本文選題：房地產(chǎn)　切入點：商業(yè)計劃書　出處：《華南理工大學(xué)》2014年碩士論文

【摘要】：由于近年來房地產(chǎn)市場的迅速發(fā)展，市場競爭的加劇，伴隨而來的是地王頻出，，房價不斷攀升，民眾感到買房成為壓在身上的巨大負擔。房地產(chǎn)與人民的生活息息相關(guān)，直接關(guān)系到人民群眾的切身利益。2011年以來，政府加大了對房地產(chǎn)市場的宏觀調(diào)控力度，通過限購、限貸、限價等一系列手段打壓房地產(chǎn)投機性行為，并通過加大保障房建設(shè)，保障住房剛性需求的供應(yīng)量。當下房地產(chǎn)商進行房地產(chǎn)項目投資必須對政策進行充分研究，對市場進行深入調(diào)研，對財務(wù)進行精細的測算，在政策可行，市場有需要，經(jīng)濟有利潤的前提下，才能進行投資。 本文是貴州黔盛房地產(chǎn)開發(fā)有限責任公司在威寧的JL項目的商業(yè)計劃書，本計劃書通過系統(tǒng)的全面的分析，為項目的投資決策及項目的實施提供一定的參考。 本文首先總結(jié)了國內(nèi)外關(guān)于房地產(chǎn)項目可行性研究的相關(guān)文獻，并介紹了本文的研究方法和研究內(nèi)容，接著描述了項目開發(fā)商貴州黔盛房地產(chǎn)開發(fā)有限責任公司的發(fā)展狀況、組織結(jié)構(gòu)和人員組成；為了更好地把握市場需求，本文從政治、經(jīng)濟與人口、社會與文化對宏觀環(huán)境進行了分析，并從市場容量、土地供應(yīng)量、項目供應(yīng)量及項目類型對威寧的房地產(chǎn)市場進行了深入研究。為了更好的對本項目的市場競爭力分析，選取了5個同類型的項目進行了研究，并對項目進行了SWOT分析。在投資環(huán)境分析的基礎(chǔ)上，接著對項目進行了市場定位，并確定了相應(yīng)的營銷策略。接著從項目的投資總成本、項目的資金來源和籌資方案、項目的銷售收入估算、項目的利潤估算及項目的盈利能力分析對項目進行了財務(wù)分析，并在此基礎(chǔ)上進行了盈虧平衡點和敏感性分析，并對項目可能遇到的風險進行了分析，提出了風險的應(yīng)對措施。 通過本商業(yè)計劃書的研究，JL項目的銷售凈利潤率為20.75%，F(xiàn)NPV為12070.61萬，動態(tài)投資回收期大約為5年，內(nèi)部收益率IRR為19.95%，項目的盈利能力超出行業(yè)平均水平。根據(jù)敏感性分析銷售價格對項目凈利潤的影響程度最大，具有一定的風險，但處于可控范圍，本研究認為本項目值得投資。
[Abstract]:With the rapid development of the real estate market and the intensification of market competition in recent years, with the frequent emergence of the King of the Land and the rising housing prices, people feel that buying a house becomes a huge burden on them. Real estate is closely related to the lives of the people. It has a direct bearing on the vital interests of the people. Since 2011, the government has stepped up the macro-control of the real estate market, clamping down on real estate speculation through a series of means, such as limiting purchases, limiting loans, limiting prices, and increasing the construction of indemnificatory apartment. To ensure the supply of rigid demand for housing. At present, real estate developers investing in real estate projects must make a full study of the policy, conduct in-depth research on the market, and carry out detailed financial calculations. If the policy is feasible, the market will need it. The economy has the premise of profit, can carry on investment. This paper is the commercial plan of JL project of Guizhou Qiansheng Real Estate Development Co., Ltd in Weining. Through systematic and comprehensive analysis, this plan provides a certain reference for the investment decision and implementation of the project. This paper first summarizes the relevant literature about the feasibility study of real estate projects at home and abroad, and introduces the research methods and contents of this paper, and then describes the development situation of Guizhou Qiansheng Real Estate Development Co., Ltd., a project developer. In order to better grasp the market demand, this paper analyzes the macro environment from politics, economy and population, society and culture, and analyzes the market capacity, land supply. In order to better analyze the market competitiveness of this project, five projects of the same type have been selected to study the real estate market of Weining. On the basis of the analysis of the investment environment, this paper makes the market orientation of the project and determines the corresponding marketing strategy. Then, from the total investment cost of the project, the source of funds and the financing scheme of the project, On the basis of the financial analysis of the project, the profit and loss breakeven point and the sensitivity of the project are analyzed, and the risks that the project may encounter are also analyzed, and the profit and loss estimates of the project, the profit and loss estimates of the project and the analysis of the profitability of the project are carried out on the basis of the financial analysis of the project. The measures to deal with the risk are put forward. Through the study of this business plan, the JL project has a net profit margin of 20.75FNPV of 120.7061 million and a dynamic investment payback period of about five years. The internal rate of return (IRR) is 19.95, and the profitability of the project exceeds the industry average. According to the sensitivity analysis, the sales price has the greatest impact on the net profit of the project and has certain risks, but it is in a controllable range. This research thinks this project is worth investing.
【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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