导　　师： 李敏

学科专业： 1251

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： PG公司是一家多元化集团公司，业务范围包括房地产开发、房地产基金业务等。本商业计划书是有关PG公司融资开发的CC地产项目的可行性研究报告，包括CC地产项目的内外部环境分析、市场定位、销售策略、成本控制及财务计划等分析结果。研究目标一方面在于为相关债权人提供项目投资信息，更有效地完成项目资金筹集；另一方面为PG公司的CC地产项目的投资提供决策依据。 本商业计划书首先介绍了PG公司及DL房地产现状及拟获取本地块的起因，随后阐述了开发方案：PG公司将通过拍卖方式获得CC地产项目，并希望通过CC地产项目的成功运作成为PG公司进入DL市房地产市场的敲金石。CC地产项目将依托DL市开发区航运服务集聚区、现代产业集聚区、滨海旅游、船舶配套、汽车电子等产业集群为平台，树立公司及项目品牌，引领DL市开发区年轻白领绿色、健康生活。 计划书通过五力竞争模型分析法和优势、弱势、机会及风险分析法对CC地产项目的竞争环境作了详细分析。分析结果显示CC地产项目拥有区域优势和集聚优势，但因所处区域为新建开发区因此与成熟市区比较面临价格劣势，现有竞争对手对其构成一定威胁，可以通过深度挖掘目标客户需求寻求差异化竞争，以保证本项目的成功运作。 商业计划中的资金筹措，预计由PG公司投入资金67,995万元，其中PG公司计划自筹23,800万元，向银行融资30,000万元，销售反投14,195万元。从盈亏平衡分析看，项目盈亏平衡点在52,207.38万元，以销售负荷折算为63.5/%，表明项目售价具有较大的调整空间。项目净现金流为正，财务净现值大于0，内部报酬率28.18/%大于12/%,项目可行。 论文通过敏感性分析和风险性分析显示，与项目收益相关的主要因素为销售价格，售价变动对项目利润状况影响极大；影响项目风险的主要因素为政策风险、管理风险和市场风险，因此通过产品的合理设计、推盘时机的把握、与主要竞争对手的差异化，可规避项目的风险。 本计划书通过对影响项目运作的各数据分析后，综合评估认为PG公司开发CC地产项目具有投资收益高、运作周期短、风险可控的优点，该项投资是可行的。 PG company is a diversified group of companies, business scope includes thedevelopment of real estate, real estate funds etc.. The business plan is a feasibility study reporton the development of PG company CC real estate project financing, including the analysis ofreal estate project of CC, the internal and external environment of market positioning, salesstrategy, cost control and financial planning and analysis results. Research goal is to provide aside project investment information for the relevant creditors, more effectively to completethe project financing; on the other hand, provides the reliable basis for the PG company CCreal estate project development and operation. This business plan introduces present situation of PG company and DL real estate and toobtain motivation of local block, then introduces the development scheme: PG will get the CCproperty through auction, and hope that through the successful operation of CC real estateproject become PG companies to enter the DL real estate market on stone. CC real estateproject will rely on the DL Development Zone shipping service cluster, modern industrialzone, coastal tourism, marine equipment, automotive electronics and other industrial clusteras a platform, establish company and project brand, leading the DL Development Zone youngwhite-collar green, healthy life. The plan by the five forces competitive model to analyze the competitive environment ofCC real estate project method and the advantage, disadvantage, opportunity and risk analysisin detail. Analysis shows that CC real estate projects with regional advantage and advantageof agglomeration, but because the region is the new development zone and therefore moremature urban face price weakness, existing competitors pose a threat to its target clientdemand, can seek competitive differentiation through the depth of excavation, in order toensure the successful operation of the project. The business plan, financing, is expected by the PG company invested679950000yuan,of which PG company plans to raise238000000yuan, bank financing of300000000Yuan,sales and investment141950000yuan. According to the analysis of profit and loss balance,the project break-even point in522073800yuan, sales load conversion was63.5/%, indicatingthat the project has a larger space for price adjustment. Net cash flow of project is greater than0, the financial net present value, internal rate of return of28.18/%is greater than12/%, theproject is feasible. The plan by the five forces competitive model analysis of competitive papers on the CCestate project method and the advantage, disadvantage, opportunity and risk analysis through sensitivity analysis and risk analysis, the main factors related to project income for sales price,the price change has a great impact on the project profit situation; the main factors affectingthe project risk, policy risk management risk and market risk, so the difference of reasonabledesign, product introduction timing, and its main competitors, can avoid the project risk. The plan through the analysis of the data operation and the impact of the project of thecomprehensive evaluation, think the advantages of CC real estate project of PG companydevelopment with investment returns high, operation cycle is short, the controllable risk, theinvestment is feasible. The environment is analyzed in detail. Analysis shows that CC real estate projects withregional advantage and advantage of agglomeration, but because the region is the newdevelopment zone and therefore more mature urban face price weakness, existing competitorspose a threat to its target client demand, can seek competitive differentiation through thedepth of excavation, in order to ensure the successful operation of the project.

关 键 词： 地产 计划书 财务分析 风险

分 类 号： [F299.233.4 F722]

领　　域： [经济管理] [经济管理]