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2020年嶺南印象奧園文化旅游城商業計劃書DOC

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更新時間:2021-9-2

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隨著國務院《“十三五”旅游業發展規劃》的正式出臺,中央已明確提出將旅游產 業的發展作為國家重要的發展戰略。在全國各類產業小鎮進入高速發展的階段,文旅地 產如何把握好開發方向,如何將旅游業和房地產業做到無縫銜接,具有更好的文化內涵 及自然景觀,同時擁有一定的投資價值,做到可持續健康發展是每一個文旅項目成功的 關鍵。本商業計劃書研究的對象是地處韶關市的嶺南映象奧園文化旅游城項目,本項目由 奧園地產集團投資興建。 本報告通過大量市場調查和數據統計分析,得出當地的旅游,土地及商業物業成交數 據,為本項目的銷售和出租提供了依據,同時深入挖掘韶關當地的旅游及文化資源,論證 了本項目立足為韶關打造集禪文化,旅游,商業,居住為一體的高品質文化產品,為韶 關帶來一次產業新革命,為實現韶關旅游文化名城與產業新城融合做貢獻。本文采用理 論和實證,定性和定量相結合的研究方法,研究的內容包括了:項目的基本概況,項目開 發公司的資源分析,項目開發經營環境分析,項目市場定位及營銷策略,項目運作管理,項 目財務評價,項目風險分析等. 本文先通過采用 swot 等分析工具綜合考慮了本項目的自身優勢和劣勢,提出了項目 的總體定位及發展策略.然后在市場調查的基礎上運用了 4ps 營銷策略,提出了項目的定 價,產品,促銷策略.最后對項目在財務數據各方面進行論證,本文根據市場調研確定本項 目的物業售價及租金,并對整個項目的收入、成本、費用、稅費進行了測算,計算靜態 投資回報期和動態投資分析數據。 本文主要研究結論:本項目通過靜態、動態測算均獲得了較好的數據結果,顯示本項 目的盈利能力較好,現金流較強,可行性較高。綜合而言,考慮到房地產企業較高的資 金成本以及房地產市場的不確定性,本項目應同時做好持有物業經營的準備。 關鍵詞,文化旅游地產 商業計劃書 營銷策略 財務評價 風險分析II Abstract With the official promulgation of the 13th Five-Year Plan for Tourism Development of the State Council, the central government has clearly stated that the development of the tourism industry is an important development strategy of the country. In the stage of high-speed development of various industrial towns across the country, how does CJ Real Estate grasp the development direction, how to seamlessly integrate tourism and real estate, have better cultural connotation and natural landscape, and have certain investment. Value, sustainable and healthy development is the key to the success of every cultural and tourism project. The research project of this business plan is located in Lingnan Yingyuan Aoyuan Cultural Tourism City Project in Shaoguan City. The project is invested and constructed by Aoyuan Real Estate Group. Through a large number of market surveys and statistical analysis of data, this paper draws out the local tourism, land and commercial property transaction data, which provides the basis for the sales and rental of the project, and further explores the local tourism and cultural resources, and demonstrates the project. Based on Shaoguan, we will create a high-quality cultural product integrating Zen culture, tourism, commerce and residence. It will bring a new industrial revolution to Shaoguan and contribute to the integration of Shaoguan tourism and cultural city and industrial new city. This paper adopts theoretical and empirical, qualitative and quantitative research methods. The research contents include: basic outline of the project, resource analysis of the project development company, project development and operation environment analysis, project market positioning and marketing strategy, project operation management, Project financial evaluation, project risk analysis, etc. This paper firstly considers the advantages and disadvantages of the project by adopting the analysis tools such as swot, and puts forward the overall positioning and development strategy of the project. Then, based on the market survey, the 4ps marketing strategy is applied, and the pricing and products of the project are proposed. Promotion strategy. Finally, the project demonstrates all aspects of financial data. This paper determines the property price and rent of the project according to market research, and calculates the income, cost, expenses, taxes and fees of the whole project, and calculates the static investment return period. And dynamic investment analysis data. The main conclusions of this paper are as follows: The project has obtained good data results through static and dynamic calculations, which shows that the project has good profitability, strong cash flow and high feasibility. In general, taking into account the higherIII capital costs of real estate companies and the uncertainty of the real estate market, the project should be prepared to hold property management at the same time. Key words: cultural tourism real estate ,business plan, marketing strategy, financial evaluation ,risk analysisIV 目 錄 摘要...........................................................................................................................................I Abstract .................................................................................................................................... II 第一章 緒論..............................................................................................................................1 1.1 選題背景及意義 ............................................................................................................. 1 1.2 文獻綜述 ......................................................................................................................... 2 1.3 報告研究框架 ................................................................................................................. 3 第二章 項目概況及項目公司資源與條件分析......................................................................5 2.1 項目基本信息 ................................................................................................................. 5 2.2 項目位置及周邊配套 ..................................................................................................... 7 2.3 項目環境景觀 ................................................................................................................. 8 2.4 項目公司概況 ................................................................................................................. 8 2.5 項目公司資源分析 ......................................................................................................... 9 2.6 本章小結 ....................................................................................................................... 12 第三章 項目開發經營環境分析............................................................................................13 3.1 宏觀政策及社會環境分析 ........................................................................................... 13 3.2 區域發展環境分析 ....................................................................................................... 13 3.3 土地及物業市場分析 ................................................................................................... 17 3.4 本章小結 ....................................................................................................................... 27 第四章 項目商業發展機會分析............................................................................................28 4.1 項目優勢分析 ............................................................................................................... 28 4.2 項目劣勢分析 ............................................................................................................... 28 4. 3 項目機會分析 .............................................................................................................. 29 4.4 項目威脅及竟爭分析 ................................................................................................... 29 4.5 項目商業機會分析 ....................................................................................................... 31 4.6 本章小結 ....................................................................................................................... 33 第五章 項目市場定位及營銷策略........................................................................................35 5.1 項目市場定位 ............................................................................................................... 35 5.2 項目發展方案 ............................................................................................................... 36V 5.3 產品策略 ....................................................................................................................... 42 5.4 價格策略 ....................................................................................................................... 43 5.5 銷售經營策略 ............................................................................................................... 44 5.6 促銷策略 ....................................................................................................................... 44 5.7 本章小結 ....................................................................................................................... 47 第六章 項目運作管理............................................................................................................48 6.1 項目組織架構 ............................................................................................................... 48 6.2 項目管理 ....................................................................................................................... 48 6.3 本章小結 ....................................................................................................................... 50 第七章 財務及風險分析........................................................................................................51 7.1 總體投資成本估算 ....................................................................................................... 51 7.2 融資方案 ....................................................................................................................... 51 7.3 項目收入預測 ............................................................................................................... 51 7.4 盈利能力分析 ............................................................................................................... 54 7.4.1 靜態投資分析......................................................................................................... 54 7.4.2 動態投資分析......................................................................................................... 54 7.5 現金流分析 ................................................................................................................... 55 7.6 敏感性分析 ................................................................................................................... 58 7.7 項目風險及對策和不確定性分析 ............................................................................... 59 7.8 本章小結 ....................................................................................................................... 59 結 論........................................................................................................................................61
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