【正文】 1 / 90建賞高新項(xiàng)目可行性研究摘 要本次可行性研究報(bào)告是對(duì)團(tuán)結(jié)南路一真實(shí)項(xiàng)目所做的。首先，根據(jù)項(xiàng)目開發(fā)商對(duì)項(xiàng)目開發(fā)建設(shè)的設(shè)想以及項(xiàng)目的基本情況，在實(shí)施全面的市場(chǎng)調(diào)查的基礎(chǔ)上，對(duì)項(xiàng)目進(jìn)行初步定位；其次，根據(jù)前階段的研究成果，及項(xiàng)目用地狀況、開發(fā)商的設(shè)想和有關(guān)城市規(guī)劃的要求等，提出項(xiàng)目規(guī)劃設(shè)計(jì)的指導(dǎo)思想、原則和方案；然后，對(duì)擬開發(fā)項(xiàng)目實(shí)施進(jìn)度進(jìn)行安排，擬定營銷方案；最后，在完成以上階段的基礎(chǔ)上，對(duì)項(xiàng)目進(jìn)行投資估算，財(cái)務(wù)評(píng)價(jià)和不確定性分析，同時(shí)對(duì)開發(fā)商提出相關(guān)意見和建議，最終確定本項(xiàng)目是可行的。關(guān)鍵字：房地產(chǎn)，項(xiàng)目，可行性研究，市場(chǎng)2 / 90The 6th Feasibility Study of a Project in Tuan Jie Nan Lu AbstractThis paper is posed for the project in Tai Bai Nan Lu. Firstly, according to the conceive of the developer to the project and the project’s basic plexion, on the bases of plete market research, make the primary positioning for the project。 secondly, according to the disquisition fruit of former phases, the situation of the terra using for the project, conceive of the developer, requirements about city programming, and so on, bring forward the lodestar, principles and blue print for programming design of the project。 thirdly, arrange the actualizing schedule for the project to be developed, study out marketing scheme。 finally, on the bases of upwards phases, estimate the investment of the project, evaluate the project in finance and analyze the uncertainty, moreover, make some opinions and suggestions to the developer，finally make sure that this project is feasible.Key Words: real estate, project, feasibility study, marketing1 / 90目 錄1 總論 ....................................................2 項(xiàng)目概況 .............................................2 項(xiàng)目簡介 ........................................2 可行性研究編制目的 ...................................2 可行性研究編制依據(jù) ...................................2 結(jié)論及建議 ..........................................2 結(jié)論 ............................................2 相關(guān)建議 ........................................22 國內(nèi)房地產(chǎn)宏觀環(huán)境分析 ...................................2 全國經(jīng)濟(jì)形勢(shì) ..........................................2 2022 年房地產(chǎn)業(yè)的發(fā)展 ................................2 影響房地產(chǎn)業(yè)的宏觀調(diào)控政策 ............................2 2022 年房地產(chǎn)業(yè)發(fā)展預(yù)測(cè) ...............................23 西安市房地產(chǎn)現(xiàn)狀分析 .....................................2 西安市房地產(chǎn)概況 .....................................2 宏觀經(jīng)濟(jì)形勢(shì) ..........................................2 西安市房地產(chǎn)市場(chǎng) ......................................24 高新區(qū)房地產(chǎn)市場(chǎng)狀況分析 .................................2 西高新及其房產(chǎn)市場(chǎng)簡介 ................................2 市場(chǎng)調(diào)研分析 ..........................................25 調(diào)研結(jié)論 .................................................22 / 90 項(xiàng)目的市場(chǎng)情況分析 ...................................2 項(xiàng)目的 SWOT 分析 ....................................2 項(xiàng)目對(duì)策分析 ......................................2 市場(chǎng)分析結(jié)論與開發(fā)建議 ...............................2 項(xiàng)目定位 ..............................................2 客戶定位 ........................................2 形象定位 ..........................................2 功能定位 ........................................2 價(jià)格定位 ........................................26 項(xiàng)目建設(shè)條件 .............................................2 開發(fā)建設(shè)的用地情況 ...................................2 項(xiàng)目周邊配套設(shè)施 .....................................27 項(xiàng)目規(guī)劃、設(shè)計(jì)方案 .......................................2 項(xiàng)目總體規(guī)劃方案 .....................................2 總體規(guī)劃設(shè)計(jì)方案原則 ...........................2 總體規(guī)劃設(shè)計(jì)方案的指導(dǎo)思想 .......................2 住宅建筑設(shè)計(jì)方案 .....................................2 住宅建筑的平面布置 ...............................2 住宅建筑的結(jié)構(gòu)設(shè)計(jì) ..............................2 建筑單體和戶型設(shè)計(jì) ...............................2 小區(qū)配套設(shè)施建議 .....................................2 停車場(chǎng)設(shè)計(jì) ......................................2 多功能會(huì)所設(shè)計(jì) ..................................2 公園設(shè)計(jì) .........................................2 環(huán)境藝術(shù)設(shè)計(jì)建議 .....................................2 綠化設(shè)計(jì) ........................................2 小區(qū)入口和道路設(shè)計(jì) ...............................2 小區(qū)色彩和整體形象設(shè)計(jì) ...........................23 / 90 經(jīng)濟(jì)技術(shù)指標(biāo) .........................................28 項(xiàng)目進(jìn)度安排 ............................................2 項(xiàng)目進(jìn)度安排的依據(jù) ...................................2 項(xiàng)目實(shí)施的進(jìn)度安排 ...................................2 銷售計(jì)劃 .............................................29 營銷方案 .................................................2 小區(qū)樓盤的賣點(diǎn) ........................................2 4P 理論的應(yīng)用 .........................................2 產(chǎn)品策略 ..........................................2 價(jià)格策略 ..........................................2 促銷策略 ..........................................2 渠道策略 ..........................................2 付款方式 ..............................................2 銷售面積實(shí)現(xiàn)計(jì)劃 .....................................210 項(xiàng)目投資估算 ............................................2 項(xiàng)目總投資估算的依據(jù) .................................2 項(xiàng)目總投資估算的原則 ................................2 項(xiàng)目的總投資估算 ....................................2 資金籌措方案 ........................................211 項(xiàng)目財(cái)務(wù)評(píng)價(jià) ...........................................2 財(cái)務(wù)評(píng)價(jià)基礎(chǔ)數(shù)據(jù)的測(cè)算 ..............................2 基準(zhǔn)收益率的確定 ...............................2 項(xiàng)目計(jì)算期的確定 ................................2 項(xiàng)目價(jià)格的確定 .................................2 項(xiàng)目銷售稅金及附加的確定 .......................2 利潤總額及所得稅 ...............................2 盈利能力分析 ........................................24 / 90 損益表與靜態(tài)盈利能力分析 .......................2 現(xiàn)金流量表（全部投資）與動(dòng)態(tài)盈利能力 ............2 現(xiàn)金流量表（自有資金）與動(dòng)態(tài)盈利能力 ............2 清償能力分析 ........................................2 評(píng)價(jià)結(jié)論 ............................................212 不確定分析 ..............................................2 盈虧平衡分析 ........................................2 敏感性分析 .........................................213 結(jié)論及建議 ..............................................2 結(jié)論 ................................................2 存在的問題及建議 ....................................2主要參考資料 ...............................................2附件 .......................................................2附件 1: 高新區(qū)房地產(chǎn)個(gè)案分析 ..............................2附件 2: 西安市房地產(chǎn)市場(chǎng)需求調(diào)查問卷 ......................2附件 3 財(cái)務(wù)報(bào)表 ...........................................2致謝 .