2008年金融海啸肆虐后的中国楼市步入深度调整和复苏期当前,房地产市场已逐 步走向成熟,国家也加大了对房地产市场的宏观调控力度,银根!土地!信贷不断紧缩, 房地产市场的过热势头得以有效控制,消费者的购房心理也日趋理性,买方市场初具规 模如何面对挑战,赢得市场成为目前房地产开发商急需解决的问题,而一份客观合理 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 本文以珠海市恒基房地产开发有限公司的财富世家项目为研究对象,在已学习的相 关理论的基础上,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珠海市恒基房地产开发有限公司及其所投资建设的财富 世家项目基本情况进行简介; 2.结合珠海市宏观市场成长状况及2009年以来的珠海市楼市分析分析表明珠海 整体住宅市场发展势头迅猛,销售总量不断提高,珠海市近年房地产市场供销两旺,销 售价格保持稳步上扬,2009年,随着经济的复苏,政策的鼓励,房地产有回暖逐渐走向 火热前山作为主城区近年来重点开发区域,在主城区商品房供应逐步减少!房价高企 的情况下,主城区置业者西移前山将形成必然的趋势 3.根据房地产市场定位的相关理论,利用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/山麓畔!学府旁! 高知复合社区)主城区知本家置业首选之地0 4.总结财富世家项目一!二期的营销策略,结合新市场环境,对财富世家三期的 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及推广方案; 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(税后)31,717.94万元项目税后财 务净现值FNPV二16,933万元,项目的内部收益率FIRR=33.03cy0,本项目投资回收期为2.66 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:市场定位;营销策略;财务分析;商业计划Abstraet ChineserealestatehasstePPedintoadePthadjustmentandrecoveringPeriodsincethe financialTsunamiinZOOS.Theovetheatedrealestatemarkethasbeencontrolled;consumers al50cometotheirsenseswhentheyarebuyingthehousesandthebuyer.5marketbeginsto takeshaPe,becausetherealestatemarket15tendingtomaturestePbystePatPresentandour government15increasingthePotencydimensionofmacro一control,themoney,land,creditare reducingconstantly.Howtofacethechallengeandgainthemarkethavebecomeanurgent ProblemwhichneedtobesolvedbytheProPertydeveloPers,notonlydoesanobjectiveand reasonablebusinessPlanbeaguidelineinfutureinvestment,butalsoanimPortantactivity guidefordirectingenterPrisestoattractinvestmentandPersuadingthePotentialinvestorsto investtheProjects. ThisPaPertakesfortunearistocraticfamilyProjectofZhuhaiHtlijiRealEstate DeveloPingComPanyasthestudyobject,accordingtotherequirementsofthebusinessPlan, thisthesishasmadeananalysisontheinvestmentanddecision一makingofthisProjectonthe basisoflearningrelatedtheory.Themainsectionsareasfollows: 1.First,thisthesisgivesbriefintroductionsofZhuhaiHtlijiRealEstateDeveloPing ComPanyandthebasicsituationofitsfortunearistocraticfamilyProject. 2.WiththeaidofthemarketcomPetitivestrategies,thisthesishasmadeananalysison themarketcomPetitiveenvironmentoffortunearistocraticfamily.5thirdandfourthProjects bycombiningthegrowingconditionofZhuhai.5macroeconomicwiththeanalyzingof Zhuhai.5realestatesince2009. 3.ThisthesishasmadeananalysisonthemarketneedsandmadeamarketPositioning tothisProjectaccordingtotherelatedtheoryoftherealestatemarketPositioning.Then,we determinethewholePositioningofthisProject,which15:FoothillsPicturesque,beside University,Highly一educatedcomPositecommunity一thePreferredlandofbricks一and一mortar knowledgeowners. 4.IthasmadeastudyontheworkingoutmarketingPolicybysummarizingthefirstand secondmarketingstrategiesoffortunearistocraticfamilyandintegratingthenewmarket circumstances,italsocomesuPwiththePoPularizingProjectsofmarketingstrategiesinorder tokeePthecomPetitiveadvantages. II5.ToanalyzetheProject.s relatedfinancialtargetsandPuta economicbenefitsInCO>11eandProfitabilitythroughthe reasonableestimateontheProject,5marketrisk. Keywords:MarketPositioning;marketingstrategy;financialanalysis;businessPlan 111目录 摘要...................................................................................................................................I ABSTRACT........................................................................................................................11 图表清单...........................................................................................................................Vll 第一章绪论......................................................................................................................1 1.1研究背景及意义.......................................................................................................1 1.2文献综述...................................................................................................................2 1.2.1房地产市场定位研究........................................................................................2 1.2.2SWOT分析模型.................................................................................................4 1.2.3企业竞争战略....................................................................................................5 1.2.4房地产市场营销策略研究................................................................................6 1.3研究方法及技术路线...............................................................................................9 第二章开发商及项目基本情况....................................................................................11 2.1财富世家项目发展回顾.........................................................................................11 2.1.1梅花豪庭回迁..................................................................................................11 2.1.2财富时代广场..................................................................................................11 2.1.3财富世家1!2期............................................................................................11 2.2财富世家项目概况.................................................................................................12 2.2.1地理位置..........................................................................................................12 2.2.2项目四至..........................................................................................................13 2.2.3项目的有关经济技术指标..............................................................................13 2.2.4项目配套..........................................................................................................14 2.3开发商概况.............................................................................................................巧 2.3.1公司简介..........................................................................................................巧 2.3.2管理团队..........................................................................................................16 2.3.3组织架构..........................................................................................................16 2.4本章小结.................................................................................................................17 第三章市场环境和竞争性分析....................................................................................18 3.1市场环境分析.........................................................................................................18 IV3.1.1宏观市场成长状况简述..................................................................................18 3.1.2珠海市2009年楼市分析................................................................................20 3.1.3珠海商品住宅市场供需情况..........................................................................23 3.2片区住宅市场研究.................................................................................................24 3.2.1片区房地产市场概况......................................................................................24 3.2.2区域市政规划..................................................................................................26 3.2.3片区市场供需分析...................................................