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  本文選題：中原市場改造　切入點：市場調(diào)查　出處：《鄭州大學》2014年碩士論文　論文類型：學位論文

【摘要】：近幾年來,受國家對房地產(chǎn)行業(yè)宏觀調(diào)控政策的影響,住宅商品房成交量不斷下滑,而商業(yè)營業(yè)用房的成交量卻驟然上升,各大房地產(chǎn)開發(fā)企業(yè)紛紛從傳統(tǒng)住宅開發(fā)轉向商業(yè)地產(chǎn)開發(fā)。但縱觀各房地產(chǎn)企業(yè),對商業(yè)地產(chǎn)的開發(fā)比較盲目,缺乏科學、系統(tǒng)的可行性研究。LY公司是濮陽市一家中小規(guī)模房地產(chǎn)開發(fā)企業(yè),雖然有11年的住宅開發(fā)經(jīng)驗,但從未涉及商業(yè)地產(chǎn)開發(fā)。因此,對于LY公司來說,進行商業(yè)地產(chǎn)項目可行性研究,尋找到一套科學的可行性分析方法,對提升商業(yè)地產(chǎn)開發(fā)能力和管理水平,保障項目建設順利實施具有十分重要的意義。 本文以可行性研究報告的形式展開,以中原市場改造項目為研究對象,對項目在征收安置、項目定位、組織實施、經(jīng)濟效益、社會效益等方面是否可行進行了深入系統(tǒng)的研究。首先介紹了項目概況,說明了項目建設背景和必要性,分析了項目所在城市的投資環(huán)境、市場狀況、競爭對手、客戶需求,其次確定了建設成“城市綜合體”的項目定位,制訂了組織實施方案,最后運用靜態(tài)和動態(tài)分析、定性與定量分析相結合的方法,對項目的經(jīng)濟效益和面臨的風險進行了剖析,提出了相應的風險管控策略和應對措施。 本文的研究結論是：中原市場改造項目的投資環(huán)境較好,項目定位準確,規(guī)劃設計新穎,客戶十分認可,市場需求很大；項目資金籌措渠道暢通,現(xiàn)金流充裕,能夠滿足征收補償和工程建設的需要；項目總投資105313.77萬元,總收入137688.32萬元,凈利潤24280.91萬元,投資利潤率23.05%,收入十分可觀,財務內(nèi)部收益率48.73%,遠遠高于12%的預期收益率；項目建設期3年,靜態(tài)投資回收期1.59年,動態(tài)投資回收期1.81年,回收期較短；項目對銷售收入的變化更加敏感,盈虧平衡點是74.4%,能夠抵御一定的成本上升和收入下降的風險,具有一定的抗風險能力；雖然面臨諸多風險,但通過制訂相應的風險管控策略和應對措施,均能得到有效的控制；項目還能增加地方政府財政收入1.3億元,繳稅1.9億元,提供2000多個就業(yè)崗位。因此,本項目是可行的。 本項目實施后能夠帶來很好的經(jīng)濟效益和社會效益,具有良好的發(fā)展前景和市場空間,也能為濮陽市其他市場改造項目提供參考借鑒。
[Abstract]:In recent years, under the influence of the state's macroeconomic regulation and control policies on the real estate industry, the volume of commercial housing transactions has been declining, while the volume of commercial commercial houses has risen sharply. The major real estate development enterprises have shifted from traditional residential development to commercial real estate development. But throughout the real estate enterprises, the development of commercial real estate is blind and lack of science. Feasibility study of the system. LY is a small-scale real estate developer in Puyang City. Although it has 11 years of residential development experience, it has never been involved in commercial real estate development. It is of great significance to study the feasibility of commercial real estate projects and find a set of scientific feasibility analysis methods to improve the development ability and management level of commercial real estate and to ensure the smooth implementation of project construction. This paper is carried out in the form of feasibility study report, taking the Central Plains Market Reform Project as the research object, collecting and placing the project, locating the project, organizing and implementing the project, and making economic benefit. This paper first introduces the general situation of the project, explains the background and necessity of the project construction, analyzes the investment environment, market conditions, competitors, customer needs of the city where the project is located. Secondly, it determines the project orientation of the construction of "urban complex", formulates the organization implementation plan, and finally uses the static and dynamic analysis, qualitative and quantitative analysis to analyze the economic benefits and the risks faced by the project. Put forward the corresponding risk control strategy and countermeasures. The conclusions of this paper are as follows: the investment environment is better, the project positioning is accurate, the planning and design are novel, the customers are very approbable, the market demand is very large, the project financing channel is unblocked, the cash flow is abundant, The total investment of the project is one billion fifty-three million one hundred and thirty-seven thousand and seven hundred yuan, the total income is one billion three hundred and seventy-six million eight hundred and eighty-three thousand and two hundred yuan, the net profit is two hundred and forty-two million eight hundred and nine thousand and one hundred yuan, the investment profit margin is 23.05 yuan, the income is very considerable, the financial internal rate of return is 48.7333, far higher than the expected rate of return of 12%; The project construction period is 3 years, the static investment payback period is 1.59 years, the dynamic investment payback period is 1.81 years, and the payback period is relatively short. The project is more sensitive to the change of sales income, and the break-even point is 74.4%, which can resist the risk of a certain increase in cost and a decline in income. It has a certain ability to resist risks; although it faces many risks, it can be effectively controlled by making corresponding risk control strategies and countermeasures. The project can also increase the local government's fiscal revenue by 130 million yuan and pay 190 million yuan of tax. More than 2000 jobs are provided. Therefore, this project is feasible. The implementation of this project can bring good economic and social benefits, have a good development prospects and market space, and can also provide reference for other market transformation projects in Puyang.
【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F299.233.4

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