LT公司妇婴儿童用品卖场项目商业计划书

发布时间：2018-06-01 16:13

本文选题：商业计划书 + 商业地产　；参考：《大连理工大学》2015年硕士论文

【摘要】：LT公司坐落于沈阳,主要经营项目为房地产开发。该公司于2009年在铁西区北二路,投资超过1亿元,开工建设了当时省内最大的轮胎批发市场。后因政府更改规划、地产行业下行加之自身经营不善,目前该项目濒临破产。考虑到目前各细分市场的竞争情况,经研究为公司制定了转型计划：通过二次融资,进军商业地产,主要是妇婴儿童用品、玩具及动漫产品的批发和零售。该计划书首先对项目地区的市场调研数据进行了详细的研究,通过分析,预测了消费者的消费能力、消费额。其次采用了自上而下的基本分析方法,对宏观形势,行业状况,细分市场情况、包括竞争态势进行了分析,展望了项目的美好前景。在关键决策的部分,使用了多种理论工具,分析了内外部环境和竞争态势。紧接着根据当地市场的平均租金水平,结合前文对市场空间预测,预估了公司未来三年的主营收入,并以此为根据,对项目成立以后的现金流量情况、资产负债情况、利润情况进行了计算,论证了项目的可行性。最后,对项目建设可能存在的风险及其控制措施进行了阐述。通过全文翔实的分析,得出了结论,认为该项目拥有良好市场前景、较高的收益水平,该项目是可行的。
[Abstract]:LT company is located in Shenyang, the main business project for real estate development. In 2009, the company invested more than 100 million yuan in Beier Road, Tiexi, and began building the largest wholesale tire market in the province at that time. The project is now on the verge of bankruptcy due to the government's change of plan, the property sector's decline and its own poor management. In view of the current competition in various segments of the market, the study made a transition plan for the company: through secondary financing, into commercial real estate, mainly for children and women supplies, toys and animation products wholesale and retail. The plan firstly makes a detailed study on the market research data of the project area, and forecasts the consumer's consumption ability and consumption amount through the analysis. Secondly, the top-down basic analysis method is used to analyze the macro situation, the industry situation, the market segmentation situation, including the competition situation, and the bright prospect of the project is prospected. In the key decision-making part, we use a variety of theoretical tools to analyze the internal and external environment and competition situation. Then, according to the average rent level of the local market, combined with the forecast of the market space in the previous article, the main business income of the company for the next three years is estimated, and based on this, the cash flow, assets and liabilities after the project is established. The profit is calculated and the feasibility of the project is proved. Finally, the possible risks of project construction and its control measures are expounded. The conclusion is that the project has a good market prospect and a high income level, and the project is feasible.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.8

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