武汉东湖房地产策划方案

摘要房地产开发是一项综合性经济活动，有投入金额巨大，周期性较长，投资收益率高，项目风险偏大，产品附加价值高，产业关联性强等特点。因此，为了使投资决策更为科学合理，并检验是否达到项目预期经济效果，可行性研究工作便显得必不可少。东湖之滨项目位于武汉武昌核心区，交通便捷，商区云集，属于武汉市政府重点开发地段之一。本文基于武汉市总体规划和对未来的预测，通过对武昌核心区的一宗国有拍卖地块的开发经营，通过对而开展项目所在地周边环境及目前市场状况分析，并在研究周边主要同类竞争项目后，挖掘自身优势，提出了项目的可行性与开发经营策划的初步意见。依据本文的规划方案，项目总建筑面积10980平方米，项目总投资91622.38万元。通过对项目进行了经济技术评价和敏感性分析，测算项目所得税后财务净现值24151.64万元，项目财务内部收益率30.03%，因此项目在经济上具有可行性。结合目前房地产可行性研究分析的相关理论，说明了房地产项目可行性研究的一般流程，它可以帮我们做到清晰市场定位、合理技术安排、准确预算资金，加快企业资金利用对于我们在房地产开发过程中避免决策的盲目性。最后通过分析得到的项目的财务经济指标，并预测本项目的不确定性和风险性，为投资方案提出意见和建议。关键词:房地产武汉武昌核心区可信性研究分析技术经济评价AbstractRealestatedevelopmentisacomprehensiveeconomicactivity,Thereareahugeamountofinvestment,Periodiclonger,Investmentincomerate,Projectriskistoolarge,high-value-addedproducts,industryassociationandothercharacteristics.Therefore,inordertomakeinvestmentdecisionsmorebranch，Studiesreasonableandverifywhethertheprojectisexpectedeconomicresults,thefeasibilitystudywouldseemessential.EastLakeshoreoftheprojectislocatedintheinWuhancorearea,convenienttransportation,businessdistrictgathered,belongingtotheWuhancitygovernmentfocusedonopensendoneofthelot.ThisarticleWuhanCityplanningandforecastingforthefuturebasedontheWuchangthroughthecoreareaofastate-ownedauctionlanddevelopmentandmanagement,throughthedevelopmentofprojectsandthelocationofthecurrentmarketconditionssurroundingenvironmentanalysisandresearchStudyaftermajorsurroundingcompetingprojects,diggingtheirownadvantages,presentedatthebeginningoftheprojectfeasibilityanddevelopmentofbusinessplanning。Stepcomments.Basedplanningofthisarticle,thetotalfloorareaof10980Squaremeters,thetotalinvestmentof91622.38Million.Throughtheprojecttheeconomicandtechnicalevaluationandsensitivityanalysis,estimateswiththeprojectaftertaxNPV24151.64Millon,theprojectfinancialinternalrateofreturn30.03%,Sotheprojectiseconomicallyfeasible.CombinedwiththecurrentrealestatefeasibilitystudyanalysisThetheory,illustratesthegeneralflowoftherealestateprojectfeasibilitystudy,itcanhelpusachieveaclearmarketvaluation.Location,reasonabletechnicalarrangements,accuratebudget,toacceleratetheuseofcorporatefundsforusintherealestatedevelopmentprocesstoavoid.Freeblindnessdecisions.Finally,analysisoffinancialandeconomicindicatorsobtaineditems,andforecastuncertaintyoftheproject,Riskandmakesuggestionsandrecommendationsfortheinvestmentprogram.Keywords:Credibleresearchandanalysisrealestate;WuhanWuchangcoreareaoftechnicalandeconomicevaluation.目录摘要...............................................................1Abstract...........................................................2选题背景...........................................................3市场背景...........................................................41引言.............................................................1.1房地产项目以及开发商遇到的风险...............................1.1.1房地产概述...............................................1.1.2开发商遇到的风险.........................................2武汉整体房地产概述...............................................2.1武汉地理人口交通概述.........................................2.1.1地块分析.................................................2.1.2人口分布.................................................2.1.3交通枢纽.................................................2.2武汉房地产...................................................2.2.1全市楼盘.................................................2.2.2房地产政策...............................................3东湖地块整体描述.................................................3.1项目简介.....................................................3.1.1地块分析.................................................3.2区域周边配套设施.............................................3.3楼盘具体定位及概况...........................................3.3.1楼盘概述.................................................3.3.2楼盘基本信息.............................................3.3.3楼盘详情.................................................3.3.4售卖信息及开发方案.......................................4销售途径与策略...................................................4.1销售途径.....................................................4.1.1房地产市场的发展趋势.....................................4.1.2房价变更模式.............................................4.2销售策略.....................................................4.2.1品牌销售.................................................4.2.2现代化网络销售...........................................4.2.3渠道策略.................................................4.2.4定价策略.................................................5房价优惠方案.....................................................5.1当前房价总体水平.............................................5.1.1房价成本控制.............................................5.1.2成本控制方法.............................................5.2促销策略与广告宣传...........................................5.2.1如何促使房价下降.........................................5.2.2诚信广告宣传.............................................5.2.3树立企业形象.............................................结论...............................................................致谢...............................................................参考文献...............................