【正文】 摘要 房地產(chǎn)開(kāi)發(fā)項(xiàng)目的可行性研究是在投資決策前，綜合論證開(kāi)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(huì)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(guò)對(duì)西安房地產(chǎn)宏觀市場(chǎng)和西安房地產(chǎn)市場(chǎng)調(diào)查問(wèn)卷的分析， 對(duì) “幸福佳苑”住宅項(xiàng)目 進(jìn)行 SWOT 分析、并對(duì) 該項(xiàng)目 的客戶(hù)、產(chǎn)品、形象和價(jià)格 進(jìn)行 定位 ；接著通過(guò)建設(shè)條件、戶(hù)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(duì)項(xiàng)目在銷(xiāo)售階段應(yīng)采取的營(yíng)銷(xiāo)策略手段進(jìn)行了分析和建議 。最后對(duì)項(xiàng)目的整體開(kāi)發(fā)做出了投資估算 ，結(jié)合項(xiàng)目規(guī)劃方案和銷(xiāo)售收入實(shí)現(xiàn)進(jìn)度進(jìn)行 財(cái)務(wù)評(píng)價(jià)和不確定 性分析來(lái)預(yù)測(cè)項(xiàng)目的經(jīng)濟(jì)效益和風(fēng)險(xiǎn)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(chǎng)分析 ................................................... 3 西安房地產(chǎn)市場(chǎng)宏觀分析 ....................................... 3 市場(chǎng)背景分析 .............................................. 3 西安房地產(chǎn)市場(chǎng)宏觀分析 .................................... 3 西安房地產(chǎn)市場(chǎng)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(gòu)房主要目的 ........................................ 5 消費(fèi)者打算在未來(lái)的購(gòu)房區(qū) .................................. 6 消費(fèi)者購(gòu)房的主要考慮因素分析 .............................. 7 消費(fèi)者對(duì)房型結(jié)構(gòu)的需求分析 ................................ 7 消費(fèi)者對(duì)裝修標(biāo)準(zhǔn)的需求分析 ................................ 8 消費(fèi)者的購(gòu)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(hù)定位 ................................................. 13 產(chǎn)品定位 ................................................. 14 形象定位 ................................................. 14 價(jià)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(hù)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(chǎng)營(yíng)銷(xiāo) ........................................................ 21 市場(chǎng)推廣總體策略 ............................................ 21 項(xiàng)目賣(mài)點(diǎn)與主題 ........................................... 21 市場(chǎng)推廣 .................................................... 22 預(yù)熱期 ................................................... 22 強(qiáng)銷(xiāo)期、持續(xù)銷(xiāo)售期的銷(xiāo)售策略 ............................. 23 尾期銷(xiāo)售策略 ............................................. 24 廣告宣傳策略 ................................................ 24 銷(xiāo)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(xiāo)售面積及收入實(shí)現(xiàn)計(jì)劃 ...................................... 27 價(jià)格定位 ................................................. 27 銷(xiāo)售進(jìn)度及收入實(shí)現(xiàn)計(jì)劃 ................................... 28 6 項(xiàng)目開(kāi)發(fā)進(jìn)度安排 ................................................ 29 開(kāi)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 ................................................