發(fā)布時(shí)間：2018-06-02 20:50

  本文選題：商業(yè)計(jì)劃 + 項(xiàng)目定位　； 參考：《華南理工大學(xué)》2014年碩士論文

【摘要】：本文以肇慶市GXHF房地產(chǎn)發(fā)展有限公司位于肇慶鼎湖區(qū)的“鼎湖名軒”房地產(chǎn)項(xiàng)目為研究對(duì)象。在相關(guān)理論的基礎(chǔ)上，按照商業(yè)計(jì)劃書(shū)的要求對(duì)項(xiàng)目的規(guī)劃建設(shè)和社會(huì)經(jīng)濟(jì)效益做出較為準(zhǔn)確的評(píng)估，確定項(xiàng)目的可行性，使投資者對(duì)自己投資的項(xiàng)目有了詳細(xì)的了解，從而增強(qiáng)對(duì)項(xiàng)目成功的信心。其主要內(nèi)容： “鼎湖名軒”房地產(chǎn)項(xiàng)目的開(kāi)發(fā)是由肇慶市GXHF房地產(chǎn)發(fā)展有限公司負(fù)責(zé)實(shí)施，開(kāi)發(fā)商肇慶市GXHF房地產(chǎn)發(fā)展有限公司由三家合資股東公司組成，它們是廣東廣新外貿(mào)置業(yè)發(fā)展有限公司、南寧市全誠(chéng)輝煌房地產(chǎn)開(kāi)發(fā)有限公司、廣州禾利鼎置業(yè)有限公司。根據(jù)合資公司的投資股本比例承擔(dān)相應(yīng)的權(quán)利和義務(wù)。 項(xiàng)目地塊是2009年底通過(guò)市場(chǎng)竟拍購(gòu)得，項(xiàng)目的成功開(kāi)發(fā)對(duì)公司未來(lái)的發(fā)展至關(guān)重要，對(duì)股東公司特別是初次進(jìn)入房地產(chǎn)開(kāi)發(fā)行業(yè)的廣新置業(yè)公司更為重要，本文結(jié)合國(guó)家對(duì)房地產(chǎn)市場(chǎng)調(diào)控政策的變化及肇慶市房地產(chǎn)市場(chǎng)發(fā)展的現(xiàn)狀對(duì)項(xiàng)目的影響，通過(guò)對(duì)國(guó)家政策和環(huán)境及實(shí)施方案的深入分析得出項(xiàng)目可行性分析。“鼎湖名軒”項(xiàng)目的開(kāi)發(fā)實(shí)施符合國(guó)家政策、符合肇慶市發(fā)展規(guī)劃的需要、也符合項(xiàng)目各投資股東的利益。因此項(xiàng)目將得到了政府的大力支持和股東的支持。 為了得出正確的結(jié)論，根據(jù)房地產(chǎn)市場(chǎng)定位的相關(guān)理論，利用波特的競(jìng)爭(zhēng)戰(zhàn)略理論、SWOT分析模型等分析工具，結(jié)合肇慶市房地產(chǎn)市場(chǎng)特點(diǎn)，在對(duì)市場(chǎng)深入調(diào)查分析的基礎(chǔ)上，對(duì)該項(xiàng)目進(jìn)行了市場(chǎng)需求分析及市場(chǎng)定位，制定適應(yīng)地區(qū)特色的項(xiàng)目營(yíng)銷策略和推廣方案。 通過(guò)相關(guān)的財(cái)務(wù)指標(biāo)分析項(xiàng)目的經(jīng)濟(jì)效益。本項(xiàng)目按五年開(kāi)發(fā)完成。售價(jià)以周邊現(xiàn)售的價(jià)格作參考，項(xiàng)目的總成本150000萬(wàn)元。項(xiàng)目的銷售收入總額258597.2萬(wàn)元。項(xiàng)目?jī)衾麧?rùn)80023.3萬(wàn)元。因此該項(xiàng)目的開(kāi)發(fā)投資是可行的，且具有較高的經(jīng)濟(jì)效益，，同時(shí)由于項(xiàng)目起點(diǎn)較高，提高了項(xiàng)目所在地的居住條件和城市品位。
[Abstract]:In this paper, GXHF Real Estate Development Co., Ltd. located in Zhaoqing Dinghu District, "Dinghu Ming Xuan" real estate project as the research object. On the basis of the relevant theories, according to the requirements of the business plan, the planning and construction of the project and the social and economic benefits are evaluated more accurately, and the feasibility of the project is determined, so that the investors have a detailed understanding of the project in which they invest. Thus enhancing confidence in the success of the project. Its main content: The development of "Dinghu Mingxuan" real estate project is carried out by Zhaoqing GXHF Real Estate Development Co., Ltd. The developer of Zhaoqing GXHF Real Estate Development Co., Ltd. is composed of three joint venture shareholders. They are Guangdong Guangxin Foreign Trade Development Co., Ltd., Nanning Quancheng brilliant Real Estate Development Co., Ltd. To assume the corresponding rights and obligations according to the proportion of the investment capital of the joint venture company. The site of the project was purchased through the market at the end of 2009. The successful development of the project is of great importance to the future development of the company, and is even more important to the shareholders' companies, especially the Guang Xin Home purchase Company, which has entered the real estate development industry for the first time. Based on the changes of the national real estate market regulation policy and the impact of the development of Zhaoqing real estate market on the project, the feasibility analysis of the project is obtained through the in-depth analysis of the national policy, the environment and the implementation scheme. The development and implementation of "Dinghu Mingxuan" project conforms to the national policy, the development plan of Zhaoqing city and the interests of the shareholders of the project. Therefore, the project will be strongly supported by the government and the support of shareholders. In order to get the correct conclusion, according to the relevant theory of real estate market positioning, using Porter's competitive strategy theory and SWOT analysis model, combined with the characteristics of Zhaoqing real estate market, on the basis of in-depth investigation and analysis of the market. The market demand analysis and market orientation of the project are carried out, and the project marketing strategy and promotion plan adapted to the regional characteristics are formulated. Analyze the economic benefits of the project through the related financial indicators. The project is completed in five years. The selling price is for reference, the total cost of the project is 1.5 billion yuan. The total sales income of the project is 2.585972 billion yuan. The net profit on the project is 800.233 million yuan. Therefore, the development investment of the project is feasible and has higher economic benefit. At the same time, because of the high starting point of the project, the living conditions and the city grade of the project location are improved.
【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】：2014
【分類號(hào)】：F299.233.4

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1 陳向軍,田志龍;我國(guó)會(huì)展經(jīng)濟(jì)發(fā)展的問(wèn)題與對(duì)策研究[J];商業(yè)經(jīng)濟(jì)文薈;2001年04期

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