【摘要】：本文以廣州FB中心有限公司的Y商業(yè)地產項目為研究對象。在相關理論的基礎上，按照商業(yè)計劃書要求對項目的各種功能做出較為準確的評估，對其未來經營模式做出規(guī)劃，并對其各種功能的經濟、社會效益及整體效益做出分析，確定項目的可行性，使投資者對自己將要投資的項目有了詳細的了解，從而增加對項目成功的信心。其主要內容包括： 1．首先對項目的開發(fā)商即廣州FB中心有限公司及所投資的Y商業(yè)地產項目基本情況進行簡介； 2．結合廣州紡織市場的發(fā)展?jié)摿σ约澳壳爸写笊倘Φ氖袌鰻顩r和經營水平對項目的必要性和可行性進行了分析。Y商業(yè)地產項目的實施符合廣州的商業(yè)規(guī)劃，符合優(yōu)質紡織品牌聚集需要，因此得到了政府的大力支持。 3．根據房地產市場定位的相關理論，利用波特的競爭戰(zhàn)略理論、SWOT分析模型等分析工具，對該項目進行了市場需求分析及市場定位。 4．總結中大商圈內其他類似項目的營銷方式，結合新市場環(huán)境，對Y商業(yè)地產項目的營銷策略的制定進行了研究，為確保項目建立后的競爭優(yōu)勢提出營銷策略推廣方案； 5．通過相關的財務指標，分析項目的經濟效益。本項目的投資總額為115013萬元。項目稅后財務凈現值FNPV=72332萬元，項目的內部收益率FIRR=15.71%。根據對應比例計算，全部投資回收期為9.31年（所得稅后，含建設期）。因此該項目的開發(fā)投資是可行的，，且具有較高的經濟效益。
[Abstract]:This paper takes the Y commercial real estate project of Guangzhou FB Center Co., Ltd as the research object. On the basis of relevant theories, according to the requirements of the business plan, the various functions of the project are evaluated accurately, the future business model is planned, and the economic, social and overall benefits of the various functions are analyzed. Determine the feasibility of the project, giving investors a detailed understanding of the project they are going to invest in, thereby increasing confidence in the success of the project. The main contents include: 1. First of all, the developer of the project, namely Guangzhou FB Center Co., Ltd., and the basic situation of the Y commercial real estate project invested in are briefly introduced. 2. The necessity and feasibility of the project are analyzed according to the development potential of Guangzhou textile market and the current market situation and management level of Zhongda commercial district. The implementation of Y commercial real estate project conforms to the commercial plan of Guangzhou. According to the theory of real estate market positioning, using Porter's competitive strategy theory, SWOT analysis model and other analytical tools, The market demand analysis and market positioning of the project are carried out. 4. The marketing methods of other similar projects in Zhongda commercial area are summarized. Combining with the new market environment, the marketing strategy of Y commercial real estate project is studied. In order to ensure the competitive advantage after the establishment of the project, the marketing strategy extension scheme is put forward. 5. The economic benefit of the project is analyzed through the related financial indexes. The total investment in this project is 1.15013 billion yuan. The net financial present value of the project after tax is 723.32 million yuan, and the internal rate of return of the project is FIRR=15.71%. According to the corresponding proportion calculation, the total investment payback period is 9.31 years (income tax, including construction period). Therefore, the development investment of the project is feasible and has higher economic benefit.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F293.3

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