2008 年美国的次贷危机,2010 年的欧洲主权债务危机等大规模经济波动事件,在 全球化的大环境下,国内的经济发展处于内外交困的时期,政府为确保国民经济正常运 转和防范金融体系边际安全风险,国家对房地产业实施严格的调控措施,收紧银根,市 场处于政府、开发商、消费者等多方博弈胶着状态,消费者观望情绪浓厚,市场交易暗 淡,房地产业进入深度调整和漫长复苏期,企业如何获得竞争优势在激烈竞争市场中以 求生存,项目开发成功与否决定企业生存与否的关键因素。 本文以佛山 YY 绿洲项目为研究对象,佛山 YY 绿洲项目位于佛山市南海区大沥镇, 总占地面积约 24.8 万 m2,总建筑面积约 34.8 万 m2,本文按商业计划书的要求,运用已 学的相关理论,采用文献法、定性、定量、同类项目类比法等分析方法,分析论证了项 目宏观环境、市场需求和细分、产品定位、资金来源和运用、管理团队能力分析和项目 开发风险等关键要素。通过本文研究分析,分析房地产业宏观环境,深入了解产业发展 动态和趋势;分析项目所在区域宏观环境,剖析区域经济发展状况,对区域市场进行细 分,分析区域消费群消费动机、消费能力,细分客户,确定项目的目标客户、销售渠道 和策略;通过对区域内客户需求和竞争对手分析,精准定位项目产品;选择有利开发时 机和规模,按产品合理配比原则分期开发;寻找有效传播途径和销售策略,提升去化能 力;通过对项目地块的 swot 分析,扬长避短,制定项目规划设计理念和后期“社区生 活服务”理念的导入;通过对项目的财务分析,项目资产收益率为 20.78%,高于行业 16%平均水平,动态投资回收期为 7.16 年,静态投资回收期为 6.94 年,高于行业平均 10 年回收期,项目资金需求总投资约为 27.5 亿,计划在六年内完成项目开发,经测算项目 最大资金需求约为 113848.39 万元,土地成本和项目前期费用为公司的自有资金约 6 亿 元,项目开发工程资金缺口为约 5 亿元;对项目敏感性和盈余平衡分析,得出项目利润 来源点和盈余平衡点,提升项目盈利能力;通过对项目风险分析,制定项目应对策略, 提高项目抗风险能力。 通过本文研究得出项目为可行项目的结论,传递给投资人有利的投资决策信息,影 响投资决策向有利方向发展,获取成本合理的筹资方案,满足融资需求和拓宽融资渠道。 排除不可行项,强化可行项,为项目未来经营管理、风险防范等提供决策依据。 关键词:商业计划书,战略管理,定位,市场营销 ABSTRACT The outbreak of the US subprime mortgage crisis in 2008 and a massive economic fluctuation event in 2010, such as the European debt crisis, made the domestic economic into a strife-torn period under the circumstances of globalization. In order to ensure the normal operation of national economic and prevent the marginal security risks in the financial system, the government implements strict control measures on the state of the real state industry, to run the tightening monetary policy. Therefore, the government, developers, and consumers are all at a stalemate. Consumers just wait and see how the wind blows, and the market dealing looks very bleak. Even worse, all of these have caused the real estate industry into the profound adjustment and the long recovery period.Whether the project development is successful or not is the key factor of the survival for the company. So the company must plan how to gain a competitive advantage to survive in the fierce competitive market. Let’s take the project of FoShan YY oasis for example in this article. It is located in Dali Town, Nanhai District , Foshan, with a total covering area of 248000 m2 and a construction area of 348000 m2. According to the requirement of the business proposal, this article adopts the related theories, such as literature method, the qualitative and quantitative, the similar project analogy method, to provide the guidance about how to analyze and demonstrate the macro environment, market demand and decomposed, product positioning, source and application of funds, analysis of management team capabilities and project development risk. Through the research and analysis, this article analyzes the macro environment of the real estate industry, and gets a deep understanding of industry developments and trends. Besides, we can also analyze the macro environment of the project area, in order to analyze the regional economic development, and subdivide the regional marketing as well. All these help to analyze the regional consumers’ consumption motivation, and the buying ability, classify the type of consumers and confirm the target consumers, sales channels and strategies. By analyzing the needs of customers and competitors, we can locate the products precisely. We can also choose the favorable development opportunity and scale to carry out phasing development according to the principle of the proper product’s distribution. In order to promote the ability, we should find the effective route of transmission and sales strategy. Through the analysis of SWOT for the target area, we should adopt strengths and avoid shortcomings. Therefore, we can develop project planning and lead into the concept of “Community Service” in the last period. Through the financial analysis of this project, the rate of assets income is 20.78%, which is 16% higher than the industry average. Besides, this III project takes about 7.16 years for dynamic investment recovery and 6.94 years for static investment recovery, which is above the industry average payback period of 10 years.In order to run the project normally, the company needs to invest 2.75 billion yuan in this project, and plan to complete it within 6 years. It is estimated that the maximum financial demand is about 1.1384839 billion yuan of funds. The cost of land and previous fee which occupies the possession of the company is about 600 million yuan, and it still leaves about 500 million yuan of financing gap for the funding of this project development. With the analysis of the sensibility for the project and the surplus balance, we can get the project profit source point and surplus, which helps to improve the project profitability. In order to enhance the anti-risk capability of the project, we should analyze the risk previously, and then design proper dealing strategy to overcome the coming problem. This article aims to make a feasible conclusion with the help of the research project. It helps to transmit the accurate information to the investor, which can lead the investment decision process to the favorable direction. Moreover, it can obtain a financing program within a reasonable cost, and meet the demand of the financing target and broaden the financing channels in the meanwhile. Apart from that, it can also provide proper rationale decision for the project management and the risk prevention, and get rid of the impractical items and strengthen the practical one at the same time. Keywords: business proposal, strategic management, marketing locating, marketing management. 目 录 摘要...........................................................................................................................................I ABSTRACT ............................................................................................................................. II 目 录..................................................................................................................................IV 图 表 目 录.........................................................................................................................VIII 第一章 绪论..............................................................................................................................1 1.1 研究背景.............................................................................................................................. 2 1.2 研究意义.............................................................................................................................. 2 1.3 文献综述.............................................................................................................................. 3 1.3.1 房地产市场细分和定位研究........................................................................................... 4 1.3.2 SWOT 分析模型............................................................................................................... 5 1.3.3 竞争战略........................................................................................................................... 5 1.3.4 市场营