| This paper is written as a business plan for Beijing Y Real Estate Development Company which has a project that located in West 3rd ring core section named "West Diaoyutai ?"project.Base on the framework of the relevant theory,according to the requirements of the business plan for the real estate project planning,design and economic benefits to make more accurate assessment.So that investors can have a full understanding of the project,and the subsequent development of the project will have the confidence of success.Y Company is Beijing City Royal Water Garden Real Estate Development Co.,ltd.Shanghai Industrial Urban Development Group Limited holds 90%share of this company.West Diaoyutai project in 2004 through the agreement to obtain its land use rights,and the land use fees have been paid.Project currently has one or two development and construction completed and occupancy.The three phase of the development of the construction.A second stage in 2005 the average price for 20000 Yuan square meters,although 3rd phase as the West Diaoyutai project last area,but from the target population to market orientation are different with the first two distinct.As a shareholder,but also hope that through such a scarcity of land building quality projects so as to enhance the corporate image and brand image,also from the plots obtained has been in the past 11 years,the long development time will increase subsequent sale of difficulties in a certain extent.Therefore,the development of this project is very important for the company.At the first beginning,this paper introduces the project and the company's situation,and then carries on a series of macro environmental scanning,including the national policy,the current situation of regional development,and regional real estate industry supply and demand analysis of the status quo.Secondly,this paper compared the competition of the projects around the project,so as to the project's internal and external environment for the overall SWOT analysis.Based on the overall analysis of the project,choosing the existing market segments,accurately select the target market,accurate positioning,highlighting the characteristics of the project and competitive advantage.Formulate reasonable and appropriate marketing strategies according to the project location,and then use the practical project development plan and sales plan.At last to the project's economic efficiency indicators to predict,while the profitability of the project analysis.At last,the project risk is evaluated and the conclusion is drawn.In this paper,the research methods were applied to the STP marketing strategy theory,4P marketing strategy theory,SWOT analysis,in-depth interviews,comparison of data and information to sort out and draw the conclusion.Reveal the static economic benefit of the project through the financial statement.This paper use the net present value,the internal rate of return,the year of the investment recovery of the project profitability to do the dynamic financial analysis.In the risk control in use of the profit and loss balance analysis,use the CVP analysis method and sensitivity analysis method to analyze the project potential financial risks are analyzed and concluded.By calculating the relevant financial indicators,the total investment of West Diaoyutai 3rd phase is 2.6946 billion Yuan,estimated total sales revenue is 3.94545 billion Yuan and the Gross profit is 1.5 billion Yuan.Pretax profit is 848 million Yuan.The development of the project is feasible,and can bring a considerable economic income to the company. |
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