本文關(guān)鍵詞：珠江新城F購(gòu)物中心項(xiàng)目開(kāi)發(fā)策劃書(shū)　出處：《華南理工大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 商業(yè)地產(chǎn)投資 項(xiàng)目策劃 財(cái)務(wù)評(píng)價(jià)

【摘要】：隨著國(guó)民經(jīng)濟(jì)的持續(xù)增長(zhǎng)和居民消費(fèi)結(jié)構(gòu)的提升，為房地產(chǎn)行業(yè)提供了高速發(fā)展的機(jī)會(huì)，也使房地產(chǎn)業(yè)面對(duì)更加激烈的競(jìng)爭(zhēng)。房地產(chǎn)行業(yè)是典型的資金密集型行業(yè)，具有投資大、風(fēng)險(xiǎn)高、周期久、供應(yīng)鏈長(zhǎng)、地域性強(qiáng)的特點(diǎn)。本策劃書(shū)通過(guò)對(duì)房地產(chǎn)項(xiàng)目的前期市場(chǎng)調(diào)研和形勢(shì)環(huán)境分析，項(xiàng)目的目標(biāo)市場(chǎng)和SWOT分析，競(jìng)爭(zhēng)力和營(yíng)銷(xiāo)策略分析以及財(cái)務(wù)評(píng)價(jià)和執(zhí)行控制，形成一個(gè)全方位、全過(guò)程的策劃方案，以指導(dǎo)項(xiàng)目公司開(kāi)發(fā)建設(shè)F購(gòu)物中心，測(cè)算該項(xiàng)目投資方案的良好收益，。借助本策劃書(shū)的撰寫(xiě)，希望能夠建立一套科學(xué)有效的商業(yè)項(xiàng)目開(kāi)發(fā)程序，以幫助更多企業(yè)能夠充分了解和評(píng)價(jià)商業(yè)地產(chǎn)開(kāi)發(fā)項(xiàng)目過(guò)程以及規(guī)律，從而減少開(kāi)發(fā)經(jīng)營(yíng)的風(fēng)險(xiǎn)，獲取項(xiàng)目預(yù)期的效益和利潤(rùn)。 本策劃書(shū)首先通過(guò)對(duì)背景公司、項(xiàng)目概況等方面的描述，充分證明G公司具有項(xiàng)目開(kāi)發(fā)的實(shí)力；其次本文采用SWOT分析法綜合應(yīng)用，使企業(yè)能夠既清晰地認(rèn)識(shí)到項(xiàng)目自身的優(yōu)勢(shì)和劣勢(shì)，幫助企業(yè)發(fā)現(xiàn)和利用自身的競(jìng)爭(zhēng)優(yōu)勢(shì)；同時(shí)，在項(xiàng)目市場(chǎng)營(yíng)銷(xiāo)分析中，始終貫穿品牌營(yíng)銷(xiāo)理念，特別家門(mén)口購(gòu)物中心的理念，，希望通過(guò)對(duì)目標(biāo)市場(chǎng)和目標(biāo)客戶(hù)的詳盡分析和精準(zhǔn)定位，迅速、成功地建立市場(chǎng)品牌和知名度，塑造出自己強(qiáng)勢(shì)的品牌；最后通過(guò)對(duì)項(xiàng)目的開(kāi)發(fā)成本費(fèi)用和租賃收入的測(cè)算，在此基礎(chǔ)上進(jìn)行項(xiàng)目的財(cái)務(wù)測(cè)算與經(jīng)濟(jì)分析，論證得出整個(gè)項(xiàng)目的經(jīng)濟(jì)評(píng)價(jià)比較理想。
[Abstract]:With the continuous growth of the national economy and the promotion of consumer structure, the real estate industry provides a rapid development opportunity. The real estate industry is a typical capital-intensive industry with large investment, high risk, long cycle and long supply chain. Strong regional characteristics. This planning book through the real estate project market research and situation environment analysis, the project's target market and SWOT analysis. Competitiveness and marketing strategy analysis, as well as financial evaluation and implementation control, to form a comprehensive, whole-process planning plan to guide the project company to develop and build F shopping center. With the help of this plan, we hope to establish a set of scientific and effective commercial project development procedures. In order to help more enterprises to fully understand and evaluate the commercial real estate development project process and rules, so as to reduce the risk of development and management, and obtain the expected benefits and profits of the project. This planning book first through the background company, project overview and other aspects of the description, fully proved that G company has the strength of project development; Secondly, this paper uses the SWOT analysis method to make the enterprise recognize the advantages and disadvantages of the project clearly, and help the enterprise to discover and utilize its own competitive advantage. At the same time, in the project marketing analysis, always throughout the brand marketing concept, especially the concept of the shopping center at the door of the home, hope to target market and target customers through detailed analysis and accurate positioning, quickly. Successfully establish the market brand and visibility, shape their own strong brand; Finally, through the calculation of the project development cost and rental income, the financial calculation and economic analysis of the project are carried out on the basis of which, the economic evaluation of the whole project is proved to be more ideal.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F299.23

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