随着国内经济持续增长，国民人均收入和消费水平大幅提高，旅 游经济效益日渐凸显。民宿作为旅游产业中新型组成部分，呈现爆发 式增长。尤其在旅游资源丰富的地区，民宿数量更是呈现几何式增长， 民宿越来越成为旅游出行的住宿首选。但是纵观整个国内民宿行业， 我们不难发现民宿具有发展门槛较低，行业内水平良莠不齐，行业规 范未完全建立等现象。因此，制定民宿项目相关可行性研究的重要性 日益凸显。 本文以 Q 公司衢州 X 民宿项目为研究对象，结合项目可行性和 民宿相关理论，运用 PEST 分析法、波特五力模型、SWOT 分析法， 在分析民宿项目内外部环境及优劣势的基础上，进行项目市场分析， 建设分析和投资方案分析。并且，使用财务分析方法对项目的盈利相 关情况进行预测，就项目风险、人力资源规划和项目实施保障等方面 进行相关论述。 本文得出以下相关可行性研究结论:民宿项目需通过植入前期定 位、项目规划、行业宣传、实施保障等方式，提高民宿产品品牌效应， 形成项目有序发展。本文研究成果不仅为 Q 公司衢州 X 民宿战略规 划提供建议性思路，同时，对其他同类民宿项目建设也具有一定借鉴 和参考价值。 关键词，民宿、转型、旅游经济、可行性研究 类型，应用基础研究II FEASIBILITY STUDY OF QUZHOU X B&B PROJECT OF Q COMPANY ABSTRACT With the continuous growth of the domestic economy, the per capital income and consumption level of the people has been greatly improved, and the economic benefits of tourism have become increasingly prominent. As a new component of the tourism industry, home stay has exploded. Especially in the areas with abundant tourism resources, the number of B&B is increasing geometrically, and the home stay is becoming the first choice for tourism. However, throughout the domestic residential sector, it is not hard to find that home stay has a low development threshold, the level of the industry is uneven, and the industry norms are not fully established. Therefore, the importance of the feasibility study of home stay project is becoming more and more prominent. QuZhou Q company based on the home stay facility project as the research object, combined with the project feasibility and the home stay facility related theory, using PEST analysis, porter five model, SWOT analysis, based on the analysis of the home stay facility project, on the basis of internal and external environment and the advantages and disadvantages of market analysis, project construction and investment plan analysis. In addition, the financial analysis method is used to predict the profit of the project, and discuss the project risk, human resource planning and project implementation guarantee. In this paper, the following relevant feasibility study conclusion: home stay facility shall be by the early stage of the implant positioning, project planning, project industry propaganda, safeguard and so on, thus improve the home stay facility product brand effect, form and orderly development project. The research results of this paper not only provide Suggestions for the strategic planning of QuZhou X B&B, but also have some reference and reference value for the construction of other similar residential projects. KEY WORDS: B&B, Transformation, Tourism economy, Feasibility study TYPE OF DISSERTATION: Application Research浙江工业大学硕士学位 Q 公司衢州 X 民宿项目可行性研究 III 目 录 1 绪论 ..................................................1 1.1 研究背景和意义...............................................1 1.2 国内外文献综述...............................................2 1.2.1 项目可行性研究相关文献综述 .............................2 1.2.2 国外民宿项目可行性研究相关文献综述 .....................5 1.2.3 国内民宿项目可行性研究相关文献综述 .....................6 1.3 本文研究方法和内容...........................................8 1.3.1 研究内容 ...............................................8 1.3.2 研究方法 ...............................................8 1.4 创新与特色...................................................8 2 相关理论及研究工具 .....................................9 2.1 项目可行性理论...............................................9 2.2 民宿相关理论................................................10 2.3 相关分析工具................................................12 2.3.1 分析工具简介 ..........................................12 2.3.2 分析工具对比分析 ......................................13 3 项目概述 .............................................14 3.1 项目简介....................................................14 3.2 公司及项目团队简介..........................................14 3.2.1 公司简介 ..............................................14 3.2.2 项目团队简介 ..........................................15 3.3 外部环境分析................................................15 3.3.1 政治法律环境 ..........................................15 3.3.2 经济发展环境 ..........................................16 3.3.3 社会文化环境 ..........................................17 3.3.4 科学技术环境 ..........................................17 3.4 竞争环境分析................................................18 3.4.1 同业竞争对手分析 ......................................18 3.4.2 替代品威胁分析 ........................................19 4 项目市场分析 .........................................20 4.1 市场现状分析................................................20 4.1.1 全国民宿市场探究 ......................................20 4.1.2 浙江民宿市场分析......................................22 4.1.3 衢州民宿市场分析......................................23浙江工业大学硕士学位 Q 公司衢州 X 民宿项目可行性研究 IV 4.2 目标市场需求分析............................................25 4.2.1 全国民宿市场需求分析 ..................................25 4.2.2 衢州民宿市场需求分析..................................26 4.3 项目定位分析................................................25 4.3.1 项目市场定位分析 ......................................25 4.3.2 项目产品定位分析......................................26 5 项目建设和投资方案....................................31 5.1 项目建设单位及项目目标......................................31 5.2 项目建设方案................................................31 5.3 实施计划....................................................33 5.4 投资估算 ...................................................33 5.5 资金筹措....................................................32 6 项目评价与项目风险分析................................ 35 6.1 财务评估....................................................35 6.1.1 基础数据 ..............................................33 6.1.2 财务评估的各项指标 ....................................33 6.1.3 财务盈利分析 ..........................................38 6.1.4 清偿能力分析 ..........................................40 6.2 经济评估....................................................40 6.3 社会评价....................................................40 6.4 项目风险的影响因素 .........................................41 6.4.1 不可抗因素 ............................................41 6.4.2 浅层次开发引发的产品雷同 ..............................42 6.4.3 市场带来的风险 ........................................41 6.4.4 租金上涨带来的风险 ....................................41 6.5 风险规避策略................................................42 6.5.1 拓展产业链，促进产品多元化 ............................42 6.5.2 增强体验感，实现品牌效应 ..............................42 6.5.3 加大管理力度，提高民宿旅游质量 ........................42 7 项目推进保障措施 ......................................44 7.1 优化组织结构................................................44 7.2 加强人力资源建设............................................45 7.3 完善绩效考核................................................45 8 结论与展望 ...........................................47 8.1 研究结论....................................................47 8.2 研究不足与展望..............................................47浙江工业大学硕士学位 Q 公司衢州 X 民宿项目可行性研究 V