本文選題：公寓租賃 + 商業(yè)計(jì)劃書�。� 參考：《華南理工大學(xué)》2013年碩士論文

【摘要】：隨著城市化進(jìn)程的不斷推進(jìn)，越來越多的外來打工和創(chuàng)業(yè)者進(jìn)入城市居住生活，，房屋需求持續(xù)增長。而房地產(chǎn)調(diào)控措施持續(xù)高壓，銀行信貸持續(xù)收緊，導(dǎo)致一些剛性需求被排斥在了購房之外。因此房屋租賃市場(chǎng)在我國將得到持續(xù)的發(fā)展。本文通過商業(yè)計(jì)劃書的形式研究廣州市吉山村A公寓租賃項(xiàng)目的可投資性。 本文按照商業(yè)計(jì)劃書編寫的要求，首先對(duì)本項(xiàng)目的研究背景和意義做了描述，然后介紹了項(xiàng)目的基本情況，包括公寓戶型、總數(shù)量、市場(chǎng)價(jià)格、地理位置等內(nèi)容。隨后對(duì)本項(xiàng)目經(jīng)營的宏觀環(huán)境、行業(yè)競爭環(huán)境和項(xiàng)目本身作了分析，分別用了PEST分析工具、波特的五力分析方法和戰(zhàn)略理論中的SWOT分析方法得出了項(xiàng)目的優(yōu)勢(shì)大于劣勢(shì)，機(jī)會(huì)遠(yuǎn)大于威脅的結(jié)果。通過上述分析明確了本項(xiàng)目的核心優(yōu)勢(shì)，然后通過對(duì)消費(fèi)者的租房特征分析及STP理論，確定了項(xiàng)目的目標(biāo)市場(chǎng)是18-44歲、中低收入、生活方式介于節(jié)儉與奢侈之間的、非常重視安全的群體，項(xiàng)目的總體定位為一個(gè)居住安全、租金實(shí)惠、服務(wù)完善的公寓。根據(jù)之前的分析，制定了項(xiàng)目的營銷策略，具體分為產(chǎn)品策略、定價(jià)策略、服務(wù)策略和網(wǎng)絡(luò)推廣策略。本項(xiàng)目確定了“吉山宜家”的品牌，項(xiàng)目的特色是安全，實(shí)惠，并可提供租客個(gè)性化需要的公寓設(shè)施或服務(wù)。最后，結(jié)合財(cái)務(wù)分析方法，從投資管理的角度，計(jì)算出項(xiàng)目的凈現(xiàn)值301177大于0，且內(nèi)部收益率21%高于10%的預(yù)期收益率，超出投資預(yù)期。動(dòng)態(tài)投資回收期為2.55年。低于投資者期望的4年投資回收期。敏感度分析中，當(dāng)房租成本價(jià)格上升5%時(shí)，NPV減少為256915元，內(nèi)部收益率減少為19%；而當(dāng)房租出租價(jià)格減少5%時(shí)，NPV減少為259174，內(nèi)部收益率下降到20%。所以房租成本的變化對(duì)項(xiàng)目的影響要更大些，因此本項(xiàng)目需要對(duì)房租成本引起足夠重視。最后分別對(duì)政策性風(fēng)險(xiǎn)、自然和社會(huì)風(fēng)險(xiǎn)、財(cái)務(wù)風(fēng)險(xiǎn)和運(yùn)營風(fēng)險(xiǎn)做了詳細(xì)分析，制定了風(fēng)險(xiǎn)控制措施，從而得出了項(xiàng)目非常具有投資價(jià)值的結(jié)論。 本商業(yè)計(jì)劃書在探討如何成功為加盟者投資提供參考的同時(shí)，本人作為項(xiàng)目的主要探索者，希望能為將來的企業(yè)運(yùn)營提供數(shù)據(jù)支持和行動(dòng)指南。
[Abstract]:With the development of urbanization, more and more migrant workers and entrepreneurs enter the city to live, and the demand for housing continues to grow.While real estate regulation measures continued to tighten, bank credit continued to tighten, resulting in some rigid demand was excluded from the purchase of housing.Therefore, the housing rental market in China will be sustained development.This paper studies the investability of A apartment rental project in Jishan Village, Guangzhou, through the form of business plan.According to the requirements of the business plan, this paper first describes the background and significance of the project, and then introduces the basic situation of the project, including apartment type, total quantity, market price, geographical location and so on.Then the macro environment, industry competition environment and project itself of the project are analyzed, respectively, using PEST analysis tools, Porter's five-force analysis method and SWOT analysis method in strategic theory to draw the conclusion that the advantages of the project are greater than the disadvantages.The chances are far greater than the results of the threat.Through the above analysis, the core advantages of the project are identified, and then through the analysis of the rental characteristics of consumers and STP theory, it is determined that the target market of the project is 18-44 years of age, low and middle income, and a lifestyle between thrift and luxury.Focus on the safety of the community, the overall positioning of the project for a residential security, affordable rent, perfect service apartment.According to the previous analysis, the marketing strategy of the project is formulated, which is divided into product strategy, pricing strategy, service strategy and network promotion strategy.This project identifies the brand of "Jishan IKEA", which features safety, affordable, and can provide tenants with personalized needs of apartment facilities or services.Finally, combined with the financial analysis method, from the point of view of investment management, the net present value of the project is greater than 0, and the internal yield of 21% is higher than the expected return of 10%, which exceeds the investment expectation.The dynamic investment payback period is 2.55 years.Less than investors expected a 4-year investment payback period.In sensitivity analysis, when the cost of rent increases by 5%, the NPV decreases to 256915 yuan, the internal rate of return decreases to 19 yuan, while when the rental price decreases 5%, the NPV decreases to 259174, and the internal rate of return drops to 20%.So the change of rent cost has more influence on the project, so the project needs to pay enough attention to the rent cost.Finally, the policy risk, natural risk and social risk, financial risk and operational risk are analyzed in detail, and the risk control measures are established, which leads to the conclusion that the project is of great investment value.This business plan discusses how to successfully provide reference for the investment of the franchisee, and as the main explorer of the project, I hope to provide data support and action guide for the future business operation.
【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】：2013
【分類號(hào)】：F299.23;F722

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