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)目為研究對象。在相關(guān)理論的基礎(chǔ)上，按照商業(yè)計(jì)劃書的要求對項(xiàng)目的規(guī)劃建設(shè)和社會經(jīng)濟(jì)效益做出較為準(zhǔn)確的評估，確定項(xiàng)目的可行性，使投資者對自己投資的項(xiàng)目有了詳細(xì)的了解，從而增強(qiáng)對項(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、南寧市全誠輝煌房地產(chǎn)開發(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年底通過市場竟拍購得，項(xiàng)目的成功開發(fā)對公司未來的發(fā)展至關(guān)重要，對股東公司特別是初次進(jìn)入房地產(chǎn)開發(fā)行業(yè)的廣新置業(yè)公司更為重要，本文結(jié)合國家對房地產(chǎn)市場調(diào)控政策的變化及肇慶市房地產(chǎn)市場發(fā)展的現(xiàn)狀對項(xiàng)目的影響，通過對國家政策和環(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)目的開發(fā)實(shí)施符合國家政策、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)市場定位的相關(guān)理論，利用波特的競爭戰(zhàn)略理論、SWOT分析模型等分析工具，結(jié)合肇慶市房地產(chǎn)市場特點(diǎn)，在對市場深入調(diào)查分析的基礎(chǔ)上，對該項(xiàng)目進(jìn)行了市場需求分析及市場定位，制定適應(yīng)地區(qū)特色的項(xiàng)目營銷策略和推廣方案。 通過相關(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150000萬元。項(xiàng)目的銷售收入總額258597.2萬元。項(xiàng)目凈利潤80023.3萬元。因此該項(xiàng)目的開發(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)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.233.4

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