【正文】 ..........................11（三）項(xiàng)目經(jīng)營(yíng)范圍 ................................................................12（四）項(xiàng)目實(shí)施保障條件 .........................................................12第三部分 項(xiàng)目背景及其可行性 ....................................................13一、宏觀經(jīng)濟(jì)的配合 ...................................................................13（一）社會(huì)消費(fèi)水平穩(wěn)步提高 ..................................................13（二）旅游行業(yè)為政府扶持性行業(yè) ...........................................13（三）酒店式別墅面臨良好的發(fā)展機(jī)遇 ....................................14二、當(dāng)?shù)卣罅χС旨皟?yōu)惠政策 ..............................................14（一）生態(tài)園項(xiàng)目獲得天津市及靜?？h政府大力支持 ..............14（二）相關(guān)優(yōu)惠政策 ................................................................14三、面臨的良好機(jī)遇 ...................................................................15（一）2022 年北京奧運(yùn)會(huì)為京津地區(qū)帶來(lái)大量客流 ................15（二）中國(guó)加入 WTO 加速旅游產(chǎn)業(yè)發(fā)展 .................................15（三）旅游業(yè)已經(jīng)成為促進(jìn)經(jīng)濟(jì)發(fā)展的新的經(jīng)濟(jì)增長(zhǎng)點(diǎn) ..........15（四）周遍地區(qū)具有較強(qiáng)的消費(fèi)能力和市場(chǎng)需求 .....................15四、發(fā)起人具備承擔(dān)項(xiàng)目建設(shè)的優(yōu)勢(shì)和能力 ...............................16（一）經(jīng)營(yíng)管理能力 ................................................................16（二）資本運(yùn)作能力 ................................................................16（三）創(chuàng)新的產(chǎn)權(quán)機(jī)制和開放的經(jīng)營(yíng)理念 ................................16第四部分 市場(chǎng)分析 ......................................................................17一、外部環(huán)境分析 .......................................................................17（一）天津地區(qū)投資價(jià)值的凸現(xiàn) ..............................................17（二）天津別墅市場(chǎng)具有良好的發(fā)展空間 ................................17二、市場(chǎng)需求分析 .......................................................................18（一）龐大的潛在市場(chǎng)規(guī)模 ......................................................18（二）京津一帶強(qiáng)勁的市場(chǎng)需求 ..............................................18（三）目標(biāo)客戶分析 ................................................................18第五部分 競(jìng)爭(zhēng)分析 ......................................................................20一、競(jìng)爭(zhēng)影響因素分析 ................................................................20（一）價(jià)格 ...............................................................................20（二）交通 ...............................................................................20（三）環(huán)境 ...............................................................................20（四）娛樂(lè)項(xiàng)目、配套設(shè)施設(shè)置 ..............................................20二、競(jìng)爭(zhēng)優(yōu)勢(shì)分析 .......................................................................21（一）齊全的配套娛樂(lè)設(shè)施 ......................................................21（二）創(chuàng)新的“大型人工湖＋旅游＋酒店式別墅” 經(jīng)營(yíng)模式 ........21（三）龐大的人脈網(wǎng)絡(luò)及暢通的宣傳渠道 ................................21第六部分 經(jīng)營(yíng)發(fā)展規(guī)劃 ...............................................................22第七部分 市場(chǎng)銷售 ......................................................................23一、市場(chǎng)計(jì)劃 ..............................................................................23（一）市場(chǎng)進(jìn)入 ........................................................................23（二）市場(chǎng)開發(fā) ........................................................................23二、銷售策略 ..............................................................................23三、公共關(guān)系 ..............................................................................24（一）平面媒體廣告 ................................................................24（二）電視媒體廣告 ................................................................24（三）廣播廣告 ........................................................................24（四）互聯(lián)網(wǎng)廣告 ....................................................................24（五）戶外廣告 ........................................................................24第八部分 項(xiàng)目的運(yùn)營(yíng)與管理 .......................................................25一、治理結(jié)構(gòu) ..............................................................................25（一）關(guān)于股東與股東大會(huì) ......................................................25（二）關(guān)于董事與董事會(huì) .........................................................25（三）關(guān)于監(jiān)事與監(jiān)事會(huì) .........................................................26二、管理團(tuán)隊(duì) ..............................................................................26三、激勵(lì)與約束 ..........................................................................26第九部分 投資估算 ......................................................................28一、項(xiàng)目實(shí)施進(jìn) 度 .......................................................................28二、投資估算及資金籌措 ............................................................28三、運(yùn)營(yíng)第一年流動(dòng)資金明細(xì) .....................................................29第十部分 經(jīng)濟(jì)效益分析 ...............................................................30一、收入預(yù)測(cè) ..............................................................................30（一）出租比例預(yù)測(cè) ................................................................30（二）租賃價(jià)格預(yù)測(cè) ................................................................31（三）租賃收入預(yù)測(cè) ................................................................31二、成本費(fèi)用預(yù)測(cè) .......................................................................32三、利潤(rùn)及投資報(bào)酬率預(yù)測(cè)