北京CH大厦项目商业计划书

发布时间：2017-12-26 18:06

本文关键词：北京CH大厦项目商业计划书　出处：《首都经济贸易大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,伴随着我国房地产业的快速发展,房地产市场出现了局部过热的现象,部分城市泡沫严重,房地产市场从之前高增速、高盈利的黄金时代进入到市场容量收窄、盈利水平差异化的新常态阶段。大量的房地产公司在项目投资前因为没有进行系统、科学的分析,盲目乐观进行投资,使公司在后期的项目销售或运营过程中出现了严重亏损,最终导致公司破产、被兼并的命运,给国家和企业带来投资损失。本商业计划书以北京SY公司开发的CH大厦为案例,通过从宏观经济环境到微观项目层面的多层次系统分析,借助波特五力模型、4P理论、SWOT分析、财务评价等工具,建立房地产项目的投资决策支持体系。通过本商业计划书的研究建立的决策支持体系,既可为房地产公司针对项目开发的投资决策提供依据,避免盲目决策;也能给项目投资人提供项目的信息和收益分析,为投资人参与项目的投资提供决策支持。本文的分析思路是在对CH大厦项目以及开发商SY公司的基本情况进行介绍的前提下,从宏观逐步导入微观:首先,采用波特五力模型分析房地产行业的外部竞争环境,详细分析北京市的宏观经济因素和房地产市场等外部因素;其次,在宏观分析的基础上,立足项目本身,使用SWOT分析工具对项目自身的优劣势、机会、威胁进行分析,结合市场研究以及对典型项目的现场调查,从宏观导向中观,对项目进行市场定位,精准目标客户;然后,在项目自身分析的基础上,用4P理论分析制定项目的营销策略,组合运用各种营销手段利用多种渠道,来完成项目的招租和经营,在微观层面上确保项目的操作成功;最后对项目的开发收益进行评价,并对项目所面临的风险进行分析、制定相应对策。本文的最大特点是建立了房地产项目的系统化投资决策支持体系,将宏观经济因素与与项目的微观具体因素进行结合,理论联系实际;本商业计划书的研究分析,对房地产公司进行项目的投资决策有较高的应用价值,同时还可为其他投资人针对房地产项目的投资实施、降低投资风险提供决策参考。
[Abstract]:In recent years, with the rapid development of China's real estate industry, the real estate market overheating phenomenon, part of the city bubble serious, the new normal stage from the golden age of the real estate market before the high growth, high profit into the market capacity, the profit level of the difference narrowed. A large number of Real Estate Company before the project investment analysis because no systematic and scientific, blindly optimistic about the investment, the company in the process of post project sales or operations resulted in serious losses, eventually led to the bankruptcy of the company, the fate of the merger, bring investment losses to the state and enterprises. This business plan for the case developed by Beijing SY company CH building, through to the multi-level system of micro level from the macroeconomic environment analysis, through the Potter five forces model, 4P theory, SWOT analysis, financial evaluation system of investment decision support tools, the establishment of real estate projects. Decision support system established by the research of the business plan, which can provide the basis for the Real Estate Company in project investment decision, avoid blind decision; also can analyze the project information and return to the project investors, for investors to participate in project investment and decision support. This paper analysis method is introduced based on the basic situation of the CH project developers and SY company, from the macro and micro step by step: first, using Potter's five forces model analysis of the real estate industry's external competitive environment, a detailed analysis of the external macroeconomic factors of Beijing city and the real estate market and other factors; secondly, on the basis of the macro analysis, based on the project itself, using the SWOT analysis tool to project their own strengths and weaknesses, opportunities and threat analysis, combined with market research and field survey of typical projects, from the macro meso guide, market positioning of the project, the precise target customers; then, based on the project analysis, analysis develop project marketing strategy by using 4P theory, using a combination of various marketing methods using a variety of channels to complete the project and leasing business, at the micro level to ensure the project. Make a success; finally, evaluate the development income of the project, and analyze the risks faced by the project and formulate the corresponding countermeasures. The biggest characteristic of this paper is to establish a system of real estate project investment decision support system, the specific factors and macroeconomic factors and project to combine theory with practice; analysis of the business plan, the Real Estate Company for the project investment decision has a higher application value, but also can reduce the risk of investment to provide a reference for other investors, for the implementation of the real estate project investment.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F299.233.4

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