海珠区Y商业地产项目商业计划书
发布时间：2018-10-20 17:25
【摘要】：本文以广州FB中心有限公司的Y商业地产项目为研究对象。在相关理论的基础上，按照商业计划书要求对项目的各种功能做出较为准确的评估，对其未来经营模式做出规划，并对其各种功能的经济、社会效益及整体效益做出分析，确定项目的可行性，使投资者对自己将要投资的项目有了详细的了解，从而增加对项目成功的信心。其主要内容包括： 1．首先对项目的开发商即广州FB中心有限公司及所投资的Y商业地产项目基本情况进行简介； 2．结合广州纺织市场的发展潜力以及目前中大商圈的市场状况和经营水平对项目的必要性和可行性进行了分析。Y商业地产项目的实施符合广州的商业规划，符合优质纺织品牌聚集需要，因此得到了政府的大力支持。 3．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，对该项目进行了市场需求分析及市场定位。 4．总结中大商圈内其他类似项目的营销方式，结合新市场环境，对Y商业地产项目的营销策略的制定进行了研究，为确保项目建立后的竞争优势提出营销策略推广方案； 5．通过相关的财务指标，分析项目的经济效益。本项目的投资总额为115013万元。项目税后财务净现值FNPV=72332万元，项目的内部收益率FIRR=15.71%。根据对应比例计算，全部投资回收期为9.31年（所得税后，含建设期）。因此该项目的开发投资是可行的，，且具有较高的经济效益。
[Abstract]:This paper takes the Y commercial real estate project of Guangzhou FB Center Co., Ltd as the research object. On the basis of relevant theories, according to the requirements of the business plan, the various functions of the project are evaluated accurately, the future business model is planned, and the economic, social and overall benefits of the various functions are analyzed. Determine the feasibility of the project, giving investors a detailed understanding of the project they are going to invest in, thereby increasing confidence in the success of the project. The main contents include: 1. First of all, the developer of the project, namely Guangzhou FB Center Co., Ltd., and the basic situation of the Y commercial real estate project invested in are briefly introduced. 2. The necessity and feasibility of the project are analyzed according to the development potential of Guangzhou textile market and the current market situation and management level of Zhongda commercial district. The implementation of Y commercial real estate project conforms to the commercial plan of Guangzhou. According to the theory of real estate market positioning, using Porter's competitive strategy theory, SWOT analysis model and other analytical tools, The market demand analysis and market positioning of the project are carried out. 4. The marketing methods of other similar projects in Zhongda commercial area are summarized. Combining with the new market environment, the marketing strategy of Y commercial real estate project is studied. In order to ensure the competitive advantage after the establishment of the project, the marketing strategy extension scheme is put forward. 5. The economic benefit of the project is analyzed through the related financial indexes. The total investment in this project is 1.15013 billion yuan. The net financial present value of the project after tax is 723.32 million yuan, and the internal rate of return of the project is FIRR=15.71%. According to the corresponding proportion calculation, the total investment payback period is 9.31 years (income tax, including construction period). Therefore, the development investment of the project is feasible and has higher economic benefit.
【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】：F293.3
[Abstract]:This paper takes the Y commercial real estate project of Guangzhou FB Center Co., Ltd as the research object. On the basis of relevant theories, according to the requirements of the business plan, the various functions of the project are evaluated accurately, the future business model is planned, and the economic, social and overall benefits of the various functions are analyzed. Determine the feasibility of the project, giving investors a detailed understanding of the project they are going to invest in, thereby increasing confidence in the success of the project. The main contents include: 1. First of all, the developer of the project, namely Guangzhou FB Center Co., Ltd., and the basic situation of the Y commercial real estate project invested in are briefly introduced. 2. The necessity and feasibility of the project are analyzed according to the development potential of Guangzhou textile market and the current market situation and management level of Zhongda commercial district. The implementation of Y commercial real estate project conforms to the commercial plan of Guangzhou. According to the theory of real estate market positioning, using Porter's competitive strategy theory, SWOT analysis model and other analytical tools, The market demand analysis and market positioning of the project are carried out. 4. The marketing methods of other similar projects in Zhongda commercial area are summarized. Combining with the new market environment, the marketing strategy of Y commercial real estate project is studied. In order to ensure the competitive advantage after the establishment of the project, the marketing strategy extension scheme is put forward. 5. The economic benefit of the project is analyzed through the related financial indexes. The total investment in this project is 1.15013 billion yuan. The net financial present value of the project after tax is 723.32 million yuan, and the internal rate of return of the project is FIRR=15.71%. According to the corresponding proportion calculation, the total investment payback period is 9.31 years (income tax, including construction period). Therefore, the development investment of the project is feasible and has higher economic benefit.
【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】：F293.3
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