本文選題：房地產(chǎn)投資 + 行業(yè)競爭　； 參考：《華南理工大學(xué)》2013年碩士論文

【摘要】：隨著我國經(jīng)濟體制的逐步轉(zhuǎn)軌和國家一系列經(jīng)濟政策的出臺，房地產(chǎn)投資呈現(xiàn)為經(jīng)濟風(fēng)險降低、技術(shù)風(fēng)險、政策風(fēng)險增加、房地產(chǎn)投資風(fēng)險地域性差異減小、投資風(fēng)險信號日趨豐富的趨勢。消費者需求的變化使得房地產(chǎn)市場化不斷深入，房地產(chǎn)開發(fā)將面臨多元化的消費群體。它要求房地產(chǎn)開發(fā)企業(yè)具有雄厚技術(shù)實力和及時掌握先進行業(yè)科技，同時又能準確判斷不同層次對房地產(chǎn)市場的需求，以能夠及時滿足更加苛刻和消費者需求變化。從市場需求來看，一方面，由于社會的發(fā)展、人口的不斷增長，房地產(chǎn)的需求日益擴大。而建筑成本的提高，房地產(chǎn)的價格總的趨勢是不斷上漲導(dǎo)致消費者對房產(chǎn)上漲預(yù)期的恐慌，房產(chǎn)成為了生活改善的消費的優(yōu)先選擇。另一方面，由于經(jīng)濟的發(fā)展使人們收入增加，實際購買能力提高，而土地具有不可毀滅性、資源不可再生性、房產(chǎn)的耐久性、經(jīng)濟效益的可靠性和房產(chǎn)具有長期的使用價值等特點，從而使房地產(chǎn)有著保值和增值功能。所以雖然房地產(chǎn)投資開發(fā)趨勢的黃金時代已經(jīng)過去，但白銀時代仍然存在。需要注意的是房地產(chǎn)的投資規(guī)模大，開發(fā)建設(shè)周期長、建設(shè)投資周轉(zhuǎn)慢，周轉(zhuǎn)率低，這是從事房地產(chǎn)投資時必須充分考慮到的因素。該商業(yè)計劃書通過對樂從即房地產(chǎn)項目的所在地的房地產(chǎn)相關(guān)形勢環(huán)境分析、目標市場、競爭力和營銷策略分析以及財務(wù)評價等，，形成具體的房產(chǎn)開發(fā)方案，以體現(xiàn)該項目投資方案的良好收益，規(guī)避風(fēng)險，為公司集團內(nèi)部運作決策提供依據(jù)。 本商業(yè)計劃書首先通過對樂從項目和M公司的描述，充分證明M公司具有項目開發(fā)的實力；其次本文采用波特五力模型分析法的綜合應(yīng)用，使企業(yè)能夠更好地了解所在的地區(qū)競爭環(huán)境，通過對比分析幫助公司發(fā)現(xiàn)和利用自身的競爭優(yōu)勢，提高盈利水平；同時，在項目市場營銷分析中，始終貫穿大型品牌營銷理念，特別引入綠色地產(chǎn)的理念，希望通過對目標市場和目標客戶的詳盡分析和精準定位，在規(guī)劃條件下準確的設(shè)計迎合客戶需求的產(chǎn)品；同時結(jié)合市場進行有效的推盤節(jié)奏；最后通過對項目的開發(fā)成本費用和銷售收入的測算，制定資金的籌措計劃，并在此基礎(chǔ)上進行項目的盈利能力分析、盈虧平衡分析、敏感性分析和風(fēng)險分析，論證得出整個項目的經(jīng)濟評價可靠，規(guī)避各類風(fēng)險的能力也較強的結(jié)論。
[Abstract]:With the gradual transition of China's economic system and the promulgation of a series of national economic policies, the real estate investment presents as economic risk reduction, technical risk, policy risk increase, and the regional difference of real estate investment risk decreases. The trend that investment risk signals are becoming more and more abundant. The change of consumer demand makes the real estate market go deeper and deeper, and the real estate development will face diversified consumer groups. It requires the real estate development enterprises to have strong technical strength and grasp the advanced industry science and technology in time, at the same time, it can accurately judge the demand of the real estate market at different levels, so as to meet the harsher demands and the changes of consumers' demands in time. From the market demand, on the one hand, due to the development of society, population growth, real estate demand is expanding. With the rise of construction cost, the general trend of real estate price is that the rising price of real estate leads to the panic of consumers' expectation of rising real estate, and the property becomes the priority choice of life improvement consumption. On the other hand, as a result of the economic development, people's income increases, the real purchase ability increases, and the land is not destructive, the resources are not renewable, the housing durability, The reliability of economic benefits and the long-term use value of real estate make real estate have the function of maintaining and increasing value. So while the golden age of real estate investment and development is over, the silver era still exists. It is necessary to pay attention to the large scale of real estate investment, the long period of development and construction, the slow turnover of construction investment and the low turnover rate, which is the factor that must be fully taken into account when engaging in real estate investment. The business plan forms a specific real estate development plan through the analysis of the environment related to the real estate situation, the target market, the competitiveness and the marketing strategy, as well as the financial evaluation of Lecong, the location of the real estate project, and so on. In order to reflect the good profit of the project investment plan, avoid risk, and provide the basis for the internal operation decision of the company group. This business plan firstly proves that M company has the strength of project development through the description of Lesong project and M company; secondly, this paper adopts the comprehensive application of Porter's five-force model analysis method. To enable enterprises to better understand the regional competitive environment, through comparative analysis to help companies find and utilize their own competitive advantages, improve the level of profitability; at the same time, in the project marketing analysis, always run through the concept of large-scale brand marketing, In particular, the concept of green real estate is introduced in the hope that through the detailed analysis and accurate positioning of the target market and target customers, the products that meet the needs of the customers can be designed accurately under the planning conditions, and at the same time, the effective push rhythm can be carried out in combination with the market. Finally, through the calculation of the development cost and sales income of the project, the financing plan is formulated, and on this basis, the profitability analysis, break-even analysis, sensitivity analysis and risk analysis of the project are carried out. The conclusion is that the economic evaluation of the whole project is reliable and the ability of avoiding all kinds of risks is strong.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F722;F299.233.4

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