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2020年財富世家項目商業計劃書DOC

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2008年金融海嘯肆虐后的中國樓市步入深度調整和復蘇期當前,房地產市場已逐 步走向成熟,國家也加大了對房地產市場的宏觀調控力度,銀根!土地!信貸不斷緊縮, 房地產市場的過熱勢頭得以有效控制,消費者的購房心理也日趨理性,買方市場初具規 模如何面對挑戰,贏得市場成為目前房地產開發商急需解決的問題,而一份客觀合理 的商業計劃書,既是企業有關未來投資的行動綱領,也是指導企業招商引資及說服潛在 投資者對項目進行投資的重要的商務活動指南 本文以珠海市恒基房地產開發有限公司的財富世家項目為研究對象,在已學習的相 關理論的基礎上,按照商業計劃書的要求,對該項目進行了投資決策分析其主要內容 包括: 1.首先對項目的開發商即珠海市恒基房地產開發有限公司及其所投資建設的財富 世家項目基本情況進行簡介; 2.結合珠海市宏觀市場成長狀況及2009年以來的珠海市樓市分析分析表明珠海 整體住宅市場發展勢頭迅猛,銷售總量不斷提高,珠海市近年房地產市場供銷兩旺,銷 售價格保持穩步上揚,2009年,隨著經濟的復蘇,政策的鼓勵,房地產有回暖逐漸走向 火熱前山作為主城區近年來重點開發區域,在主城區商品房供應逐步減少!房價高企 的情況下,主城區置業者西移前山將形成必然的趨勢 3.根據房地產市場定位的相關理論,利用SWOT分析模型等分析工具,對該項目 進行了市場需求分析及市場定位,最終確定了本項目的整體定位為/山麓畔!學府旁! 高知復合社區)主城區知本家置業首選之地0 4.總結財富世家項目一!二期的營銷策略,結合新市場環境,對財富世家三期的 營銷策略的制定進行了研究,為保持競爭優勢提出營銷策略及推廣方案; 5.通過相關的財務指標,分析項目的經濟效益從本項目的經濟效益分析可以看 出,項目的投資回報率較高項目的總投資收益(稅后)31,717.94萬元項目稅后財 務凈現值FNPV二16,933萬元,項目的內部收益率FIRR=33.03cy0,本項目投資回收期為2.66 年因此該項目的開發投資是可行的,且具有較高的經濟效益 關鍵詞:市場定位;營銷策略;財務分析;商業計劃Abstraet ChineserealestatehasstePPedintoadePthadjustmentandrecoveringPeriodsincethe financialTsunamiinZOOS.Theovetheatedrealestatemarkethasbeencontrolled;consumers al50cometotheirsenseswhentheyarebuyingthehousesandthebuyer.5marketbeginsto takeshaPe,becausetherealestatemarket15tendingtomaturestePbystePatPresentandour government15increasingthePotencydimensionofmacro一control,themoney,land,creditare reducingconstantly.Howtofacethechallengeandgainthemarkethavebecomeanurgent ProblemwhichneedtobesolvedbytheProPertydeveloPers,notonlydoesanobjectiveand reasonablebusinessPlanbeaguidelineinfutureinvestment,butalsoanimPortantactivity guidefordirectingenterPrisestoattractinvestmentandPersuadingthePotentialinvestorsto investtheProjects. ThisPaPertakesfortunearistocraticfamilyProjectofZhuhaiHtlijiRealEstate DeveloPingComPanyasthestudyobject,accordingtotherequirementsofthebusinessPlan, thisthesishasmadeananalysisontheinvestmentanddecision一makingofthisProjectonthe basisoflearningrelatedtheory.Themainsectionsareasfollows: 1.First,thisthesisgivesbriefintroductionsofZhuhaiHtlijiRealEstateDeveloPing ComPanyandthebasicsituationofitsfortunearistocraticfamilyProject. 2.WiththeaidofthemarketcomPetitivestrategies,thisthesishasmadeananalysison themarketcomPetitiveenvironmentoffortunearistocraticfamily.5thirdandfourthProjects bycombiningthegrowingconditionofZhuhai.5macroeconomicwiththeanalyzingof Zhuhai.5realestatesince2009. 3.ThisthesishasmadeananalysisonthemarketneedsandmadeamarketPositioning tothisProjectaccordingtotherelatedtheoryoftherealestatemarketPositioning.Then,we determinethewholePositioningofthisProject,which15:FoothillsPicturesque,beside University,Highly一educatedcomPositecommunity一thePreferredlandofbricks一and一mortar knowledgeowners. 4.IthasmadeastudyontheworkingoutmarketingPolicybysummarizingthefirstand secondmarketingstrategiesoffortunearistocraticfamilyandintegratingthenewmarket circumstances,italsocomesuPwiththePoPularizingProjectsofmarketingstrategiesinorder tokeePthecomPetitiveadvantages. II5.ToanalyzetheProject.s relatedfinancialtargetsandPuta economicbenefitsInCO>11eandProfitabilitythroughthe reasonableestimateontheProject,5marketrisk. Keywords:MarketPositioning;marketingstrategy;financialanalysis;businessPlan 111目錄 摘要...................................................................................................................................I ABSTRACT........................................................................................................................11 圖表清單...........................................................................................................................Vll 第一章緒論......................................................................................................................1 1.1研究背景及意義.......................................................................................................1 1.2文獻綜述...................................................................................................................2 1.2.1房地產市場定位研究........................................................................................2 1.2.2SWOT分析模型.................................................................................................4 1.2.3企業競爭戰略....................................................................................................5 1.2.4房地產市場營銷策略研究................................................................................6 1.3研究方法及技術路線...............................................................................................9 第二章開發商及項目基本情況....................................................................................11 2.1財富世家項目發展回顧.........................................................................................11 2.1.1梅花豪庭回遷..................................................................................................11 2.1.2財富時代廣場..................................................................................................11 2.1.3財富世家1!2期............................................................................................11 2.2財富世家項目概況.................................................................................................12 2.2.1地理位置..........................................................................................................12 2.2.2項目四至..........................................................................................................13 2.2.3項目的有關經濟技術指標..............................................................................13 2.2.4項目配套..........................................................................................................14 2.3開發商概況.............................................................................................................巧 2.3.1公司簡介..........................................................................................................巧 2.3.2管理團隊..........................................................................................................16 2.3.3組織架構..........................................................................................................16 2.4本章小結.................................................................................................................17 第三章市場環境和競爭性分析....................................................................................18 3.1市場環境分析.........................................................................................................18 IV3.1.1宏觀市場成長狀況簡述..................................................................................18 3.1.2珠海市2009年樓市分析................................................................................20 3.1.3珠海商品住宅市場供需情況..........................................................................23 3.2片區住宅市場研究.................................................................................................24 3.2.1片區房地產市場概況......................................................................................24 3.2.2區域市政規劃..................................................................................................26 3.2.3片區市場供需分析..........................................................................................27 3.2.4片區市場未來發展情況預測..........................................................................29 3.2.5主要樓盤個案分析..........................................................................................29 3.3項目SWOT分析....................................................................................................犯 3.3.1SWOT分析.......................................................................................................犯 3.3.2SWOT矩陣分解與相應策略...........................................................................33 3.3.3產品配比(三期!四期)..............................................................................33 3.4本章小結.................................................................................................................34 第四章目標市場分析和項目市場定位........................................................................35 4.1項目1!2期客戶分析...........................................................................................35 4.2客戶需求分析.........................................................................................................36 4.2.1已售!在售客戶分析......................................................................................36 4.2.2客戶問卷調查結果分析..................................................................................37 4.3項目市場定位.........................................................................................................42 4.3.1整體形象定位..................................................................................................42 4.3.2目標客戶定位..................................................................................................43 4.3.3建筑規模與產品定位......................................................................................43 4.3.4項目價格定位..................................................................................................44 4.4本章小結.................................................................................................................46 第五章項目營銷推廣計劃............................................................................................48 5.1項目實施進度.........................................................................................................48 5.2項目總體銷售計劃.................................................................................................48 5.3項目的策劃推廣思路.............................................................................................49 5.4營銷策略.................................................................................................................505.4.1媒體思路..........................................................................................................50 5.4.2公關思路..........................................................................................................50 5.4.3活動思路..........................................................................................................50 5.4.4價格思路..........................................................................................................51 5.5具體營銷計劃.........................................................................................................51 5.6本章小結.................................................................................................................53 第六章項目財務分析....................................................................................................54 6.1項目開發總投資成本估算.....................................................................................54 6.2項目資金來源與資金籌措.....................................................................................55 6.3項目財務指標分析.................................................................................................55 6.3.1項目銷售收入預測..........................................................................................55 6.3.2項目投資成本核算..........................................................................................56 6.3.3項目盈利能力分析..........................................................................................57 6.4本章小結.................................................................................................................58 第七章風險及對策........................................................................................................59 7.1敏感性分析.............................................................................................................59 7.2風險分析及規避控制措施.....................................................................................60 7.2.1政策風險與對策..............................................................................................60 7.2.2市場風險與對策..............................................................................................60 7.3本章小結.................................................................................................................61 結論................................................................................................................................62
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