本文選題：商業(yè)計(jì)劃書(shū) + 物流地產(chǎn)　； 參考：《華南理工大學(xué)》2014年碩士論文

【摘要】：本文是針對(duì)H公司S工業(yè)物流園項(xiàng)目所撰寫(xiě)的商業(yè)計(jì)劃書(shū)。H公司是業(yè)務(wù)多元化的大型國(guó)有獨(dú)資企業(yè)，主營(yíng)業(yè)務(wù)包括房地產(chǎn)開(kāi)發(fā)、物業(yè)管理、酒店管理、進(jìn)出口貿(mào)易等。近年來(lái)，隨著國(guó)家對(duì)房地產(chǎn)宏觀調(diào)控的力度不斷加大，住宅等物業(yè)類(lèi)型的利潤(rùn)空間日趨下降，且風(fēng)險(xiǎn)不斷增高，房地產(chǎn)市場(chǎng)投資者都在積極尋找各種新的投資機(jī)會(huì)甚至轉(zhuǎn)型。在這種背景下，H公司及時(shí)調(diào)整投資策略，從住宅房地產(chǎn)開(kāi)發(fā)中抽身，進(jìn)入物流地產(chǎn)。 本文根據(jù)房地產(chǎn)開(kāi)發(fā)項(xiàng)目可行性研究與經(jīng)濟(jì)評(píng)價(jià)理論，結(jié)合國(guó)內(nèi)外相關(guān)參考文獻(xiàn)和研究資料以及自身的從業(yè)經(jīng)驗(yàn)，對(duì)S工業(yè)物流園項(xiàng)目進(jìn)行可行性研究，主要內(nèi)容包括：項(xiàng)目的市場(chǎng)環(huán)境和競(jìng)爭(zhēng)性分析、營(yíng)銷(xiāo)管理、運(yùn)營(yíng)管理、財(cái)務(wù)分析和風(fēng)險(xiǎn)分析等。研究的目標(biāo)一方面在于為相關(guān)債權(quán)人提供項(xiàng)目投資信息，更有效地完成項(xiàng)目資金籌集；另一方面為H公司的S工業(yè)物流園項(xiàng)目的投資提供決策依據(jù)。 本文主要從以下三個(gè)方面對(duì)項(xiàng)目進(jìn)行分析。1㖞市場(chǎng)環(huán)境和競(jìng)爭(zhēng)性分析。包括外部環(huán)境、市場(chǎng)需求和項(xiàng)目競(jìng)爭(zhēng)性分析。2㖞營(yíng)銷(xiāo)計(jì)劃和人力資源計(jì)劃。3㖞財(cái)務(wù)計(jì)劃。分析項(xiàng)目的經(jīng)濟(jì)效益，估算項(xiàng)目投入，預(yù)測(cè)項(xiàng)目收入，評(píng)價(jià)項(xiàng)目盈利能力，并進(jìn)一步分析存在風(fēng)險(xiǎn)和提出規(guī)避措施。通過(guò)市場(chǎng)分析可知，近年來(lái)，珠海市經(jīng)濟(jì)運(yùn)營(yíng)良好，物流地產(chǎn)市場(chǎng)需求旺盛，H公司S項(xiàng)目在當(dāng)?shù)鼐哂休^強(qiáng)市場(chǎng)競(jìng)爭(zhēng)能力，只要加以適當(dāng)?shù)氖袌?chǎng)發(fā)展策劃，注意避開(kāi)項(xiàng)目的劣勢(shì)和威脅，通過(guò)準(zhǔn)確定位，制定營(yíng)銷(xiāo)策略，項(xiàng)目具有可行性。項(xiàng)目在實(shí)施過(guò)程中可能遇到一定的經(jīng)營(yíng)風(fēng)險(xiǎn)、市場(chǎng)風(fēng)險(xiǎn)和政策風(fēng)險(xiǎn)，但由于采取了有效的管理和一定的控制措施，這些風(fēng)險(xiǎn)是可以降低的。根據(jù)以上分析研究成果顯示，S工業(yè)物流園項(xiàng)目經(jīng)濟(jì)效益較高，風(fēng)險(xiǎn)較低，項(xiàng)目具有較好的市場(chǎng)前景和發(fā)展優(yōu)勢(shì)。 本文的研究意義體現(xiàn)在對(duì)整個(gè)項(xiàng)目開(kāi)發(fā)流程和對(duì)項(xiàng)目融資的分析兩個(gè)方面。一方面，通過(guò)分析本項(xiàng)目開(kāi)發(fā)流程，避免了盲目性決策，，做到清晰定位項(xiàng)目，合理安排技術(shù)，準(zhǔn)確預(yù)算資金，加快利用企業(yè)資金，既對(duì)S項(xiàng)目的開(kāi)發(fā)具有實(shí)證意義，又對(duì)同類(lèi)地產(chǎn)開(kāi)發(fā)項(xiàng)目具有參考意義。另一方面，通過(guò)分析本項(xiàng)目融資實(shí)施可行性，來(lái)探討此類(lèi)企業(yè)房地產(chǎn)項(xiàng)目融資實(shí)施模式和策略，對(duì)同類(lèi)型企業(yè)房地產(chǎn)項(xiàng)目融資的實(shí)施具有借鑒意義。
[Abstract]:This paper is aimed at the business plan written by H Company S Industrial Logistics Park Project. H Company is a large state-owned enterprise with diversified business. Its main business includes real estate development, property management, hotel management, import and export trade and so on. In recent years, with the increase of macro-control of real estate, the profit space of housing and other types of property is declining day by day, and the risk is increasing. Investors in real estate market are actively looking for all kinds of new investment opportunities and even transformation. Under this kind of background, H company adjusts the investment strategy in time, withdraws from the residential real estate development, enters the logistics real estate. According to the theory of feasibility study and economic evaluation of real estate development project, this paper studies the feasibility of S industrial logistics park project by combining relevant references and research materials at home and abroad as well as its own experience. The main contents include: project market environment and competitive analysis, marketing management, operation management, financial analysis and risk analysis. On the one hand, the purpose of the research is to provide the project investment information for the relevant creditors, and to complete the project financing more effectively; on the other hand, to provide the decision basis for the investment of the S Industrial Logistics Park project of H Company. This article mainly from the following three aspects of the project analysis. Market environment and competitive analysis. Including external environment, market demand and project competitive analysis. Marketing plan and human resources plan. Financial planning This paper analyzes the economic benefit of the project, estimates the project investment, forecasts the project income, evaluates the project profitability, and further analyzes the existing risks and puts forward some measures to avoid them. Through market analysis, we can see that in recent years, Zhuhai has a good economic operation, and the logistics real estate market demand is exuberant. The S project of H Company has strong market competitiveness in the local area, so long as it is properly planned for market development, Avoid the disadvantages and threats of the project, through accurate positioning, marketing strategy, the project is feasible. The project may encounter some management risks, market risks and policy risks in the process of implementation, but these risks can be reduced because of effective management and certain control measures. According to the above analysis and research results, it is shown that the project has higher economic benefit and lower risk, and the project has better market prospect and development advantage. The research significance of this paper lies in two aspects: the whole project development process and the analysis of project financing. On the one hand, by analyzing the development process of the project, the blind decision is avoided, the project is clearly positioned, the technology is reasonably arranged, the budget funds are accurately estimated, and the enterprise funds are used more quickly, which is of positive significance to the development of S project. The development of similar real estate projects have reference significance. On the other hand, by analyzing the feasibility of the project financing, this paper discusses the implementation mode and strategy of this kind of enterprise real estate project financing, which has reference significance for the implementation of the same type of enterprise real estate project financing.
【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(lèi)號(hào)】：F299.23;F252

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