本文選題：舊城改造 + 商業(yè)計(jì)劃　； 參考：《華南理工大學(xué)》2013年碩士論文

【摘要】：2011年伊始發(fā)布的“新國八條”，央行六次上調(diào)存款準(zhǔn)備金率，三次加息，不斷完善土地供給制度，大力推動(dòng)保障房建設(shè)，出臺(tái)了“限價(jià)令”、“限購令”、“限貸令”，不斷運(yùn)用各種行政杠桿與經(jīng)濟(jì)杠桿給房地產(chǎn)市場(chǎng)持續(xù)加壓，其過熱勢(shì)頭得以有效控制。然后，以節(jié)約集約用地的“三舊“改造號(hào)角在廣東吹響，這一作法既是化解了人多地少的矛盾，同時(shí)也改善了城鄉(xiāng)人居環(huán)境、加快發(fā)展方式轉(zhuǎn)變、激發(fā)城鄉(xiāng)生機(jī)與活力，這對(duì)于加快揭陽發(fā)展具有深遠(yuǎn)的歷史意義和重要的現(xiàn)實(shí)意義。 本文以揭陽市創(chuàng)鴻帝景灣項(xiàng)目為研究對(duì)象，在現(xiàn)行管理理論的基礎(chǔ)上，按照商業(yè)計(jì)劃書的要求，對(duì)該項(xiàng)目的背景意義、市場(chǎng)環(huán)境、市場(chǎng)定位、營銷策略、財(cái)務(wù)分析以及風(fēng)險(xiǎn)防范等方面進(jìn)行了系統(tǒng)的闡述，主要內(nèi)容包括： 首先，對(duì)項(xiàng)目的背景、意義與基本情況進(jìn)行了了簡(jiǎn)單介紹。 其次，認(rèn)真分析了國家當(dāng)前房地產(chǎn)宏觀調(diào)控和揭陽市“三舊”改造政策情況，結(jié)合揭陽市房地產(chǎn)狀況，找出創(chuàng)鴻帝景灣的市場(chǎng)機(jī)會(huì)。 再次，根據(jù)戰(zhàn)略管理的相關(guān)理論，利用SWOT分析模型等工具，對(duì)該項(xiàng)目進(jìn)行了市場(chǎng)定位，以潮汕文化為基調(diào)，最終確定了本項(xiàng)目的整體定位為“潮汕富豪灣”。并總結(jié)分析創(chuàng)鴻帝景灣項(xiàng)目兩個(gè)階段的營銷推廣策略，，為保持競(jìng)爭(zhēng)優(yōu)勢(shì)提出各時(shí)期各階段的市場(chǎng)推廣活動(dòng)方案。 最后，通過相關(guān)的財(cái)務(wù)指標(biāo)分析項(xiàng)目的可行性，同時(shí)也列舉了項(xiàng)目實(shí)施過程中可能出現(xiàn)的風(fēng)險(xiǎn)，并提出了相應(yīng)的對(duì)策方案。 結(jié)果分析表明，本文所研究的項(xiàng)目是一個(gè)投入大、經(jīng)濟(jì)效益好、投資回報(bào)收效快的項(xiàng)目。只要能制定好詳細(xì)的運(yùn)作計(jì)劃，有目的地防范各類風(fēng)險(xiǎn)，提升項(xiàng)目管理水平，在競(jìng)爭(zhēng)對(duì)手前占領(lǐng)市場(chǎng)，項(xiàng)目必將獲得成功，投資者必將獲得理想的經(jīng)濟(jì)回報(bào)。
[Abstract]:At the beginning of 2011, the Central Bank raised the reserve requirement ratio six times, raised interest rates three times, continuously improved the land supply system, vigorously promoted the construction of indemnificatory apartment, and issued "price restriction orders", "purchase restrictions" and "loan restrictions". Constant use of various administrative leverage and economic leverage to the real estate market pressure, its overheating momentum can be effectively controlled. Then, the horn of the "three old" transformation of saving intensive land has sounded in Guangdong, which not only resolves the contradiction between more people and less land, but also improves the living environment of urban and rural areas, accelerates the transformation of development mode, and stimulates the vitality and vitality of urban and rural areas. This to accelerate the development of Jieyang has profound historical significance and important practical significance. Based on the current management theory and according to the requirements of the business plan, this paper takes the project of Jieyang City as the research object, and gives the background significance, market environment, market positioning and marketing strategy of the project. Financial analysis and risk prevention and other aspects of a systematic elaboration, the main contents include: First, the background, significance and basic situation of the project are briefly introduced. Secondly, this paper analyzes the current macro-control of real estate and the reform policy of "three old" in Jieyang city, and finds out the market opportunities of Chong Hong Di Jing Bay in combination with the real estate situation in Jieyang City. Thirdly, according to the related theory of strategic management, using the SWOT analysis model and other tools, the market positioning of the project is carried out, and the overall positioning of the project is "Chaoshan plutocratic bay", which is based on Chaoshan culture. In order to maintain the competitive advantage, the marketing promotion strategies of the two stages of Chuanghong Di King Bay Project are summarized and analyzed, and the plan of marketing activities in each stage is put forward in order to maintain the competitive advantage. Finally, the feasibility of the project is analyzed through the relevant financial indicators, and the possible risks in the implementation of the project are also listed, and the corresponding countermeasures are put forward. The results show that the project studied in this paper is a project with large investment, good economic benefit and fast return on investment. As long as we can make a detailed operation plan, guard against all kinds of risks purposefully, improve the level of project management, and occupy the market in front of the competitors, the project will be successful, and the investors will get the ideal economic return.
【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)】：F293.3

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