GXHF“鼎湖名轩”房地产项目商业计划书

发布时间：2018-06-02 20:50

本文选题：商业计划 + 项目定位　；参考：《华南理工大学》2014年硕士论文

【摘要】：本文以肇庆市GXHF房地产发展有限公司位于肇庆鼎湖区的“鼎湖名轩”房地产项目为研究对象。在相关理论的基础上，按照商业计划书的要求对项目的规划建设和社会经济效益做出较为准确的评估，确定项目的可行性，使投资者对自己投资的项目有了详细的了解，从而增强对项目成功的信心。其主要内容： “鼎湖名轩”房地产项目的开发是由肇庆市GXHF房地产发展有限公司负责实施，开发商肇庆市GXHF房地产发展有限公司由三家合资股东公司组成，它们是广东广新外贸置业发展有限公司、南宁市全诚辉煌房地产开发有限公司、广州禾利鼎置业有限公司。根据合资公司的投资股本比例承担相应的权利和义务。项目地块是2009年底通过市场竟拍购得，项目的成功开发对公司未来的发展至关重要，对股东公司特别是初次进入房地产开发行业的广新置业公司更为重要，本文结合国家对房地产市场调控政策的变化及肇庆市房地产市场发展的现状对项目的影响，通过对国家政策和环境及实施方案的深入分析得出项目可行性分析。“鼎湖名轩”项目的开发实施符合国家政策、符合肇庆市发展规划的需要、也符合项目各投资股东的利益。因此项目将得到了政府的大力支持和股东的支持。为了得出正确的结论，根据房地产市场定位的相关理论，利用波特的竞争战略理论、SWOT分析模型等分析工具，结合肇庆市房地产市场特点，在对市场深入调查分析的基础上，对该项目进行了市场需求分析及市场定位，制定适应地区特色的项目营销策略和推广方案。通过相关的财务指标分析项目的经济效益。本项目按五年开发完成。售价以周边现售的价格作参考，项目的总成本150000万元。项目的销售收入总额258597.2万元。项目净利润80023.3万元。因此该项目的开发投资是可行的，且具有较高的经济效益，，同时由于项目起点较高，提高了项目所在地的居住条件和城市品位。
[Abstract]:In this paper, GXHF Real Estate Development Co., Ltd. located in Zhaoqing Dinghu District, "Dinghu Ming Xuan" real estate project as the research object. On the basis of the relevant theories, according to the requirements of the business plan, the planning and construction of the project and the social and economic benefits are evaluated more accurately, and the feasibility of the project is determined, so that the investors have a detailed understanding of the project in which they invest. Thus enhancing confidence in the success of the project. Its main content: The development of "Dinghu Mingxuan" real estate project is carried out by Zhaoqing GXHF Real Estate Development Co., Ltd. The developer of Zhaoqing GXHF Real Estate Development Co., Ltd. is composed of three joint venture shareholders. They are Guangdong Guangxin Foreign Trade Development Co., Ltd., Nanning Quancheng brilliant Real Estate Development Co., Ltd. To assume the corresponding rights and obligations according to the proportion of the investment capital of the joint venture company. The site of the project was purchased through the market at the end of 2009. The successful development of the project is of great importance to the future development of the company, and is even more important to the shareholders' companies, especially the Guang Xin Home purchase Company, which has entered the real estate development industry for the first time. Based on the changes of the national real estate market regulation policy and the impact of the development of Zhaoqing real estate market on the project, the feasibility analysis of the project is obtained through the in-depth analysis of the national policy, the environment and the implementation scheme. The development and implementation of "Dinghu Mingxuan" project conforms to the national policy, the development plan of Zhaoqing city and the interests of the shareholders of the project. Therefore, the project will be strongly supported by the government and the support of shareholders. In order to get the correct conclusion, according to the relevant theory of real estate market positioning, using Porter's competitive strategy theory and SWOT analysis model, combined with the characteristics of Zhaoqing real estate market, on the basis of in-depth investigation and analysis of the market. The market demand analysis and market orientation of the project are carried out, and the project marketing strategy and promotion plan adapted to the regional characteristics are formulated. Analyze the economic benefits of the project through the related financial indicators. The project is completed in five years. The selling price is for reference, the total cost of the project is 1.5 billion yuan. The total sales income of the project is 2.585972 billion yuan. The net profit on the project is 800.233 million yuan. Therefore, the development investment of the project is feasible and has higher economic benefit. At the same time, because of the high starting point of the project, the living conditions and the city grade of the project location are improved.
【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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