(yè)實(shí)施嚴(yán)格的調(diào)控措施，收緊銀根，市場(chǎng)處于政府、開發(fā)商、消費(fèi)者等多方博弈膠著狀態(tài)，消費(fèi)者觀望情緒濃厚，市場(chǎng)交易暗淡，房地產(chǎn)業(yè)進(jìn)入深度調(diào)整和漫長(zhǎng)復(fù)蘇期，企業(yè)如何獲得競(jìng)爭(zhēng)優(yōu)勢(shì)在激烈競(jìng)爭(zhēng)市場(chǎng)中以求生存，項(xiàng)目開發(fā)成功與否決定企業(yè)生存與否的關(guān)鍵因素。 本文以佛山Y(jié)Y綠洲項(xiàng)目為研究對(duì)象，佛山Y(jié)Y綠洲項(xiàng)目位于佛山市南海區(qū)大瀝鎮(zhèn)，總占地面積約24.8萬m2，總建筑面積約34.8萬m2，本文按商業(yè)計(jì)劃書的要求，運(yùn)用已學(xué)的相關(guān)理論，，采用文獻(xiàn)法、定性、定量、同類項(xiàng)目類比法等分析方法，分析論證了項(xiàng)目宏觀環(huán)境、市場(chǎng)需求和細(xì)分、產(chǎn)品定位、資金來源和運(yùn)用、管理團(tuán)隊(duì)能力分析和項(xiàng)目開發(fā)風(fēng)險(xiǎn)等關(guān)鍵要素。通過本文研究分析，分析房地產(chǎn)業(yè)宏觀環(huán)境，深入了解產(chǎn)業(yè)發(fā)展動(dòng)態(tài)和趨勢(shì)；分析項(xiàng)目所在區(qū)域宏觀環(huán)境，剖析區(qū)域經(jīng)濟(jì)發(fā)展?fàn)顩r，對(duì)區(qū)域市場(chǎng)進(jìn)行細(xì)分，分析區(qū)域消費(fèi)群消費(fèi)動(dòng)機(jī)、消費(fèi)能力，細(xì)分客戶，確定項(xiàng)目的目標(biāo)客戶、銷售渠道和策略；通過對(duì)區(qū)域內(nèi)客戶需求和競(jìng)爭(zhēng)對(duì)手分析，精準(zhǔn)定位項(xiàng)目產(chǎn)品；選擇有利開發(fā)時(shí)機(jī)和規(guī)模，按產(chǎn)品合理配比原則分期開發(fā)；尋找有效傳播途徑和銷售策略，提升去化能力；通過對(duì)項(xiàng)目地塊的swot分析，揚(yáng)長(zhǎng)避短，制定項(xiàng)目規(guī)劃設(shè)計(jì)理念和后期“社區(qū)生活服務(wù)”理念的導(dǎo)入；通過對(duì)項(xiàng)目的財(cái)務(wù)分析，項(xiàng)目資產(chǎn)收益率為20.78%，高于行業(yè)16%平均水平，動(dòng)態(tài)投資回收期為7.16年，靜態(tài)投資回收期為6.94年，高于行業(yè)平均10年回收期，項(xiàng)目資金需求總投資約為27.5億，計(jì)劃在六年內(nèi)完成項(xiàng)目開發(fā)，經(jīng)測(cè)算項(xiàng)目最大資金需求約為113848.39萬元，土地成本和項(xiàng)目前期費(fèi)用為公司的自有資金約6億元，項(xiàng)目開發(fā)工程資金缺口為約5億元；對(duì)項(xiàng)目敏感性和盈余平衡分析，得出項(xiàng)目利潤(rùn)來源點(diǎn)和盈余平衡點(diǎn)，提升項(xiàng)目盈利能力；通過對(duì)項(xiàng)目風(fēng)險(xiǎn)分析，制定項(xiàng)目應(yīng)對(duì)策略，提高項(xiàng)目抗風(fēng)險(xiǎn)能力。 通過本文研究得出項(xiàng)目為可行項(xiàng)目的結(jié)論，傳遞給投資人有利的投資決策信息，影響投資決策向有利方向發(fā)展，獲取成本合理的籌資方案，滿足融資需求和拓寬融資渠道。排除不可行項(xiàng)，強(qiáng)化可行項(xiàng)，為項(xiàng)目未來經(jīng)營(yíng)管理、風(fēng)險(xiǎn)防范等提供決策依據(jù)。
[Abstract]:In 2008, the subprime mortgage crisis in the United States, the European sovereign debt crisis in 2010 and other large-scale economic fluctuations, in the context of globalization, domestic economic development is in a period of domestic and diplomatic difficulties. In order to ensure the normal operation of the national economy and guard against the marginal security risks of the financial system, the government implements strict control measures on the real estate industry, tightens the money, and the market is in the government and developers. Consumer and other multi-game glue state, consumer wait-and-see mood is strong, the market transaction is dim, the real estate industry enters the deep adjustment and the long recovery period, how to obtain the competitive advantage in the fierce competition market to survive. The success of the project development determines the survival of the key factors. This paper takes Foshan YY Oasis Project as the research object, Foshan YY Oasis Project is located in Dali Town, Nanhai District, Foshan City. The total area is about 248,000 m2 and the total building area is about 348,000 m2. According to the requirements of the business plan, using the relevant theories, using the literature method, qualitative, quantitative, similar project analogy analysis methods, analysis and demonstration of the project macro environment, market demand and subdivision. Product positioning, fund source and application, management team ability analysis and project development risk, etc. Through the research and analysis of this paper, the macro environment of real estate industry is analyzed, and the trends and trends of industry development are deeply understood. Analysis of the project in the regional macro environment, analysis of regional economic development, regional market segmentation, analysis of regional consumer motivation, consumer power, subdivision of customers, determine the project's target customers. Sales channels and strategies; Through the analysis of customer needs and competitors in the region, accurately positioning the project products; Choose favorable development opportunity and scale, according to the principle of reasonable product proportion in stages; To find effective communication channels and sales strategies to improve the ability to devitalize; Through the swot analysis of the project land, the author formulates the concept of project planning and design and the concept of "community life service" in the later stage. Through the financial analysis of the project, the return rate of project assets is 20.78, which is higher than the industry average level of 16%, the dynamic investment payback period is 7.16 years, and the static investment payback period is 6.94 years. Higher than the industry average 10 years payback period, the total investment of project capital demand is about 2.75 billion, the project development is planned to be completed in six years, the maximum capital demand of the project is estimated to be about one billion one hundred and thirty-eight million four hundred and eighty-three thousand and nine hundred yuan. The land cost and the pre-project cost are about 600 million yuan of the company's own capital, and the fund gap of the project development project is about 500 million yuan; Based on the analysis of project sensitivity and earnings balance, the profit source point and profit balance point are obtained to improve the profitability of the project. Through the project risk analysis, formulate the project response strategy, improve the project risk-resistant ability. Through the study of the conclusion that the project is a feasible project, transfer to investors favorable investment decision information, affect the investment decision to a favorable direction, access to a reasonable cost of financing scheme. To meet the financing demand and broaden the financing channel, to eliminate the infeasible items, to strengthen the feasible items, to provide the decision basis for the future management and risk prevention of the project.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.233.4

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