本文選題：房地產 + 策劃方案��； 參考：《四川大學》2007年碩士論文

【摘要】： 目前，中國房地產業(yè)景氣指數(shù)隨著房價的持續(xù)高漲仍呈現(xiàn)走高的趨勢。從2006年中國房地產總體開發(fā)情況來看，雖然國家出臺一系列的宏觀調控措施，但房地產開發(fā)熱度仍然高漲。而成都房地產業(yè)在近幾年內更是保持著持續(xù)、穩(wěn)定、健康的發(fā)展。根據2005年成都市城市規(guī)劃，城北是成都市未來發(fā)展的人居新城、旅游新城、商貿新城和生態(tài)新城，而本項目所在的鳳凰山片區(qū)位于成都市城市南北發(fā)展軸線上，處于城市上風上水區(qū)域，在成都市城市總體規(guī)劃中具有重要地位，這也為我們“山水園”的房地產開發(fā)創(chuàng)造了很好的市場機會。山水園地產項目是由中國中材集團公司下屬D公司所籌建的F房地產公司負責開發(fā)，在該項目上現(xiàn)擁有約50畝土地的開發(fā)權，項目總投資約為9567．09萬元人民幣。項目組通過對周邊競爭對手和地理環(huán)境的分析，確定D公司住宅項目適合采取成本領先和差異化相結合的戰(zhàn)略組合。同時，設計了相應的建筑方案、項目控制流程以及確定了目標顧客。另外，項目在規(guī)劃上導入“山地住宅”的概念，整體體現(xiàn)“仁者樂山，智者樂水，山水交融，回歸自然”的主題。在營銷策略方面，主要通過廣告、樣板房展示、展銷會、口碑傳播等一系列宣傳通路來打造自己的品牌，，提高認知度。最后，進行項目投資財務評價分析，本方案具有較強的抗風險能力，全部投資所得稅后的財務內部收益率為49％，大于基準投資收益率12％；財務凈現(xiàn)值為2058.03萬元，為正值；投資利潤率為36.13％；由此可見項目在財務是可行的，而且具有很好的投資價值及社會綜合效益。
[Abstract]:At present, China's real estate boom index with the continued rise in house prices still show a trend of higher. Judging from the overall development of China's real estate in 2006, although the state has introduced a series of macro-control measures, the heat of real estate development is still rising. Chengdu real estate industry in recent years is maintaining a sustained, stable and healthy development. According to the urban planning of Chengdu in 2005, the north of the city is a new residential city, a new tourist city, a new trade city and an ecological city for the future development of Chengdu, and the Fenghuangshan district, where the project is located, is located on the north and south development axis of Chengdu city. In the upper water area of the city, it plays an important role in the urban master plan of Chengdu, which also creates a good market opportunity for the real estate development of our "landscape garden". Landscape real estate project is the development of F real estate company, which is set up by Company D of China National Materials Group Company. It has about 50 mu of land development right on the project, and the total investment of the project is about 95.6709 million yuan. Through the analysis of the surrounding competitors and geographical environment, the project team determines that D company housing project is suitable for the combination of cost leading and differentiation. At the same time, the corresponding construction scheme, project control flow and target customers are designed. In addition, the project introduces the concept of "mountain house" in the planning, which embodies the theme of "the benevolent person happy mountain, the wise person happy water, the mountain and water blend, return to the nature" theme. In the marketing strategy, mainly through advertising, model room display, exhibition, word of mouth and other a series of publicity channels to build their own brand, improve awareness. Finally, the project investment financial evaluation analysis shows that the project has a strong ability to resist risks. After all the investment income tax, the financial internal rate of return is 49, which is more than 12 percent of the benchmark investment return, and the financial net present value is 20.5803 million yuan, which is positive. The investment profit rate is 36.13. It shows that the project is feasible in finance and has good investment value and comprehensive social benefit.
【學位授予單位】：四川大學
【學位級別】：碩士
【學位授予年份】：2007
【分類號】：F293.3

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