裕田环球奥特莱斯项目商业计划书

发布时间：2018-05-21 14:51

本文选题：商业计划书 + 房地产项目　；参考：《华南理工大学》2015年硕士论文

【摘要】：时值湖南裕田奥特莱斯置业有限公司商业南区计划启动开发建设,结合原商业北区开发建设经验,特制定商业南区商业计划书,该计划书主要针对房地产方面的项目投资情况展开了较为深入的研究,同时还对项目风险进行了客观的评估,并形成一个较为全面的策划方案,使投资者能够对项目有更加清晰的了解。通过本计划书,对项目各个环节进行了阐述,并尝试找到一套更加有效的以奥特莱斯商业业态带动住宅奥莱小镇为主题花园型、低密度、高品质的房地产开发投资项目,突出休闲、度假、购物、娱乐为特点,以便对项目单位提供以绿色环保、舒适、便利为主题的可持续发展的营销模式。本文阐述的商业计划书主要对环球奥特莱斯商业南区的市场状况进行分析,并且深入研究了该项目的可行性,运用SWOT分析法对该项目的内部和外部环境展开论述,对该项目所具有的优势进行说明,以集旅游、餐饮、休闲等于一体的新型旅游地产在市场营销方面提出了可行性的策略和建议,通过更加有效的市场营销理念,扩大该项目的市场影响力与核心竞争力,还对该项目在市场中所具有优势、劣势、机会和威胁等基于SWOT分析法的基础上展开了全面的阐述,对该项目实施更加精准的市场定位,从营销推广计划以及盈利模式的角度进行了积极的尝试,力图寻求一种新型的商业营销途径。在对该项目进行市场细分的定位后,计划书还对项目进行了相应的财务分析与敏感性分析,并且综合环球奥特莱斯商业南区整体的市场投资环境以及所获得的利润情况展开全面论述,为该项目的开发和运营提供有力依据,探索了一条房地产行业发展的新路。
[Abstract]:At that time, Hunan Yutian Otelles property Co., Ltd. started the development and construction of the commercial southern district, combined with the experience of the development and construction of the former commercial north district, and formulated the commercial plan for the southern commercial district. The plan mainly aimed at the real estate project investment situation carried out a more in-depth study, but also carried out an objective assessment of the project risk, and formed a more comprehensive planning plan. Enable investors to have a clearer understanding of the project. Through this plan, all aspects of the project are expounded, and a set of more effective real estate development and investment projects with the Ole town as the theme garden type, low density and high quality are found. Highlight leisure, vacation, shopping, entertainment as the characteristics of the project units to provide green, comfortable, convenient for the theme of sustainable development marketing model. The business plan described in this paper mainly analyzes the market situation of the Southern District of Global Otelles Business, and deeply studies the feasibility of the project, and discusses the internal and external environment of the project by using SWOT analysis method. The advantages of the project are explained, in order to set tourism, catering, leisure equal to one of the new tourism real estate in marketing strategies and suggestions, through more effective marketing concept, To expand the market influence and core competitiveness of the project, it also gives a comprehensive description of the advantages, disadvantages, opportunities and threats of the project in the market based on the SWOT analysis method, and implements a more precise market positioning for the project. From the angle of marketing promotion plan and profit model, this paper tries to find a new way of commercial marketing. After positioning the market segment of the project, the plan also carries on the corresponding financial analysis and sensitivity analysis to the project. And comprehensive analysis of the overall market investment environment and the profit situation of the Southern District of Global Otelles Commercial, which provides a strong basis for the development and operation of the project, and explores a new way for the development of the real estate industry.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F299.23;TU247

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