2009年12月,伴随着国务院《关于推进海南国际旅游岛建设发展的若干意见》 的发布,海南省的房地产市场再一次刮起了一股疯狂的投资风潮,房地产价格没有受 到大政策环境的影响一路升高,吸引了全国各地的投资者,房地产市场发展迅猛,开 始表现出与众不同的局面。与此同时,国家为抑制房价过快增长频频出台各种宏观调 控政策,但调控的实际效果有限。2014年,全球经济形势持续低迷,国内经济增速 放缓,中央及地方陆续出台各种房地产救市政策,进一步刺激房地产市场的有效需求, 海南房地产市场在宏观大环境欠佳,全国房地产市场整体下滑的背景下,表现为整体 平稳过渡。 面对机遇与挑战并存的市场环境,一份筹划周密的商业计划书对企业投资决策和 实施具有重要的战略指导意义。本文以海口塔商务综合体项目做为研究对象,运用有 关管理理论,结合商业计划书的具体要求,对该项目进行了全面系统的研究分析,具 体内容包括六大部分。 首先对项目的研究背景及意义、相关理论、研宄方法和思路、研宄内容及结构进.. 行了阐述;其次,对项目概况、周边配套和开发公司简介及内部环境条件进行分析; 第三,从宏观环境、区域规划发展和各物业市场三个层面分析了项目所处的外部环境; 第四,根据上述分析确定本项目的功能规划和市场定位;第五,制订项目初步的营销 策略;最后,在以上分析的基础上,通过财务测算,分析了项目的财务状况和风险, 并制定了相关风险应对措施。通过分析,得出该项目的开发投资是可行的,具有较高 的经济和社会效益。 主题词:商业计划书;市场定位;财务分析;风险分析 Abstract In December 2009,State Council issued Certain Opinions on Construction and Development of Hainan International Tourism Island Hainan Real Estate market stirred up a crazy wave of investment once again, the price of real estate were not affected by national policy environment, but rose quickly, thus attracted the country's investors. Hainan real estate market develops very quickly and shows unusual situation to others. At the same time, the government real estate macro-control policies and regulations are coming out, and even tighten day by day. In 2014,global economic situation remains downturn, domestic economic is slowdown too. The national and local government successively promulgated 汪 variety of policies to rescue real estate market, to stimulate the effective demand of real estate market. Hainan real estate market is not good in this macro environment, but shows overall smooth and stable in such slumping market Situation. The real estate market environment is full of opportunities and challenges. A well prepared business plan is very important for the enterprise's investment decision and. implementation. This thesis takes “Haikou Tower Business Complex Project as research object, the author uses related management theory, combines specific requirements of the business plan, analyses and researches the project comprehensively and systematically. This thesis can be divided into six parts. Firstly, elaborating background, significance, related theory, research methods, basic ideas, research content and structure of this project. Secondly, analysis on the project general situation, surrounding facilities, company profile and internal environment. Thirdly, analysis on project’ s external environment, such as macro-environment, regional development and estate management. Fourthly, determining the project's functional planning and marketing positioning based on the above analysis. Fifthly, developing marketing strategies. Sixthly, conducting measures for project risk on basis of financial analysis. Finally, coming to the conclusion,the development and investment of this project is feasible, can obtain high economic and society benefits. Key words: Business Plan; Marketing Position; Financial Analysis; Risk Analysis 目录 1 ^ 1 1.1背景和意义 1 1. 2相关理论 2 1. 3研宄方法和思路 3 1.4研究内容及结构 3 2项目概况 6 2. 1项目基本信息 6 2. 2项目周边配套 8 2. 2. 1交通配套 8 2. 2. 2周边配套环境 9 2. 3开发公司简介 10 2. 4本章小结 10 3项目外部环境分析 12 3. 1宏观环境分析 12 3. 1. 1经济环境分析 12 3. 1. 2政治法律环境分析 15 3. 1.3社会文化环境分析 17 3. 1. 4技术环境分析 18 3. 2区域发展分析 18 3. 3行业环境分析 21 3. 3. 1商业地产行业环境分析 22 3. 3. 2甲级写字楼行业环境分析 26 3. 3. 3五星级酒店行业环境分析 29 3. 3. 4优质商务公寓行业环境分析 30 3.4本章小结 31 4项目定位与设计 32 4. 1项目SWOT分析 32 4. 1. 1 优势 32 4. 1. 2 劣势 33 4. 1. 3 机遇 33 4. 1.4 威胁 33 4. 2项目SWOT矩阵 33 4.3项目定位 35 4. 3.1目标市场定位 4.3.2目标客户定位 4. 3. 3项目总体形象定位 4.4项目设计 4. 4. 1项目功能的总体规划设计 4.4.2项目建筑设计有关的经济技术指标.. 4. 5 本章小结 5项目营销策略的制定与实施计划 5. 1产品策略 5. 2价格策略 5. 2. 1写字楼价格定位 5. 2. 2其他物业产品定价 5. 3渠道策略 5. 4促销策略 5. 5本章小结 6项目财务计划 6. 1成本分析 6. 2收益分析 6. 3资本退出方式设计 6. 4本章小结 7项目社会效益与风险控制计划 7.1社会效益分析 7. 2风险分析与控制 7. 2. 1项目宏观经济与政策风险分析与控制 7. 2. 2项目区域风险分析与控制 7. 2. 3项目财务与市场风险分析与控制.... 7. 2. 4项目管理风险分析与控制 7. 3 ^