【摘要】：近年來,隨著中國經(jīng)濟和居民收入的平穩(wěn)增長,旅游地產(chǎn)作為房地產(chǎn)、旅游兩個行業(yè)的聯(lián)姻產(chǎn)品,成為新興的投資熱點。市場上涌現(xiàn)了不少非常成功的旅游地產(chǎn)項目,但是有些項目因為市場定位不準、資金鏈斷裂等原因而導致失敗。一份客觀的商業(yè)計劃書不僅能幫助企業(yè)進行投資決策,還可以為項目融資提供重要參考。本商業(yè)計劃書的研究對象是位于廣東省佛山市南海區(qū)WZ國家旅游產(chǎn)業(yè)集聚(試驗)區(qū)內(nèi)的XY旅游地產(chǎn)項目,本項目由廣東旅游業(yè)的龍頭企業(yè)s旅集團開發(fā),本商業(yè)計劃書的用途是為S旅集團提供決策參考。 本文采用了理論與實證、定性與定量相結合的方法進行研究,研究內(nèi)容包括項目的開發(fā)條件分析、經(jīng)營環(huán)境分析、進度計劃與組織、市場定位、營銷策劃、財務評價、風險分析等。 本文首先通過采用SWOT等分析工具綜合考慮本項目的自身優(yōu)劣勢、宏觀環(huán)境情況、行業(yè)競爭情況,形成項目的總體定位結論：具備鮮明養(yǎng)生文化特色和綜合文體娛樂體驗的高端湖濱旅游地產(chǎn),成為既適宜人居的住所,同時也是一種供游客在外部觀光的旅游吸引物。 接著在需求調(diào)查的基礎上運用4Ps營銷組合理論提出了項目的產(chǎn)品、價格、分銷渠道、促銷等營銷策略。 進而在投資估算、銷售預測、資金籌措、現(xiàn)金流預測等基礎上計算評價指標,對項目進行財務評價。 本文還進行了敏感性分析、盈虧平衡分析,研究了項目面臨的風險并提出相關防范建議。 最終可以得出結論：本項目高回報,低風險,投資回收期短,項目可行。
[Abstract]:In recent years, with the steady growth of Chinese economy and residents' income, tourism real estate, as a marriage product of real estate and tourism industry, has become a new investment hot spot. There are a lot of successful tourism real estate projects in the market, but some of them fail because of the mispositioning of the market and the breakage of the capital chain. An objective business plan can not only help enterprises to make investment decisions, but also provide important reference for project financing. The research object of this business plan is XY tourism real estate project located in WZ National Tourism Industry agglomeration (pilot) area of Nanhai District, Foshan City, Guangdong Province. The purpose of this business plan is to provide decision-making reference for S Brigade Group. This paper adopts the method of combining theory and demonstration, qualitative and quantitative analysis, the research content includes the project development condition analysis, the management environment analysis, the schedule plan and the organization, the market orientation, the marketing plan, the financial appraisal, Risk analysis, etc. First of all, by using SWOT and other analysis tools, this paper considers the advantages and disadvantages of the project, the macro environment, the competition of the industry, and so on. The conclusion of the overall orientation of the project is that the high-end lakeside tourism real estate with distinct culture characteristics of health preservation and comprehensive entertainment experience becomes not only a habitable residence but also a tourist attraction for tourists to visit outside. On the basis of demand survey, this paper puts forward the marketing strategies of the project, such as product, price, distribution channel, promotion and so on, based on the theory of 4Ps marketing combination. On the basis of investment estimate, sales forecast, fund raising, cash flow forecast and so on, the evaluation index is calculated, and the financial evaluation of the project is carried out. Sensitivity analysis, break-even analysis and risk analysis are also carried out in this paper. Finally, we can conclude that the project has high return, low risk, short payback period and feasible.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F299.23;F592

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