本文關(guān)鍵詞： 房地產(chǎn)項目 商業(yè)計劃書 營銷策略 財務分析　出處：《華南理工大學》2013年碩士論文　論文類型：學位論文

【摘要】：經(jīng)過2010年開始的國家多輪嚴厲的房地產(chǎn)調(diào)控政策后，限購、限貸、房產(chǎn)稅、保障性住房、監(jiān)督問責等在樓市調(diào)控中發(fā)揮了積極作用，房地產(chǎn)市場的過熱勢頭得到有效控制,中國樓市步入深度調(diào)整期,房地產(chǎn)市場已逐步走向成熟,消費者的購房心理也日趨理性,中國房地產(chǎn)發(fā)展進入一個全新階段；如何面對激烈的競爭和挑戰(zhàn),在市場中獲得先機和繼續(xù)發(fā)展成為房地產(chǎn)開發(fā)商需要面對和解決的問題。而一份合理準確的商業(yè)計劃書是房地產(chǎn)項目能否獲得投資以及收益的關(guān)鍵，也是將來項目運作以及風險防范的需要。 本文立足于中國房地產(chǎn)的發(fā)展現(xiàn)狀，以豪進公司LZDK項目商業(yè)計劃為研究課題，，闡述了房地產(chǎn)商業(yè)計劃中的主要內(nèi)容以及運作流程。本文分為緒論、項目簡介、項目環(huán)境及內(nèi)部條件分析、項目市場定位和項目營銷策略、項目經(jīng)濟效益預測及財務分析、項目風險及對策六個章節(jié)，采用大量數(shù)據(jù)信息，進行詳細闡述、分析以及推理，正確分析項目的可行性，制定與之相應的商業(yè)策略。通過對項目投資、預期收入和內(nèi)部收益率等數(shù)據(jù)進行財務分析后，從分析數(shù)據(jù)來看，本項目收益可觀，抵御風險能力也比較強。只要控制好項目的品質(zhì)，做好營銷策劃工作，本項目是能獲得比較大的收益的。而且通過本項目的成功運作，也可以幫助豪進公司樹立城市建設者的良好社會形象，具有良好的社會效益，與公司在房地產(chǎn)行業(yè)的戰(zhàn)略發(fā)展定位相一致。 本文旨在給豪進公司LZDK項目開發(fā)提供決策信息，對豪進公司LZDK項目開發(fā)真正發(fā)揮指導作用，更好地打造房地產(chǎn)品牌效應，迎合市場需求，提高經(jīng)濟收益；也通過豪進公司LZDK項目商業(yè)計劃書，房地產(chǎn)商業(yè)計劃理論與實踐相互印證，使項目最終成功運作。通過認真嚴謹?shù)姆治龊�，最后得出結(jié)論，認為本項目是可行的。
[Abstract]:After several rounds of strict real estate regulation and control policies began in 2010, the purchase restriction, loan restriction, property tax, affordable housing, supervision and accountability have played an active role in the regulation and control of the real estate market, and the overheating momentum of the real estate market has been effectively controlled. China's real estate market has entered a period of deep adjustment, the real estate market has gradually matured, and consumers' psychology of buying houses is becoming more and more rational. China's real estate development has entered a new stage, and how to face the fierce competition and challenges, Getting the first chance in the market and continuing to develop becomes the problem that real estate developers have to face and solve. And a reasonable and accurate business plan is the key to the investment and income of real estate projects. It is also the need of future project operation and risk prevention. Based on the development of Chinese real estate, this paper discusses the main content and operation process of the LZDK project business plan of Haojin Company, which is divided into introduction, project brief, and so on. Project environment and internal condition analysis, project market positioning and project marketing strategy, project economic benefit prediction and financial analysis, project risk and countermeasures, using a large number of data information, detailed elaboration, analysis and reasoning, Correctly analyze the feasibility of the project, formulate the corresponding business strategy. Through the financial analysis of the project investment, expected income and internal rate of return, from the analysis of the data, the project income is considerable. The ability to resist risks is also strong. As long as the quality of the project is controlled and the marketing planning is done, the project can obtain relatively large profits. And through the successful operation of the project, It can also help Haojin Company to set up a good social image of urban builders, with good social benefits, in line with the company's strategic development position in the real estate industry. The purpose of this paper is to provide decision-making information for the LZDK project development of Haojin Company, to give guidance to the LZDK project development of Haojin Company, to better create the real estate brand effect, to meet the needs of the market, and to increase the economic benefits. Also through Haojin LZDK project business plan, real estate business plan theory and practice mutually prove each other, make the project finally successful operation. After careful and rigorous analysis, finally come to the conclusion that this project is feasible.
【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】：F299.233.4;F722

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