【正文】 rojects 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 real estate market analysis of the questionnaire, the Garden of happiness, SWOT Analysis of residential projects and the project39。 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 項目建設(shè)背景 ................................................. 1 可行性研究報告主要編制依據(jù) ................................... 1 可行性研究報告的研究范圍 ..................................... 1 項目主要技術(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)項目定位 .................................................. 11 項目的 SWOT 分析 ............................................. 11 項目定位 .................................................... 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 .................................................... 16 項目總體概況 ................................................ 16 項目綜述 ................................................. 16 項目規(guī)劃方案 ................................................ 17 項目建設(shè)條件 ............................................. 17 戶型設(shè)計 ................................................. 18 裝修標(biāo)準(zhǔn) ................................................. 19 環(huán)境設(shè)計 ................................................. 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)計劃 ...................................... 27 價格定位 ................................................. 27 銷售進(jìn)度及收入實(shí)現(xiàn)計劃 ................................... 28 6 項目開發(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 項目投資估算與資金籌措 .......................................... 31 項目投資估算依據(jù) ............................................ 31 項目投資估算 ................................................ 31 資金籌措方案 ................................................ 34 貸款條件 .................................................... 34 8 財務(wù)評價 ........................................................ 35 財務(wù)評價基礎(chǔ)數(shù)據(jù) ............................................ 35 靜態(tài)經(jīng)濟(jì)評價指標(biāo) ............................................ 35 靜態(tài)投資回收期 ........................................... 35 盈利能力分析 ............................................. 35 動態(tài)經(jīng)濟(jì)評價指標(biāo) ............................................ 36 內(nèi)部收益率 ............................................... 36 財務(wù)凈現(xiàn)值 ............................................... 36 動態(tài)投資回收期 ........................................... 36 清償能力分析 ................................................ 36 9 不確定性分析 ..............................