本文選題：商業(yè)計劃書 + 綜合性地產(chǎn)　； 參考：《華南理工大學(xué)》2014年碩士論文

【摘要】：中國房地產(chǎn)行業(yè)經(jīng)過十年的發(fā)展，完成了一次從規(guī)�；_發(fā)到當(dāng)今綜合性產(chǎn)品化開發(fā)的轉(zhuǎn)變。通過高星級酒店配套，帶動住宅銷售和物業(yè)持續(xù)升值的商業(yè)模式，更是成為了今天開發(fā)商紛紛關(guān)注的開發(fā)手段。本論文以白天鵝佛山南海維港水岸項目為研究對象，通過商業(yè)計劃書的形式，運(yùn)用戰(zhàn)略管理學(xué)、品牌管理學(xué)、銷售管理學(xué)和財務(wù)管理學(xué)等方面的理論，對項目進(jìn)行立體和細(xì)致的分析。為項目規(guī)劃出開發(fā)與銷售的模式，也為潛在投資者提供必要的參考依據(jù)。 本商業(yè)計劃書首先對項目的基本情況進(jìn)行了歸納。接著，運(yùn)用PEST模型對項目的宏觀及行業(yè)競爭環(huán)境進(jìn)行分析，并因應(yīng)本項目的特殊性，，進(jìn)一步對酒店市場、商業(yè)市場以及房地產(chǎn)市場開展環(huán)境以及形勢分析。通過SWOT分析，針對項目優(yōu)劣勢、機(jī)會與威脅等方面進(jìn)行分析，得出本項目高星級酒店的產(chǎn)品組合優(yōu)勢以及地域發(fā)展的的優(yōu)勢，項目整體發(fā)展機(jī)會大，優(yōu)勢大于劣勢。本文在項目市場營銷分析中提出項目應(yīng)該以品牌優(yōu)勢為營銷宗旨，以普通商品房價格打造高端衛(wèi)星城市生活圈的戰(zhàn)略方案，通過對目標(biāo)客戶的分析和定位，與合作方共同鞏固“白天鵝”酒店品牌，同時推出白天鵝的嶄新住宅產(chǎn)品，體現(xiàn)出白天鵝維港水岸項目聚親水元素、高端住宅、酒店式服務(wù)、餐飲娛樂為一體的產(chǎn)品定位。 根據(jù)上述分析的基礎(chǔ)，本文開展了經(jīng)濟(jì)技術(shù)指標(biāo)預(yù)測、收入和支出估算、現(xiàn)金流估測及項目效益評價等方面的工作。本項目總投資額為1215097741元；貼現(xiàn)率為13.63%；根據(jù)該貼現(xiàn)率計算本項目12年的凈現(xiàn)值（NPV）為6641007元，內(nèi)部收益率（IRR）為17%，項目內(nèi)部收益率大于貼現(xiàn)率。最后，通過風(fēng)險分析，論證得出本項目的風(fēng)險較小，得出“酒店+住宅”的開發(fā)模式可行的結(jié)論。
[Abstract]:After ten years of development, China's real estate industry has completed a transformation from large-scale development to comprehensive product development. Through the matching of high star hotels, the commercial model of driving residential sales and property appreciation is becoming the development means that developers pay more attention to. This paper takes the White Swan Foshan Nanhai Weigang Waterfront Project as the research object, through the form of the business plan, using the theories of strategic management, brand management, sales management and financial management, etc. Carry out stereoscopic and detailed analysis of the project. Develop and sell the model for the project, and provide the necessary reference for the potential investors. This business plan first summarizes the basic situation of the project. Then, using the PEST model to analyze the macro and industry competitive environment of the project, and according to the particularity of the project, to further analyze the hotel market, commercial market and real estate market environment and situation. Through SWOT analysis, the advantages and disadvantages, opportunities and threats of the project are analyzed, and the advantages of the product combination and regional development of the high star hotel are obtained. The overall development opportunity of the project is large, and the advantages are greater than the disadvantages. In the marketing analysis of the project, this paper puts forward that the project should take the brand advantage as the marketing aim, build the high-end satellite city life circle with the common commercial house price, through the analysis and the localization to the target customer, Together with the partners to consolidate the "White Swan" hotel brand, at the same time the launch of the White Swan brand new residential products, reflects the White Swan Waterfront project hydrophilic elements, high-end housing, hotel-style services, catering and entertainment as one of the product positioning. According to the above analysis, this paper has carried out the economic and technical index forecast, the income and the expenditure estimate, the cash flow estimate and the project benefit appraisal and so on work. The total investment of the project is 1215097741 yuan; the discount rate is 13.63; according to the discount rate, the net present value of this project for 12 years is 6641007 yuan, and the internal rate of return is 17 yuan, and the internal rate of return of the project is greater than the discount rate. Finally, through risk analysis, the conclusion that the risk of this project is small and the development mode of "hotel residence" 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

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