黔盛公司JL房地产项目商业计划书

发布时间：2018-03-28 13:15

本文选题：房地产　切入点：商业计划书　出处：《华南理工大学》2014年硕士论文

【摘要】：由于近年来房地产市场的迅速发展，市场竞争的加剧，伴随而来的是地王频出，，房价不断攀升，民众感到买房成为压在身上的巨大负担。房地产与人民的生活息息相关，直接关系到人民群众的切身利益。2011年以来，政府加大了对房地产市场的宏观调控力度，通过限购、限贷、限价等一系列手段打压房地产投机性行为，并通过加大保障房建设，保障住房刚性需求的供应量。当下房地产商进行房地产项目投资必须对政策进行充分研究，对市场进行深入调研，对财务进行精细的测算，在政策可行，市场有需要，经济有利润的前提下，才能进行投资。本文是贵州黔盛房地产开发有限责任公司在威宁的JL项目的商业计划书，本计划书通过系统的全面的分析，为项目的投资决策及项目的实施提供一定的参考。本文首先总结了国内外关于房地产项目可行性研究的相关文献，并介绍了本文的研究方法和研究内容，接着描述了项目开发商贵州黔盛房地产开发有限责任公司的发展状况、组织结构和人员组成；为了更好地把握市场需求，本文从政治、经济与人口、社会与文化对宏观环境进行了分析，并从市场容量、土地供应量、项目供应量及项目类型对威宁的房地产市场进行了深入研究。为了更好的对本项目的市场竞争力分析，选取了5个同类型的项目进行了研究，并对项目进行了SWOT分析。在投资环境分析的基础上，接着对项目进行了市场定位，并确定了相应的营销策略。接着从项目的投资总成本、项目的资金来源和筹资方案、项目的销售收入估算、项目的利润估算及项目的盈利能力分析对项目进行了财务分析，并在此基础上进行了盈亏平衡点和敏感性分析，并对项目可能遇到的风险进行了分析，提出了风险的应对措施。通过本商业计划书的研究，JL项目的销售净利润率为20.75%，FNPV为12070.61万，动态投资回收期大约为5年，内部收益率IRR为19.95%，项目的盈利能力超出行业平均水平。根据敏感性分析销售价格对项目净利润的影响程度最大，具有一定的风险，但处于可控范围，本研究认为本项目值得投资。
[Abstract]:With the rapid development of the real estate market and the intensification of market competition in recent years, with the frequent emergence of the King of the Land and the rising housing prices, people feel that buying a house becomes a huge burden on them. Real estate is closely related to the lives of the people. It has a direct bearing on the vital interests of the people. Since 2011, the government has stepped up the macro-control of the real estate market, clamping down on real estate speculation through a series of means, such as limiting purchases, limiting loans, limiting prices, and increasing the construction of indemnificatory apartment. To ensure the supply of rigid demand for housing. At present, real estate developers investing in real estate projects must make a full study of the policy, conduct in-depth research on the market, and carry out detailed financial calculations. If the policy is feasible, the market will need it. The economy has the premise of profit, can carry on investment. This paper is the commercial plan of JL project of Guizhou Qiansheng Real Estate Development Co., Ltd in Weining. Through systematic and comprehensive analysis, this plan provides a certain reference for the investment decision and implementation of the project. This paper first summarizes the relevant literature about the feasibility study of real estate projects at home and abroad, and introduces the research methods and contents of this paper, and then describes the development situation of Guizhou Qiansheng Real Estate Development Co., Ltd., a project developer. In order to better grasp the market demand, this paper analyzes the macro environment from politics, economy and population, society and culture, and analyzes the market capacity, land supply. In order to better analyze the market competitiveness of this project, five projects of the same type have been selected to study the real estate market of Weining. On the basis of the analysis of the investment environment, this paper makes the market orientation of the project and determines the corresponding marketing strategy. Then, from the total investment cost of the project, the source of funds and the financing scheme of the project, On the basis of the financial analysis of the project, the profit and loss breakeven point and the sensitivity of the project are analyzed, and the risks that the project may encounter are also analyzed, and the profit and loss estimates of the project, the profit and loss estimates of the project and the analysis of the profitability of the project are carried out on the basis of the financial analysis of the project. The measures to deal with the risk are put forward. Through the study of this business plan, the JL project has a net profit margin of 20.75FNPV of 120.7061 million and a dynamic investment payback period of about five years. The internal rate of return (IRR) is 19.95, and the profitability of the project exceeds the industry average. According to the sensitivity analysis, the sales price has the greatest impact on the net profit of the project and has certain risks, but it is in a controllable range. This research thinks this project is worth investing.
【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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