当前，随着国家对房地产欧亿·体育（中国）有限公司宏观调控的日益趋紧，房地产欧亿·体育（中国）有限公司将面临着新一 轮的洗牌。房地产欧亿·体育（中国）有限公司迫切需要运用详细的前期可行性研究, 最大程度的规避投资 风险, 利用正确的市场定位把投资成本降到最低, 在激烈的欧亿·体育（中国）有限公司竞争中立于不败之 地。 本文采用实证研究的方法, 综合运用可行性研究的理论, 对广东XX公司XX项目 房地产开发进行了较为细致的研究。 首先, 通过对XX项目基本情况的描述, 为项目的可行性研究提供了市场分析的 内部欧亿·体育（中国）有限公司。 其次, 对项目的开发经营环境进行系统的市场分析,具体包括全国、广东省、佛 山市、项目所在区域的市场分析,以及项目SWOT分析,据此得出市场研究结论。接着 根据市场分析,得出项目的市场定位, 在市场定位的基础上确定了项目客户定位、产 品定位、价格定位、形象定位。然后对项目技术可行性进行分析, 找出项目开发经 营策略、制订开发进度。 最后, 通过项目投资估算、项目投资、资金来源运用及还款计划、财务评价、 国民经济评价对项目进行经济可行性研究,充分估计到项目开发经营风险, 并应对 风险制订了相应的对策。在以上分析研究的基础上, 得出的项目可行性结论, 同时 对项目实施提出了建议。 关键词：可行性研究 房地产 SWOT 分析 投资分析 风险分析Abstract Presently, along with the country macroeconomic regulation and control to the real estate profession becomes tighter, the real estate profession will be facing the new mixing the cards. The real estate profession urgently needs to utilize the detailed preliminary feasibility study, circumvents investment risk to the greatest degree, uses the correct market localization to depress to the lowest investment cost and is in an impregnable position in the intense profession competition. This thesis uses the method of the real diagnosis research, comprehensively utilizes feasibility study theory and conducts more carefully research to the Guangdong XX company XX project property development. Firstly, this thesis uses the description of XX project basic situation, which provids the market analysis restricted data for the project feasibility study. Secondly, this thesis carries on the system market analysis to the project development management environment, including the market analysis of the nation, Guangdong Province, Foshan city and the project region, and makes project SWOT analysis to draw the marketing research conclusion. Next according to the market analysis, this article obtains the project market localization, and makes the project customer localization, the product localization, the price localization, the image localization in the foundation of the market localization. Then this thesis analysises the project technical feasibility, gets the project development management strategy and makes the development progress. Finally, through project investment estimate, the project investment, capital source utilization and also the funds plan, the financial appraisal, the national economy appraises, this thesis carries on the project economical feasibility study, estimates fully the project development management risk, and draws up the corresponding countermeasure to the risk. In the base of the above analysis research, this thesis draws the project feasible conclusion, and simultaneously proposes the suggestion to the project implementation.Key words: Feasibility study Real estate SWOT analysis Investment analysis Risk analysis.目 录 摘要 ABSTRACT 1 绪 论 ................................................................................................................................ 1 1.1 报告研究的目的和意义 ............................................................................................ 1 1.2 国内外现状及研究概况 ............................................................................................ 2 1.3 可行性研究的概念、内容和步骤 ............................................................................ 3 1.4 报告的主要内容及结构安排 .................................................................................. 6 2 项目概况 .......................................................................................................................... 8 2.1 项目所在区域的基本状况 ........................................................................................ 8 2.2 项目开发企业简介 .................................................................................................... 9 2.3 项目区域开发环境分析 ........................................................................................... 10 2.4 项目主要指标 .......................................................................................................... 12 3 项目开发经营环境分析 ................................................................................................ 14 3.1 宏观环境分析 .......................................................................................................... 14 3.2 项目所在区域房地产市场状况 .............................................................................. 19 3.3 项目 SWOT 分析 ........................................................................................................ 23 3.4 项目市场研究结论 .................................................................................................. 24 4 项目目标市场定位 ........................................................................................................ 26 4.1 项目土地价值研判 .................................................................................................. 26 4.2 项目市场定位 .......................................................................................................... 27 5 项目技术可行性分析 .................................................................................................... 36 5.1 项目开发建设建议 .................................................................................................. 36 5.2 项目开发经营策略 .................................................................................................. 38 5.3 项目开发进度 .......................................................................................................... 39 6 项目经济可行性分析 .................................................................................................. 40 6.1 项目投资估算 .......................................................................................................... 40 6.2 项目投资、资金来源运用与还款计划 .................................................................. 42 6.3 项目的财务评价 ...................................................................................................... 45 6.4 项目国民经济评价 .................................................................................................. 49 7 项目开发经营风险分析及规避策略 ............................................................................ 50 7.1 项目开发经营经济风险分析与规避策略 .............................................................. 50 7.2 项目开发经营其他风险分析与规避策略 .............................................................. 51 7.3 结论和建议 .............................................................................................................. 54 结束语 ............................................................................................................................. 57 致 谢 ................................................................................................................................ 58