本文關鍵詞：Z城市綜合體項目商業(yè)計劃書　出處：《華南理工大學》2013年碩士論文　論文類型：學位論文

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【摘要】：2008年以來，中國房地產市場經歷了巨大的變革，首先是2008年到2010年的住宅地產價格不斷攀升，成為影響我國經濟大局的重要因素，導致國家接二連三出臺房地產調控措施，限制了住宅地產價格的上漲。在此大形勢下，國內大型房地產商企業(yè)紛紛轉型發(fā)力商業(yè)地產領域。而城市綜合體作為商業(yè)地產的一種特殊形式，在城市化快速發(fā)展的今天越來越成為一種重要的商業(yè)地產開發(fā)模式。 面對機遇與威脅并存的環(huán)境，一份客觀合理的商業(yè)計劃書不僅是企業(yè)有關未來投資的行動綱領，也是指導企業(yè)招商引資及說服潛在投資者投資項目的重要商務活動指南。本文以Z城市綜合體項目為研究對象，在已學習的有關理論的基礎上，結合商業(yè)計劃書的要求，對該項目進行了綜合分析，，具體內容包括六大部分。 首先對項目背景及意義、相關文獻綜述、研究目標內容及方法進行了闡述；其次，對項目基本信息、周邊配套、環(huán)境景觀和開發(fā)公司進行了簡介；第三，從宏觀環(huán)境、區(qū)域發(fā)展和各物業(yè)市場三個層面分析了項目所處的外部環(huán)境；第四，根據(jù)上述分析確定本項目的市場定位；第五，制訂項目營銷策略；最后，在上述分析的基礎上，通過合理估算，分析了項目的財務狀況和風險，并制定風險防范對策。通過分析，本人認為該項目的開發(fā)投資是可行的，具有較高的經濟效益。
[Abstract]:Since 2008, Chinese real estate market has undergone great changes, the first is from 2008 to 2010 of the residential real estate prices continued to rise, become an important factor affecting China's economic situation, leading the country one after another the introduction of real estate regulation measures, limiting the residential real estate prices. Under this situation, the large real estate enterprises have the transformation of force in commercial real estate field. And the city complex as a special form of commercial real estate, in the rapid development of the city today has become a more and more important mode of commercial real estate development.
Facing the opportunities and challenges of the environment, a reasonable business plan is not only related to the programme of action for future investment enterprises, and guide corporate investment and convince potential investors investment business activities guide. Based on Z city complex project as the research object, based on the theoretical study has been on the combination the requirements of the business plan, the project conducted a comprehensive analysis of the specific content includes six parts.
The project background and significance, literature review, research target and content and method are introduced; secondly, the basic information, the surrounding facilities, the environment and development company are introduced; third, from the three aspects of macro environment, regional development and the property market analysis of the project of the external environment; fourth according to the above analysis, to determine the market positioning of the project; fifth, develop project marketing strategy; finally, on the basis of the above analysis, through reasonable estimation, analysis of the financial situation and risk of the project, and establish risk prevention countermeasures. Through the analysis, I believe that the development of the investment project is feasible and has high economic benefits.

【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F293.3

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4 陳e

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