摘 要：随着城市建设的发展和人们对房屋居住的需求，房地产业已成为国民经济的支柱产业。大力发展房地产业，对于解决旧城改造、改善人民居住水平、工作环境乃至城市的发展，具有十分重要的意义。65624
本文对镇江市汝山路地块项目从区位、环境、房型、价格、品牌、推广上进行策划，合理定位目标市场，以开发商、消费者、社会三方共同利益为中心，通过市场调查、项目定位、推广销售等过程的分析，在深刻了解潜在消费者深层次及未来需求的基础上，为开发商设计出合理的策划方案，从而使产品得到消费者的认可，并通过消费者的满意度使开发商获得利益。通过多方案比选的指标和方法确定了一个最优方案，并对最优方案进行了不确定性分析。优选方案的情况如下：项目总建筑面积78575平方米，项目总投资估算38672.00万元。经测算项目财务净现值928.61万元，全部投资财务内部收益率16.73%，因此该方案在经济上可行。
Abstract：With urban development and housing needs of people, real estate has become a pillar industry in the national economy.Develop the real estate industry, for the settlement of transformation of great significance.
I analyze the environment, price, brand, packaging, promotion plan, to set reasonable goals. Property’s actual market demand, developers consumers, the tripartite social center for the common interests through market research, project positioning, promotional planning, sales execution process of analysis, planning, organization and control, in a profound understanding of potential consumers of deep-seated and future needs on the basis of the developers design a rational planning programs, so that the consumer products, and recognized by consumers so that the developers were satisfied with the interest. Through two program selections of indicators and methods, I determine an optimal program; then I make an uncertain analysis of the optimal program. Optimization of the program is as follows: total construction area is 78,575 square meters; total project investment is estimated ¥386,720,000. Though the estimating, the net present value of the total project investment is ¥9,286,100, the financial internal rate of return is 16.73%. So the program is feasible in economy.
Keywords: real estate, project feasibility study, financial evaluation
目 录
1 设计选题说明 4
1.1 选题依据 4
1.2 设计项目概况 4
1.3 设计目的和要求 4
1.4 数据资料的获得 4
1.5 设计重点和难点 5
1.6 设计实现的可能性 5
2 设计依据 5
2.1 理论与方法 5
2.2 规范和标准 6
2.3 参考文献的选用 7
3 设计的技术路线 7
3.1 主要方法 7
3.2 数据的处理 7
4 设计成果分析 7
4.1 设计结论分析 7
4.2 设计可行性分析 8
5 设计的价值 镇江市京口区汝山路地块项目可行性研究报告:http://www.751com.cn/guanli/lunwen_73315.html