【正文】 1 / 45第一部分　 項(xiàng)目背景 .......................................................................................................................3第一章 可行性報(bào)告編制依據(jù)及說明 .......................................................................................3編制依據(jù) ................................................................................................................................3編制說明： ............................................................................................................................3第二章　 項(xiàng)目概況 ......................................................................................................................4１．基本情況 ........................................................................................................................4２．發(fā)展趨勢預(yù)測 ................................................................................................................6第三章：市場調(diào)查與分析 ..........................................................................................................6第一節(jié)：宏觀市場分析 ........................................................................................................6經(jīng)濟(jì)綜合實(shí)力增強(qiáng) ..........................................................................................................7經(jīng)濟(jì)實(shí)力的增強(qiáng)帶動(dòng)人們消費(fèi)觀念的深層變革 ..........................................................7成長中的消費(fèi)力引發(fā)西安新一輪商業(yè)革命 ..................................................................8消費(fèi)形態(tài)與觀念變化分析： ..........................................................................................9西安酒店業(yè)發(fā)展趨勢與前景分析 ................................................................................10第二節(jié) 微觀市場調(diào)研與分析 .................................................................................................36一、區(qū)域發(fā)展現(xiàn)狀及區(qū)內(nèi)人口構(gòu)成 ..................................................................................36二、區(qū)域商業(yè)發(fā)展趨勢 ——呼喚 ......................................................................................36第二部分：項(xiàng)目總體戰(zhàn)略規(guī)劃 .....................................................................................................37第四章．項(xiàng)目建設(shè)方案 ............................................................................................................37一、項(xiàng)目總體情況 ..............................................................................................................37二、項(xiàng)目管理情況： ..........................................................................................................37三、和平大廈規(guī)劃審批情況： ..........................................................................................38四．和平大廈設(shè)計(jì)說明 ......................................................................................................39五、和平大廈項(xiàng)目進(jìn)展情況及工程進(jìn)度計(jì)劃 ..................................................................39第五章　 項(xiàng)目定位 ....................................................................................................................41一、定位依據(jù) ......................................................................................................................41二、定位策略 ......................................................................................................................41項(xiàng)目定位 ..............................................................................................................................42２．概念定位： ..................................................................................................................42第六章 營銷策略 ......................................................................................................................44“和平大廈 ”項(xiàng)目營銷目標(biāo) ..................................................................................................44銷售、租賃比例安排 ..........................................................................................................44定價(jià)策略 ..............................................................................................................................45營銷促進(jìn) ..............................................................................................................................47營銷周期安排 ......................................................................................................................48可售面積營銷進(jìn)度安排 ......................................................................................................49回款進(jìn)度安排 ......................................................................................................................50第七章　 資本運(yùn)作思路 ............................................................................................................50一、投資組合方式 ..............................................................................................................50二、資金運(yùn)作方式 ..............................................................................................................51第八章　 項(xiàng)目利潤保證策略 ....................................................................................................52一、遵循市場規(guī)律 　 實(shí)現(xiàn)多方共贏 ..................................................................................52二、加強(qiáng)橫向合作 　 構(gòu)建跨行業(yè)盈利橋梁 ......................................................................53三 　 項(xiàng)目開發(fā)資金支撐體系 ..............................................................................................542 / 45第三部分　 經(jīng)濟(jì)評(píng)價(jià)與風(fēng)險(xiǎn)分析 .................................................................................................55第九章　 項(xiàng)目經(jīng)濟(jì)評(píng)價(jià) ............................................................................................................55第一節(jié) 　 建設(shè)資金籌措方案和投資估算 ..........................................................................55第二 節(jié) 項(xiàng)目財(cái)務(wù)風(fēng)險(xiǎn)評(píng)價(jià) ..........................................................................................58第十章 項(xiàng)目風(fēng)險(xiǎn)分析 ..............................................................................................................631．國家政策風(fēng)險(xiǎn) ................................................................................................................632．市場競爭風(fēng)險(xiǎn) ........................................................