H公司佛山电子交易市场综合体项目商业计划书

发布时间：2018-03-18 12:12

本文选题：房地产　切入点：商业计划书　出处：《华南理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：城市商业综合体在有限的城市土地上，高度集中了几乎现代城市的全部功能，不仅能提高工作效率和改善工作及生活的环境质量而且能提高土地利用率，具有较大经济效益和社会效益。因此城市商业综合体对于土地开发强度已高于国际公认的警戒线、土地供需矛盾十分严重的佛山市具有十分重要的意义，有利于其逐步由工业化阶段向新型城镇化转变，有利于其拓展发展新空间、化解土地供需困局，实现社会经济的可持续发展。本文以电子高科技技术为主导的大型企业H公司的电子交易市场综合体项目为研究对象。在相关理论的基础上，以商业计划书的形式对项目的市场前景和竞争力进行具体分析，揭示优势、劣势及市场风险。确定了合适的运营管理模式，设定营销策划方案，再进行项目经济效益预测与分析，实行风险防范，为项目的有效实施提供帮助。本文在国内电子信息行业快速发展的大背景下，通过对国内电子信息行业前景、佛山市、禅城区电子交易市场现状分析，总结其发展趋势，最后借助SWOT分析模型对本项目进行总体评价，引出H公司佛山电子交易市场所面临的机遇和挑战，确定H公司电子交易市场的定位必须走品牌化、规模化、人性化的道路。在对当地市场环境进行充分分析后，结合H公司的战略目标，制定本项目的建设及运营管理措施。针对电子交易市场综合体项目产品多元化的特点，确定出租与出售相结合的盈利模式。此外，还运用4P策略对项目的营销方案进行了研究分析；运用共生理论，明确本项目的渠道模式。本文最后通过对项目投资、预期收入、内部收益率等数据进行财务分析，得出本项目是一个收益可观，抵御风险能力强的项目。只要控制好项目建设品质，加强对电子交易市场的运营招商工作，本项目可以取得较大收益。而且本项目通过“三旧”改造方式实现了对旧区的升级改造，，提升了周边的城市形象，具有良好的社会效益。最后得出结论，本项目是一个优质的综合体项目。
[Abstract]:Urban commercial complexes, on limited urban land, are highly concentrated in almost all functions of modern cities, not only to improve work efficiency and the quality of the environment for work and life, but also to increase land use, Therefore, the urban commercial complex has a higher intensity of land development than the internationally recognized warning line, and Foshan City, where the contradiction between land supply and demand is very serious, is of great significance. It is conducive to its gradual transition from the industrialization stage to the new urbanization, to expand the new space for development, to resolve the land supply and demand dilemma, and to realize the sustainable development of social economy. In this paper, the electronic trading market complex project of H Company, a large enterprise, which is dominated by electronic high-tech technology, is taken as the research object. On the basis of relevant theories, The market prospect and competitiveness of the project are analyzed in the form of business plan, and the advantages, disadvantages and market risks are revealed. The appropriate operation management mode is determined, and the marketing planning scheme is set up. Then forecast and analyze the economic benefits of the project, carry out risk prevention, and provide help for the effective implementation of the project. Under the background of the rapid development of domestic electronic information industry, this paper summarizes its development trend through the analysis of the prospects of domestic electronic information industry and the current situation of electronic trading market in Foshan and Chancheng. Finally, with the help of SWOT analysis model, the overall evaluation of this project is carried out, leading to the opportunities and challenges faced by Foshan electronic trading market of H company, and determining that the positioning of H company electronic trading market must follow the road of brand, scale and humanization. After fully analyzing the local market environment and combining the strategic objectives of H Company, the construction and operation management measures of this project are formulated. In view of the characteristics of product diversification of the electronic trading market complex project, In addition, the 4P strategy is used to study and analyze the marketing scheme of the project, and the channel model of the project is clarified by using the symbiosis theory. Finally, through the financial analysis of project investment, expected income, internal rate of return and other data, it is concluded that the project is a project with considerable income and strong ability to resist risks. As long as the quality of project construction is well controlled, By strengthening the operation of the electronic trading market and attracting investment, the project can make a great deal of profit. Moreover, the project has realized the upgrading and transformation of the old areas through the "three old" transformation methods, thus enhancing the image of the surrounding cities. It is concluded that this project is a high quality complex project.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F406.72;F426.6;F276.44

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