本文關(guān)鍵詞：北京CH大廈項(xiàng)目商業(yè)計(jì)劃書(shū)　出處：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 房地產(chǎn)業(yè) 投資決策 營(yíng)銷(xiāo)策略 商業(yè)計(jì)劃

【摘要】：近年來(lái),伴隨著我國(guó)房地產(chǎn)業(yè)的快速發(fā)展,房地產(chǎn)市場(chǎng)出現(xiàn)了局部過(guò)熱的現(xiàn)象,部分城市泡沫嚴(yán)重,房地產(chǎn)市場(chǎng)從之前高增速、高盈利的黃金時(shí)代進(jìn)入到市場(chǎng)容量收窄、盈利水平差異化的新常態(tài)階段。大量的房地產(chǎn)公司在項(xiàng)目投資前因?yàn)闆](méi)有進(jìn)行系統(tǒng)、科學(xué)的分析,盲目樂(lè)觀(guān)進(jìn)行投資,使公司在后期的項(xiàng)目銷(xiāo)售或運(yùn)營(yíng)過(guò)程中出現(xiàn)了嚴(yán)重虧損,最終導(dǎo)致公司破產(chǎn)、被兼并的命運(yùn),給國(guó)家和企業(yè)帶來(lái)投資損失。本商業(yè)計(jì)劃書(shū)以北京SY公司開(kāi)發(fā)的CH大廈為案例,通過(guò)從宏觀(guān)經(jīng)濟(jì)環(huán)境到微觀(guān)項(xiàng)目層面的多層次系統(tǒng)分析,借助波特五力模型、4P理論、SWOT分析、財(cái)務(wù)評(píng)價(jià)等工具,建立房地產(chǎn)項(xiàng)目的投資決策支持體系。通過(guò)本商業(yè)計(jì)劃書(shū)的研究建立的決策支持體系,既可為房地產(chǎn)公司針對(duì)項(xiàng)目開(kāi)發(fā)的投資決策提供依據(jù),避免盲目決策;也能給項(xiàng)目投資人提供項(xiàng)目的信息和收益分析,為投資人參與項(xiàng)目的投資提供決策支持。本文的分析思路是在對(duì)CH大廈項(xiàng)目以及開(kāi)發(fā)商SY公司的基本情況進(jìn)行介紹的前提下,從宏觀(guān)逐步導(dǎo)入微觀(guān):首先,采用波特五力模型分析房地產(chǎn)行業(yè)的外部競(jìng)爭(zhēng)環(huán)境,詳細(xì)分析北京市的宏觀(guān)經(jīng)濟(jì)因素和房地產(chǎn)市場(chǎng)等外部因素;其次,在宏觀(guān)分析的基礎(chǔ)上,立足項(xiàng)目本身,使用SWOT分析工具對(duì)項(xiàng)目自身的優(yōu)劣勢(shì)、機(jī)會(huì)、威脅進(jìn)行分析,結(jié)合市場(chǎng)研究以及對(duì)典型項(xiàng)目的現(xiàn)場(chǎng)調(diào)查,從宏觀(guān)導(dǎo)向中觀(guān),對(duì)項(xiàng)目進(jìn)行市場(chǎng)定位,精準(zhǔn)目標(biāo)客戶(hù);然后,在項(xiàng)目自身分析的基礎(chǔ)上,用4P理論分析制定項(xiàng)目的營(yíng)銷(xiāo)策略,組合運(yùn)用各種營(yíng)銷(xiāo)手段利用多種渠道,來(lái)完成項(xiàng)目的招租和經(jīng)營(yíng),在微觀(guān)層面上確保項(xiàng)目的操作成功;最后對(duì)項(xiàng)目的開(kāi)發(fā)收益進(jìn)行評(píng)價(jià),并對(duì)項(xiàng)目所面臨的風(fēng)險(xiǎn)進(jìn)行分析、制定相應(yīng)對(duì)策。本文的最大特點(diǎn)是建立了房地產(chǎn)項(xiàng)目的系統(tǒng)化投資決策支持體系,將宏觀(guān)經(jīng)濟(jì)因素與與項(xiàng)目的微觀(guān)具體因素進(jìn)行結(jié)合,理論聯(lián)系實(shí)際;本商業(yè)計(jì)劃書(shū)的研究分析,對(duì)房地產(chǎn)公司進(jìn)行項(xiàng)目的投資決策有較高的應(yīng)用價(jià)值,同時(shí)還可為其他投資人針對(duì)房地產(chǎn)項(xiàng)目的投資實(shí)施、降低投資風(fēng)險(xiǎn)提供決策參考。
[Abstract]:In recent years, with the rapid development of China's real estate industry, the real estate market overheating phenomenon, part of the city bubble serious, the new normal stage from the golden age of the real estate market before the high growth, high profit into the market capacity, the profit level of the difference narrowed. A large number of Real Estate Company before the project investment analysis because no systematic and scientific, blindly optimistic about the investment, the company in the process of post project sales or operations resulted in serious losses, eventually led to the bankruptcy of the company, the fate of the merger, bring investment losses to the state and enterprises. This business plan for the case developed by Beijing SY company CH building, through to the multi-level system of micro level from the macroeconomic environment analysis, through the Potter five forces model, 4P theory, SWOT analysis, financial evaluation system of investment decision support tools, the establishment of real estate projects. Decision support system established by the research of the business plan, which can provide the basis for the Real Estate Company in project investment decision, avoid blind decision; also can analyze the project information and return to the project investors, for investors to participate in project investment and decision support. This paper analysis method is introduced based on the basic situation of the CH project developers and SY company, from the macro and micro step by step: first, using Potter's five forces model analysis of the real estate industry's external competitive environment, a detailed analysis of the external macroeconomic factors of Beijing city and the real estate market and other factors; secondly, on the basis of the macro analysis, based on the project itself, using the SWOT analysis tool to project their own strengths and weaknesses, opportunities and threat analysis, combined with market research and field survey of typical projects, from the macro meso guide, market positioning of the project, the precise target customers; then, based on the project analysis, analysis develop project marketing strategy by using 4P theory, using a combination of various marketing methods using a variety of channels to complete the project and leasing business, at the micro level to ensure the project. Make a success; finally, evaluate the development income of the project, and analyze the risks faced by the project and formulate the corresponding countermeasures. The biggest characteristic of this paper is to establish a system of real estate project investment decision support system, the specific factors and macroeconomic factors and project to combine theory with practice; analysis of the business plan, the Real Estate Company for the project investment decision has a higher application value, but also can reduce the risk of investment to provide a reference for other investors, for the implementation of the real estate project investment.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274;F299.233.4

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本文編號(hào)：1338276