房地产业作为国民经济体系的重要构成部分，由于具有相关产业链较长的特点，改 革开放以来，在推动我国经济发展方面发挥了重要作用。特别是在本轮国际金融危机中， 国家出台了一系列刺激房地产业发展的措施，而房地产业的率先复苏对我国在国际金融 危机背景下保持经济稳步增长更起到了积极作用。 鉴于我国是世界上人口最多的国家，人多地少是我国面临的基本国情，而房地产业 具有投资规模大、消耗土地资源多等特点。若要实现其拉动 GDP 速度快、带来的经济 利益多的效果，则项目的可行性研究就是必不可少的工作。 本文采取定性与定量分析结合的方式对惠州的一个房地产项目作一个系统全面的 研究分析。研究分析分为，1、市场分析，在整体市场区域特征、投资环境等因素进行 分析；2、项目分析，项目内部采取财务、风险评价。 通过上述分析，确立了项目开发的可行性程度，为项目的整体运营提供了可靠依据。 关键词，可行性研究；房地产；项目定位II ABSTRACT Realty business, considered as the fundamental ingredient of national economic system in our country, has a long industrial chain and plays an important role in developing the economy of our country. Especially, during the current international financial crisis, China government has taken a basket of measures to stimulus developing the whole national realty business, which is the first to recovery and has great positive effects on the national economy’s keeping steady growth in international environments of finance crisis. As the most populous country in the world, vast population and limited land resource are fundamental realities of our country. At the same time realty business is also characteristic of large scale of investment, huge land-consuming and so on. Feasibility study on realty business project is essential for realty business to motivate Gross Domestic Product’s (GDP) rapidly growing and to make as more economic interest as possible. The dissertation presents a systematic and general analysis of a real estate development project in the HuiZhou city via qualitative and quantitative analysis methods. The analysis includes (1) market analysis part, which investigates advantageous and disadvantageous factors existing in investment environment, local market features and the like, and (2) project management analysis, which probes into risk assessment of financial affairs. According to the above analysis, we establish the feasibility of the real estate development project, which supply solid information for the whole project running. Key words: feasibility study, realty business, project orientationIII 目 录 摘要.........................................................................................................................................I ABSTRACT .............................................................................................................................. II 第一章 绪 论............................................................................................................................1 1.1 研究背景.......................................................................................................................... 1 1.2 项目概况.......................................................................................................................... 1 1.3 惠州市的发展规划.......................................................................................................... 2 1.4 本章小结.......................................................................................................................... 3 第二章 项目建设的背景与必要性..........................................................................................4 2.1 项目建设的背景.............................................................................................................. 4 2.1.1 交通区位分析........................................................................................................... 4 2.1.2 自然环境景观........................................................................................................... 5 2.1.3 社会经济状况........................................................................................................... 8 2.2 项目建设的必要性........................................................................................................ 11 2.2.1 城乡规划要求......................................................................................................... 11 2.2.2 政府决策决议......................................................................................................... 15 2.2.3 其他部门要求......................................................................................................... 17 2.3 本章小结........................................................................................................................ 19 第三章 市场调查与分析预测................................................................................................20 3.1 市场调查........................................................................................................................ 20 3.1.1 惠州市旅游业发展现状......................................................................................... 20 3.1.2 市场需求分析......................................................................................................... 20 3.1.3 市场供给有效性..................................................................................................... 22 3.1.4 区域旅业价格......................................................................................................... 22 3.2 市场发展前景预测........................................................................................................ 22 3.3 本章小结........................................................................................................................ 23 第四章 项目分析与项目定位................................................................................................24 4.1 项目优劣分析方法 SWOT 概述 .................................................................................. 24 4.2 项目优势分析 STREATH ................................................................................................ 24IV 4.3 项目劣势分析 WEAKNESS............................................................................................. 25 4.3.1 山地环境交通不便................................................................................................. 25 4.3.2 远离镇区缺乏服务................................................................................................. 25 4.3.3 镇域镇际协同不足................................................................................................. 26 4.3.4 毗邻旧村约束开发................................................................................................. 26 4.4 项目机会分析 OPPORTUNITY ........................................................................................ 26 4.4.1 市场......................................................................................................................... 27 4.4.2 城市配套建设发展................................................................................................. 27 4.4.3 宜居旅游城市建设................................................................................................. 27 4.4.4 绿道示范段............................................................................................................. 27 4.5 项目威胁点 THREAT ...................................................................................................... 27 4.5.1 市场认可................................................................................................................. 27 4.5.2 市场竞争................................................................................................................. 27 4.6 项目定位与功能布局.................................................................................................... 27 4.6.1 项目定位................................................................................................................. 27 4.6.2 发展规模........................