广州珠江新城N项目商业计划书

发布时间：2018-01-31 23:59

本文关键词： N项目商业计划书财务分析风险分析　出处：《华南理工大学》2011年硕士论文　论文类型：学位论文

【摘要】：优秀的商业计划书不仅是企业成功的融资文件,也是对企业发展具有一定战略指导意义的商业运作计划书。商业计划书主要用来展现项目的商业潜力和投资价值,以便于投资者能够对企业或项目作出投资决策,从而使企业获得融资。一份客观合理的商业计划书,既是企业有关未来投资的行动纲领,也是指导企业招商引资及说服潜在投资者对项目进行投资的重要的商务活动指南。本商业计划书选定的研究对象为广州DQ房地产开发有限公司的广州市珠江新城N项目,该项目是一个投资额高达人民币25.85亿元的房地产开发项目,项目位于广州市天河区珠江新城南部,周边市政道路交通已统一配套,市政设施配套成熟先进,地势平整,珠江岸线结构规整,江面开阔、视觉效果甚佳,东侧与南侧可远眺华南快速干线华南大桥及琶州国际会展中心,西侧可远望广州新地标——广州电视塔,确实为建造高尚社区的绝佳景地。本文在已学习的相关理论的基础上,采用与实践相结合的方法进行研究,按照商业计划书的要求,对该项目进行了投资决策分析,其主要内容包括: 1.首先对项目的开发商即广州DQ房地产开发有限公司及所投资的珠江新城N项目基本情况进行简介; 2.结合中国及广州市宏观市场成长状况及2010年以来的广州市楼市分析。分析表明广州市整体住宅市场发展势头较好,销售总量不断提高,广州市近年房地产市场供销两旺,销售价格保持稳步上扬; 3.根据房地产市场定位的相关理论,利用波特的竞争战略理论、SWOT分析模型等分析工具,对该项目进行了市场需求分析及市场定位,最终确定了本项目的整体定位为“近百年内最有影响力和标志性的经典豪宅”; 4.分析周边楼盘的销售价格及销售情况,结合新市场环境,对珠江新城N项目营销策略的制定进行了研究,为保持竞争优势提出营销策略推广方案; 5.通过相关的财务指标,分析项目的经济效益。从本项目的经济效益分析可以看出,项目的投资回报率较高。项目的总投资收益为455162万元。项目税后财务净现值FNPV=48438万元,项目的内部收益率FIRR=21.26%,本项目动态投资回收期为4.01年。因此该项目的开发投资是可行的,且具有较高的经济效益。
[Abstract]:A good business plan is not just a successful financing document. It is also the business operation plan which has certain strategic significance to the enterprise development. The business plan is mainly used to show the commercial potential and investment value of the project. In order to facilitate investors to make investment decisions on enterprises or projects, thereby enabling enterprises to obtain financing. An objective and reasonable business plan is an action plan for the future investment of an enterprise. It is also an important business activity guide to guide enterprises to attract investment and persuade potential investors to invest in projects. The research object of this business plan is Guangzhou DQ Real Estate Development Co., Ltd., Guangzhou Pearl River New City N project, which is a real estate development project with an investment of up to RMB two billion five hundred and eighty-five million yuan. The project is located in the south of Zhujiang new town, Tianhe district, Guangzhou, the surrounding municipal road traffic has been unified, the municipal facilities are mature and advanced, the topography is flat, the structure of the Pearl River coastline is regular, the river surface is open, and the visual effect is very good. East and south overlooking South China Expressway South China Bridge and Pazhou International Conference and Exhibition Center, the west side of the new landmarks of Guangzhou-Guangzhou TV Tower. It is a perfect place to build a noble community. Based on the relevant theories that have been studied, this paper adopts the method of combining with practice, according to the requirements of the business plan. The investment decision analysis of the project is carried out, the main contents of which are as follows: First of all, the developer of the project, namely Guangzhou DQ Real Estate Development Co., Ltd. and the investment of the Pearl River New City N project basic information; 2. Combining with the growth situation of macro market in China and Guangzhou and the analysis of Guangzhou real estate market since 2010, the analysis shows that the overall housing market in Guangzhou is developing well and the total sales volume is increasing. Guangzhou in recent years, the real estate market supply and marketing boom, sales prices to maintain a steady rise; 3. According to the relevant theories of real estate market positioning, using Porter's competitive strategy theory and SWOT analysis model, the market demand analysis and market positioning of the project are carried out. Finally determined the overall positioning of the project as "the most influential and iconic classic mansion in the last hundred years"; 4. Analyze the sales price and sales situation of the surrounding real estate, combined with the new market environment, study the formulation of the marketing strategy of the Pearl River New City N project, and put forward the marketing strategy promotion plan in order to maintain the competitive advantage; 5. The economic benefits of the project are analyzed through the relevant financial indicators, which can be seen from the analysis of the economic benefits of the project. The total investment income of the project is four billion five hundred and fifty-one million six hundred and twenty thousand yuan. The net financial present value of the project after tax is 484.38 million yuan. The internal rate of return of the project is 21.26, and the dynamic investment payback period of the project is 4.01 years. Therefore, the development investment of the project is feasible and has high economic benefit.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F293.3

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