本文選題：房地產(chǎn) + 商業(yè)計(jì)劃書�。� 參考：《華南理工大學(xué)》2013年碩士論文

【摘要】：2011年以來，國家為抑制房地產(chǎn)投資、投機(jī)性需求，遏制房價(jià)上漲，鞏固和擴(kuò)大調(diào)控成果，房地產(chǎn)市場調(diào)控行政與經(jīng)濟(jì)手段并用，“限購”、“限價(jià)”、“限貸”等政策全面升級(jí)，，政策及措施更加嚴(yán)厲。這再一次體現(xiàn)了房地產(chǎn)市場的不確定性與高風(fēng)險(xiǎn)性。如何準(zhǔn)確地對(duì)目前房地產(chǎn)市場進(jìn)行分析，并及時(shí)采取有效的措施進(jìn)行應(yīng)對(duì)，是目前國內(nèi)所有房地產(chǎn)企業(yè)共同面臨的智慧考驗(yàn)。而一份合理、有效的商業(yè)計(jì)劃書，既是指導(dǎo)房地產(chǎn)企業(yè)對(duì)未來投資的行動(dòng)綱領(lǐng)，也是企業(yè)進(jìn)行招商引資的商務(wù)活動(dòng)指南。 本文以肇慶市HL項(xiàng)目為研究對(duì)象，對(duì)該項(xiàng)目的可行性進(jìn)行了分析，為項(xiàng)目的投資決策提供參考。 本商業(yè)計(jì)劃書首先運(yùn)用文獻(xiàn)檢索等研究方法對(duì)中國的房地產(chǎn)市場進(jìn)行客觀地分析，并對(duì)未來中國房地產(chǎn)市場進(jìn)行了相關(guān)的預(yù)測。進(jìn)而對(duì)項(xiàng)目的投資人肇慶市HF房地產(chǎn)發(fā)展有限公司及HL項(xiàng)目的基本情況進(jìn)行了介紹，聯(lián)系肇慶市的實(shí)際情況，對(duì)肇慶市的房地產(chǎn)進(jìn)行了環(huán)境分析，利用波特五力模型分析工具對(duì)其競爭性進(jìn)行了分析。在此基礎(chǔ)上，提出來HL項(xiàng)目的市場定位，圍繞定位對(duì)項(xiàng)目的營銷策略和管理提出了方案。最后，從收入、利潤、盈利能力等方面對(duì)項(xiàng)目的進(jìn)行了財(cái)務(wù)分析，并對(duì)可能出現(xiàn)的風(fēng)險(xiǎn)提出了針對(duì)性的應(yīng)對(duì)措施。由此得出如下結(jié)論：該項(xiàng)目的稅后凈利潤率達(dá)到15.1%，內(nèi)部收益率達(dá)25%，均遠(yuǎn)高于行業(yè)水平。通過敏感性分析和風(fēng)險(xiǎn)分析顯示，總體風(fēng)險(xiǎn)是可控的。該項(xiàng)目具有投資收益高、運(yùn)作周期短、風(fēng)險(xiǎn)可控等優(yōu)點(diǎn)，該項(xiàng)目投資是可行的。
[Abstract]:Since 2011, in order to curb real estate investment, speculative demand, curb the rise of house prices, consolidate and expand the achievements of regulation and control, real estate market regulation and control administrative and economic means, "limited purchase", "price limit," Restrictions on lending and other policies, such as comprehensive upgrading, policies and measures more stringent. This again reflects the uncertainty and high risk of the real estate market. How to accurately analyze the present real estate market and take effective measures to deal with it in time is the wisdom test that all the real estate enterprises in our country are facing together at present. A reasonable and effective business plan is not only an action plan to guide real estate enterprises to invest in the future, but also a guide to business activities. Taking the HL project of Zhaoqing city as the research object, this paper analyzes the feasibility of the project and provides a reference for the investment decision of the project. This business plan firstly analyzes the real estate market in China objectively by using the research methods such as literature retrieval, and forecasts the future real estate market in China. Furthermore, the paper introduces the basic situation of Zhaoqing HF Real Estate Development Co., Ltd and HL project, and analyzes the environment of Zhaoqing real estate in the light of the actual situation of Zhaoqing City. The competitiveness is analyzed by using Porter's five-force model analysis tool. On this basis, the market positioning of HL project is put forward, and the scheme of marketing strategy and management is put forward. Finally, the financial analysis of the project is carried out from the aspects of revenue, profit and profitability, and the corresponding countermeasures are put forward to deal with the possible risks. The conclusion is as follows: the net profit margin of the project is 15.1and the internal rate of return is 25%, which is far higher than the industry level. Sensitivity analysis and risk analysis show that the overall risk is controllable. The project has the advantages of high investment income, short operation period and controllable risk, so the investment of the project is feasible.
【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】：2013
【分類號(hào)】：F722;F299.233.4

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