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团结南路地块项目可行性研究方案摘要本次可行性研究报告是对团结南路一真实项目所做的。首先，根据项目开发商对项目开发建设的设想以及项目的基本情况，在实施全面的市场调查的基础上，对项目进行初步定位；其次，根据前阶段的研究成果，及项目用地状况、开发商的设想和有关城市规划的要求等，提出项目规划设计的指导思想、原则和方案；然后，对拟开发项目实施进度进行安排，拟定营销方案；最后，在完成以上阶段的基础上，对项目进行投资估算，财务评价和不确定性分析，同时对开发商提出相关意见和建议，最终确定本项目是可行的。关键字：房地产，项目，可行性研究，市场The6thFeasibilityStudyofaProjectinTuanJieNanLuAbstractThispaperiscomposedfortheprojectinTaiBaiNanLu.Firstly,accordingtotheconceiveofthedevelopertotheprojectandtheproject’sbasiccomplexion,onthebasesofcompletemarketresearch,maketheprimarypositioningfortheproject;secondly,accordingtothedisquisitionfruitofformerphases,thesituationoftheterrausingfortheproject,conceiveofthedeveloper,requirementsaboutcityprogramming,andsoon,bringforwardthelodestar,principlesandblueprintforprogrammingdesignoftheproject;thirdly,arrangetheactualizingschedulefortheprojecttobedeveloped,studyoutmarketingscheme;finally,onthebasesofupwardsphases,estimatetheinvestmentoftheproject,evaluatetheprojectinfinanceandanalyzetheuncertainty,moreover,makesomeopinionsandsuggestionstothedeveloper，finallymakesurethatthisprojectisfeasible.KeyWords:realestate,project,feasibilitystudy,marketing第1页目录1总论...................................................11.1项目概况.............................................11.1.1项目简介........................................11.2可行性研究编制目的...................................11.3可行性研究编制依据...................................21.4结论及建议..........................................31.4.1结论............................................31.4.2相关建议........................................32国内房地产宏观环境分析..................................52.1全国经济形势.........................................52.22006年房地产业的发展...............................52.3影响房地产业的宏观调控政策...........................62.42007年房地产业发展预测..............................83西安市房地产现状分析.....................................93.1西安市房地产概况.....................................93.2宏观经济形势.........................................93.3西安市房地产市场....................................104高新区房地产市场状况分析................................134.1西高新及其房产市场简介..............................134.2市场调研分析........................................135调研结论................................................23第2页5.1项目的市场情况分析..................................235.1.1项目的SWOT分析...................................235.1.2项目对策分析.....................................245.2市场分析结论与开发建议..............................255.3项目定位............................................275.3.1客户定位.......................................275.3.2形象定位........................................285.3.3功能定位.......................................285.3.4价格定位.......................................286项目建设条件...........................................346.1开发建设的用地情况..................................346.2项目周边配套设施....................................347项目规划、设计方案.....................................367.1项目总体规划方案....................................367.1.1总体规划设计方案原则..........................367.1.2总体规划设计方案的指导思想......................367.2住宅建筑设计方案....................................377.2.1住宅建筑的平面布置..............................377.2.2住宅建筑的结构设计.............................377.2.3建筑单体和户型设计..............................387.3小区配套设施建议....................................397.3.1停车场设计.....................................397.3.2多功能会所设计.................................397.3.3公园设计........................................397.4环境艺术设计建议....................................407.4.1绿化设计.......................................407.4.2小区入口和道路设计..............................407.4.3小区色彩和整体形象设计..........................40第3页7.5经济技术指标........................................418项目进度安排..........................................428.1项目进度安排的依据..................................428.2项目实施的进度安排..................................428.3销售计划............................................439营销方案...............................................449.1小区楼盘的卖点......................................449.24P理论的应用.......................................459.2.1产品策略........................................459.2.2价格策略........................................469.2.3促销策略........................................469.2.4渠道策略........................................479.3付款方式............................................479.4销售面积实现计划....................................4810项目投资估算..........................................4910.1项目总投资估算的依据...............................4910.2项目总投资估算的原则...............................4910.3项目的总投资估算...................................4910.4资金筹措方案.......................................5311项目财务评价.........................................5511.1财务评价基础数据的测算.............................5511.1.1基准收益率的确定..............................5511.1.2项目计算期的确定...............................5511.1.3项目价格的确定................................5511.1.4项目销售税金及附加的确定......................5611.1.5利润总额及所得税..............................5611.2盈利能力分析.......................................56第4页11.2.1损益表与静态盈利能力分析......................5611.2.2现金流量表（全部投资）与动态盈利能力...........5711.2.3现金流量表（自有资金）与动态盈利能力...........5811.3清偿能力分析............