XY旅游地产项目商业计划书
发布时间：2018-08-08 18:26
【摘要】：近年来,随着中国经济和居民收入的平稳增长,旅游地产作为房地产、旅游两个行业的联姻产品,成为新兴的投资热点。市场上涌现了不少非常成功的旅游地产项目,但是有些项目因为市场定位不准、资金链断裂等原因而导致失败。一份客观的商业计划书不仅能帮助企业进行投资决策,还可以为项目融资提供重要参考。本商业计划书的研究对象是位于广东省佛山市南海区WZ国家旅游产业集聚(试验)区内的XY旅游地产项目,本项目由广东旅游业的龙头企业s旅集团开发,本商业计划书的用途是为S旅集团提供决策参考。 本文采用了理论与实证、定性与定量相结合的方法进行研究,研究内容包括项目的开发条件分析、经营环境分析、进度计划与组织、市场定位、营销策划、财务评价、风险分析等。 本文首先通过采用SWOT等分析工具综合考虑本项目的自身优劣势、宏观环境情况、行业竞争情况,形成项目的总体定位结论：具备鲜明养生文化特色和综合文体娱乐体验的高端湖滨旅游地产,成为既适宜人居的住所,同时也是一种供游客在外部观光的旅游吸引物。 接着在需求调查的基础上运用4Ps营销组合理论提出了项目的产品、价格、分销渠道、促销等营销策略。 进而在投资估算、销售预测、资金筹措、现金流预测等基础上计算评价指标,对项目进行财务评价。 本文还进行了敏感性分析、盈亏平衡分析,研究了项目面临的风险并提出相关防范建议。 最终可以得出结论：本项目高回报,低风险,投资回收期短,项目可行。
[Abstract]:In recent years, with the steady growth of Chinese economy and residents' income, tourism real estate, as a marriage product of real estate and tourism industry, has become a new investment hot spot. There are a lot of successful tourism real estate projects in the market, but some of them fail because of the mispositioning of the market and the breakage of the capital chain. An objective business plan can not only help enterprises to make investment decisions, but also provide important reference for project financing. The research object of this business plan is XY tourism real estate project located in WZ National Tourism Industry agglomeration (pilot) area of Nanhai District, Foshan City, Guangdong Province. The purpose of this business plan is to provide decision-making reference for S Brigade Group. This paper adopts the method of combining theory and demonstration, qualitative and quantitative analysis, the research content includes the project development condition analysis, the management environment analysis, the schedule plan and the organization, the market orientation, the marketing plan, the financial appraisal, Risk analysis, etc. First of all, by using SWOT and other analysis tools, this paper considers the advantages and disadvantages of the project, the macro environment, the competition of the industry, and so on. The conclusion of the overall orientation of the project is that the high-end lakeside tourism real estate with distinct culture characteristics of health preservation and comprehensive entertainment experience becomes not only a habitable residence but also a tourist attraction for tourists to visit outside. On the basis of demand survey, this paper puts forward the marketing strategies of the project, such as product, price, distribution channel, promotion and so on, based on the theory of 4Ps marketing combination. On the basis of investment estimate, sales forecast, fund raising, cash flow forecast and so on, the evaluation index is calculated, and the financial evaluation of the project is carried out. Sensitivity analysis, break-even analysis and risk analysis are also carried out in this paper. Finally, we can conclude that the project has high return, low risk, short payback period and feasible.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.23;F592
本文编号：2172643
[Abstract]:In recent years, with the steady growth of Chinese economy and residents' income, tourism real estate, as a marriage product of real estate and tourism industry, has become a new investment hot spot. There are a lot of successful tourism real estate projects in the market, but some of them fail because of the mispositioning of the market and the breakage of the capital chain. An objective business plan can not only help enterprises to make investment decisions, but also provide important reference for project financing. The research object of this business plan is XY tourism real estate project located in WZ National Tourism Industry agglomeration (pilot) area of Nanhai District, Foshan City, Guangdong Province. The purpose of this business plan is to provide decision-making reference for S Brigade Group. This paper adopts the method of combining theory and demonstration, qualitative and quantitative analysis, the research content includes the project development condition analysis, the management environment analysis, the schedule plan and the organization, the market orientation, the marketing plan, the financial appraisal, Risk analysis, etc. First of all, by using SWOT and other analysis tools, this paper considers the advantages and disadvantages of the project, the macro environment, the competition of the industry, and so on. The conclusion of the overall orientation of the project is that the high-end lakeside tourism real estate with distinct culture characteristics of health preservation and comprehensive entertainment experience becomes not only a habitable residence but also a tourist attraction for tourists to visit outside. On the basis of demand survey, this paper puts forward the marketing strategies of the project, such as product, price, distribution channel, promotion and so on, based on the theory of 4Ps marketing combination. On the basis of investment estimate, sales forecast, fund raising, cash flow forecast and so on, the evaluation index is calculated, and the financial evaluation of the project is carried out. Sensitivity analysis, break-even analysis and risk analysis are also carried out in this paper. Finally, we can conclude that the project has high return, low risk, short payback period and feasible.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.23;F592
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