广州市吉山村A公寓租赁项目商业计划书

发布时间：2018-04-15 01:04

本文选题：公寓租赁 + 商业计划书　；参考：《华南理工大学》2013年硕士论文

【摘要】：随着城市化进程的不断推进，越来越多的外来打工和创业者进入城市居住生活，，房屋需求持续增长。而房地产调控措施持续高压，银行信贷持续收紧，导致一些刚性需求被排斥在了购房之外。因此房屋租赁市场在我国将得到持续的发展。本文通过商业计划书的形式研究广州市吉山村A公寓租赁项目的可投资性。本文按照商业计划书编写的要求，首先对本项目的研究背景和意义做了描述，然后介绍了项目的基本情况，包括公寓户型、总数量、市场价格、地理位置等内容。随后对本项目经营的宏观环境、行业竞争环境和项目本身作了分析，分别用了PEST分析工具、波特的五力分析方法和战略理论中的SWOT分析方法得出了项目的优势大于劣势，机会远大于威胁的结果。通过上述分析明确了本项目的核心优势，然后通过对消费者的租房特征分析及STP理论，确定了项目的目标市场是18-44岁、中低收入、生活方式介于节俭与奢侈之间的、非常重视安全的群体，项目的总体定位为一个居住安全、租金实惠、服务完善的公寓。根据之前的分析，制定了项目的营销策略，具体分为产品策略、定价策略、服务策略和网络推广策略。本项目确定了“吉山宜家”的品牌，项目的特色是安全，实惠，并可提供租客个性化需要的公寓设施或服务。最后，结合财务分析方法，从投资管理的角度，计算出项目的净现值301177大于0，且内部收益率21%高于10%的预期收益率，超出投资预期。动态投资回收期为2.55年。低于投资者期望的4年投资回收期。敏感度分析中，当房租成本价格上升5%时，NPV减少为256915元，内部收益率减少为19%；而当房租出租价格减少5%时，NPV减少为259174，内部收益率下降到20%。所以房租成本的变化对项目的影响要更大些，因此本项目需要对房租成本引起足够重视。最后分别对政策性风险、自然和社会风险、财务风险和运营风险做了详细分析，制定了风险控制措施，从而得出了项目非常具有投资价值的结论。本商业计划书在探讨如何成功为加盟者投资提供参考的同时，本人作为项目的主要探索者，希望能为将来的企业运营提供数据支持和行动指南。
[Abstract]:With the development of urbanization, more and more migrant workers and entrepreneurs enter the city to live, and the demand for housing continues to grow.While real estate regulation measures continued to tighten, bank credit continued to tighten, resulting in some rigid demand was excluded from the purchase of housing.Therefore, the housing rental market in China will be sustained development.This paper studies the investability of A apartment rental project in Jishan Village, Guangzhou, through the form of business plan.According to the requirements of the business plan, this paper first describes the background and significance of the project, and then introduces the basic situation of the project, including apartment type, total quantity, market price, geographical location and so on.Then the macro environment, industry competition environment and project itself of the project are analyzed, respectively, using PEST analysis tools, Porter's five-force analysis method and SWOT analysis method in strategic theory to draw the conclusion that the advantages of the project are greater than the disadvantages.The chances are far greater than the results of the threat.Through the above analysis, the core advantages of the project are identified, and then through the analysis of the rental characteristics of consumers and STP theory, it is determined that the target market of the project is 18-44 years of age, low and middle income, and a lifestyle between thrift and luxury.Focus on the safety of the community, the overall positioning of the project for a residential security, affordable rent, perfect service apartment.According to the previous analysis, the marketing strategy of the project is formulated, which is divided into product strategy, pricing strategy, service strategy and network promotion strategy.This project identifies the brand of "Jishan IKEA", which features safety, affordable, and can provide tenants with personalized needs of apartment facilities or services.Finally, combined with the financial analysis method, from the point of view of investment management, the net present value of the project is greater than 0, and the internal yield of 21% is higher than the expected return of 10%, which exceeds the investment expectation.The dynamic investment payback period is 2.55 years.Less than investors expected a 4-year investment payback period.In sensitivity analysis, when the cost of rent increases by 5%, the NPV decreases to 256915 yuan, the internal rate of return decreases to 19 yuan, while when the rental price decreases 5%, the NPV decreases to 259174, and the internal rate of return drops to 20%.So the change of rent cost has more influence on the project, so the project needs to pay enough attention to the rent cost.Finally, the policy risk, natural risk and social risk, financial risk and operational risk are analyzed in detail, and the risk control measures are established, which leads to the conclusion that the project is of great investment value.This business plan discusses how to successfully provide reference for the investment of the franchisee, and as the main explorer of the project, I hope to provide data support and action guide for the future business operation.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.23;F722

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