优秀的商业计划书不仅是企业成功的融资文件，也是对企业发展具有一定战略指导 意义的商业运作计划书。商业计划书主要用来展现项目的商业潜力和投资价值，以便于 投资者能够对企业或项目作出投资决策，从而使企业获得融资。一份客观合理的商业计 划书，既是企业有关未来投资的行动纲领，也是指导企业招商引资及说服潜在投资者对 项目进行投资的重要的商务活动指南。 本商业计划书选定的研究对象为广州 DQ 房地产开发有限公司的广州市珠江新城 N 项目，该项目是一个投资额高达人民币 25.85 亿元的房地产开发项目，项目位于广州市 天河区珠江新城南部，周边市政道路交通已统一配套，市政设施配套成熟先进，地势平 整，珠江岸线结构规整，江面开阔、视觉效果甚佳，东侧与南侧可远眺华南快速干线华 南大桥及琶州国际会展中心，西侧可远望广州新地标——广州电视塔，确实为建造高尚 社区的绝佳景地。本文在已学习的相关理论的基础上，采用与实践相结合的方法进行研 究，按照商业计划书的要求，对该项目进行了投资决策分析，其主要内容包括， 1. 首先对项目的开发商即广州 DQ 房地产开发有限公司及所投资的珠江新城 N 项 目基本情况进行简介； 2. 结合中国及广州市宏观市场成长状况及 2010 年以来的广州市楼市分析。分析表 明广州市整体住宅市场发展势头较好，销售总量不断提高，广州市近年房地产市场供销 两旺，销售价格保持稳步上扬； 3. 根据房地产市场定位的相关理论，利用波特的竞争战略理论、 SWOT 分析模型 等分析工具，对该项目进行了市场需求分析及市场定位，最终确定了本项目的整体定位 为“近百年内最有影响力和标志性的经典豪宅”； 4. 分析周边楼盘的销售价格及销售情况，结合新市场环境，对珠江新城 N 项目营 销策略的制定进行了研究，为保持竞争优势提出营销策略推广方案； 5. 通过相关的财务指标，分析项目的经济效益。从本项目的经济效益分析可以看出， 项目的投资回报率较高。项目的总投资收益为 455162 万元。项目税后财务净现值 FNPV=48438 万元，项目的内部收益率 FIRR=21.26%，本项目动态投资回收期为 4.01 年。因此该项目的开发投资是可行的，且具有较高的经济效益。 关键词，N 项目；商业计划书；财务分析；风险分析II Abstract A good business plan is not only the financing of enterprise success, but also to enterprise development documents have certain strategic guiding significance to the business plan. A business plan is mainly used to show the commercial potential and project investment value in order to investors can make for enterprise or project investment decision, thus the enterprise to get financing. An objective and reasonable business plan, about future investment is enterprise of action, and guide the enterprise investment promotion and convince potential investors for projects for investment guide to the important business activities. The business plan for the selected object of study of guangzhou DQ real estate development Co., ltd., guangzhou pearl river new town N project, this project is an investment of up to RMB 25.85 billion yuan of real estate development project, the project is located in the guangzhou tianhe district in southern pearl river new town, peripheral urban road traffic has unified form a complete set, municipal facilities advanced, the terrain is smooth, the pearl river shoreline structure neat, open, visual effect is really good water-channel, south east and south side can overlook fast route south China bridge and pa states international exhibition center, guangzhou new landmarks can be tinged west - guangzhou TV tower, really excellent to build the noble community scene. Based on the related theory of already learning based on the method of combining with practice, according to a business plan, at the request of the project made an investment decision analysis, its main contents include: 1. First, the developer of the project is guangzhou DQ real estate development Co., LTD and the pearl river new town N project investment introduction to the basic situation; 2. Combine China and guangzhou macro market growth status and 2010 guangzhou market analysis since. Analysis shows that the overall housing market development momentum of guangzhou is good, unceasing enhancement, the total sales of guangzhou city real estate market supply in two flourishing, sales price keep rising steadily； 3. According to the real estate market positioning related theory, using the potter's competition strategy theory, the SWOT analysis model analysis tools, the project market demand analysis and market positioning, final this project for positioning 100 years the whole most influential and iconic classic curtilage； 4. Analysis the sales price and surrounding buildings, combined with the new sales of pearl river new town market environment, marketing strategy formulation N project wasIII studied, in order to keep the competitive advantage some marketing strategy promotion plan; 5. Through the relevant financial indicators, analyze project economic benefits. Economic benefit from this project can be seen, the project investment high returns. The total investment income for project 455162 million yuan. Project FNPV = net present value of after-tax financial, project 48438 yuan FIRR = 21.26% internal rate of return, this project for dynamic the investment capital can be recovered in 4.01. So the project development investment is feasible, and has higher economic benefits. Key words，The N project；Business plan；Financial analysis；Risk analysisIV 目 录 摘要.........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表清单.................................................................................................................................VII 第一章 绪 论..........................................................................................................................1 1.1 研究的背景和意义 ......................................................................................................... 1 1.1.1 研究背景.................................................................................................................. 1 1.1.2 研究意义.................................................................................................................. 2 1.2 文献综述 ......................................................................................................................... 3 1.2.1 房地产市场定位研究.............................................................................................. 3 1.2.2 SWOT 分析模型....................................................................................................... 4 1.2.3 企业竞争战略.......................................................................................................... 6 1.2.4 企业市场营销策略.................................................................................................. 7 1.3 研究方法和基本思路 ..................................................................................................... 7 1.4 研究内容及报告结构 ..................................................................................................... 8 第二章 项目建设单位及项目用地介绍................................................................................10 2.1 项目建设单位及股东情况介绍 ................................................................................... 10 2.2 项目地理位置 ............................................................................................................... 10 2.3 项目建设背景 ............................................................................................................... 11 2.4 本章小结 ....................................................................................................................... 12 第三章 项目所在地房地产市场及竞争环境分析................................................................13 3.1 宏观环境 ....................................................................................................................... 13 3.1.1 国家及当地宏观调控政策.................................................................................... 13 3.1.2 当地经济发展状况................................