河南XX置业有限公司银河翠堤项目商业计划书
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摘要
本公司主要经营范围为房地产开发,组织架构科学、合理,公司成立七年来开发了大量的房地产开发项目,积累了一定的资本和实力,为了打造公司的强势高端品牌和提升公司形象,开发银河翠堤项目成为公司登陆郑州的必然选择。项目位于郑州市北区,占地面积大,文化氛围浓郁,属于列入城市规划的城中村改造项目。本计划书着力于对运作该项目做个全面的周密性安排,展望出项目的前景。当前房地产调控进入了政策的密集期,国家和地方出台了一系列的楼市调控政策,有效扼制了投资和投机需求,对当前房地产市场带来了不小的震动,郑州市外来人口多,流动性大,住房刚性需求已成为主流消费需求,围绕着目前的市场需求应提供相应的开发产品是运作项目的关键。本计划书从项目实施的优势及运用、劣势及应对、机会及利用和威胁及规避等方面进行了论述,说明运作本项目的必要性,由于拆迁安置占本项目总投资的重要比例和拆迁安置的社会意义重大,计划书说明了该项目拆迁安置的计划方案,从加强沟通协调到拆迁安置工作的要求和实施的步骤详细进行了说明。根据特定宏观调控政策下的特殊需求明确了该项目的定位,市场定位是中原高端近郊人文大盘,针对当前市场条件下产品快速销售是项目操作的重点,必须对目标客户进行详细重点分析,结合当前市场需求特点将目标客户的特点和需求及消费心理进行分析,对目标客户进行了锁定。对项目市场价格的定位思路进行了描述,对销售的不同阶段采用不同的价格销售策略作了一定的说明,对房地产调控下产品定位从户型设计及增加商业地产开发比重等方面进行了细致的说明以满足目标客户的潜在需求。在项目推广与营销策略上从项目推广案名、主题概念凝练、整体营销推广思路及企业形象识别系统上进行了详细的计划,指出具体的推广步骤,说明了可操作性强的十大营销策略。说明了项目的广告媒体战略和具体的广告媒介组合,并对售楼中心包装及内部功能设置做出了相应的安排。指出了本项目文案创意思路。站在财务分析的角度,从资金筹措上说明了项目的融资需求,项目投资收益分析上分析了商品房的成本和安置房的成本,根据计划计算出整个项目的最终价值,分析了项目的最终利润总额和投资利润率,从上述方面详细说明了运作该项目的商业计划,将运作该地产项目的方法、角度、步骤做出了具体说明,用说明、分析、市场调查及数据分析的方法完整展示了运作该项目的方案,以财务投资分析方法论证了本项目运作的巨大的商业投资回报及经济价值,阐述了本项目重要的社会效益,充分说明了运作本项目的可行性、重要性和可操作性。最后对项目在运作过程中存在的房地产调控政策风险、项目运作的操作风险、市场风险和资金风险做了具体描述,并对上述各种风险提出了规避和应对识别具体风险的方法,确保在正常运作本项目过程中有效控制好风险,取得更高的收益。
The Company is mainly engaged in real estate development, organizational structure scientific, rational, founded seven years,development of a large number of real estate development projects, and accumulated a certain amount of capital and power, in order to build the company's strong brand and enhance the high-end corporate image, developing the Galaxy Jade embankment landing in Zhengzhou, the company projects an inevitable choice. Project is located in Zhengzhou City, North, covers an area of large, rich cultural atmosphere, are included in the city reconstruction project of city planning. The plan focused on the operation of the project to be fully on the careful arrangement and look forward to the prospect of a project. The current real estate control policies into the intensive period, the state and local governments, a series of market regulation policies, effective curb investment and speculative demand, the current real estate market has brought no small vibration, Zhengzhou City, foreign population, Mobility, rigid demand for housing has become a mainstream consumer demand, around the current market demand should provide the appropriate product development is the key to the operation of the project. The plan from the project implementation and use of the advantages, disadvantages and response, opportunities and threats and to avoid use and other aspects were discussed, indicating the need for the operation of the project, accounting for the removal and resettlement significant proportion of the total investment and the removal and resettlement The social significance of the project plan describes the program of resettlement plans, strengthen communication and coordination from the resettlement work to the requirements and implementation steps are described in detail. Macro-control policy based on specific special needs of the project a clear positioning, market positioning is a high-end suburbs of the Central Plains Humanities broader market, the current market conditions for the rapid sale of products is the focus of the project operation, must focus on a detailed analysis of target customers, combined with Demand characteristics of the current market characteristics and needs of target customers and analyze consumer psychology, the target customers of the lock. The positioning of the market price of the project ideas are described, at different stages of the sales prices of different marketing strategies that made some of the real estate units under the control of the design from product positioning and increase the proportion of commercial real estate development and other aspects of the detailed Shows the potential to meet the needs of target customers. In the project promotion and marketing strategy to promote the case from the project name, the concept of concise theme, the overall idea of marketing and corporate image recognition system, a detailed plan for the promotion of specific steps that illustrate Ten operable marketing strategy . Describes the project specific advertising media advertising strategies and media mix, and sales center within the feature set packing and made the necessary arrangement. Pointed out that the copy of this creative project ideas. Standing financial analysis point of view, on the instructions from the funding needs of the project financing, project return on investment analysis of the real estate costs and replacement housing costs, according to the plan to calculate the final value of the project, analysis of the project and investment in the final total profit margin, from the detailed description of these aspects of the operation of the project's business plan,the method of operation of the real estate projects, angles, steps made specific note, with the description, analysis, market research and data analysis methods demonstrated the operation of a complete program of the project, financial and investment analysis to demonstrate the operation of this huge project Business investment return and economic value, describes the important social benefits of the project, which shows the feasibility of the operation of the project, the importance and feasibility.
The Company is mainly engaged in real estate development, organizational structure scientific, rational, founded seven years,development of a large number of real estate development projects, and accumulated a certain amount of capital and power, in order to build the company's strong brand and enhance the high-end corporate image, developing the Galaxy Jade embankment landing in Zhengzhou, the company projects an inevitable choice. Project is located in Zhengzhou City, North, covers an area of large, rich cultural atmosphere, are included in the city reconstruction project of city planning. The plan focused on the operation of the project to be fully on the careful arrangement and look forward to the prospect of a project. The current real estate control policies into the intensive period, the state and local governments, a series of market regulation policies, effective curb investment and speculative demand, the current real estate market has brought no small vibration, Zhengzhou City, foreign population, Mobility, rigid demand for housing has become a mainstream consumer demand, around the current market demand should provide the appropriate product development is the key to the operation of the project. The plan from the project implementation and use of the advantages, disadvantages and response, opportunities and threats and to avoid use and other aspects were discussed, indicating the need for the operation of the project, accounting for the removal and resettlement significant proportion of the total investment and the removal and resettlement The social significance of the project plan describes the program of resettlement plans, strengthen communication and coordination from the resettlement work to the requirements and implementation steps are described in detail. Macro-control policy based on specific special needs of the project a clear positioning, market positioning is a high-end suburbs of the Central Plains Humanities broader market, the current market conditions for the rapid sale of products is the focus of the project operation, must focus on a detailed analysis of target customers, combined with Demand characteristics of the current market characteristics and needs of target customers and analyze consumer psychology, the target customers of the lock. The positioning of the market price of the project ideas are described, at different stages of the sales prices of different marketing strategies that made some of the real estate units under the control of the design from product positioning and increase the proportion of commercial real estate development and other aspects of the detailed Shows the potential to meet the needs of target customers. In the project promotion and marketing strategy to promote the case from the project name, the concept of concise theme, the overall idea of marketing and corporate image recognition system, a detailed plan for the promotion of specific steps that illustrate Ten operable marketing strategy . Describes the project specific advertising media advertising strategies and media mix, and sales center within the feature set packing and made the necessary arrangement. Pointed out that the copy of this creative project ideas. Standing financial analysis point of view, on the instructions from the funding needs of the project financing, project return on investment analysis of the real estate costs and replacement housing costs, according to the plan to calculate the final value of the project, analysis of the project and investment in the final total profit margin, from the detailed description of these aspects of the operation of the project's business plan,the method of operation of the real estate projects, angles, steps made specific note, with the description, analysis, market research and data analysis methods demonstrated the operation of a complete program of the project, financial and investment analysis to demonstrate the operation of this huge project Business investment return and economic value, describes the important social benefits of the project, which shows the feasibility of the operation of the project, the importance and feasibility.
引文
[1]高波.现代房地产经济学导论.南京.南京大学出版社.200978-86
[2]郑州市住房保障和房地产管理局.郑州楼市.2011.126-29
[3]Phili.Kotler.gary.Armtrong.Principles.Marketing.Beijing.China.Machme Press.2008.62-77
[4]Gary.Dessler.曾湘泉.Human Resource Management.北京。中国人民大学出版社.200930-39
[5]中国注册会计师协会.公司战略与风险管理.北京.中国财政经济出版社。200956-69
[6]Fred R.David.trategic Management:Concepts and Cases.Tsinghua University Press.2010 78-86
[7]石楠.俞滨洋.城市复兴的理论与实践.黑龙江科学技术出版社.200652-61
[8]Michael.A.Hitt.The Management of Srategy.Beijing.China Machine.Press.2009 42-51
[9]王希迎.房地产企业融资新解.北京.中国经济出版社.2005 72-83
[10]俞明轩.房地产投资分析.北京.首都经济贸易出版社.2006 121-127
[11]孙宗虎.房地产与物业管理工作执行流程.北京.人民邮电出版社.201036-41
[12]Chase,R.B.Operations Management For Competitive Advantage.Beijing.Machine.Press. 201051-58
[13]范云峰.市场营销实战.北京.中国经济出版社.2002 106-113
[14]Kenneth E.C1ow.Donald Baack.Integrated Advertising,Promotion,and Marketing Communications.Beijing.Tsinghua University Press.2010 142-158
[15]陆强华.翁海燕.营销的真理.北京.北京工业大学出版社.2011116-120
[16]贾吕荣.营销关键点.北京.中国物资出版社.201081-90
[17]Gerald L.Manning.Barry 1.Reece.Michael Aheame.Selling Today:Creating Customer Value. Tsinghua University Press.Tsinghua University Press.2010 181-193
[18]李英.周宁.房地产市场营销.清华大学出版社.2010
[19]自山.私营公司最新最常用的183个营销管理范本.北京.中国言实出版社.2008 92-112
[20]杜雷顿.勃德.营销批判.海南.海南出版社.2008 161-175
[21]周帆.房子就该这样卖.北京机械工业出版社.201076-88
[22]吴健安.市场营销学.北京.清华大学出版社.2010 103-112
[23]余源鹏.房地产项目现场销售管理实操范本.北京.机械工业出版社.2010 136-142
[24]冯俊.住房与住房政策.北京.中国建筑工业出版社。200987-102
[25]黄罗维.楼市大趋势.上海.上海人民出版社.2011 83-98
[26]潘家华.李景国.中国房地产发展报告 北京.社会科学文献出版社.201067-78
[27]郑华.房地产分析方法—数据分析及案例.北京.电子工业出版社.2011 128-136
[28]约翰尼.罗斯劳尔.约翰.梅菲尔德.房地产市场营销.北京.中国人民大学出版社.200983-96
[29]蒲建明.房地产市场营销策略和营销管理.北京.化学工业出版社。2010.103-110
[30]刘晓春.企业财务报告分析.北京.机械工业出版社.2010.122-130
[2]郑州市住房保障和房地产管理局.郑州楼市.2011.126-29
[3]Phili.Kotler.gary.Armtrong.Principles.Marketing.Beijing.China.Machme Press.2008.62-77
[4]Gary.Dessler.曾湘泉.Human Resource Management.北京。中国人民大学出版社.200930-39
[5]中国注册会计师协会.公司战略与风险管理.北京.中国财政经济出版社。200956-69
[6]Fred R.David.trategic Management:Concepts and Cases.Tsinghua University Press.2010 78-86
[7]石楠.俞滨洋.城市复兴的理论与实践.黑龙江科学技术出版社.200652-61
[8]Michael.A.Hitt.The Management of Srategy.Beijing.China Machine.Press.2009 42-51
[9]王希迎.房地产企业融资新解.北京.中国经济出版社.2005 72-83
[10]俞明轩.房地产投资分析.北京.首都经济贸易出版社.2006 121-127
[11]孙宗虎.房地产与物业管理工作执行流程.北京.人民邮电出版社.201036-41
[12]Chase,R.B.Operations Management For Competitive Advantage.Beijing.Machine.Press. 201051-58
[13]范云峰.市场营销实战.北京.中国经济出版社.2002 106-113
[14]Kenneth E.C1ow.Donald Baack.Integrated Advertising,Promotion,and Marketing Communications.Beijing.Tsinghua University Press.2010 142-158
[15]陆强华.翁海燕.营销的真理.北京.北京工业大学出版社.2011116-120
[16]贾吕荣.营销关键点.北京.中国物资出版社.201081-90
[17]Gerald L.Manning.Barry 1.Reece.Michael Aheame.Selling Today:Creating Customer Value. Tsinghua University Press.Tsinghua University Press.2010 181-193
[18]李英.周宁.房地产市场营销.清华大学出版社.2010
[19]自山.私营公司最新最常用的183个营销管理范本.北京.中国言实出版社.2008 92-112
[20]杜雷顿.勃德.营销批判.海南.海南出版社.2008 161-175
[21]周帆.房子就该这样卖.北京机械工业出版社.201076-88
[22]吴健安.市场营销学.北京.清华大学出版社.2010 103-112
[23]余源鹏.房地产项目现场销售管理实操范本.北京.机械工业出版社.2010 136-142
[24]冯俊.住房与住房政策.北京.中国建筑工业出版社。200987-102
[25]黄罗维.楼市大趋势.上海.上海人民出版社.2011 83-98
[26]潘家华.李景国.中国房地产发展报告 北京.社会科学文献出版社.201067-78
[27]郑华.房地产分析方法—数据分析及案例.北京.电子工业出版社.2011 128-136
[28]约翰尼.罗斯劳尔.约翰.梅菲尔德.房地产市场营销.北京.中国人民大学出版社.200983-96
[29]蒲建明.房地产市场营销策略和营销管理.北京.化学工业出版社。2010.103-110
[30]刘晓春.企业财务报告分析.北京.机械工业出版社.2010.122-130
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