在中国经济减速的宏观背景下，政府从 2010 年 4 月开始对房地产业实施宏观调控， 随着一系列的紧缩政策的推出，住宅价格只升不降的格局被打破。房地产市场风险越来 越明显，开发商间的竞争越来越激烈，越来越多的房地产运作模式从单一的“拿地-建 楼-销售”的住宅地产模式向“拿地-建楼-运营”的商业地产、工业地产等多元化模式转 变。 本文介绍的是位于辽宁省大连市的一个综合社区开发项目，该项目计划采用一种比 较新颖的开发模式，以现代服务产业园与住宅地产相结合，以产业园的巨大社会价值获 得大量有价格优势的土地，以产业聚合效应提升地块整体价值，通过产业园的开发、运 营、销售为住宅开发创造成熟的配套设施和人气并提供稳定持续的现金流，最终获取可 观的利润。 本文根据房地产开发项目可行性研究方法与经济评价理论，结合国内外相关参考文 献以及作者多年的从业经验，对该项目之可行性进行了研究。本文介绍了该项目的投资 主体及项目基本情况，分析了大连市产业园开发现状和商品房市场走势，对产业办公的 物业需求作了分析，对商品房产品作了产品定位和价格定位。根据这些分析，作者拟定 了开发计划、投资估算以及销售回款计划，在此基础上，作者对项目进行了财务评价， 其结论显示该项目可行，且具有较高的经济效益。 关键词，房地产；产业园；住宅地产II Abstract Under the macro background of China’s economic slowdown， the government launched macro control to the real estate industry from April， 2010. The release of a series of retrenchment policies puts an end to the ever-increasing trend of the housing price. The risks in the real estate market begin to grow， the competition among the developers is increasingly intensified， and more than more real estate operation modes are transferred from the single mode of “Purchasing land—Construction—Sales” to the diversified modes of business real estate and industrial real estate of “Purchasing land—Construction—Operation”. This paper introduces a comprehensive community development project located at Dalian， Liaoning province. This projects adopts a relatively new development model； Combine modern service industry with housing real estate， acquire large quantity of land with lower price by dint of the great social value of the industrial park， enhance the overall value of the plot through industrial polymerization effects， develop and create sophisticated supporting facilities for the residences through the development， operation and sales activities of the industrial park， boost the residence’s popularity， provide constant flow of currency and ultimately obtain considerable profits. I conduct a study for the feasibility of the project according to the feasibility study methods for real estate development projects. I introduce the investment entities of the project as well as the basic conditions of the project， and analyze the development status of Dalian’s Industrial Parks and housing market trend， analyze the demand for property by industrial offices， and conducts product positioning and price positioning for the house products. The author works out development plan， investment estimation as well as sales return plan and then makes financial evaluation for the projects. The investment for the project is totaled to be RMB 10，5369，8900， the internal rate of return of the project is 21.17% and the dynamic investment recovery period is 5.36 years. The conclusion indicates that the project is feasible and has high economic benefits. Key words，real estate；housing industry；industrial parkIII 目 录 摘要.........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表清单..................................................................................................................................VI 第一章 绪 论..........................................................................................................................1 1.1 研究的背景及意义 ......................................................................................................... 1 1.2 相关理论及文献综述 ..................................................................................................... 2 1.2.1 国外的社区理论研究.............................................................................................. 2 1.2.2 国内的社区理论研究.............................................................................................. 3 1.2.3 综合社区的相关概念.............................................................................................. 4 1.3 研究内容及报告结构 ..................................................................................................... 5 第二章 大连 TD 综合社区项目简介.......................................................................................7 2.1 投资主体简介 ................................................................................................................. 7 2.2 项目概述 ......................................................................................................................... 7 2.3 项目背景 ......................................................................................................................... 9 2.4 本章小结 ....................................................................................................................... 10 第三章 项目所在地市场及竞争环境分析............................................................................11 3.1 市场环境分析 ............................................................................................................... 11 3.1.1 地区宏观经济面.................................................................................................... 11 3.1.2 商品房市场分析.................................................................................................... 11 3.1.3 产业办公物业市场分析........................................................................................ 12 3.1.4 同类可比项目分析................................................................................................ 15 3.1.5 住宅项目 SWOT 分析......................................................................................... 19 3.1.6 产业园五要素竞争力模型分析............................................................................ 21 3.2 本章小结 ....................................................................................................................... 22 第四章 市场需求分析及产品定位........................................................................................23 4.1 商品房市场需求分析 ................................................................................................... 23IV 4.1.1 商品房消费者动机及行为分析............................................................................ 23 4.1.2 商品房项目客户定位............................................................................................ 25 4.1.3 商品房项目价格定位............................................................................................ 27 4.2 产业办公物业市场需求分析 ....................................................................................... 30 4.2.1 产业办公物业项目定位及客户定位分析............................................................ 32 4.3 商业地块商业业态选型、酒店定位分析 ................................................................... 35 4.3.1 商业业态选型........................................................................................................ 35 4.3.2 酒店业态选型........................................................................................................ 36 第五章 项目运营开发策略....................................................................................................40 5.1 项目规划基本数据 ....................................................................................................... 40 5.2 项目规划设计原则 ....................................................................................................... 40 5.2.1 总体思路...