搜索
目录第一部分绪论························································4·第二部分市场调研2.1研究项目基本概况·················································52.1.1基本情况····················································52.1项目投资环境分析·················································62.2.1政策环境分析················································62.2.2经济环境分析················································62.2.3成都市房地产投资环境分析····································72.3项目地块条件分析（swot）···········································82.3.1项目优势分析················································82.3.2项目劣势分析················································82.3.3项目机会分析···············································8`2.3.4项目威胁分析················································92.4市场调查与分析···················································92.4.1项目所在区域被访者情况基本情况调查·························92.4.2项目所在区域购房者对建筑物及配套服务的需求调查·············112.4.3客户对住宅消费能力的需求调查·······························122.4.4客户对商业消费能力调查·····································13·第三部分项目定位分析3.1市场细分···························································163.2目标市场定位分析···················································163.3目标客户定位分析··················································163.4产品定位分析·······················································173.4.1主题定位······················································173.4.2案名定位······················································173.4.3形象定位······················································173.4.4档次定位······················································173.4.5功能定位·····················································17·第四部分项目产品策划4.1项目总体规划布局···················································184.1.1建筑物形象···················································184.1.2建筑功能·····················································184.1.3建筑分布·····················································184.2总体布局···························································184.2.1景观设施布局·················································184.2.2公共配套设施布局·············································194.2.3建筑户型·····················································194.3建筑物户型规划·····················································19·第五部分投资分析5.1销售价格的确定·····················································215.1.1住宅销售价格确定·············································215.1.2商铺销售均价计算·············································215.2项目成本分析·······················································22-2-5.3项目利息···························································235.4项目总投资·························································245.5项目融资分析·······················································24·第六部分项目实施计划6.1项目整体控制计划··················································256.2项目前期工程计划··················································266.3项目工程建设计划··················································27·第七部分财务分析7.1赢利能力···························································287.2敏感性分析·························································287.3风险分析···························································287.4资金平衡表·························································29-3-一绪论.1、土地基本信息地区：四川所在地：成都市武侯区七里村，龙井村（外双楠商业区）土地面积42482.72㎡，规划建筑面积152938㎡土地用途：商业用地兼容二类住宅用地；土地使用年期：商业用地40年、住宅用地70年；总容积率：≤3.6；总建筑密度：≤30%；绿地率：≥30%；且应将不小于用地规定绿地面积的30%作为集中绿地，其中50%的集中绿地应临规划道路设置建筑高度：≤航空限高绝对海拔高程为542米（建筑物最高点相对地面约40.1米）楼面地价：2900元/㎡-4-二．市场调研2.1研究项目基本概况2.1.1基本情况该项目位于成都市武侯区。武侯区位于成都市区中部，总面积76.56平方千米。总人口80万人（2006年）。全区实际辖13个街道：浆洗街街道、望江路街道、玉林街道、跳伞塔街道、火车南站街道、双楠街道、晋阳街道、红牌楼街道、机投桥街道、金花桥街道、簇锦街道、簇桥街道、华兴街道。共有63个社区，29个行政村。区政府驻浆洗街街道武侯祠大街。此外，成都高新技术产业开发区代管芳草街街道、肖家河街道、石羊场街道、桂溪街道。境内地势平坦，雨量充沛，年降水量974毫米，年均气温16.2℃。属都江堰自流灌溉区，地下水丰富，清水河、锦江（南河）、府河、江安河流经境内。交通四通八达，西南航空港、成昆铁路、成渝高速公路紧邻其周边，城区内街道整洁宽敞，一环路、二环路、三环路、绕城高速公路、人民南路、川藏公路（武侯段）、武侯大道等城市交通主干道贯穿全区，使武侯区成为成都市交通最畅通的城区。境内有中国科学院成都分院等50余个中央、省、市科研单位和四川大学、华西医科大学、西南民族大学、成都体育学院、四川音乐学院等10所高等院校，国家级成都市高技术产业开发区在境内。全区大专文化程度的人口占总人口的26.6％。特殊的区位形成了科技、人才资源优势，构成了经济和社会发展的得天独厚的良好环境和有利条件。具体言之，项目位于武侯区七里村与龙井村，即外双楠商业圈。周边布有武侯大道、成双大道、机场高速等快速通道，紧邻未来贯通城市CBD核心区的地铁三号线，交通优势明显。周边生活配套成熟，拥有千盛百货、家乐福、置信未来广场、石室外国语学校、金苹果幼稚园等大型生活配套。随着武侯区政府对武侯新城大力打造的步图一项目位置图-5-伐，该板块的区域价值、配套及居住品质将会得到极大的提升，未来的发展潜力不可限量。该区内有玲珑郡（住宅塔楼高层毛坯）、绿地圣路易名邸（住宅塔楼小高层毛坯）、中海锦城（住宅、亲水林荫洋楼公园地产塔楼小高层毛坯）、壹品天成（住宅楼板小高层低密居所毛坯）等住宅楼盘在售或待售。周边大型写字楼环绕，商业区配套完善。2.2项目投资环境分析2.2.1政策环境分析2011年上半年楼市经历了史上的最严厉调控，在“新国八条”等政策的影响下，“忐忑”充斥于各地楼市。全国楼市从限购到限贷再发展到限价，政策步步紧逼，市场彷徨前进，成交陷入低迷。面对短期内转向的宏观政策及愈发趋严的调控政策，下半年楼市将褪掉“犹抱琵琶半遮面”的羞涩面纱，“赤裸裸”有望成为又一关键词。货币政策---上半年货币的高流动性给宏观经济带来极大的通胀压力，为打压通胀、回收流动性，上半年货币政策持续收紧，金融机构放贷规模不断缩减，无形之中加大了房地产的贷款难度，对开发贷及按揭房贷造成直接冲击。房产政策---2011年是房地产调控最为严厉的一年，房地产遭遇了史上最严厉的政策环境，从限购到限贷，从抑制涨幅到一房一价，政策出台之频繁，力度之大，史无前例。2.2.2经济环境分析图二2011年1-10月房地产开发投资增速-6-经四川省统计局审定，2011年1-10月，全国房地产开发投资49923亿元，同比增长31.1%。其中，住宅投资35832亿元，增长34.3%。全国商品房销售面积79653万㎡，增长10.0%。其中，住宅销售面积增长9.0%。房地产开发企业本年来源68492亿元，同比增长20,2%。10月份，全国房地产开发景气指数100.27.12月1日，中国房地产指数系统的百城价格指数报告显示，11月全国100个城市住宅平均价格为8487远/平方米，较上月上涨0.82%，其中86个城市价格环比上涨，14个城市环比下跌。价格上涨的城市中，淄博上涨篇幅最大，为2.50%；价格下跌的城市中，下跌幅度最大的昆山跌幅为0.57%。可以看出尽管国家政策强力控制房地产业，但在整体上并未抑制房地产行业的发展，未来三年后房地产行业不排除有复苏的可能。因此，此时对土地开始开发还是可行的。2.2.3