本文選題：房地產(chǎn)行業(yè)　切入點：房地產(chǎn)市場　出處：《西南財經(jīng)大學》2013年碩士論文　論文類型：學位論文

【摘要】：在傳統(tǒng)的房地產(chǎn)開發(fā)過程中,往注重依靠項目經(jīng)理或者各部門工作人員的個人經(jīng)驗,對房地產(chǎn)項目的可行性研究基本不重視,沒有設(shè)計更多的可行性方案來評價和比選,一旦項目經(jīng)理變動或者各部門工作人員變動,項目的進展變得異常困難。 隨著房地產(chǎn)市場政策不斷變動,房地產(chǎn)開發(fā)成本和收益以及面臨的風險不斷變化,整個行業(yè)的競爭越來越激烈。房地產(chǎn)開發(fā)商也逐步認識到只有在拿地、修建前進行詳細的可行性研究,才能適應(yīng)當前房地產(chǎn)嚴酷的競爭中獲取較好的投資機會和回報。 一個成功的房地產(chǎn)項目,關(guān)鍵在于前期的決策。決策又需要準確科學的進行分析和預(yù)測,所以房地產(chǎn)項目可行性分析具有非常重要的意義。房地產(chǎn)資金需求大、開發(fā)時間長、期間具有較多的不確定性等因素,要求了房地產(chǎn)項目必須在開發(fā)前進行可行性研究。一個可行性研究就是將該項目的市場調(diào)研、項目定位、開發(fā)計劃、財務(wù)運作、銷售管理等進行全方位的論證,分析中間可能影響的因素,保證項目能投資成功。近年來是房地產(chǎn)行業(yè)隨著限購、稅收等多項國家政策打壓,中國的房地產(chǎn)市場已經(jīng)不像以前有地可建、有房可賣就能獲利。隨著中國房地產(chǎn)市場陸續(xù)受到的打壓,購房者持幣觀望,銷售困難,價格下行,房地產(chǎn)企業(yè)的貸款也遇到阻礙,在目前的環(huán)境下,房地產(chǎn)企業(yè)進行嚴謹、科學的房地產(chǎn)投資分析就更加重要。 本文的研究是從項目可行性研究的基本理論入手,利用真實案例,通過對成都郫縣S房地產(chǎn)項目的可行性研究分析論證中發(fā)現(xiàn)的問題,提出建議及意見。整篇文章的分析思路能為房地產(chǎn)企業(yè)在進行可行性研究時提供參考和借鑒。作者作為資方參與了該項目投資相關(guān)工作,在該項目所在區(qū)域市場進行了長時間調(diào)查并獲取大量相關(guān)資料。通過實際項目分析,力圖探討在房地產(chǎn)項目開發(fā)中如何運用可行性研究這種系統(tǒng)科學的綜合性管理方法,了解它要完成什么內(nèi)容,有哪些方法和程序,以達到怎樣的目標。 首先,本文對房地產(chǎn)開發(fā)程序進行了簡要的描述,介紹了房地產(chǎn)可行性研究的含義與研究階段、原則與依據(jù)、房地產(chǎn)可行性研究包含的主要內(nèi)容和可行性報告寫作步驟；然后,介紹了房地產(chǎn)可行性研究中兩個比較重要的問題,房地產(chǎn)項目的定位、財務(wù)評價；最后,以成都S房地產(chǎn)項目為范例進行可行性分析,包括項目概況和投資環(huán)境分析、項目的定位和營銷策略分析、項目的投資分析和財務(wù)評價。
[Abstract]:In the traditional process of real estate development, we should rely on the personal experience of the project manager or the staff of various departments, pay little attention to the feasibility study of the real estate project, and do not design more feasibility plans to evaluate and compare the projects. Once the project manager changes or department staff changes, the progress of the project becomes extremely difficult. With the changing policies of the real estate market, the costs and benefits of real estate development and the risks they face, the competition in the whole industry is becoming more and more fierce. The real estate developers have come to realize that only land is being taken. The detailed feasibility study before construction can adapt to the harsh competition of real estate and obtain better investment opportunities and returns. A successful real estate project, the key lies in the early stage decision. The decision also needs accurate and scientific analysis and forecast, so the feasibility analysis of the real estate project has very important significance, the real estate capital demand is large, the development time is long, the real estate project feasibility analysis has the very important significance. There are many uncertainties and other factors during this period, which require the real estate project to carry out a feasibility study before development. One feasibility study is to make market research, project positioning, development plan, and financial operation of the project. In recent years, the real estate industry has been clamping down on a number of national policies, such as restrictions on purchases, taxation, and other state policies, in order to ensure that the project can be invested successfully. The real estate market in China is no longer like it used to be to build land and make a profit if there is a house to sell. As the real estate market in China is under pressure one after another, buyers are holding money to wait and see, sales are difficult, prices are falling, and loans to real estate enterprises have also encountered obstacles. In the current environment, the real estate enterprise carries on the rigorous, the scientific real estate investment analysis is more important. The research in this paper starts with the basic theory of the project feasibility study, using the real case, through the feasibility analysis and demonstration of Chengdu Pixian S real estate project found problems, Suggestions and suggestions are put forward. The whole article can provide reference and reference for real estate enterprises in carrying out feasibility study. The author participated in the investment related work of the project as the management. A long time investigation was carried out in the regional market of the project and a large number of related materials were obtained. Through the analysis of the actual project, the author tried to discuss how to use the feasibility study in the development of the real estate project, which is a systematic and scientific comprehensive management method. Know what it is going to accomplish, what methods and procedures are in place, and what your goals are. First of all, this paper briefly describes the real estate development process, introduces the real estate feasibility study of the meaning and research stage, principles and basis, the real estate feasibility study contains the main content and feasibility report writing steps; Then, the paper introduces two important issues in the feasibility study of real estate, the positioning of real estate projects, financial evaluation, and finally, taking Chengdu S real estate project as an example to carry out feasibility analysis, including project overview and investment environment analysis. Project positioning and marketing strategy analysis, project investment analysis and financial evaluation.
【學位授予單位】：西南財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F299.23;F282

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本文編號：1643736