Z城市综合体项目商业计划书

发布时间：2018-01-14 09:14

本文关键词：Z城市综合体项目商业计划书　出处：《华南理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：2008年以来，中国房地产市场经历了巨大的变革，首先是2008年到2010年的住宅地产价格不断攀升，成为影响我国经济大局的重要因素，导致国家接二连三出台房地产调控措施，限制了住宅地产价格的上涨。在此大形势下，国内大型房地产商企业纷纷转型发力商业地产领域。而城市综合体作为商业地产的一种特殊形式，在城市化快速发展的今天越来越成为一种重要的商业地产开发模式。面对机遇与威胁并存的环境，一份客观合理的商业计划书不仅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投资项目的重要商务活动指南。本文以Z城市综合体项目为研究对象，在已学习的有关理论的基础上，结合商业计划书的要求，对该项目进行了综合分析，，具体内容包括六大部分。首先对项目背景及意义、相关文献综述、研究目标内容及方法进行了阐述；其次，对项目基本信息、周边配套、环境景观和开发公司进行了简介；第三，从宏观环境、区域发展和各物业市场三个层面分析了项目所处的外部环境；第四，根据上述分析确定本项目的市场定位；第五，制订项目营销策略；最后，在上述分析的基础上，通过合理估算，分析了项目的财务状况和风险，并制定风险防范对策。通过分析，本人认为该项目的开发投资是可行的，具有较高的经济效益。
[Abstract]:Since 2008, Chinese real estate market has undergone great changes, the first is from 2008 to 2010 of the residential real estate prices continued to rise, become an important factor affecting China's economic situation, leading the country one after another the introduction of real estate regulation measures, limiting the residential real estate prices. Under this situation, the large real estate enterprises have the transformation of force in commercial real estate field. And the city complex as a special form of commercial real estate, in the rapid development of the city today has become a more and more important mode of commercial real estate development.
Facing the opportunities and challenges of the environment, a reasonable business plan is not only related to the programme of action for future investment enterprises, and guide corporate investment and convince potential investors investment business activities guide. Based on Z city complex project as the research object, based on the theoretical study has been on the combination the requirements of the business plan, the project conducted a comprehensive analysis of the specific content includes six parts.
The project background and significance, literature review, research target and content and method are introduced; secondly, the basic information, the surrounding facilities, the environment and development company are introduced; third, from the three aspects of macro environment, regional development and the property market analysis of the project of the external environment; fourth according to the above analysis, to determine the market positioning of the project; fifth, develop project marketing strategy; finally, on the basis of the above analysis, through reasonable estimation, analysis of the financial situation and risk of the project, and establish risk prevention countermeasures. Through the analysis, I believe that the development of the investment project is feasible and has high economic benefits.

【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F293.3

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