摘 要
由于近年来房地产市场的迅速发展，市场竞争的加剧，伴随而来的是地王频出，房
价不断攀升，民众感到买房成为压在身上的巨大负担。房地产与人民的生活息息相关，
直接关系到人民群众的切身利益。2011 年以来，政府加大了对房地产市场的宏观调控力
度，通过限购、限贷、限价等一系列手段打压房地产投机性行为，并通过加大保障房建
设，保障住房刚性需求的供应量。当下房地产商进行房地产项目投资必须对政策进行充
分研究，对市场进行深入调研，对财务进行精细的测算，在政策可行，市场有需要，经
济有利润的前提下，才能进行投资
本文是贵州黔盛房地产开发有限责任公司在威宁的 JL 项目的商业计划书，本计划
书通过系统的全面的分析，为项目的投资决策及项目的实施提供一定的参考
本文首先总结了国内外关于房地产项目可行性研究的相关文献，并介绍了本文的研
究方法和研究内容，接着描述了项目开发商贵州黔盛房地产开发有限责任公司的发展状
况、组织结构和人员组成； 为了更好地把握市场需求，本文从政治、经济与人口、社
会与文化对宏观环境进行了分析，并从市场容量、土地供应量、项目供应量及项目类型
对威宁的房地产市场进行了深入研究。为了更好的对本项目的市场竞争力分析，选取了
5 个同类型的项目进行了研究，并对项目进行了 SWOT 分析。在投资环境分析的基础上，
接着对项目进行了市场定位，并确定了相应的营销策略。接着从项目的投资总成本、项
目的资金来源和筹资方案、项目的销售收入估算、项目的利润估算及项目的盈利能力分
析对项目进行了财务分析，并在此基础上进行了盈亏平衡点和敏感性分析，并对项目可
能遇到的风险进行了分析，提出了风险的应对措施
通过本商业计划书的研究，JL 项目的销售净利润率为 20.75%，FNPV 为 12070.61
万，动态投资回收期大约为 5 年，内部收益率 IRR 为 19.95%，项目的盈利能力超出行
业平均水平。根据敏感性分析销售价格对项目净利润的影响程度最大，具有一定的风险，
但处于可控范围，本研究认为本项目值得投资
关键词：房地产；商业计划书；市场定位；财务分析
II
ABSTRACT
Due to the rapid development of the real estate market in recent years, market
competition intensifying, which is associated with land, house prices rising, people feel to buy
a house become a huge burden upon the shoulder of the.Real estate is closely related to
people's life, directly related to the vital interests of the people.Since 2011, the government
has stepped up to the real estate market macroeconomic regulation and control efforts,
through a series of means, such as, the limit of credit, for purchasing price crackdown on real
estate speculative behavior, and by increasing affordable housing construction, guarantee the
supply of housing demand.The present real estate developers of real estate project investment
must be sufficient for policy research, in-depth research on the market, to sophisticated
financial calculation, feasible in policy, market needs, under the premise of economic profit,
to invest.
This article is about Gui Zhou sheng real estate development co., LTD in weining JL
project business plan in guizhou.This plan provide some reference for the implementation and
investment decision of the project through the comprehensive analysis of the system.
Firstly this article summarizes the domestic and foreign related literature about real
estate project feasibility study, and introduces the research methods and research content of
this article, and then describes the development status, organizational structure and personnel
composition of the project developer in guizhou, guizhou sheng real estate development co.,
LTD. And then the paper introduces the overall project through the project characteristic, the
overall project planning, project investment attract click project and the economic and
technical indicators.In order to better grasp the market demand, this paper analyses the macro
environmentfrom politics, economy and population, social and cultural. and the the real estate
market in Wei ning is studied from the market capacity, land supply, supply and project
type .In order to better market competitiveness analysis of this project, the paper select the
five projects of the same type, and the SWOT analysis of the project is carried on .On the
basis of analyzing the investment environment, then the market positioning of the projectand
the corresponding marketing strategy are determined.Then financial analysis is researched
from the total cost, project financing and financing plan, project sales estimates, project profit
estimates and project profitability analysis. On the basis of the profit and loss balance and
sensitivity analysis, and analyses the project may encounter risk, puts forward the risk
countermeasures.
Through the study of this business plan, sales net profit margin of JL project is 20.75%,
NPV is 120.7061 million, the dynamic payback period of investment is about 5 years, internal
rate of return IRR of 19.95%,the profitability of JL project exceed the industry average.
According to the sensitivity analysis,sales price has the greatest influence to the net profit of
project.The project has a certain risk, but in a controllable scope, this study believe that the
project is worth the investment.
Key words：Real Estate Project;Business plan；Market positioning； Financial analysis