河南XX置业有限公司银河翠堤项目商业计划书

发布时间：2018-07-04 11:03

本文选题：市场分析 + 项目定位　；参考：《郑州大学》2011年硕士论文

【摘要】：本公司主要经营范围为房地产开发,组织架构科学、合理,公司成立七年来开发了大量的房地产开发项目,积累了一定的资本和实力,为了打造公司的强势高端品牌和提升公司形象,开发银河翠堤项目成为公司登陆郑州的必然选择。项目位于郑州市北区,占地面积大,文化氛围浓郁,属于列入城市规划的城中村改造项目。本计划书着力于对运作该项目做个全面的周密性安排,展望出项目的前景。当前房地产调控进入了政策的密集期,国家和地方出台了一系列的楼市调控政策,有效扼制了投资和投机需求,对当前房地产市场带来了不小的震动,郑州市外来人口多,流动性大,住房刚性需求已成为主流消费需求,围绕着目前的市场需求应提供相应的开发产品是运作项目的关键。本计划书从项目实施的优势及运用、劣势及应对、机会及利用和威胁及规避等方面进行了论述,说明运作本项目的必要性,由于拆迁安置占本项目总投资的重要比例和拆迁安置的社会意义重大,计划书说明了该项目拆迁安置的计划方案,从加强沟通协调到拆迁安置工作的要求和实施的步骤详细进行了说明。根据特定宏观调控政策下的特殊需求明确了该项目的定位,市场定位是中原高端近郊人文大盘,针对当前市场条件下产品快速销售是项目操作的重点,必须对目标客户进行详细重点分析,结合当前市场需求特点将目标客户的特点和需求及消费心理进行分析,对目标客户进行了锁定。对项目市场价格的定位思路进行了描述,对销售的不同阶段采用不同的价格销售策略作了一定的说明,对房地产调控下产品定位从户型设计及增加商业地产开发比重等方面进行了细致的说明以满足目标客户的潜在需求。在项目推广与营销策略上从项目推广案名、主题概念凝练、整体营销推广思路及企业形象识别系统上进行了详细的计划,指出具体的推广步骤,说明了可操作性强的十大营销策略。说明了项目的广告媒体战略和具体的广告媒介组合,并对售楼中心包装及内部功能设置做出了相应的安排。指出了本项目文案创意思路。站在财务分析的角度,从资金筹措上说明了项目的融资需求,项目投资收益分析上分析了商品房的成本和安置房的成本,根据计划计算出整个项目的最终价值,分析了项目的最终利润总额和投资利润率,从上述方面详细说明了运作该项目的商业计划,将运作该地产项目的方法、角度、步骤做出了具体说明,用说明、分析、市场调查及数据分析的方法完整展示了运作该项目的方案,以财务投资分析方法论证了本项目运作的巨大的商业投资回报及经济价值,阐述了本项目重要的社会效益,充分说明了运作本项目的可行性、重要性和可操作性。最后对项目在运作过程中存在的房地产调控政策风险、项目运作的操作风险、市场风险和资金风险做了具体描述,并对上述各种风险提出了规避和应对识别具体风险的方法,确保在正常运作本项目过程中有效控制好风险,取得更高的收益。
[Abstract]:The main business scope of our company is real estate development, the organization structure is scientific and reasonable. The company has developed a large number of real estate development projects for seven years and accumulated a certain amount of capital and strength. In order to build a strong and high-end brand of the company and enhance the image of the company, the development of the Milky Way dyke project has become the inevitable choice for the company to land in Zhengzhou. Located in the north area of Zhengzhou City, it occupies a large area and has a strong cultural atmosphere. It belongs to the urban village renovation project which is included in the urban planning. The plan is focused on making a comprehensive and thoughtful arrangement for the operation of the project, looking forward to the prospect of the project. The current real estate regulation has entered a dense period of policy, and a series of market regulation and control have been issued by the state and the local authorities. The policy, which has effectively strangled the investment and speculative demand, has brought no small shock to the current real estate market. Zhengzhou has a large number of people and large liquidity, and the housing rigid demand has become the mainstream consumption demand. The key to the project is to provide corresponding development products around the current market demand. The advantages of this plan are from the advantages of the project. The application, disadvantage and coping, opportunity and utilization, threat and evasion are discussed to illustrate the necessity of the operation of this project. Because the relocation and resettlement account for the important proportion of the total investment in the project and the social significance of the relocation and resettlement, the plan illustrates the plan for the demolition and relocation of the project, from strengthening communication and coordination to the demolition safety. The position of the project is clearly defined according to the special requirements under the specific macro regulation policy. The market positioning is the big end of the high end suburb of the Central Plains. According to the current market conditions, the rapid sales of the product is the key point of the project operation, and the target customers must be analyzed in detail. According to the characteristics of the current market demand, the characteristics and needs of the target customers and consumption psychology are analyzed, the target customers are locked. The orientation of the market price of the project is described, and the different price sales strategies are described in different stages of the sale, and the product positioning under the real estate regulation and control is designed from the unit design. And to increase the proportion of commercial real estate development in detail to meet the potential needs of the target customers. In the project promotion and marketing strategy, a detailed plan is made from the project promotion case name, the theme concept, the overall marketing promotion idea and the enterprise image recognition system, and points out the specific promotion steps, and explains the maneuverability. Ten major marketing strategies are made. The advertising media strategy of the project and the specific combination of advertising media are explained, and the package and internal functions of the sales center are arranged. The creative ideas of the project are pointed out. From the perspective of financial analysis, the financing needs of the project are explained from the financing and the project investment is collected. The cost of the commodity house and the cost of the house are analyzed in the benefit analysis. The final value of the whole project is calculated according to the plan. The final total profit and the profit rate of the project are analyzed. The commercial plan of the project is explained in detail from the above aspects. The method, the angle and the steps of the operation of the project are explained in detail. The methods of analysis, analysis, market investigation and data analysis fully demonstrate the scheme to operate the project, demonstrate the huge commercial investment returns and economic value of the project by means of financial investment analysis, and explain the important social benefits of the project, which fully illustrate the feasibility, importance and operability of this project. After that, the risk of real estate regulation policy, operation risk, market risk and capital risk in the operation of the project are described, and the methods to avoid and deal with the specific risks are put forward to ensure that the risk is effectively controlled and higher income is achieved during the normal operation of the project.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F293.3

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