D公司住宅项目策划方案

发布时间：2018-06-27 15:07

本文选题：房地产 + 策划方案　；参考：《四川大学》2007年硕士论文

【摘要】： 目前，中国房地产业景气指数随着房价的持续高涨仍呈现走高的趋势。从2006年中国房地产总体开发情况来看，虽然国家出台一系列的宏观调控措施，但房地产开发热度仍然高涨。而成都房地产业在近几年内更是保持着持续、稳定、健康的发展。根据2005年成都市城市规划，城北是成都市未来发展的人居新城、旅游新城、商贸新城和生态新城，而本项目所在的凤凰山片区位于成都市城市南北发展轴线上，处于城市上风上水区域，在成都市城市总体规划中具有重要地位，这也为我们“山水园”的房地产开发创造了很好的市场机会。山水园地产项目是由中国中材集团公司下属D公司所筹建的F房地产公司负责开发，在该项目上现拥有约50亩土地的开发权，项目总投资约为9567．09万元人民币。项目组通过对周边竞争对手和地理环境的分析，确定D公司住宅项目适合采取成本领先和差异化相结合的战略组合。同时，设计了相应的建筑方案、项目控制流程以及确定了目标顾客。另外，项目在规划上导入“山地住宅”的概念，整体体现“仁者乐山，智者乐水，山水交融，回归自然”的主题。在营销策略方面，主要通过广告、样板房展示、展销会、口碑传播等一系列宣传通路来打造自己的品牌，，提高认知度。最后，进行项目投资财务评价分析，本方案具有较强的抗风险能力，全部投资所得税后的财务内部收益率为49％，大于基准投资收益率12％；财务净现值为2058.03万元，为正值；投资利润率为36.13％；由此可见项目在财务是可行的，而且具有很好的投资价值及社会综合效益。
[Abstract]:At present, China's real estate boom index with the continued rise in house prices still show a trend of higher. Judging from the overall development of China's real estate in 2006, although the state has introduced a series of macro-control measures, the heat of real estate development is still rising. Chengdu real estate industry in recent years is maintaining a sustained, stable and healthy development. According to the urban planning of Chengdu in 2005, the north of the city is a new residential city, a new tourist city, a new trade city and an ecological city for the future development of Chengdu, and the Fenghuangshan district, where the project is located, is located on the north and south development axis of Chengdu city. In the upper water area of the city, it plays an important role in the urban master plan of Chengdu, which also creates a good market opportunity for the real estate development of our "landscape garden". Landscape real estate project is the development of F real estate company, which is set up by Company D of China National Materials Group Company. It has about 50 mu of land development right on the project, and the total investment of the project is about 95.6709 million yuan. Through the analysis of the surrounding competitors and geographical environment, the project team determines that D company housing project is suitable for the combination of cost leading and differentiation. At the same time, the corresponding construction scheme, project control flow and target customers are designed. In addition, the project introduces the concept of "mountain house" in the planning, which embodies the theme of "the benevolent person happy mountain, the wise person happy water, the mountain and water blend, return to the nature" theme. In the marketing strategy, mainly through advertising, model room display, exhibition, word of mouth and other a series of publicity channels to build their own brand, improve awareness. Finally, the project investment financial evaluation analysis shows that the project has a strong ability to resist risks. After all the investment income tax, the financial internal rate of return is 49, which is more than 12 percent of the benchmark investment return, and the financial net present value is 20.5803 million yuan, which is positive. The investment profit rate is 36.13. It shows that the project is feasible in finance and has good investment value and comprehensive social benefit.
【学位授予单位】：四川大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F293.3

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