PG 集团多元化经营，主要从事地产开发及房地产基金业务。本商业计划书是有关 PG 投资集团意向承接的环渤海经济圈外的第一个项目。NJ 花园商住地产项目的可行性 研究报告，包括项目的环境分析、市场定位、产品定位、价格定位、开发计划、成本限 额、推盘计划、风险控制等分析结果。研究目标一方面为相关债权人提供项目投资信息， 保障项目资金筹集；另一方面为投资方项目开发提供可靠的决策依据。 本商业计划书首先介绍了项目拓展的历史背景和动因，随后阐述了开发方案，PG 公司将通过股权受让方式获得“NJ 花园”商住项目开发权，通过周密调研，充分挖掘 项目特点，赋予其文化内涵，打造都市绿色、休闲生活。 运用“五力竞争模型分析法”和“SWOT 分析法”，对项目的竞争环境作了详细分 析和比较，认为项目区位优势、环境优势、集聚优势突出。尽管存在潜在进入者及现有 竞争对手威胁及价格竞争，但该区域目前房地产供不应求。通过差异化策略可回避同质 化竞争，扬长避短，独辟蹊径，实现预期目标。 项目总投入 68443 万元（除所得税外），其中投资方自筹 25000 万元，银行融资 30000 万元，销售资金返投 13500 万元。股权投资净现金流 25065（84065-59000）万元为正， 股权投资财务净现值 10237（69237-59000）万元大于零，投资回收期 14 个月，项目可 行。 敏感性分析显示，价格是影响项目收益的重要财务因素，与投入相比，价格因素更 敏感。通过对政策风险、管理风险和市场风险采取相应对策，项目风险可控的。 通过分析认为，“NJ 花园”项目具有收益较高、开发周期短、风险可控等优势，符 合集团“短平快”项目要求，项目可行。 关键词，地产；计划书；财务分析；风险II Abstract PG group diversification, mainly engaged in real estate development and real estate fund business. This business plan is about the PG investment group intention to undertake the first projects outside the bohai economic circle. NJ garden residential and commercial real estate project feasibility study report, including project environment analysis, market positioning, product positioning, price positioning, development plan, cost limit, pushing plate plan, risk control, etc. The analysis results. Research aim to provide investment information to relevant creditors, guarantee project to raise funds; On the other hand provide reliable decision basis for investment project development. This business plan firstly introduces the historical background and motivations of project development, then expounds the development plan: PG company will get \“NJ garden\” by way of equity transfer is residential and commercial projects development rights, through the thorough research, fully excavating project characteristics, given its cultural connotation, to build urban green, leisure life. Using \“five competition model analysis method\” and \“SWOT\” the project of the competitive environment has made the detailed analysis and comparison, think project location advantages, environmental advantages, agglomeration advantages highlighted. Despite the potential entrants and existing competitor threats and price competition, but the area is the demand of real estate. Through the differentiation strategy to avoid homogeneity competition, foster strengths and circumvent weaknesses, instead, to achieve the anticipated goal. Project total investment 684.43 million yuan, in addition to income tax), of which the investor self-raised 250 million yuan, bank financing, 300 million yuan, sales of capital return for 135 million yuan. Equity investment net cash flows (84065-59000), 25065, ten thousand yuan is positive, the equity financial net present value 10237 69237 yuan (69237-59000) is greater than zero, the investment payback period of 14 months, the project is feasible. Sensitivity analysis shows that, the price is one of the important financial factors affect project earnings, compared with the input, the price factor is more sensitive. Through the policy risk, management risk and market risk to take corresponding countermeasures, project risk controllable. Through the analysis thinks: \“NJ garden\” project had relatively higher yield, short development cycle, the advantages of the controllable risk, conform to the requirements of the group \“rapid spike\” project, project is feasible. Key words，Business Plan; Financial Analysis; Risk AnalysisIII 目 录 摘要...........................................................................................................................................I Abstract ......................................................................................................................................II 图表清单..................................................................................................................................VI 第一章 概论..............................................................................................................................1 1.1 选题背景及意义 .............................................................................................................. 1 1.2 文献综述 .......................................................................................................................... 2 1.2.1 有关房地产宏观调控政策和效果的分析................................................................ 2 1.2.2 有关房地产现状及发展的观点................................................................................ 2 1.2.3 有关房地产投资的风险评估和风险管理................................................................ 2 1.2.4 有关房地产营销管理的特点.................................................................................... 3 1.2.5 有关竞争战略的研究文献........................................................................................ 4 1.3 主要内容及研究方法 ...................................................................................................... 4 第二章 项目概况......................................................................................................................5 2.1 项目位置 .......................................................................................................................... 5 2.2 区位条件 .......................................................................................................................... 5 2.2.1 周边配套.................................................................................................................... 5 2.2.2 周边交通.................................................................................................................... 6 2.3 项目四至及现状 .............................................................................................................. 6 2.4 项目规划及效果图 .......................................................................................................... 7 2.5 项目背景 .......................................................................................................................... 7 2.6 本章小结 .......................................................................................................................... 8 第三章 环境分析......................................................................................................................9 3.1 宏观环境分析 .................................................................................................................. 9 3.1.1 政治环境分析............................................................................................................ 9 3.1.2 经济和社会环境分析............................................................................................. 10 3.1.3 技术环境分析.......................................................................................................... 14 3.2 微观环境分析 ................................................................................................................ 14 3.2.1 深圳土地供应状况.................................................................................................. 14IV 3.2.2 深圳商品房市场...................................................................................................... 14 3.2.3 竞争者分析.............................................................................................................. 15 3.3 SWOT 分析 .......