【正文】 ..................................................................................6第三章：市場(chǎng)調(diào)查與分析 ..........................................................................................................6第一節(jié)：宏觀市場(chǎng)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(zhǎng)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(shì)與前景分析 ................................................................................10第二節(jié) 微觀市場(chǎng)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(shì) ——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(shuō)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(yíng)銷(xiāo)策略 ......................................................................................................................44“和平大廈 ”項(xiàng)目營(yíng)銷(xiāo)目標(biāo) ..................................................................................................44銷(xiāo)售、租賃比例安排 ..........................................................................................................44定價(jià)策略 ..............................................................................................................................45營(yíng)銷(xiāo)促進(jìn) ..............................................................................................................................47營(yíng)銷(xiāo)周期安排 ......................................................................................................................48可售面積營(yíng)銷(xiāo)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(rùn)保證策略 ....................................................................................................52一、遵循市場(chǎng)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(kāi)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(guó)家政策風(fēng)險(xiǎn) ................................................................................................................632．市場(chǎng)競(jìng)爭(zhēng)風(fēng)險(xiǎn) ................................................................................................................633．營(yíng)銷(xiāo)風(fēng)險(xiǎn) ........................................................................................................................644．開(kāi)發(fā)過(guò)程中的法律風(fēng)險(xiǎn) ................................................................................................65第十一章 結(jié)論 .........................................................................................................................65第一部分第一部分 　　 項(xiàng)目背景項(xiàng)目背景第一章第一章 可行性報(bào)告編制依據(jù)及說(shuō)明可行性報(bào)告編制依據(jù)及說(shuō)明編制依據(jù)編制依據(jù)一、 《西安市國(guó)民經(jīng)濟(jì)和社會(huì)發(fā)展第十個(gè)五年計(jì)劃匯編》二、 《實(shí)施西部大開(kāi)發(fā)西安市商貿(mào)業(yè)發(fā)展規(guī)劃》 （2022 年—2022 年）三、 《西安市城市總體規(guī)劃(1996～2022)》四、 《西安市城鄉(xiāng)建設(shè)委員會(huì)關(guān)于毓興物業(yè)發(fā)展有限公司建設(shè)和平大廈項(xiàng)目建議書(shū)的批復(fù)》五、西安市人民政府關(guān)于出讓國(guó)有土地使用權(quán)的批復(fù)（編號(hào) xx 字（xx）第 xx 號(hào)）六、西安市房地產(chǎn)實(shí)地調(diào)查情況七、2022 年陜西經(jīng)濟(jì)社會(huì)藍(lán)皮書(shū)《經(jīng)濟(jì)卷》八、國(guó)家工業(yè)發(fā)展組織編寫(xiě)的《工業(yè)可行性研究手冊(cè)》九、國(guó)家計(jì)委頒布的《關(guān)于建設(shè)項(xiàng)目進(jìn)行可行性研究的試行管理辦法》 （1983 年2 月 2 日）3 / 45