白天鹅佛山南海维港水岸项目商业计划书

发布时间：2018-05-23 15:07

本文选题：商业计划书 + 综合性地产　；参考：《华南理工大学》2014年硕士论文

【摘要】：中国房地产行业经过十年的发展，完成了一次从规模化开发到当今综合性产品化开发的转变。通过高星级酒店配套，带动住宅销售和物业持续升值的商业模式，更是成为了今天开发商纷纷关注的开发手段。本论文以白天鹅佛山南海维港水岸项目为研究对象，通过商业计划书的形式，运用战略管理学、品牌管理学、销售管理学和财务管理学等方面的理论，对项目进行立体和细致的分析。为项目规划出开发与销售的模式，也为潜在投资者提供必要的参考依据。本商业计划书首先对项目的基本情况进行了归纳。接着，运用PEST模型对项目的宏观及行业竞争环境进行分析，并因应本项目的特殊性，，进一步对酒店市场、商业市场以及房地产市场开展环境以及形势分析。通过SWOT分析，针对项目优劣势、机会与威胁等方面进行分析，得出本项目高星级酒店的产品组合优势以及地域发展的的优势，项目整体发展机会大，优势大于劣势。本文在项目市场营销分析中提出项目应该以品牌优势为营销宗旨，以普通商品房价格打造高端卫星城市生活圈的战略方案，通过对目标客户的分析和定位，与合作方共同巩固“白天鹅”酒店品牌，同时推出白天鹅的崭新住宅产品，体现出白天鹅维港水岸项目聚亲水元素、高端住宅、酒店式服务、餐饮娱乐为一体的产品定位。根据上述分析的基础，本文开展了经济技术指标预测、收入和支出估算、现金流估测及项目效益评价等方面的工作。本项目总投资额为1215097741元；贴现率为13.63%；根据该贴现率计算本项目12年的净现值（NPV）为6641007元，内部收益率（IRR）为17%，项目内部收益率大于贴现率。最后，通过风险分析，论证得出本项目的风险较小，得出“酒店+住宅”的开发模式可行的结论。
[Abstract]:After ten years of development, China's real estate industry has completed a transformation from large-scale development to comprehensive product development. Through the matching of high star hotels, the commercial model of driving residential sales and property appreciation is becoming the development means that developers pay more attention to. This paper takes the White Swan Foshan Nanhai Weigang Waterfront Project as the research object, through the form of the business plan, using the theories of strategic management, brand management, sales management and financial management, etc. Carry out stereoscopic and detailed analysis of the project. Develop and sell the model for the project, and provide the necessary reference for the potential investors. This business plan first summarizes the basic situation of the project. Then, using the PEST model to analyze the macro and industry competitive environment of the project, and according to the particularity of the project, to further analyze the hotel market, commercial market and real estate market environment and situation. Through SWOT analysis, the advantages and disadvantages, opportunities and threats of the project are analyzed, and the advantages of the product combination and regional development of the high star hotel are obtained. The overall development opportunity of the project is large, and the advantages are greater than the disadvantages. In the marketing analysis of the project, this paper puts forward that the project should take the brand advantage as the marketing aim, build the high-end satellite city life circle with the common commercial house price, through the analysis and the localization to the target customer, Together with the partners to consolidate the "White Swan" hotel brand, at the same time the launch of the White Swan brand new residential products, reflects the White Swan Waterfront project hydrophilic elements, high-end housing, hotel-style services, catering and entertainment as one of the product positioning. According to the above analysis, this paper has carried out the economic and technical index forecast, the income and the expenditure estimate, the cash flow estimate and the project benefit appraisal and so on work. The total investment of the project is 1215097741 yuan; the discount rate is 13.63; according to the discount rate, the net present value of this project for 12 years is 6641007 yuan, and the internal rate of return is 17 yuan, and the internal rate of return of the project is greater than the discount rate. Finally, through risk analysis, the conclusion that the risk of this project is small and the development mode of "hotel residence" is feasible.
【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】：F299.233.4

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