S工业物流园项目商业计划书

发布时间：2018-05-27 07:00

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

【摘要】：本文是针对H公司S工业物流园项目所撰写的商业计划书。H公司是业务多元化的大型国有独资企业，主营业务包括房地产开发、物业管理、酒店管理、进出口贸易等。近年来，随着国家对房地产宏观调控的力度不断加大，住宅等物业类型的利润空间日趋下降，且风险不断增高，房地产市场投资者都在积极寻找各种新的投资机会甚至转型。在这种背景下，H公司及时调整投资策略，从住宅房地产开发中抽身，进入物流地产。本文根据房地产开发项目可行性研究与经济评价理论，结合国内外相关参考文献和研究资料以及自身的从业经验，对S工业物流园项目进行可行性研究，主要内容包括：项目的市场环境和竞争性分析、营销管理、运营管理、财务分析和风险分析等。研究的目标一方面在于为相关债权人提供项目投资信息，更有效地完成项目资金筹集；另一方面为H公司的S工业物流园项目的投资提供决策依据。本文主要从以下三个方面对项目进行分析。龴1㖞市场环境和竞争性分析。包括外部环境、市场需求和项目竞争性分析。龴2㖞营销计划和人力资源计划。龴3㖞财务计划。分析项目的经济效益，估算项目投入，预测项目收入，评价项目盈利能力，并进一步分析存在风险和提出规避措施。通过市场分析可知，近年来，珠海市经济运营良好，物流地产市场需求旺盛，H公司S项目在当地具有较强市场竞争能力，只要加以适当的市场发展策划，注意避开项目的劣势和威胁，通过准确定位，制定营销策略，项目具有可行性。项目在实施过程中可能遇到一定的经营风险、市场风险和政策风险，但由于采取了有效的管理和一定的控制措施，这些风险是可以降低的。根据以上分析研究成果显示，S工业物流园项目经济效益较高，风险较低，项目具有较好的市场前景和发展优势。本文的研究意义体现在对整个项目开发流程和对项目融资的分析两个方面。一方面，通过分析本项目开发流程，避免了盲目性决策，，做到清晰定位项目，合理安排技术，准确预算资金，加快利用企业资金，既对S项目的开发具有实证意义，又对同类地产开发项目具有参考意义。另一方面，通过分析本项目融资实施可行性，来探讨此类企业房地产项目融资实施模式和策略，对同类型企业房地产项目融资的实施具有借鉴意义。
[Abstract]:This paper is aimed at the business plan written by H Company S Industrial Logistics Park Project. H Company is a large state-owned enterprise with diversified business. Its main business includes real estate development, property management, hotel management, import and export trade and so on. In recent years, with the increase of macro-control of real estate, the profit space of housing and other types of property is declining day by day, and the risk is increasing. Investors in real estate market are actively looking for all kinds of new investment opportunities and even transformation. Under this kind of background, H company adjusts the investment strategy in time, withdraws from the residential real estate development, enters the logistics real estate. According to the theory of feasibility study and economic evaluation of real estate development project, this paper studies the feasibility of S industrial logistics park project by combining relevant references and research materials at home and abroad as well as its own experience. The main contents include: project market environment and competitive analysis, marketing management, operation management, financial analysis and risk analysis. On the one hand, the purpose of the research is to provide the project investment information for the relevant creditors, and to complete the project financing more effectively; on the other hand, to provide the decision basis for the investment of the S Industrial Logistics Park project of H Company. This article mainly from the following three aspects of the project analysis. Market environment and competitive analysis. Including external environment, market demand and project competitive analysis. Marketing plan and human resources plan. Financial planning This paper analyzes the economic benefit of the project, estimates the project investment, forecasts the project income, evaluates the project profitability, and further analyzes the existing risks and puts forward some measures to avoid them. Through market analysis, we can see that in recent years, Zhuhai has a good economic operation, and the logistics real estate market demand is exuberant. The S project of H Company has strong market competitiveness in the local area, so long as it is properly planned for market development, Avoid the disadvantages and threats of the project, through accurate positioning, marketing strategy, the project is feasible. The project may encounter some management risks, market risks and policy risks in the process of implementation, but these risks can be reduced because of effective management and certain control measures. According to the above analysis and research results, it is shown that the project has higher economic benefit and lower risk, and the project has better market prospect and development advantage. The research significance of this paper lies in two aspects: the whole project development process and the analysis of project financing. On the one hand, by analyzing the development process of the project, the blind decision is avoided, the project is clearly positioned, the technology is reasonably arranged, the budget funds are accurately estimated, and the enterprise funds are used more quickly, which is of positive significance to the development of S project. The development of similar real estate projects have reference significance. On the other hand, by analyzing the feasibility of the project financing, this paper discusses the implementation mode and strategy of this kind of enterprise real estate project financing, which has reference significance for the implementation of the same type of enterprise real estate project financing.
【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】：F299.23;F252

【参考文献】