本文選題：房地產(chǎn)　切入點(diǎn)：商業(yè)計(jì)劃書　出處：《華南理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：城市商業(yè)綜合體在有限的城市土地上，高度集中了幾乎現(xiàn)代城市的全部功能，不僅能提高工作效率和改善工作及生活的環(huán)境質(zhì)量而且能提高土地利用率，具有較大經(jīng)濟(jì)效益和社會(huì)效益。因此城市商業(yè)綜合體對(duì)于土地開發(fā)強(qiáng)度已高于國際公認(rèn)的警戒線、土地供需矛盾十分嚴(yán)重的佛山市具有十分重要的意義，有利于其逐步由工業(yè)化階段向新型城鎮(zhèn)化轉(zhuǎn)變，有利于其拓展發(fā)展新空間、化解土地供需困局，實(shí)現(xiàn)社會(huì)經(jīng)濟(jì)的可持續(xù)發(fā)展。 本文以電子高科技技術(shù)為主導(dǎo)的大型企業(yè)H公司的電子交易市場綜合體項(xiàng)目為研究對(duì)象。在相關(guān)理論的基礎(chǔ)上，以商業(yè)計(jì)劃書的形式對(duì)項(xiàng)目的市場前景和競爭力進(jìn)行具體分析，揭示優(yōu)勢、劣勢及市場風(fēng)險(xiǎn)。確定了合適的運(yùn)營管理模式，設(shè)定營銷策劃方案，再進(jìn)行項(xiàng)目經(jīng)濟(jì)效益預(yù)測與分析，實(shí)行風(fēng)險(xiǎn)防范，為項(xiàng)目的有效實(shí)施提供幫助。 本文在國內(nèi)電子信息行業(yè)快速發(fā)展的大背景下，通過對(duì)國內(nèi)電子信息行業(yè)前景、佛山市、禪城區(qū)電子交易市場現(xiàn)狀分析，總結(jié)其發(fā)展趨勢，最后借助SWOT分析模型對(duì)本項(xiàng)目進(jìn)行總體評(píng)價(jià)，引出H公司佛山電子交易市場所面臨的機(jī)遇和挑戰(zhàn)，確定H公司電子交易市場的定位必須走品牌化、規(guī)�；⑷诵曰牡缆�。 在對(duì)當(dāng)?shù)厥袌霏h(huán)境進(jìn)行充分分析后，結(jié)合H公司的戰(zhàn)略目標(biāo)，制定本項(xiàng)目的建設(shè)及運(yùn)營管理措施。針對(duì)電子交易市場綜合體項(xiàng)目產(chǎn)品多元化的特點(diǎn)，確定出租與出售相結(jié)合的盈利模式。此外，還運(yùn)用4P策略對(duì)項(xiàng)目的營銷方案進(jìn)行了研究分析；運(yùn)用共生理論，明確本項(xiàng)目的渠道模式。 本文最后通過對(duì)項(xiàng)目投資、預(yù)期收入、內(nèi)部收益率等數(shù)據(jù)進(jìn)行財(cái)務(wù)分析，得出本項(xiàng)目是一個(gè)收益可觀，抵御風(fēng)險(xiǎn)能力強(qiáng)的項(xiàng)目。只要控制好項(xiàng)目建設(shè)品質(zhì)，加強(qiáng)對(duì)電子交易市場的運(yùn)營招商工作，本項(xiàng)目可以取得較大收益。而且本項(xiàng)目通過“三舊”改造方式實(shí)現(xiàn)了對(duì)舊區(qū)的升級(jí)改造，，提升了周邊的城市形象，具有良好的社會(huì)效益。最后得出結(jié)論，本項(xiàng)目是一個(gè)優(yōu)質(zhì)的綜合體項(xiàng)目。
[Abstract]:Urban commercial complexes, on limited urban land, are highly concentrated in almost all functions of modern cities, not only to improve work efficiency and the quality of the environment for work and life, but also to increase land use, Therefore, the urban commercial complex has a higher intensity of land development than the internationally recognized warning line, and Foshan City, where the contradiction between land supply and demand is very serious, is of great significance. It is conducive to its gradual transition from the industrialization stage to the new urbanization, to expand the new space for development, to resolve the land supply and demand dilemma, and to realize the sustainable development of social economy. In this paper, the electronic trading market complex project of H Company, a large enterprise, which is dominated by electronic high-tech technology, is taken as the research object. On the basis of relevant theories, The market prospect and competitiveness of the project are analyzed in the form of business plan, and the advantages, disadvantages and market risks are revealed. The appropriate operation management mode is determined, and the marketing planning scheme is set up. Then forecast and analyze the economic benefits of the project, carry out risk prevention, and provide help for the effective implementation of the project. Under the background of the rapid development of domestic electronic information industry, this paper summarizes its development trend through the analysis of the prospects of domestic electronic information industry and the current situation of electronic trading market in Foshan and Chancheng. Finally, with the help of SWOT analysis model, the overall evaluation of this project is carried out, leading to the opportunities and challenges faced by Foshan electronic trading market of H company, and determining that the positioning of H company electronic trading market must follow the road of brand, scale and humanization. After fully analyzing the local market environment and combining the strategic objectives of H Company, the construction and operation management measures of this project are formulated. In view of the characteristics of product diversification of the electronic trading market complex project, In addition, the 4P strategy is used to study and analyze the marketing scheme of the project, and the channel model of the project is clarified by using the symbiosis theory. Finally, through the financial analysis of project investment, expected income, internal rate of return and other data, it is concluded that the project is a project with considerable income and strong ability to resist risks. As long as the quality of project construction is well controlled, By strengthening the operation of the electronic trading market and attracting investment, the project can make a great deal of profit. Moreover, the project has realized the upgrading and transformation of the old areas through the "three old" transformation methods, thus enhancing the image of the surrounding cities. It is concluded that this project is a high quality complex project.
【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】：2014
【分類號(hào)】：F406.72;F426.6;F276.44

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