房地产投资项目系统策划研究

发布时间：2018-07-25 15:18

【摘要】： 随着房地产业从卖方市场过渡到买方市场，房地产开发商也从凭感觉出发的粗放经营过渡到依赖科学的项目策划。90年代以来房地产投资项目策划的研究取得了长足的发展，然而到目前为止大家对房地产策划的内涵以及研究对象还有分歧，还没有建立房地产投资项目系统策划的理论和框架。本文的研究目的是通过对房地产投资项目的分析，完善房地产投资项目系统策划的理论体系，构建完整的房地产投资项目系统策划及反馈跟踪的框架，说明房地产投资项目关键环节的策划方法与手段，并以此指导实践，从而降低房地产项目投资风险，提高房地产投资项目实施过程中管理、控制的技术水平，更好地实现房地产项目投资目标。全文除绪论外，总共包含八章。文中第一章构建了房地产投资项目系统策划的理论体系和框架，包括房地产投资项目系统策划的内涵，理论基础以及特点。房地产投资项目系统策划是指为达到房地产项目投资目标，，在调查、分析有关资料的基础上，按照一定的程序对房地产投资项目的实施事先进行系统地、全面地构思、谋划，并制定和选择合理可行的执行方案，以及根据目标要求和现实环境变化，对方案进行修改、调整的一种创造性的活动。它包括房地产投资项目的市场分析与预测，营销策划，融资策划，开发过程策划，物业管理策划，以及投资风险分析等。文章指出房地产投资项目系统策划不仅仅是这些策划子系统的简单组合，它是由这些策划子系统所组成的一项系统工程，满足整体性、综合性、满意性、地域性、前瞻性、市场性、创新性、操作性以及多样性的特点。第二章到第七章论述了房地产投资项目系统策划所包含的各策划子系统以及这些策划子系统的策划方法与手段。文中第二章介绍了房地产市场分析的基本概念、内容、分析与预测的方法以及如何在此基础上进行房地产项目主题概念与形象定位。房地产市场分析的主要内容包含房地产市场影响因素分析以及供需分析。房地产市场分析工作主要通过资料收集和市场调研来完成，房地产市场分析工作流程主要分为：确定分析对象、分析目的、分析日期、收集资料、市场调研、以及运用经验、统计数据等方法进行市场分析和预测，同时针对实际市场分析和预测中工作存在的问题，提出了解决问题的办法。本章还对房地产项目主题概念与形象定位的定义、本质、功能、风格作了理论阐述，设定了较为科学的主题概念与形象定位的程序并分析了南京某项目主题概念定位和形象定位的案例。第三章论述了房地产投资项目营销策划的概念和理论、房地产投资项目市场营销策划的步骤和内容、以及在房地产投资项目营销策划存在的问题和解决的办法。房地产投资项目营销策划主要包含对市场营销组合、定价、产品推销、广告等方面的策划。文章还针对目前房地产投资项目营销策划中存在工作专业性不够、急于求成、对项目期望过高以及促销方法陈旧等问题提出了一些建议。第四章论述了房地产投资项目融资策划的内涵、房地产投资项目融资的阶段、房地产投资项目融资计划和渠道以及房地产投资项目中融资的成本、风险、结构和其他要素的分析。房地产投资项房地产投资项目系统策划研究目融资包括投资决策分析、融资决策分析、融资结构分析、融资谈判和项目融资执行五个阶段。房地产投资项目融资计划中必须明确筹资原则以及如何估算融资额度，融资渠道包含自有资金、银行信贷资金、社会集资以及预收定金和购房款。房地产投资项目融资成本分析包括对融资成本比率、财务杠杆比率和融资收益比率的计算。在对房地产投资项目进行融资风险分析时应该对融资中所涉及的清偿风险、利率风险、汇率风险、经济风险、政策风险、法律风险以及政治风险进行全面的考虑。在对房地产投资项目进行融资结构分析时则可以采用层次分析法。该章还介绍了如何对资金投入、资金收入进行控制管理，以及如何加速资金周转等内容，同时通过案例分析，进一步说明了项目融资策划的过程及其原理。第五章论述了房地产工程项目开发前期策划中存在的问题及对策、项目的实施控制、以及项目管理过程中的组织协调和沟通。房地产工程项目开发前期策划工作非常重要，它能起到影响全局的作用。房地产工程项目开发前期策划中包括工程项目构思的产生和选择、项目的目标设计和项目定义及其可行性研究。项目的实施控制包含对工程项目的系统分析、结构分析、用什么方法对其进行分解以及如何对实施过程中的工程项目进度、成本和质量进行控制管理等，同时文中还强调了项目管理过程中的组织协调与沟通。第六章论述了物业管理与房地产投资项目策划的关系，物业管理策划的主要任务和基本流程、物业管理定位、物业管理方式选择、物业管理招投标、物业管理前期介入与房地产开发的互动等问题。物业管理与房地产项目的成败密切相关，物业管理己经成为房地产商竞争的重要手段。物业管理策划的主要任务是根据消费者的需求，确定物业管理的具体定位，决定服务项目、服务内容、服务标准、收费标准，确定管理方式，选择物业管理企业。根据物业管理策划的内容，进行物业管理前期介入，使
[Abstract]:With the transition of the real estate industry from the seller's market to the buyer's market, the real estate developers have also made great progress in the research of the real estate investment project planning since the transition from the extensive operation on the basis of feeling to the project planning of the.90. The theory and framework of the system planning for real estate investment projects have not been established yet. The purpose of this paper is to improve the system planning of real estate investment projects through the analysis of real estate investment projects, to construct a complete system planning and back tracking framework for real estate investment projects, and to explain the key of real estate investment projects. In order to reduce the investment risk of real estate projects, improve the management of real estate investment projects, control the technical level, and better realize the investment goals of real estate projects, the planning methods and means of the links are used to guide the practice.
In addition to the introduction, there are eight chapters in total. The first chapter constructs the theoretical system and framework of the real estate investment project system planning, including the connotation, theoretical foundation and characteristics of the real estate investment project system planning. The real estate investment project system planning refers to the objective of the real estate project investment, the investigation and the analysis of the related materials. On the basis of a certain procedure, the implementation of real estate investment projects is systematically, thoroughly conceived, planned, and a reasonable and feasible implementation plan is formulated and selected, as well as a creative activity to modify and adjust the plan according to the requirements of the target and the real environment. It includes the market of real estate investment projects. Analysis and prediction, marketing planning, financing planning, development process planning, property management planning, and investment risk analysis. The article points out that the real estate investment project system planning is not only a simple combination of these planning subsystems, it is a systematic project composed of these planning subsystems, which satisfies the integrity, comprehensiveness and satisfaction. Regionalism, foresight, marketability, innovation, operability and diversity.
The second chapter to the seventh chapter discusses the planning system of the real estate investment project system and the planning methods and means of these planning subsystems. The second chapter introduces the basic concepts, contents, methods of analysis and prediction and how to carry out the subject concept of real estate project on this basis. The main contents of the real estate market analysis include the analysis of the influence factors of the real estate market and the analysis of supply and demand. The real estate market analysis work is done mainly through the data collection and market research. The real estate market analysis work process is mainly divided into the analysis object, the analysis of the purpose, the analysis of the date, the collection of information and the market. The market analysis and prediction are carried out with the methods of experience and statistical data. At the same time, in view of the problems existing in the actual market analysis and prediction, the solutions are put forward. This chapter also expounds the definition, essence, function and style of the theme concept and image positioning of real estate projects, and sets a more scientific idea. The procedure of theme concept and image positioning is analyzed, and a case of positioning and image positioning of a project in Nanjing is analyzed.
The third chapter discusses the concept and theory of the marketing planning of real estate investment projects, the steps and contents of the marketing planning of real estate investment projects, and the existing problems and solutions in the marketing planning of real estate investment projects. The marketing planning of real estate investment projects mainly includes the marketing mix, pricing, product promotion and advertising. The article also puts forward some suggestions on the problems of the current real estate investment project marketing planning, such as the lack of professionalism in the marketing planning, the exorbitant expectation of the project and the obsolescence of the promotion methods.
The fourth chapter discusses the connotation of financing planning for real estate investment projects, the phase of the financing of real estate investment projects, the financing plans and channels of real estate investment projects, and the analysis of the cost, risk, structure and other elements of financing in the real estate investment projects.
Research on the system planning of real estate investment project
Eye financing includes five stages: investment decision analysis, financing decision analysis, financing structure analysis, financing negotiation and project financing implementation.
In the real estate investment project financing plan, we must define the principle of financing and how to estimate the amount of financing.
Credit capital, social fund-raising and earnest money and housing purchase. The cost analysis of real estate investment project includes the ratio of financing cost.
The calculation of the financial leverage ratio and the financing income ratio should be related to financing in the analysis of the financing risks of real estate investment projects.
And the liquidation risk, interest rate risk, exchange rate risk, economic risk, policy risk, legal risk and political risk.
In the analysis of the financing structure of real estate investment projects, the analytic hierarchy process can be adopted. This chapter also introduces how to invest funds.
The control and management of capital income and how to speed up capital turnover are explained.
The process and principle of project financing planning.
The fifth chapter discusses the problems and Countermeasures in the early stage planning of real estate project development, implementation control and projects.
Organization, coordination and communication in the management process. The early stage planning of real estate project development is very important, and it can affect the overall situation.
The early stage planning of real estate project includes the generation and selection of the project conception, the target design and the project setting of the project.
Project implementation control includes system analysis, structural analysis, and method of project implementation.
Decomposition and how to control and manage the progress, cost and quality of construction projects are also emphasized.
Organization coordination and communication in the process of management.
The sixth chapter discusses the relationship between property management and real estate investment project planning, the main tasks and basic process of property management planning.
Property management positioning, property management mode selection, property management tendering and bidding, property management pre intervention and real estate development interaction and so on.
Property management is closely related to the success or failure of real estate projects. Property management has become an important means of competition for real estate developers.
The main task of Li planning is to determine the specific location of property management according to the needs of consumers, and decide on service items, service contents and services.
Service standards, charging standards, determination of management methods, selection of property management enterprises. According to the contents of property management planning, property management is carried out.
Early intervention
【学位授予单位】：南京农业大学
【学位级别】：博士
【学位授予年份】：2003
【分类号】：F293.3

【引证文献】