本商业计划书为广州越秀中门窗博览中心项目的商业计划书。本文通过对宏观政 策、市场环境、竞争对手等方面的综合分析，制定出相应的营销策略，并对本项目的盈 利性和抗风险性进行了分析，从而为本计划的实施及未来的营销推广活动提供指导，同 时也为公司日后开发其它的商业项目提供参考和借鉴。 该项目由 A 公司独立开发。A 公司早在上世纪 90 年代初就开始涉足房地产开发市 场，并先后开发了几十个房地产项目，涉及住宅、商业等多种类型。在对广州商业地产 市场的总体状况和国家宏观调控政策的综合分析后，A 公司决定以商业地产作为公司日 后的开发重点，而广州越秀中门窗博览中心项目就是 A 公司进军商业地产的战略目标中 非常重要的一环。若能操作成功，不仅能为企业带来可观的经济回报，还可以进一步克 隆复制到其它商业地产项目的开发中，为公司日后的发展奠定坚实的基础。 本文在深入分析项目区域环境、宏观政策、市场供求和发展趋势等的基础上，抓住 项目位于广州传统门窗市场批零发源地这一独特优势，提出将本项目定位成“小而精”的 高档次专业门窗展销中心。从市场状况上来看，广州作为华南地区的商贸中心与物流中 心，每年的家居建材消费需求超过百亿元人民币，而近几年广州房地产投资的持续增长， 更是为该欧亿·体育（中国）有限公司提供了源源不断的市场需求，加上市场对传统家居建材市场升级换代的渴 求，为本项目提供了广阔的发展空间。 本文通过波特五力分析和 SWOT 分析法对本项目所处的竞争环境进行分析。分析 显示，本项目虽然在地理环境、商业氛围、项目档次等方面具有优势，但也存在景观较 差、体量较小、人流车流不足等劣势。然而，总体上还是利多弊少，若能将本项目建成 一个位于市中心的高档专业门窗博览中心，就能与走“大而全”路线的其它专业市场形成 错位经营和产业联动，闯出一片属于自己的天地。 据此，本项目将定位为专业门窗展销中心，力求以规划先进、管理规范、功能齐全、 信息灵通的新型专业市场取代规模受到限制、配套设施滞后，环境脏乱差的“传统市场”， 打造出一个集信息交流、品牌展示、批零交易、设计咨询等多种功能于一体的专业门窗 精品展销中心。随后的营销策略也都将围绕这一定位展开。 最后，根据计算，本项目的总投资为项目的总投资为 6431.67 万元，利润总额为 19598.31 万元，投资利润率达 304.72%，项目净现值为 10079.02 万元，内部收益率达 98%，动态投资回收期为 1.30 年。另据敏感性分析，即使在市场环境较差的情况下，本II 项目仍可取得 41.65%的投资回报率，抗风险能力较高。由此，本项目是可行的。 关键词，商业地产；营销策划；商业计划书III Abstract This business plan mainly studies the marketing plan of the Guangzhou Yuexiuzhong Road Doors & Windows Centre developed by A company. By analysis on the macro-economic control policy, investment environment, market competition and etc., this Business Plan figures out the “right” position of the project, and then the marketing strategies, as well as the financial feasibility of the project. This not only provides operation strategy for the implementing of this project in future business activity but also provides references for other projects being developed by A company. This project is developed by A company. Founded in 1990s, A company has developed many real estate projects, including residential projects, commercial projects and so on. After deep studies on the commercial real estate market in Guangzhou and the macro-economic policies, A company decides to foucs on commercial real estate market in the future. In this sense, this project is very important for A company. If succeeds, it will not only bring generous economic return, but also enhance the strength of A company in developing commercial real estate market. Detailed studies have been conducted on the project environment, macro-economic control policy, market supply & demand and so on. Given the result of above studies and the unique advantage of the project(which is located in a traditional doors & windows market in Guangzhou）, this project can be positioned as a top professional doors & windows market. From the view of the Marketing, as the commercial and logistical centre of south China, the annul demand of building materials & houseware in Guangzhou is more then 10 billion and is expected to keep increasing given the prosperity of the real estate market in recent years. Baud Five Force Analysis of the Guangzhou commercial real estate industry and SWOT Analysis on the circumstance show that this project is superior on location, commercial environment and the standard of the building while still has disadvantage on sight, scale and pedestrian flow, but generally the advantage is more than disadvantage. Given that, focusing on the doors & windows of top brands only and providing more functions than traditional market will be good for the project, especially in the competition with those “big” building materials & houseware market. Thus, the project will be positioned as an exhibition centre of top doors & windows only and provide different services and functions for the clients, including information exchange, product exhibition, wholesale & retail trade, design & consulting and etc.. Marketing strategy are decided and conducted based on the above marketing position.IV Finally, through calculation, the total investment of this Project is 64.32 million, the profit is 195.98 million，the return on investment is 304.72%，the NPV is 100.79 million, the IRR is 98% and the dynamic investment pay-back period is 1.30yr. Moreover, sensitivity analysis shows that even in the worse situation, return on investment is still as high is 41.65%. In short, with small risk, and good finance operation ability, the project is feasible. Key Words，Commercial Real Estate; Marketing Plan; Business PlanV 目 录 摘要...........................................................................................................................................I ABSTRACT ............................................................................................................................. III 第一章 绪论............................................................................................................................1 1.1 项目背景和研究意义...................................................................................................... 1 1.2 文献综述.......................................................................................................................... 2 1.2.1 市场营销理论的发展................................................................................................ 2 1.2.2 房地产项目的定位研究........................................................................................... 4 1.3 研究方法及主要内容...................................................................................................... 5 第二章 项目区域环境分析....................................................................................................7 2.1 区域特点分析.................................................................................................................. 7 2.2 区域规划分析.................................................................................................................. 8 2.3 项目地段分析.................................................................................................................. 9 2.4 本章小结........................................................................................................................ 10 第三章 项目市场分析..........................................................................................................11 3.1 国家宏观政策环境分析................................................................................................ 11 3.2 广州商业房地产市场的发展概况................................................................................ 12 3.3 广州商业房地产市场的发展类型................................................................................ 14 3.4 本章小结........................................................................................................................ 15 第四章 竞争性分析..............................................................................................................16 4.1 欧亿·体育（中国）有限公司竞争性分析............................................................................................................ 16 4.2 SWOT 分析 .............................................