大同市H综合体房地产项目可行性研究
Feasibility Study of Datong H Complex Real Estate Project
摘 要
在国内生产总值迅速增长的今天，房地产业作为国民经济的重要组成部分，其发展既能提高政府的税收，又能促进其他产业的发展，同时也是稳定社会和人民生活的基础和必要条件。21世纪以来，经历了金融风暴的冲击，房地产市场正在逐步恢复，而在世界范围内，房地产市场也在稳步发展，不过，市场上的竞争却更加的惨烈。在激烈的市场环境下，政府、企业和相关的相关机构必须转换观念，抓住发展的主动，加速与世界贸易的对接。因此，物业公司应加强对大型工程的可行性分析和论证，以确保工程取得的顺利实施。由于项目自身存在资金需求大、项目周期长、运营管理复杂等诸多特征，因而深入地探讨项目的可行性是非常必要的。
以大同市 H型商业地产为案例，根据以往的调研结果，运用实证研究的方法，对大同御东区的商业背景、经济环境、城市区位置、土地状况、区域板块等进行了详细的调研和分析，得到了一套有关的项目的经营状况，并通过 SWOT的 SWOT进行市场定位，并制定了相应的营销战略。在项目技术方面，本文着重从项目的建设条件、选址、规模、功能设计、详细施工计划等方面进行了详细的分析，最后从投资、财务、敏感度、风险控制等方面进行了实证研究，为项目的制定和执行工作提出了科学的、标准的、符合实际的、可参考的、可供其它房地产公司参考的。
关键词：房地产项目 可行性研究 市场分析
Abstract
Today, with the rapid growth of GDP, the real estate industry, as an important part of the national economy, its development can not only increase the government's tax revenue, but also promote the development of other industries, and is also the basis and necessary condition for stabilizing the society and people's life. Since the 21st century, after the impact of the financial crisis, the real estate market is gradually recovering, and in the world, the real estate market is also developing steadily. However, the competition in the market is more fierce. In the fierce market environment, the government, enterprises and relevant institutions must change their ideas, seize the initiative of development and accelerate the docking with world trade. Therefore, the property company should strengthen the feasibility analysis and demonstration of large-scale projects to ensure the smooth implementation of the project. Because the project itself has many characteristics such as large capital demand, long project cycle, complex operation and management, it is very necessary to deeply explore the feasibility of the project.
Taking Datong H-type commercial real estate as a case, based on the previous research results and using the method of empirical research, a detailed investigation and analysis of Datong Yudong District's business background, economic environment, urban area location, land conditions, regional plates, etc. were carried out, and a set of relevant project's operating conditions were obtained, and the market positioning was carried out through SWOT's SWOT, and the corresponding marketing strategy was formulated. In terms of project technology, this paper focuses on the detailed analysis of the construction conditions, site selection, scale, functional design, detailed construction plan and other aspects of the project, and finally conducts empirical research from the aspects of investment, finance, sensitivity, risk control and other aspects, providing scientific, standard, practical, referential and reference for other real estate companies for the formulation and implementation of the project.
Key words: Real estate projects Feasibility study market analysis
目 录
摘 要 I
Abstract II
1 前言 1
1.1 研究的背景和意义 1
1.2 国内外研究 2
1.2.1 国内研究 2
1.2.2 国外研究 2
2 可行性研究相关理论综述 3
2.1 房地产项目可行性研究的概念 3
2.2 房地产项目可行性研究的作用 4
2.3 房地产项目可行性研究规划阶段 5
3 大同市H综合体房地产项目市场分析 6
3.1 H 房地产项目总论 6
3.1.1 H 房地产项目背景介绍 6
3.1.2 H 房地产项目规划目标与原则 7
3.2 经济环境市场分析 7
3.2.1 国民经济分析 7
3.2.2 房地产政策分析 8
3.3 城市区位和用地现状分析 8
3.3.1 城市区位 8
3.3.2 用地现状 9
3.4 御东区域开发板块分析 9
3.5 H 房地产项目市场营销策略组合 9
3.5.1 产品策略 9
3.5.2 价格策略 10
4 大同市H综合体房地产项目技术分析 10
4.1 项目建设条件与选址 10
4.1.1 建设条件 11
4.1.2 选址 11
4.2 项目建设规模及功能标准 11
4.2.1 建设规模 11
4.2.2 功能标准 12
4.3 项目建设方案 12
4.3.1 建筑方案 12
4.3.2 平面布置方案 12
5 结论 13
参考文献 14
致 谢 16
