【正文】 摘要 房地產(chǎn)開發(fā)項(xiàng)目的可行性研究是在投資決策前，綜合論證開發(fā)項(xiàng)目在技術(shù)上是否先進(jìn)適用、經(jīng)濟(jì)上是否合理、財(cái)務(wù)上是否盈利、建設(shè)上是否可行、是否促進(jìn)社會和環(huán)境的可持續(xù)發(fā)展、從而為投資決策提供科學(xué)的依據(jù)。 本文通過對西安房地產(chǎn)宏觀市場和西安房地產(chǎn)市場調(diào)查問卷的分析， 對 “幸福佳苑”住宅項(xiàng)目 進(jìn)行 SWOT 分析、并對 該項(xiàng)目 的客戶、產(chǎn)品、形象和價格 進(jìn)行 定位 ；接著通過建設(shè)條件、戶型設(shè)計(jì)、配套設(shè)施、道路交通等方面綜合做出項(xiàng)目規(guī)劃建設(shè)方案，并對項(xiàng)目在銷售階段應(yīng)采取的營銷策略手段進(jìn)行了分析和建議 。最后對項(xiàng)目的整體開發(fā)做出了投資估算 ，結(jié)合項(xiàng)目規(guī)劃方案和銷售收入實(shí)現(xiàn)進(jìn)度進(jìn)行 財(cái)務(wù)評價和不確定 性分析來預(yù)測項(xiàng)目的經(jīng)濟(jì)效益和風(fēng)險程度，最終得出“幸福佳苑”項(xiàng)目可行 及 相關(guān) 建議。 關(guān)鍵詞： 房地產(chǎn) 可行性研究 決策 Abstract The Real estate development project feasibility study is in the investment decisionmaking, prehensive development projects in technical argumentation is advanced and applicable, economically rational, whether financial profit, if possible, on whether the construction of whether to promote the sustainable development of the society and the environment, so as to provide scientific basis for investment decision. Based on the macro real estate market in Xi39。an and Xi39。an real estate market analysis of the questionnaire, the Garden of happiness, SWOT Analysis of residential projects and the project39。s customers, products, image and price positioning。 then through the building conditions, type design, supporting infrastructure, road traffic, etc. to make the project a prehensive program of planning and construction, and in the sales phase of the project to be taken by means of marketing strategy analysis and remendations. Finally, the overall development of the project to make the investment estimates, bined with project planning and sales programs to achieve the progress of the financial evaluation and uncertainty analysis to predict the economic benefits of the project and the risks involved in order to work out Happy Garden project feasible and remendations. Key Words: Real estate， feasibility study， decisionmaki 目錄 1 總論 ............................................................. 1 項(xiàng)目建設(shè)背景 ................................................. 1 可行性研究報(bào)告主要編制依據(jù) ................................... 1 可行性研究報(bào)告的研究范圍 ..................................... 1 項(xiàng)目主要技術(shù)經(jīng)濟(jì)指標(biāo) ......................................... 1 2 房地產(chǎn)市場分析 ................................................... 3 西安房地產(chǎn)市場宏觀分析 ....................................... 3 市場背景分析 .............................................. 3 西安房地產(chǎn)市場宏觀分析 .................................... 3 西安房地產(chǎn)市場調(diào)查分析 ....................................... 4 消 費(fèi)者居住現(xiàn)狀分析 ........................................ 4 消費(fèi)者居住面積分析 ........................................ 5 消費(fèi)者購房主要目的 ........................................ 5 消費(fèi)者打算在未來的購房區(qū) .................................. 6 消費(fèi)者購房的主要考慮因素分析 .............................. 7 消費(fèi)者對房型結(jié)構(gòu)的需求分析 ................................ 7 消費(fèi)者對裝修標(biāo)準(zhǔn)的需求分析 ................................ 8 消費(fèi)者的購房意向 .......................................... 8 消費(fèi)者了解房地產(chǎn)的主要途徑 ................................ 9 消費(fèi)者采用的付款方式 ..................................... 9 3 房地產(chǎn)項(xiàng)目定位 .................................................. 11 項(xiàng)目的 SWOT 分析 ............................................. 11 項(xiàng)目定位 .................................................... 12 客戶定位 ................................................. 13 產(chǎn)品定位 ................................................. 14 形象定位 ................................................. 14 價格定位 ................................................. 14 4 建設(shè)規(guī)劃設(shè)計(jì) .................................................... 16 項(xiàng)目總體概況 ................................................ 16 項(xiàng)目綜述 ................................................. 16 項(xiàng)目規(guī)劃方案 ................................................ 17 項(xiàng)目建設(shè)條件 ............................................. 17 戶型設(shè)計(jì) ................................................. 18 裝修標(biāo)準(zhǔn) ................................................. 19 環(huán)境設(shè)計(jì) ................................................. 19 公建設(shè)施 ................................................. 20 交通組織 ................................................. 20 5 市場營銷 ........................................................ 21 市場推廣總體策略 ............................................ 21 項(xiàng)目賣點(diǎn)與主題 ........................................... 21 市場推廣 .................................................... 22 預(yù)熱期 ................................................... 22 強(qiáng)銷期、持續(xù)銷售期的銷售策略 ............................. 23 尾期銷售策略 ............................................. 24 廣告宣傳策略 ................................................ 24 銷售中心 ................................................. 25 外立面 ................................................... 26 小區(qū)內(nèi)部道路 ............................................. 26 樣板房 ................................................... 26 物業(yè)管理系統(tǒng) ............................................. 27 銷售面積及收入實(shí)現(xiàn)計(jì)劃 ...................................... 27 價格定位 ................................................. 27 銷售進(jìn)度及收入實(shí)現(xiàn)計(jì)劃 ................................... 28 6 項(xiàng)目開發(fā)進(jìn)度安排 ................................................ 29 開發(fā)進(jìn)度原則 ................................................ 29 建設(shè)方式 .................................................... 29 進(jìn)度安排 .................................................... 29 7 項(xiàng)目投資估算與資金籌措 .......................................... 31 項(xiàng)目投資估算依據(jù) ............................................ 31 項(xiàng)目投資估算 ................................................ 31 資金籌措方案 ................................................ 34 貸款條件 ................................................