从市场环境看，伴随着中国乘用车市场的稳步发展，以及丰田品牌良好 的口碑和丰田产品系列的不断完善,广汽丰田为了适应发展目标的要求，提 高企业竞争能力，以便获得更好的经济效益，提出了增资阜新和旺汽车销售 服务有限公司方案，进行该项目的可行性研究对保证该集团做出正确投资决 策具有重要意义。 本文在分析该项目方案的基础上，依据该项目实际资料，运用可行性研 究的相关理论和方法，从动态指标和静态指标两个方面，对该项目进行了财 务评价，结果表明该项目具有较好盈利能力和抗风险能力的结论。同时，运 用盈亏平衡分析和敏感性分析，针对影响项目评价指标的价格和成本两个主 要敏感因素，经计算分析，该项目会面临一定程度的风险。 关键词，项目；可行性研究；财务评价 1辽宁工程技术大学硕士学位报告 Abstract From the market environment, with the steady development of Chinese passenger car market, and Toyota brand good reputation and Toyota products series of continuous improvement, Fuxin Hewang group requirements in order to adapt to the development target, improve the competitiveness of enterprises, in order to obtain better economic benefits, the capital of Fuxin Hewang Toyota Tour car sales Services Limited, to study the feasibility of the project to ensure that the group to make the right investment decision is of great significance. In this thesis, based on analysis of design plan for this project and according to practical materials of this project the theory and method for feasibility study is applied to make financial evaluation for this project in static and dynamic index aspects. The study indicates that this project has better profit ability and risk-resistance capability. Meanwhile, using the breakeven analysis and sensitivity analysis, in view of the influence of project evaluation index of price and cost of two main sensitive factors, through calculation and analysis, the project will face a certain degree of risk. Key Words，Project；Feasibility study；Financial evaluation 2辽宁工程技术大学硕士学位报告 目 录 摘要.............................................................................................................................1 Abstract..............................................................................................................................2 1 绪论.............................................................................................................................3 1.1 问题的提出......................................................................................................3 1.2 国内外汽车销售研究现状............................................................................3 1.2.1 国外汽车销售研究现状.............................................................................3 1.2.2 国内汽车销售研究现状.............................................................................3 1.3 研究目的和意义.............................................................................................3 1.4 研究内容及方法............................................................................................. 3 1.4.1 研究内容.......................................................................................................3 1.4.2 研究方法.......................................................................................................4 2 项目可行性研究的相关理论............................................................................... 5 2.1 项目可行性研究概述.....................................................................................5 2.2 方案静态评价法............................................................................................. 6 2.2.1 投资回收期法.............................................................................................. 6 2.2.2 投资效果系数法..........................................................................................7 2.3 方案动态评价法............................................................................................. 7 2.3.1 净现值法.......................................................................................................7 2.3.2 净现值率法...................................................................................................8 2.3.3 内部收益率法.............................................................................................. 9 2.3.4 年金法.........................................................................................................10 2.3.5 动态投资回收期法....................................................................................11 2.4 不确定性分析................................................................................................11 2.4.1 盈亏平衡分析 .........................................................................................12 2.4.2 敏感性分析.................................................................................................13 3辽宁工程技术大学硕士学位报告 2.4.2.1 单因素敏感性分析................................................................................14 2.4.2.2 多因素敏感性分析................................................................................15 3 阜新和旺广汽丰田专营店项目方案分析........................................................... 16 3.1 阜新和旺广汽丰田专营店项目概况.........................................................16 3.2 阜新和旺广汽丰田专营店项目方案分析................................................16 3.2.1 阜新和旺选址分析....................................................................................16 3.2.2 中国乘用车市场发展情况分析..............................................................17 3.2.3 广汽丰田品牌情况分析...........................................................................18 4 阜新和旺广汽丰田专营店项目项目财务评价...................................................19 4.1 投资估算及资金筹措...................................................................................19 4.1.1 投资估算.....................................................................................................19 4.1.2 资金筹措.....................................................................................................20 4.2 劳动定员及成本估算...................................................................................21 4.3 经营业务利润测算.......................................................................................23 4.3.1 整车销售利润测算....................................................................................23 4.3.2 售后业务利润测算....................................................................................26 4.3.3 其他业务利润测算....................................................................................28 4.3.4 项目整体利润测算....................................................................................31 4.4 财务评价指标计算.......................................................................................32 4.5 财务评价分析................................................................................................35 4.6 财务评价指标及评价结论..........................................................................36 5 阜新广汽丰田和旺专营店项目的不确定性研究.............................................. 37 5.1 项目的盈亏平衡分析...................................................................................37 5.2 项目的敏感性分析.......................................................................................38 6 结论与展望............................................................................................................... 40