近些年来，我国的房地产发展的主要动力来自于住宅地产和商业地产，并且进入了 平稳发展期，相对来说发展更“稳”而不是快。但房地产行业的再次发展并非不可能， 而是要找到新的增长点，从而实现新的发展。就目前来看，住宅地产和商业地产在短时 间内无法带动新的发展高潮，因此文化地产、养老地产和旅游地产则迎来了新的发展机 遇。 当前，房地产的再次发展则要依靠文化地产、养老地产和旅游地产等具有特色的项 目来带动。 对文化地产来说，其发展最为重要的就是“文化”。文化是地产项目的内涵和灵魂 所在。 本文拟研究的世界华文传媒交流中心项目即属于文化地产项目的一种。而该交流中 心顺利竣工后，将成为世界华文论坛的常设会址，进而能为世界华文论坛提供包括硬件 措施在内的服务。 本文在对世界华文传媒交流中心项目的市场环境、行业环境进行分析的基础上，对 项目可能涉及的成本费用以及筹资情况进行估算，主要目的是为了检测该项目是否具有 可行性，项目单位是否准确以及该项目在盈利方面的具体效果如何，除此之外，还进一 步对影响效果的其他因素进行分析并获得相关的结论。 关键词，文化地产 可行性研究 房地产II Abstract In recent years, the main driving force of China's real estate development is from the residential and commercial real estate, and now China’s residential and commercial real estate come to a period of stable development, relatively speaking, more stable rather quickly.The real estate industry's another development is not impossible, but people need to find new sources of growth, in order to achieve new development.For now, residential real estate and commercial real estate in a short period of time can not stimulate the development of a new climax, so cultural tourism real estate real estate, pension and ushered in a new At present, real estate’s new development is relying on cultural property, pension real estate and tourism project with features such as led. On cultural property, it is most important for their development of culture.Culture is the meaning and soul. This thesis presents a study of the World Chinese-language communication Center project is a kind of cultural property.The Exchange Center was originally conceived as the World Chinese-language forum for the construction of the permanent site, to better serve the World Forum on Chinese media services. This market environment of Chinese Exchange Center in the world on the basis of the analysis, position, industry environment, costs and financing of the project may involve estimates, after operation calculation and analysis of the project's profitability, solvency, and so on.Based on the analysis of, based on analysis of relevant factors and evaluation index value, make a clear conclusion on the project's feasibility. Key words:Cultural Real Estate, Feasibility study, Real EstateIII 目 录 第一章 绪 论 ............................................................................................................. 1 1.1 选题背景 ................................................................................................................. 1 1.2 选题目的和意义 ..................................................................................................... 2 1.3 国内外的研究现状 .................................................................................................. 2 1.3.1 国外研究现状 ................................................................................................ 2 1.3.2 国内研究现状 ................................................................................................ 3 1.4 研究思路和研究方法 .............................................................................................. 4 1.4.1 研究思路 ........................................................................................................ 4 1.4.2 研究方法 ........................................................................................................ 4 1.4.3 研究框架 ........................................................................................................ 4 第二章 项目环境分析 ................................................................................................ 6 2.1 项目开发的宏观环境分析 ..................................................................................... 6 2.1.1 政府房地产和文化产业发展政策 ................................................................ 6 2.1.2 石家庄经济发展概况 ..................................................................................... 7 2.3 目标地房地产市场环境分析 ................................................................................. 8 2.4 项目的市场定位分析 ........................................................................................... 11 2.4.1 周边市场情况 .............................................................................................. 11 2.4.2 产品 SWOT 分析 ............................................................................................ 12 2.5 项目的发展规划、产业政策和行业准入分析 ................................................... 13 2.5.1 发展规划 ...................................................................................................... 13 2.5.2 产业政策 ...................................................................................................... 14 2.5.3 行业准入分析 .............................................................................................. 14 2.6 本章小结 ............................................................................................................... 14 第三章 项目的运营及管理 ...................................................................................... 16 3.2 项目规划设计理念 ............................................................................................... 17 IV 3.3 项目计划与组织 ................................................................................................... 18 3.3.1 项目开发计划 .............................................................................................. 18 3.3.2 管理团队 ...................................................................................................... 19 3.4 项目营销和招商策略 ............................................................................................ 19 3.4.1 住宅部分营销策略 ...................................................................................... 19 3.4.2 文化娱乐区招商策略 .................................................................................. 20 3.5 本章小结 ............................................................................................................... 22 第四章 项目规划和投资估算分析 ........................................................................... 23 4.1 项目的建设规划 ................................................................................................... 23 4.1.1 拟建地点 ...................................................................................................... 23 4.1.2 建设内容 ...................................................................................................... 23 4.1.3 建设规模 ...................................................................................................... 23 4.1.4 建设期限 ...................................................................................................... 23 4.3 项目的融资分析 ................................................................................................... 25 4.4 本章小结 ............................................................................................................... 26 第五章 项目的财务分析和敏感性分析 ................................................................... 27 5.1 分析测算及说明 ................................................................................................... 27 5.1.1 估算依据 ...................................................................................................... 27 土地费用为 39850 万元。 ...................................................................................... 27 5.2 销售收入 .............................................................................................................. 2