本商业计划书主要研究原乡故里项目这一老年社区开发建设的模式。通过对该项目 开发背景和意义、开发建设模式、市场营销方式分析、、组织和实施计划、经济评价、 财务及风险方面的分析，一方面为项目投资者及融资提供充分的信息；此外也能为项目 的将来开发建设活动按计划、有步骤地实施，提供了指导准则及基本数据。本项目是房 地产开发项目，也是老龄银发产业项目，是利用非公有的社会资源，采用市场运营模式 参与老龄银发事业的发展，即通过对老年地产项目的开发建设，配以高品质的社会养老 及其增值服务，从而带动我国银发产业发展的集聚效应。 至 2013 年末，60 岁以上老年人口在我国已占到总人口的 14.3%，约为 1.94 亿人。 并正以每年 3％速度急剧增长。这为老年社区及其配套服务相关产业带来了很大的发展 机遇。原乡故里项目核心产品是建设高品质的养老主题社区，配以完善的配套设施，和 专业化医疗、护理、社区服务体系带给老人快乐、幸福的晚年生活。原乡故里拟选址于 四川省成都市次城市区域中心都江堰市翠月湖镇，项目用地面积 5250 多亩，拟建面积 220 万平方米，由别墅、老年公寓、标准高尔夫球场、五星级乡村酒店、五星级老人医 院、运动会所、学校、商业街、老年研究院和文化园、音乐厅、人工湖、特色农庄等组 成。总投资约为 97.6 亿人民币。项目建成后可安提供 14400 户老人入住单元，同时可带 来约 6000 个就业岗位，并形成价值约 160 多亿人民币资产。可使本项目的经济效益和 产生的社会效益取得双赢。 关键词， 老年社区住宅；开发运营模式；商业计划II Abstract This business plan aims to research a m ode to support the developm ent of an aged community project called Hom eland. Through the analysis of its background ， meaning， mode of development， marketing method， plan of organization， economic assessment， finance and risk， this plan provides abundant information for investors and for financing， and at the s ame time， provides basic data and guideline s for further developm ent. This project is a real es tate development project， and an aged industry pr oject as well. It uses non-public social resources to support the aged i ndustry in a m arketization way. That is， through the construction of the aged real estate projects， combined with high quality social pension services and corresponding value-added services， to prompt the agglomerate effect of the aged industry in our country. Until the end of year 2013，the amount of those who is beyond 60 years old has reached 194，100，000， accounts for 14.3% of the total population in this country， and is rapidly growing in 3% each year. This provide nice opportunities to aged community and related industries. The core of the project Homeland is to build up high quality aged communities and impeccable supporting facilities with professional medical， nursing and other services to provide happy life to aged people. The pr oject plan to be sited in Cuiyuehu town ， Dujiangyan city， which is a sub-urban area of Chengdu city， Sichuan province. The total area of used land is more than 5250 mu，and the overall floorage is 2，200，000 square meter. It consists of villas， apartments， a standard golf course， 5-star countryside hotels， 5-star aged-specialized hospitals，sport clubs，schools，malls，an institute of the aged，culture parks， a music hall， artificial lakes and a feature to wn. The total investm ent is about ￥9760 million. When finished， this project could accommodate 14 ，400 aged people， provide 6000 jobs，and form asset more than ￥16，000 million，that is，it will be valuable both for society and economy. Key words:Aged Community; Mode of Development and Operation; Business PlanIII 目 录 摘要 ........................................................................................................................................ I ABSTRACT ................................................................................................................................ II 目 录 .................................................................................................................................... III 第一章 绪 论 ......................................................................................................................... 1 1.1 背景和意义 ........................................................................................................................... 1 1.1.1 社会背景 ....................................................................................................................... 1 1.1.2 意义 ............................................................................................................................... 3 1.2 文献综述............................................................................................................................... 3 1.3 研究方法和主要内容 ........................................................................................................... 4 第二章 项目和投资公司概况 ............................................................................................. 5 2.1 项目概况............................................................................................................................... 5 2.1.1 区位及环境 ................................................................................................................... 5 2.1.2 项目拟建规模和功能定位 ........................................................................................... 5 2.2 投资建设公司概况 ............................................................................................................... 7 2.3 本章小结............................................................................................................................... 8 第三章 市场分析 .................................................................................................................... 9 3.1 银发产业市场分析 ............................................................................................................... 9 3.2 老年住宅市场分析 ............................................................................................................. 11 3.3 国外老年公寓发展模式分析 ............................................................................................. 13 3.4 项目选址分析 ..................................................................................................................... 14 3.5 本章小结............................................................................................................................. 18 第四章 竟争性分析 .............................................................................................................. 19 4.1 波特五力模型分析 ............................................................................................................. 19 4.1.1 潜在的进入者威胁 ..................................................................................................... 19 4.1.2 现有竞争者的威胁 ..................................................................................................... 20 4.1.3 供应商议价能力 ......................................................................................................... 20 4.1.4 顾客议价的能力 ......................................................................................................... 21 IV 4.1.5 替代品的威胁 ............................................................................................................. 21 4.2 项目的 SWOT 分析 ............................................................................................................. 22 4.2.1 优势分析 ..................................................................................................................... 22 4.2.2 劣势分析 ..................................................................................................................... 23 4.2.3 机会分析 ..................................................................................................................... 24 4.2.4 威胁分析 ..................................................................................................................... 25 4.3 本章小结...............................................................................................