【摘要】：專業(yè)的商業(yè)計(jì)劃書既是一個(gè)企業(yè)尋找投資的必備條件，也是左右投資人投資成功與否的關(guān)鍵措施，更是一個(gè)企業(yè)對自身的現(xiàn)狀及未來發(fā)展戰(zhàn)略全面思索和重新定位的重要過程。 JF商業(yè)地產(chǎn)項(xiàng)目是廣東JS有限公司與廣州市DT總公司合作開發(fā)的、位于廣州市地鐵一號線上的地鐵上蓋項(xiàng)目，因?yàn)槎喾矫娴闹�、客觀原因，該項(xiàng)目被擱置多年，目前重啟開發(fā)的條件基本具備。鑒于此，本文從幾個(gè)方面對項(xiàng)目開發(fā)的可行性進(jìn)行探討和研究，借以為投資人決策提供參考，為投資人經(jīng)營提出建議。主要內(nèi)容包括： 對論文研究的背景和意義以及投資決策需要運(yùn)用的幾個(gè)重要原理——“五力”分析模型、SWOT分析模型、企業(yè)競爭戰(zhàn)略、市場營銷等進(jìn)行了簡要闡述。 簡要介紹了項(xiàng)目開發(fā)商和項(xiàng)目的基本情況，并分析了項(xiàng)目開發(fā)所處的宏觀政策環(huán)境和市場競爭環(huán)境，分析了項(xiàng)目開發(fā)所具備的優(yōu)勢和存在的劣勢、項(xiàng)目開發(fā)應(yīng)把握的機(jī)會(huì)和面臨的風(fēng)險(xiǎn)�？傮w來看，政府會(huì)繼續(xù)采取多種措施加強(qiáng)對房地產(chǎn)價(jià)格的調(diào)控，行業(yè)競爭日趨激烈；項(xiàng)目開發(fā)優(yōu)勢凸顯，機(jī)會(huì)明顯超越風(fēng)險(xiǎn)。 在對項(xiàng)目所處環(huán)境及項(xiàng)目自身?xiàng)l件分析的基礎(chǔ)上，對目標(biāo)市場和目標(biāo)客戶進(jìn)行了分析，據(jù)此對項(xiàng)目開發(fā)進(jìn)行了定位，并對實(shí)現(xiàn)目標(biāo)應(yīng)采取的市場營銷策略進(jìn)行了設(shè)計(jì)。目標(biāo)市場以零售、休閑娛樂、中介服務(wù)為主；目標(biāo)客戶集中于投資客、商業(yè)和服務(wù)經(jīng)營者；最終將項(xiàng)目打造成集時(shí)尚、休閑、娛樂、服務(wù)于一體的場所或平臺。 按照項(xiàng)目定位及市場預(yù)測，對該投資項(xiàng)目的經(jīng)濟(jì)效益進(jìn)行了測算：按回報(bào)率10%計(jì)，凈現(xiàn)值7748.42萬元，遠(yuǎn)大于零，說明JF項(xiàng)目可行；內(nèi)部收益率24.19%，，遠(yuǎn)大于設(shè)定的10%的投資回報(bào)率；動(dòng)態(tài)投資回收期3.92年，風(fēng)險(xiǎn)較小。 對重啟項(xiàng)目開發(fā)的社會(huì)效益進(jìn)行了闡述，社會(huì)效益顯著，尤其對化解多年因拆遷引致的社會(huì)不穩(wěn)定因素作用巨大。同時(shí)也對項(xiàng)目開發(fā)的政策風(fēng)險(xiǎn)和市場風(fēng)險(xiǎn)給予了評估，并提出了規(guī)避風(fēng)險(xiǎn)的有關(guān)對策。把握政策風(fēng)向標(biāo)、控制開發(fā)和銷售進(jìn)度、控制項(xiàng)目現(xiàn)金流至關(guān)重要。 經(jīng)過分析論證，認(rèn)為項(xiàng)目是可行的。
[Abstract]:A professional business plan is not only a necessary condition for an enterprise to look for investment, but also a key measure to determine the success of an investor's investment. JF commercial real estate project was developed jointly by Guangdong JS Co., Ltd and Guangzhou DT Corporation. Because of various subjective and objective reasons, the project of the subway superstructure on Guangzhou Metro Line 1 has been shelved for many years, and the conditions for restarting development are basically available. In view of this, this paper discusses and studies the feasibility of project development from several aspects, in order to provide a reference for investors to make decisions and put forward suggestions for investors' management. The main contents include: the background and significance of the paper research and several important principles needed to be used in investment decision-making, such as "five forces" analysis model and SWOT analysis model, enterprise competitive strategy, marketing, etc. This paper briefly introduces the basic situation of the project developer and project, analyzes the macro policy environment and the market competition environment of the project development, and analyzes the advantages and disadvantages of the project development. Opportunities and risks for project development. Overall, the government will continue to take a variety of measures to strengthen the regulation of real estate prices, industry competition is becoming increasingly fierce; project development advantages highlight, opportunities significantly exceed the risks. Based on the analysis of the environment of the project and the condition of the project itself, the target market and the target customer are analyzed, and the development of the project is orientated, and the marketing strategy should be adopted to achieve the goal is designed. The target market is mainly retail, leisure, entertainment, intermediary services; the target customers focus on investment customers, business and service operators; finally, the project will be built into a fashion, leisure, entertainment, service in one place or platform. According to the project orientation and market forecast, the economic benefits of the investment project are calculated: the net present value is 77.4842 million yuan, which indicates that the JF project is feasible, the internal rate of return is 24.19%, which is much larger than the set return rate of investment 10%. Dynamic investment payback period of 3.92 years, the risk is relatively small. The social benefits of restarting project development are expounded. The social benefits are remarkable, especially to resolve the social instability caused by demolition for many years. At the same time, the policy risk and market risk of project development are evaluated, and some countermeasures to avoid them are put forward. Grasp policy vane, control development and sales progress, control project cash flow is very important. After analysis and demonstration, it is considered that the project is feasible.
【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】：2014
【分類號】：F299.233.4;F722

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