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  本文關(guān)鍵詞：北京CH大廈項(xiàng)目商業(yè)計(jì)劃書　出處：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 房地產(chǎn)業(yè) 投資決策 營銷策略 商業(yè)計(jì)劃

【摘要】：近年來,伴隨著我國房地產(chǎn)業(yè)的快速發(fā)展,房地產(chǎn)市場出現(xiàn)了局部過熱的現(xiàn)象,部分城市泡沫嚴(yán)重,房地產(chǎn)市場從之前高增速、高盈利的黃金時代進(jìn)入到市場容量收窄、盈利水平差異化的新常態(tài)階段。大量的房地產(chǎn)公司在項(xiàng)目投資前因?yàn)闆]有進(jìn)行系統(tǒng)、科學(xué)的分析,盲目樂觀進(jìn)行投資,使公司在后期的項(xiàng)目銷售或運(yùn)營過程中出現(xiàn)了嚴(yán)重虧損,最終導(dǎo)致公司破產(chǎn)、被兼并的命運(yùn),給國家和企業(yè)帶來投資損失。本商業(yè)計(jì)劃書以北京SY公司開發(fā)的CH大廈為案例,通過從宏觀經(jīng)濟(jì)環(huán)境到微觀項(xiàng)目層面的多層次系統(tǒng)分析,借助波特五力模型、4P理論、SWOT分析、財(cái)務(wù)評價(jià)等工具,建立房地產(chǎn)項(xiàng)目的投資決策支持體系。通過本商業(yè)計(jì)劃書的研究建立的決策支持體系,既可為房地產(chǎn)公司針對項(xiàng)目開發(fā)的投資決策提供依據(jù),避免盲目決策;也能給項(xiàng)目投資人提供項(xiàng)目的信息和收益分析,為投資人參與項(xiàng)目的投資提供決策支持。本文的分析思路是在對CH大廈項(xiàng)目以及開發(fā)商SY公司的基本情況進(jìn)行介紹的前提下,從宏觀逐步導(dǎo)入微觀:首先,采用波特五力模型分析房地產(chǎn)行業(yè)的外部競爭環(huán)境,詳細(xì)分析北京市的宏觀經(jīng)濟(jì)因素和房地產(chǎn)市場等外部因素;其次,在宏觀分析的基礎(chǔ)上,立足項(xiàng)目本身,使用SWOT分析工具對項(xiàng)目自身的優(yōu)劣勢、機(jī)會、威脅進(jìn)行分析,結(jié)合市場研究以及對典型項(xiàng)目的現(xiàn)場調(diào)查,從宏觀導(dǎo)向中觀,對項(xiàng)目進(jìn)行市場定位,精準(zhǔn)目標(biāo)客戶;然后,在項(xiàng)目自身分析的基礎(chǔ)上,用4P理論分析制定項(xiàng)目的營銷策略,組合運(yùn)用各種營銷手段利用多種渠道,來完成項(xiàng)目的招租和經(jīng)營,在微觀層面上確保項(xiàng)目的操作成功;最后對項(xiàng)目的開發(fā)收益進(jìn)行評價(jià),并對項(xiàng)目所面臨的風(fēng)險(xiǎn)進(jìn)行分析、制定相應(yīng)對策。本文的最大特點(diǎn)是建立了房地產(chǎn)項(xiàng)目的系統(tǒng)化投資決策支持體系,將宏觀經(jīng)濟(jì)因素與與項(xiàng)目的微觀具體因素進(jìn)行結(jié)合,理論聯(lián)系實(shí)際;本商業(yè)計(jì)劃書的研究分析,對房地產(chǎn)公司進(jìn)行項(xiàng)目的投資決策有較高的應(yīng)用價(jià)值,同時還可為其他投資人針對房地產(chǎn)項(xiàng)目的投資實(shí)施、降低投資風(fēng)險(xiǎn)提供決策參考。
[Abstract]:In recent years, with the rapid development of China's real estate industry, the real estate market overheating phenomenon, part of the city bubble serious, the new normal stage from the golden age of the real estate market before the high growth, high profit into the market capacity, the profit level of the difference narrowed. A large number of Real Estate Company before the project investment analysis because no systematic and scientific, blindly optimistic about the investment, the company in the process of post project sales or operations resulted in serious losses, eventually led to the bankruptcy of the company, the fate of the merger, bring investment losses to the state and enterprises. This business plan for the case developed by Beijing SY company CH building, through to the multi-level system of micro level from the macroeconomic environment analysis, through the Potter five forces model, 4P theory, SWOT analysis, financial evaluation system of investment decision support tools, the establishment of real estate projects. Decision support system established by the research of the business plan, which can provide the basis for the Real Estate Company in project investment decision, avoid blind decision; also can analyze the project information and return to the project investors, for investors to participate in project investment and decision support. This paper analysis method is introduced based on the basic situation of the CH project developers and SY company, from the macro and micro step by step: first, using Potter's five forces model analysis of the real estate industry's external competitive environment, a detailed analysis of the external macroeconomic factors of Beijing city and the real estate market and other factors; secondly, on the basis of the macro analysis, based on the project itself, using the SWOT analysis tool to project their own strengths and weaknesses, opportunities and threat analysis, combined with market research and field survey of typical projects, from the macro meso guide, market positioning of the project, the precise target customers; then, based on the project analysis, analysis develop project marketing strategy by using 4P theory, using a combination of various marketing methods using a variety of channels to complete the project and leasing business, at the micro level to ensure the project. Make a success; finally, evaluate the development income of the project, and analyze the risks faced by the project and formulate the corresponding countermeasures. The biggest characteristic of this paper is to establish a system of real estate project investment decision support system, the specific factors and macroeconomic factors and project to combine theory with practice; analysis of the business plan, the Real Estate Company for the project investment decision has a higher application value, but also can reduce the risk of investment to provide a reference for other investors, for the implementation of the real estate project investment.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F299.233.4

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本文編號：1338276