襄阳王府项目可行性研究

襄阳王府项目可行性研究 摘 要 襄樊市襄城区，属于襄樊市“十二五”计划确定的重点开发与保护区域之一。本文通过对襄樊市襄城区，原襄阳王府遗留之绿影壁东侧，运动路南侧一国有拍卖地块的开发经营环境的市场调查 分析 定性数据统计分析pdf销售业绩分析模板建筑结构震害分析销售进度分析表京东商城竞争战略分析 ，依据襄樊市目前的市场情况和对未来的预测，对项目的可行性与开发经营策划提出初步意见，并结合项目的特点优势，对项目进行了投资分析、财务评价和风险分析，以期探讨该地块进行高档住宅小区开发经营的可能性。依据本文的 方案 气瓶 现场处置方案 .pdf气瓶 现场处置方案 .doc见习基地管理方案.doc关于群访事件的化解方案建筑工地扬尘治理专项方案下载 ，项目总建筑面积16825平方米，项目总投资9276.49万元。经测算项目财务净现值733.357万元，项目财务内部收益率34.96%，经测算项目在经济上具有较强的可行性。 【关键词】 可行性; 项目投资; 开发经营 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 I 页 ABSTRACT The fancheng in xiangfan belongs to one of the key development and protection districts ,which confirmed by “the twelveth five years Plan” of xiangfan. After giving a market research analysis to the development and management environment of one auction area which is owned to Nation and comparing to the mostly similar competitive residential districts nearby. According to the present state of the market and forecast of the future , then this article gives the project – 襄阳王府 an analysis of investment, an appraising of finance and an analysis of risks in order to discuss the probability to develop and manage. In light of the program planed in this article ,the project will be 16，825 architecture acreage square meters and the total investment will be 9276.49 Yuan. After calculating, the project will profit 733.357 Yuan in finance ,and the internal rate of return is 34.96%.So the project is probability and adaptive to develop and manage. [key word] feasibility; project investment; develop and manage rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 2011 届 本 科生毕业论文(设计) 存档编号 襄 樊 学 院 本 科 毕 业 论文(设计) 题目:襄阳王府项目可行性研究 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 III 页 系(院) 建筑 工程 路基工程安全技术交底工程项目施工成本控制工程量增项单年度零星工程技术标正投影法基本原理 学院 专 业 工程管理 班 级 0711工程管理 学 生 喻凤英 指导教师 邢显春 2011年 5 月 27日 目 录 第1章 前言 .................................................................................................................... 1 1.1 报告 软件系统测试报告下载sgs报告如何下载关于路面塌陷情况报告535n,sgs报告怎么下载竣工报告下载 编制目的 ..................................................................................................... 1 1.2 报告编制依据 ..................................................................................................... 1 1.3 项目概况 ............................................................................................................. 1 第2章 项目开发经营环境分析 .................................................................................... 4 2.1 城市环境——认识襄樊 ..................................................................................... 4 2.1.1 襄樊概况 .................................................................................................. 4 2.1.2地理位置 ................................................................................................... 4 2.1.3 城市规划 .................................................................................................. 4 2.1.4 人口变化 .................................................................................................. 5 2.1.5 家庭结构 .................................................................................................. 6 2.1.6 GDP及市民人均可支配收入情况 .......................................................... 7 2.2 襄樊市经济分析 ............................................................................................... 10 2.3 襄樊市房地产市场分析 ................................................................................... 10 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 2.3.1 房地产业/住宅产业宏观运行情况分析 ...............................................10 2.3.2 襄樊市未来房地产市场开发热点分析.................................................12 2.3.3 襄樊市房地产市场特征分析.................................................................12 2.3.4 襄樊房地产市场总结与预判.................................................................13 第3章 项目周边物业市场调查分析...........................................................................14 3.1 樊城区房地产市场分析....................................................................................14 3.1.1 市场特征分析.........................................................................................18 3.1.2 供需状况分析.........................................................................................19 3.1.3 未来市场供应量分析.............................................................................15 3.2 投资地块的地理环境........................................................................................15 3.3 项目周边主要物业分析....................................................................................16 3.3.1 中房?鹏城润景.....................................................................................16 3.3.2 金乡域.....................................................................................................16 3.3.3 山水檀溪.................................................................................................16 3.3.4 汇隆嘉源.................................................................................................17 3.4 襄樊市居民消费调查分析............................................................................17 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 V 页 3.4.1 购买力 .................................................................................................... 17 3.4.2 购买动机 ................................................................................................ 18 3.4.3 客户认同的因素 .................................................................................... 18 第4章 项目开发经营优势点与机会分析 .................................................................. 19 4.1 房地产投资项目开发经营机会形成模式 ....................................................... 19 4.2 项目SWOT分析 .............................................................................................. 19 4.2.1 项目的优势(Strength) ....................................................................... 19 4.2.2 项目的劣势(Weakness) .................................................................... 20 4.2.3 项目市场机会(Opportunity) ............................................................. 20 4.2.4 项目的威胁 (Threats)............................................................................ 20 4.3 项目机会点及难点提炼 ................................................................................... 21 第5章 项目定位 .......................................................................................................... 22 5.1 目标市场定位 ................................................................................................... 22 5.2 产品定位 ........................................................................................................... 29 第6章 项目总体规划建议 .......................................................................................... 29 6.1 项目总体规划建议 ........................................................................................... 29 6.2 住宅建筑设计建议 ........................................................................................... 30 6.3 小区配套设施建议 ........................................................................................... 31 6.4 环境艺术设计建议 ........................................................................................... 25 第7章 项目开发经营策略及投资估算 ...................................................................... 26 7.1 项目开发经营策略 ........................................................................................... 26 7.2 项目投资估算 ................................................................................................... 27 7.2.1 建设投资 ................................................................................................ 27 7.2.2 建设期利息 ............................................................................................ 28 7.2.3 项目总投资 ............................................................................................ 28 7.3 项目实施进度安排 ........................................................................................... 29 0 7.4 项目投资与筹资计划 ....................................................................................... 3 第8章 项目开发经营状况分析 .................................................................................. 39 8.1 价格定位 ........................................................................................................... 39 8.1.1 定价策略 ................................................................................................ 39 8.1.2 销售单价的确定 .................................................................................... 40 8.2 项目销售收入估算 ........................................................................................... 43 8.3 项目预计利润估算 ........................................................................................... 44 8.4 项目现金流量、财务净现值及财务内部收益率 ........................................... 45 8.4.1 现金流量表 ............................................................................................ 45 8.5 经济效益评价 ................................................................................................... 36 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 第9章 项目开发经营风险分析...................................................................................38 9.1 项目敏感性分析................................................................................................38 9.1.1 项目总投资.............................................................................................38 9.1.2 项目销售收入.........................................................................................38 9.2 项目开发经营主要风险及对策分析................................................................40 9.2.1 市场风险.................................................................................................40 9.2.2 项目的资本风险.....................................................................................40 9.2.3 企业风险.................................................................................................54 第10章 结论与建议.....................................................................................................55 10.1 项目拥有较好的投资环境与机遇..................................................................55 10.2 项目在经济上具有较强的可行性..................................................................55 10.3 项目具有的突出优势......................................................................................55 10.4 项目开发经营风险较大..................................................................................55 10.5项目实施的难点...............................................................................................55 10.6强化项目进程中的投资、质量、进度控制，...............................................56 致谢辞...............................................................................................................................44 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 VII 页 附录及主要参考文献 ...................................................................................................... 45 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 第1章 前言 1.1 报告编制目的 1.在对项目开发经营环境进行详细分析的基础上，结合项目所处的区位环境，对项目的市场价值进行合理的评估。 2.对项目的可行性与开发经营策划提出初步意见，并对项目的规划设计、建筑方案设计、环境艺术设计提出相应的建议。 3.结合公司的状况和项目的特点，探索项目开发经营的可行方式。 4.对项目进行投资分析和风险分析。 5.对项目决策及其实施的优化提出建议。 1.2 报告编制依据 1.襄樊市规划局“十二五”发展规划 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 1 页 2.国家建设部及襄樊市颁布的房地产相关法律与政策 3. 襄樊市房地产业历史资料，2010年襄樊市房地产业发展状况及2011年发展趋势分析 4.现场勘察和实地调研所得资料 1.3 项目概况 本项目位于襄阳城内，原襄阳王府遗留之绿影壁东侧，运动路南侧，拟建地区及地理位置示意图(详见 附图1 项目地理位置示意图 图中矩形红色填充处为拟建项目) 建设规模与目标 拟建高档花园洋房式住宅，每栋4层,每层4套, 每层约532?;每套约133?。共6栋。 地下停车库约4025?(其中人防面积340?)，115个车位，平均每户约1.2个车位，。 项目主要建筑指标见下表 序主要技术指指标名称 单位 备注 号 标 1 建设规模 1.1 建筑面积 ? 16825 1.11 地上建筑面? 12800 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 积 地下建筑面1.13 ? 4025 积 2 公益指标 2.1 规划用地 ? 10666.72 16亩 满足规划2.2 容积率 1.2 条件 满足规划2.3 建筑密度 0.25 条件 满足规划2.4 绿化率 0.40 条件 3 投资规模 万元 10000 3.1 总投资 万元 9276.49 3.2 资金筹措 万元 6922.12 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 3 页 项目现状:场地得到平整，面积达到16亩(约10667?)，襄阳市国土资源局已 对目标地块的土地使用权挂牌出让，开发公司将依据国土法和拆迁补偿办法的规定，通 过合法方式取得目标地块的土地使用权。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 第2章 项目开发经营环境分析 2.1 城市环境——认识襄樊 2.1.1襄樊概况 襄樊，位于湖北省西北部，汉水中游，市区分襄城、樊城、襄阳3个区和高新技术开发区、鱼粱洲旅游经济开发区2个开发区。 襄樊市是建设部确定的大城市。2010年，襄樊市区建成区面积达到130平方公里以上，人口达到135万人左右.襄樊市2010年GDP达1538亿元，增长16.2%; 规模以上工业总产值2300亿元，增长54%以上; 地方财政总收入141亿元，增长48.8%;地方一般预算收入51亿元，增长37.8%; 工业总产值、财政总收入、农业总产值、社会消费品零售总额等指标位居湖北省第二。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 5 页 2.1.2地理位置 襄樊市地理位置为东经110?45′,113?47′，北纬30?13′,32?35′，2010年11月26日经国务院批复同意，湖北省襄樊市更名为襄阳市。原襄樊市襄阳区更名为襄阳市襄州区。襄阳市地处湖北省北部，居长江最大支流汉江的中游，秦岭大巴山余脉，是国家级历史文化名城，湖北省省域副中心城市，全国重要的铁路交通枢纽和汽车工业基地，鄂、豫、渝、陕毗邻地区的中心城市。”襄阳市同样还是“中国优秀旅游城市”、“中国魅力城市”、“中国三国文化之乡”、“中国红嘴相思鸟之乡”。′襄樊已有2800多年的建城史，华夏第一古城池保存完好。境内有国家级、省级风景区36处，其中古隆中为国家级4A风景区。襄樊交通优势突出，“一条汉江、两座机场、三条铁路、四通八达公路”是襄樊水、陆、空立体交通的写照，尤其是高速公路发展十分迅速，汉十、襄荆、魏樊三条高速公路在城区交汇，可与1000公里左右的大城市朝发夕至。同时，也为我市发展现代物流业和商业提供了条件，襄樊正在成为鄂西北及鄂豫陕渝毗邻地区的物流中心，居全国最佳商业城市第54位。襄樊的人力资源丰富，劳动力素质较高，科研院所、大专院校、金融机构、涉外服务、医疗单位等比较完善，在鄂西北及毗邻地区堪称一流。 2.1.3 城市规划 规划构思 建立完善的市域城镇体系，促进城乡经济协调发展。优化城市功能布局，强化中心城市地位。丰富城市文化内涵，继承城市历史文脉，保护历史文化遗迹，体现历史文化名城特色。改善城市生态环境，构筑现代化大城市生态框架，保障城市经济、社会可持续发展。提高城市基础设施水平，建立现代化综合交通体系。 城市规划区范围 划定襄樊市区为城市规划区，规划区面积为3673平方公里。其中以襄荆高速公路、汉十高速公路和规划的襄樊东外环(麻竹襄樊段)南段及东部500KV高压线围合的范围加上隆中风景区、普陀堰风景区作为中心城区规划范围，总面积722平方公里。 规划期限 本次规划期限为2008—2020年。近期为2008—2010年，远期为2011-2020年。 强制性内容的规定 本次规划的强制性内容是对城市规划实施进行监督检查的基本依据，包括规划区范围、规划区内建设用地规模、基础设施和公共服务设施用地、水源地和水系、基本农田和绿化用地、环境保护、自然与历史文化遗产保护以及防灾减灾等内容。 城市发展目标 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 活力高效的汽车新城，协调发展的区域中心， 安全生态的园林城市，开拓创新的文化名城。 城市发展总体战略 1(整合市场与资源、整合产业发展空间、优化城市空间。 2(提升汽车产业水平、提升城市区域地位。 3(协调经济与环境、协调区域发展和城乡关系。 4(发展城乡经济、创建和谐社会。 2.1.4 人口变化 近年来襄樊市人口总量较为稳定，属自然增长状态。2009年，全市总人口2040305 户，5888786人，城镇人口2569989人,人口变化如图示 : rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 7 页 2.1.5 家庭结构 襄樊市家庭数量持续增长，2000~2006年间，襄樊市家庭年均增长率为2.6,，比襄樊市人口年均增长率的0.3,高出2.3个百分点，2007年襄樊市家庭总量为196.46万户，而襄樊市家庭成员规模在3.0人左右浮动。07年以后，襄樊市人口数基本持平，家庭结构主要以三人户为主。附图2-2 2010年襄樊市家庭人口情况、表2-3 2010年家庭结构变化、表2-4 2000-2006年襄樊市人居居住面积。 五人户一人户 9%9% 四人户 17%二人户 25% 三人户 40% 图2-2 2010年襄樊市家庭人口情况 表2-3 2010年襄樊市家庭结构 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 20010年襄樊市家庭结构 同比2003年 一人户 提高0.31% 二人户 提高2.9% 三人户 提高9.8% 四人户 下降2.07% 五人户 下降7.9% 图2-4 2003-2010年襄樊市人均居住面积 年2004 2005 2006 2007 2008 2009 2010 份(年) 人23.34 29.55 29.2 29.2 28.8 29.3 29.4 均居住 面积 (平方 米, 人) rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 9 页 从2010年与2003年家庭结构比较来看，一人户、二人户、三人户比例有所提高，其余的都有所下降;三人户提升比例最大，多户人家分家居住现象和新婚家庭较多，并且其人均居住面积日益增大;另一方面说明了襄樊居民居住习惯及居住经济水平有所提高，其购买力较强。 2.1.6 GDP及市民人均可支配收入情况 随着工业等各方面的拉动，近年国民生产总值逐年上升，城市经济增长明显，市区居民人均可支配收入增长也明显，市民对自身未来发展充满信心，提前消费习惯普遍，消费力相对较强。2010年，襄阳市GDP达1538亿元，增长16.2%，规模以上工业总产值2300亿元，增长54%以上;地方财政总收入141亿元，增长48.8%;地方一般预算收入51亿元，增长37.8%;工业总产值、财政总收入、农业总产值、社会消费品零售总额等指标位居湖北省第二。 县域经济增势强劲。2010年，全市7个县(市)区地区生产总值、规模以上工业增加值、城镇以上固定资产投资、地方一般预算收入分别增长17.2%、38.1%、59.3%、48.7%。 2010年，全市规模以上工业企业个数突破1500家，达到1555家，比上年的1306家，净增249家，其中，产销过亿元的企业315家，过10亿元的企业27家，两百亿元左右的企业2家。2010年，全市金融机构本外币存款余额达到1294.1亿元，全市城镇居民人均可支配收入达13333元。 历年襄樊市城镇居民可支配收入情况 九年来，襄樊市城镇居民可支配收入持续上升，年涨幅较为平稳。虽然襄樊市经济发展呈现较好势头，但襄樊市在“十五”期间以纺织业等发展为主，导致城镇居民可支配收入增长较为缓慢。2007年，襄樊市城镇居民可支配收入呈现两位数增长，表现出强劲的上升趋势。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 历年襄樊市普通商品住宅成交均价涨幅与GDP涨幅对比 襄樊市房价自2003年开始出现大幅度增长，由于此前房价水平基数低，2003年增 幅达32.5,。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 11 页 2004年及以前，襄樊市房价增幅大于人均GDP增幅，而2005年，襄樊市房价增幅低于人均GDP增幅2.3个百分点，2007年房价增幅高于人均GDP增幅7.54个百分点，一定程度上显示，房价虽然呈现较快速的增长趋势，但是仍然符合城市经济发展状况的，与近年国内很多大中城市房价增长幅度远大于人均GDP增长幅度的情况相比较而言，襄樊市房价基本无泡沫成分。 总结 从项目地块性质来看，项目所在地是比较理想的商业、住宅建筑用地，该地块在市政配套、交通设施及区域位置上有较大的优势，并且其周边的市政规划力度也非常的大，所以，该地块适合建成高档住宅。另一方面，根据本地块得天独厚的地理环境和周边发展趋势，本项目的定位定为中高档商住楼，相信可以为本项目带来更大的发展空间，并减少同一档次、类型的竞争. 但本项目不能被周围楼盘的定位限制了自己的思路，而是应该针对规模、产品、品牌缺口、突出自身优势进入市场。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 2.2 襄樊市经济分析 投资机会孕育于经营环境之中，作为基础性、先导性的房地产业更是如此。因此，对宏观经济、社会与政策环境的把握是每一个开发决策者所关注的首要问题。 2010年，襄阳市GDP达1538亿元，增长16.2%，规模以上工业总产值2300亿元，增长54%以上;地方财政总收入141亿元，增长48.8%;地方一般预算收入51亿元，增长37.8%;工业总产值、财政总收入、农业总产值、社会消费品零售总额等指标位居湖北省第二。2007年，襄樊市人均生产总值由2000年的6410元上升到14478元，增长了125.87,。2007年全社会固定资产投资完成266.8亿元，同比增长30.0,，超额完成目标240亿元的任务。主要原因是国家实施“中部崛起”战略，襄樊着力打造省域副中心城市，给全市经济带来了契机，政府部门紧紧抓住这一契机，招商引资，扩大投资规模。 2.3 襄樊市房地产市场分析 襄樊市的房地产市场经历了初级价格竞争阶段后，目前已经开始进入规模与品牌竞争阶段。和其他同类城市相比，襄樊近年来房地产市场发展速度仍较为缓慢，在近几年rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 13 页 来，襄樊房地产市场开始火热起来，进入规模竞争和品牌竞争的阶段，功能竞争已初步显现，房地产业已进入高速发展的起步期，进入良性发展的轨道。 2006年以后，随着住房 制度 关于办公室下班关闭电源制度矿山事故隐患举报和奖励制度制度下载人事管理制度doc盘点制度下载 改革深入、信贷政策的放宽、居民消费观念的改变和市场行为的日益规范，襄阳市房地产市场持续保持了稳步发展的态势，有力地推动了地方经济的发展。2011年将是襄阳房地产快速发展成长的一年。 2.3.1 房地产业/住宅产业宏观运行情况分析 2.3.1.1 历年房地产业/住宅产业规模及结构 1.历年襄樊市房地产业投资情况 1999年,2003年间，襄樊市房地产开发投资增长快速，年均增长率达到30.3,，投资拉动效果明显。特别是2004年，襄樊市房地产开发投资年增长率达到49.2,，为历史之最。 2005年襄樊市房地产开发投资为22.09亿元，增幅比上年同期回落了近13个百分点，市场投资行为日趋理性。2006年房地产开发投资达到29.67亿元，增幅达34.3,。2007年房地产开发投资达到36.87亿元，比同期增长10.2亿元，增幅达到24.3,，显示新一轮的投资开始。 2007年房地产投资占全社会固定资产投资比重达到13.9,，由于受宏观调控的影响，比上年回落10个百分点，与全省水平相当。说明襄樊市房地产市场发展还并不充分，房地产市场仍然具有较大发展潜力。 2.历年襄樊市住宅产业投资情况 政府主管部门对房地产投资结构的调整取得了有效的成果。2006年以来，襄樊市住宅投资保持强劲增长态势， 2006年住宅投资额达19.07亿元，比2005年同期增长54.4,，增幅速度比2005年的25.9,高110.04,。2007年襄樊市住宅投资额为18.96亿元，与2006年水平基本持平。 2007年，襄樊市住宅投资占房地产开发投资比重为51.44,，与1999年,2002年的年平均73.16,相比，占比回落了21.72个百分点。可以看到，随着襄樊房地产业发展及市场结构调整，近年住宅投资所占比重下降。由于宏观调控等政策导向影响，住宅将成为襄樊房地产开发投资中的越来越重要的组成部分。 在国家“把住宅培育成新的经济增长点”的政策引导下，襄樊市房地产开发企业抓住契机，调整结构，不断加大以普通住宅为主的建设力度，房地产开发结构不断出现新变化，商品住宅建设的主体地位得到加强，以控制商业地产增长过快的局面。在2007年，商品住宅投资18.96 亿元，占房地产投资总量的 51.44,。 2.3.1.2 历年房地产/住宅产业销预售情况 1.襄樊市历年商品房销售金额情况 襄樊市房地产市场由于整体销售价格较低，虽然1999,2003年间销售金额增幅较rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 为明显，但年均销售金额仅4.98亿元;而2004年销售金额突破10亿元大关后，2005,2006年持续升高，保持30,左右的增长率;2007年则出现较大幅度增长，销售额突破接近30亿元，达到29.58亿元，同比增长60.9,。 2.襄樊市历年商品房销售面积情况 襄樊市房地产市场在1999,2003年间保持了较为平稳的发展趋势，年均销售面积61万平方米左右;而2004,2006年间，则出现较大幅度增长，突破100万平方米大关，至2007年，销售面积增至151.37万平方米。 2004年以前由于襄樊市房地产市场价格水平相对较低，且此阶段襄樊市房地产市场正处于起步发展阶段;2004年后，广大市民以旧换新需求，很多市民将房改房上市交易，选择购置新房，形成大量的刚性需求，因此，销售面积大幅增长;而在2006年始，政府出台了一系列的调控政策，另由于襄樊房地产市场价格不断攀升，使得大部分的买家心理发生较大变化，因此市场较为异常活跃，使2007年度商品房销售面积大幅增加。 2.3.1.3 襄樊市区历年房地产/住宅产业价格情况 表2-6 2002-2007年襄樊市房地产均价 年200520062007200820092010 份 年 年 年 年 年 年 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 15 页 价1540 1883 2336 3258 3765 4137 格(元/ 平方米) 此数据显示，襄樊市房地产价格在呈现跳跃上涨，突破千元大关后，涨速开始回落到2002年以前的水平。2006年后房价开始快速增长，从2006年的22.3,上升到2007年的24.1,，现在仍然保持上升趋势。同时，房地产市场价格变化与襄樊房地产市场发展阶段相一致。 2.3.2 襄樊市未来房地产市场开发热点分析 目前，襄樊的房地产开发主要集中在樊城区、襄城区和开发区，襄阳区所占比重较小。襄城区，住宅物业则主要集中在胜利街、汉江一桥和二桥桥头以及檀溪路。这些住宅和商业地产开发热点区域，还将是襄樊中高档住宅开发的热点;以及檀溪路、开发区部分区域将会是住宅开发的热点。 同时，根据规划，襄樊市市级行政中心移至邓城大道沿线，按照市区城市总体规划向北拓展的指导思想，该区域未来包括两个中心，即市级行政中心和城市综合服务中心，未来城市发展中心的外移也将一定程度的影响区域房地产发展方向，未来的樊西区也将成为市场发展的潜力区域。 2.3.3 襄樊市房地产市场特征分析 2.3.3.1 开发投资量持续增长，投资结构趋于合理 2010年房地产开发投资达到42.32亿元，比同期增长10.2亿元，增幅达到24.3,，可以看出襄樊房地产市场仍具备很大的潜力;同时住宅投资占房地产开发投资比重为51.44,，根据国家提出的“把住宅培育成新的经济增长点”的政策，投资结构将发生改变，趋于合理，商品住宅建设的主体地位得到进一步加强。 2.3.3.2 消费主题发生变化，销售总量逐年上升 襄樊市房地产销售额在经历了跳跃式的增长后，在20010年仍保持较大幅度增长，销售额突破接近30亿元，达到32.56亿元，同比增长60.9,，与此同时，2010年度商品房销售面积也出大幅增加。基于襄樊房地产市场呈现出的良好态势，以及大部分买家的心理变化，未来销售额将继续增加。 2.3.3.3 销售价格稳中有升，市场购买力逐渐增强 襄樊的房价自2002年来一直是逐年上升，近两年的涨幅明显上升，市区商品房均价发展到2010年的4137元/平方米，在未来几年里，房价会以较为平稳的速度继续上扬。伴随着国民经济的稳步增长，襄樊市居民收入水平也在持续提高，居民可支配收入及人均储蓄存款余额逐年增长，显示出后期强劲的消费潜力，市场购买力不断提高。 2.3.3.4 需求状况发生变化，市场供求呈多样化 由于受国家宏观调控的影响，未来大户型将变得稀缺，因此倍受欢迎，同时面积不rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 大，功能齐全的中套型住房也总体好销，环境、绿化、配套、物业管理的好坏越来越为购房者重视，住宅产品的创新加快，品牌意识得到加强，品牌楼盘受到青睐。 2.3.4 襄樊房地产市场总结与预判 2.3.4.1 从市场供求关系看 1.目前，市场推案量呈进一步上升趋势，市场竞争较为激烈。 2.众多利好因素，支撑了襄樊房产市场供需结构基本平衡，市场销售状况良好。 3.规模性、品牌性楼盘将不断出现，优化了楼盘结构，提升了房产市场的整体品质。 4.城区的发展、城西的建设开发及旧城的拆迁改造，这三大地区将是未来襄樊房产市场的开发热点区域。 2.3.4.2 从消费者角度看 1.消费者理性化购房意识增强，更注重产品的品质及楼盘所能体现出的较高性价比。 2.开发商良好的信誉及出色的售后服务、优良的产品将会受到消费者的青睐。 2.3.4.3 从市场主体开发商角度看 1.20011年襄樊房地产市场投资主体竞争愈加激烈，各大开发商竞相进行项目投资。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 17 页 2.市场竞争的加剧促使开发商在产品定位上更加注重市场调研、研究购房者的消费心理和行为习惯，以及竞争对手的情况。 2.3.4.4 从产品方面看 1.发展商创新意识增强，差异化发展受到认同，概念炒作逐渐淡出市场。 2.产品逐渐向个性化、多元化发展，个性特色楼盘日趋明显，建筑风格愈显多样，住宅设计更加关注细节上的创新。 3.众多开发商更加关注产品的小区规划、绿化景观、物业管理、户型设计、配套设施等各方面，全面提升产品的品质，以达到较佳的销售业绩。 4.推案量体规模化，更注重品牌的经营。 5.产品向纵深发展，更注重生态、科技含金量。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 第3章 项目周边物业市场调查分析 项目调查是可行性研究工作的基础，是在地域选择后进行的多项生活指标的调查。本次调查分析主要是针对拟投资地块的地理环境，襄樊市襄城区区域房地产市场，地区既有的生活消费条件，襄城区住宅消费者等几个方面的调查，为项目的可行性分析和研究提供充实的研讨依据。 该项目位于襄阳城内，原襄阳王府遗留之绿影壁东侧，运动路南侧。 3.1 襄城区房地产市场分析 3.1.1 市场特征分析 3.1.1.1 集中开发，市场供应活跃 襄城区是襄樊市近年住宅开发新兴的区域，同时樊城区住宅开发几乎全部集中于城区核心区，檀溪路、万山轴承场路、政府家属院沿线开发的项目几乎占到了襄城区住宅rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 19 页 项目总数的70,。 3.1.1.2 建筑形式多为高层，社区规模相对较大 为体现土地集约化利用，樊城区住宅项目多为小高层及高层项目，建筑层数多在16,28层之间，同时由于建筑高度高，因而建筑规模也较襄城区更大，规模在5,20万平方米之间。 3.1.1.3 住宅与商业综合开发 由于襄城区的商贸以及商务氛围较樊城区不够浓烈，因此住宅项目的开发多有底商或裙楼商业，而襄樊市少量的外来开发企业大部分就在该区域进行开发，因而一定程度上提升了区域开发品质。 3.1.1.4 建筑现代，项目品质相对较高 区域开发的项目不仅建筑立面色彩简洁现代、富有质感，同时规划布局也较为先进，目前已出现了蝶式高层以及板式高层等较为超前先进的建筑布局模式，为襄樊市房地产市场品质相对较高的区域。 3.1.2 供需状况分析 2009—2010年，区域市场在售的住宅项目共计6个，为襄樊市五大板块中，开发项目最具潜力的区域。同时，在襄樊市市场在售的55个住宅项目中，拟建项目是唯一一个高档花园洋房式住宅，而且项目所在地曾经是王府坐落之地，襄樊市近年高收入人群不断壮大，项目将成为热点。 由于襄城区房地产市场起步较晚，严格规划控制，建筑形态新颖现代，加之众多外来房地产开发企业的介入，使得区域房地产市场相对而言更为活跃，不仅供应量为各区之首，市场吸纳能力也相对较高，当前市场的销售率已超过85,，市场需求旺盛，同时物业价格也是襄樊市最高的，区域住宅均价达到了4137元/平方米。 3.1.3 未来市场供应量分析 根据目前已知情况统计，该区域2011年将推出6个住宅项目，共计约80万平方米的开发面积。在这些项目的共同推动下，襄城区将新兴起来引领襄樊房地产市场向高端发展。以下是2011年即将推出项目的开发面积: 中房-鹏城润景26000平方米，金乡域20000平方米，山水檀溪500000平方米，汇隆嘉源63640.62平方米，中房-鼎盛源和名仕-家天下暂无公开数据。区域市场房价在4200,6000元/平方米。 目前，襄樊市在售住宅市场价格以樊城为最，一则是商住综合带动了区域消费水平上升，同时较高的开发品质以及高层建筑的成本也是价格较高的原因之一。各区域住宅物业的市场在售项目供应量及未来住宅供应量，均以襄城区最大，襄城区仍将是襄樊市rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 区房地产发展的重点区域。 3.2 投资地块的地理环境 土地是不可再生资源，一个项目的土地价值是有多种因素综合作用的结果。土地所处的地理位置，周边的自然环境，人文环境，市政配套及临近楼盘的品质等，决定了此地块大部分的市场价值，因此，我们首先从地块环境入手调查分析。 土地面积16亩，呈缺角正方形，地势平整，襄樊市国土资源局已对目标地块的土地使用权挂牌出让，开发公司将依据国土法和拆迁补偿办法的规定，通过合法方式取得目标地块的土地使用权。 位于襄阳城内，原襄阳王府遗留之绿影壁东侧，运动路南侧。立体交通便利;面临汉江，和风雨剥蚀的城垣遥遥相望，象征着这座古城所薄发出的年轻又奔放的脉动，同时营造出高雅的居住氛围;背靠襄樊山脉，购物、娱乐、休闲、饮食一应俱全;周边有襄樊市第五医院，多个中小学，设有多路公交车停靠站，市政配套完善。虽然周边大部分居民小区比较破败，但大多都属于发展规划范围内，并随着樊城的进一步开发以及本项目的落户，周边环境将有很大的改善。从居住环境上看，本项目坐拥汉江美景，远离rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 21 页 喧嚣，在闹市中独享一片宁静，满足现代人对生活品质的追求;从升值空间角度看，伴随襄樊市对襄城区的进一步重点开发和保护，以及房地产市场稳中有升的良好态势，本项目的市场价值具有跃升之势。 同时，临近襄樊重点保护古迹绿影壁巷，襄樊市市政府将加大对文物的保护和开发，通过招商引资进一步带动本项目周边经济商业圈的发展。 3.3 项目周边主要物业分析 3.3.1中房?鹏城润景 项目信息:该项目位于襄城区檀溪路，北临襄阳轴承厂生活区，西南靠顺安山。项目为7栋4—6层多层住宅，占地面积1.63万平方米，总建筑面积2.6万平方米，共有住宅217套，底层车库130间，地下车库停车位25个。户型面积在60—240平方米之间，可供不同需求者进行选择。建筑密度<28%，容积率<1.6，绿地率>35%。 3.3.2金乡域 项目信息: 金乡域，项目位于襄阳市襄轴一路市政府对面，地理位置优越是襄阳未来的发展的高端区。河西房地产精致之作，居住区创新住宅，在金乡域，全框架的建筑质量，省略爬楼梯的电梯上火，内外双绿化的优美环境，离尘不离城的养生大宅，将成为襄轴片区首个现代化物业，它的出现，将改变襄轴人民的传统生活方式，创造美好的未来～ 3.3.3山水檀溪 占地面积:290亩建筑面积:50万平方米所在区域:襄城区用 途:商住两用绿 地 率:暂无资料售 楼 处:山水檀溪秀园1号楼项目位置:襄城区中轴线檀溪路两侧公交线路:6路、8路、21路、25路、28路、29路、307路、511路、512路、533路、537路等楼型:多层、小高层 项目信息:山水檀溪项目是由襄樊溪苑实业总公司和久富房地产开发有限公司联合打造的扛鼎力作，是一个集商住、休闲、娱乐为一体的高品质大型居住社区。项目总占地面积290亩，总建筑面积达50万平方米，目前是襄樊市最大的项目之一。 项目占据襄城绝佳地理位置，天生丽质，坐拥山水。站在项目地块上，俯瞰百里汉江风景，波澜壮阔，南望真武山，翠色入门山为屏;览尽九州千千景，独恋此景养心身;不仅在襄樊是绝版，在全国也很罕见。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 随着环汉江的度假休闲旅游价值和居住价值空前提高，这里必将成为人们“择山水而居”和“诗意栖居”的理想栖息之地。 项目正处于城市决策中心，汇聚左右城市的影响力，是襄樊市委、市政府所在地，同时汇集了市公安局、市劳动局、市司法局、市物价局、市人事局、市民政局、市畜牧局、市财政局、市广电局、公安局等机关。与市府为邻，青山碧水，谈笑有鸿儒，纵观襄城，全城再无如此大境界。 在布局上，项目被精心分划成七座花园般的组团。分别以“明山秀水佳檀溪”七字命名。每一个地块都有着自己独立的韵味，满足每一个理想居住的细微不同。同时，坐享大社区的丰富多彩，更拥有院落般的舒适尺度，人与人也由此变得更加亲密。错落的布局，让每一个地块都得享与江山共唱和的壮丽风景。 山水檀溪项目凭借其得天独厚的地理优势，最大限度地利用了襄樊的历史文化、交通、教育、医疗、金融、生活配套等方面的优质资源，是一个不可多得的居住、置业天堂 项目地址:襄樊市襄城区檀溪路 乘坐6、8、21、25、28、29、307、511、512、533、537路公交车至檀溪中路站下即到。3.3.4 汇隆嘉源 占地面积:500亩 建筑面积:63640.62? 所在区域:襄城区 用 途:商住两用 绿 地 率:34% 售 楼 处:襄城区胜利街六化建对面 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 23 页 项目位置:襄城经济开发区工业园 公交线路:暂无资料 楼 型:多层 项目信息: 为满足园内企业的配套需求，襄樊市襄城经济开发区工业园园拟兴建综合服务区，集商务办公、职工住宿、金融服务、文体活动、仓储物流等功能为一体，由湖北汇隆置业发展有限公司投资承建。总规划用地500亩，一期规划总建筑面积63640.62?,其中办公楼设计为16层,建筑面积11245.18?;职工住宿部分为6-7层，设计有车库，总建筑面积约42137.56?;商业中心设计为2-4层框架结构,建筑面积4996.97?;商业街设计为2-3层框架结构,建筑面积4111.23?;餐饮部设计为1-3层框架结构,建筑面积759368?;建筑密度27.2%，绿地率34%。 整个小区共12栋楼，建筑层数为7-8层，户型为45-130平米。 3.4 襄樊市居民消费调查分析 目前区域楼盘客户主要还是周边地区，来源并不广泛，客源挖掘潜力较大。客户类型主要为国家行政企事业单位，科研教育单位，个体私营业主这几种常规的住宅消费类型。 3.4.1 购买力 来此区域置业的客户购买力较强，已购房客户的家庭月收入均在7000元以上，其中90%采用公积金贷款和商业贷款，其贷款额多为23万元左右，贷款年限为15-20年，月还款额在2500元左右(以上分析说明，贷款买房已成为消费主流。 3.4.2 购买动机 此区域置业的客户多为二次置业，客户购买动机主要为改善居住环境，比例占到65%。 3.4.3 客户认同的因素 选择在此置业的客户对小区的认同因素依次为: 表3-1 客户认同因素表 因素 环境 交通 价格 户型 付款方式 升值潜力 比例 70% 50% 30% 20% 20% 15% 从成交客户因素分析客户多认同区域环境，其次是交通(即离工作单位或市中心远近)，总体价格、户型合理，付款方式灵活，地段发展前景。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 第4章 项目开发经营优势点与机会分析 4.1 房地产投资项目开发经营机会形成模式 经营机会的实质是寻求、识别、把握企业可进取的市场空间。 经营机会是外部市场、环境条件中的有利条件的综合态势与企业本身优势的结合。 经营机会转化为项目个性以后，即成为在激烈的市场竞争中项目的优势点、竞争点、卖点。 4.2 项目SWOT分析 采取优势(Strength)、劣势(Weakness)、机会(Opportunity)、威胁 (Threats) 之分析方式，对本项目的内外部条件各方面内容进行综合和概括，进而分析项目的优势和劣势、机会和威胁，总结出项目的优势点、竞争点、卖点。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 25 页 4.2.1 项目的优势(Strength) 4.2.1.1 地理位置优越、城市中轴 位于襄樊城区的中心地段，十字街南街，地理位置相当优越，是襄樊城区的核心区之一，享有众多市政配套设施之便利。 4.2.1.2 自然景观得天独厚 充分结合自然景观，与潺潺的汉江水相映成趣，与厚重的襄阳古城墙隔河相望，在喧嚣的城市里独拥一片宁静。 4.2.1.3 立体交通便利通达 设有1路、6路、8路、13路、14路、21路、24路等公交车停靠站，立体交通体系完备，出行便捷。 4.2.1.4 依托最繁华的商贸圈更具吸引力 靠近繁华的商贸圈，十字街是购物、饮食、娱乐的必到之地。鼓楼文化广场、鼓楼商场、武商量贩等众多商场都距离本项目很近，真武大酒店、全球通VIP健身俱乐部等休闲娱乐场所更是为这里平添了一份精彩。 4.2.1.5 周边配套设施完善 附近有襄樊市红十字会、襄城区妇幼保健医院、襄樊市第一实验小学、襄樊市四中，市政配套设施完备。 4.2.2 项目的劣势(Weakness) 4.2.2.1周边环境不佳 绿影壁巷尚未开发的居民区比较落后破败，影响项目档次形象。 4.2.2.2曲径巷略显冷清 虽然有得天独厚的自然景观，但是尚没有形成繁华的商业圈，略显冷清。 4.2.2.3 客户面局限 项目总体定位为高档住宅，这将会在总价上将本项目的目标客户面局限在较窄的区间内。 4.2.2.4拆迁难度大 本案由于拆迁面积大、拆迁周期长，拆迁中不可预见因素较多，如处理不当，可能会对建设及销售工作产生很大负面影响。 4.2.3 项目市场机会(Opportunity) 4.2.3.1 襄城区的发展步伐加快，扩宽了项目的升值空间 项目处在襄城区的中心，也是城市发展规划的重点，跟随整个板块的趋势，项目后rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 期的升值空间较大。 4.2.3.2 襄樊市房地产行业整体看好 房地产行业仍是襄樊市近几年发展的重点，政府希望通过房地产行业的发展来带动相关的第三产业发展，所以对房地产行业的政策倾斜会进一步加大。 4.2.3.3 建设规模本身就是一大卖点 本项目规划高档花园洋房式住宅小区，建筑规模较大，规模效益将成为项目市场竟争中最大的利好。 4.2.3.4 项目处在前期规划中，可塑性极强 在项目的前期规划中，用周详的市场调查与研究、丰富的规划设计方案和准确的市场把握度，迎合市场以及购房者的需求。 4.2.4 项目的威胁 (Threats) 4.2.4.1 品牌效应对本案的考验 基于民发成功开发了襄樊较高品质的高层住宅小区——汉江国际、世纪新城，已经树立起品牌效应，使得本案失去市场绝对领导地位。 4.2.4.3 庞大的开发面积带来销售冲击 根据目前已知情况统计，襄城区2011年将推出24个住宅项目，共计约80万平方rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 27 页 米的开发面积，这将给本案的销售和继续开发带来巨大的挑战，也是对本案品质的考验。 4.3 项目机会点及难点提炼 表4-1 项目机会点与难点 本案总自身角度 市场角度 客户角度 结 机 区位 城市发展趋势 对区位接受度高 会 规模 区域基础设施基本对生活品质的追求 点 产品的可塑完善 居住需求稳步增长 性 可利用的配套资源经济基础强劲 丰富 难 急待品牌塑品牌争雄 品牌的依赖,口碑的 点 造 区域竞争激烈 忠诚 小环境欠佳 对创新产品的热忠 感性消费为导向 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 第5章 项目定位 面对竞争激烈的房地产市场，公司要建立自己的品牌与形象，就必须长、短目标兼顾，为实施品牌战略，在本项目定位时，须将区域，交通环境、配套设施，人文文化等各种因素综合考虑。 5.1 目标市场定位 本项目位于襄樊市襄城区中心城区，这决定了主体目标对象为襄樊市及周边地区的中高层消费群。 消费群界定:高校、科研院所高级职称人士;民营或私营企业家或个体老板;行政企业事业单位的主管级领导;附近居民区部分富裕居民购房和二次换房的需要。 年龄判断:在30~45岁 购买目的比例依次判断为:纯自住、自住兼投资型、其它。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 29 页 5.2 产品定位 根据对项目周边环境及物业市场的调查分析，将项目定位为高档花园洋房式住宅，这是基于激烈竞争的市场状况以及项目所处的环境和区位的前提而作出的明智决策,主要原因是: 1.项目处于黄金位置，成本高; 2.项目所在区域内同品质个案目前没有，项目成为热点的可能性大; 3.项目所处区位决定了本案具有其他物业不可替代的优势。 产品定位的具体建议见第6章项目开发建设建议。 第6章 项目总体规划建议 6.1 项目总体规划建议 1.虽然项目开发周期较短，但在规划设计中既要立足现实，又要着眼未来，充分体现可持续发展的策略，建议在总体规划设计中， 2.总体规划中应尽可能兼顾到本地块的周边环境，尤其要注意项目建成后的周边景观以及社区人员的视觉效果。突出环境设计的宗旨，形成集中景观，有效利用土地，发挥投资潜能，突出21世纪高档居住社区的整体特色。 3.总体上来说，本案的规划方案中建筑单体设计采用灵活的户型和变化的立体效果。 4总共6栋，每栋4层，一梯两户，每栋两个单元，设计多种户型，体现项目档次感与当代流行风格，增加客户选择机会。 5.本案的目标顾客属中高收入的阶层，私家车相对较多，而且比例将会继续上升，因此在规划上，建议在小区的交通方面，充分做到人车分流并且规划好停车位。预计本rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 项目住户有96家，根据高档小区的要求和需要，本项目地下车位预设115个，同时在小区内也应规划好露天停车位。 6.在设计规划上，建立“城市——社区——小区——院落——家庭”的尺度序列，综合考虑内外交通，公共设施，行政管理，环境保护，技术经济要求，合理布局，站在城市的高度看社区建设，为居民创造与城市完美和谐的居住环境。 7.产品排布上，尽量保证楼间距的合理性及舒适性，同时低密度产品市场竞争优势明显,。 8.强调细节设计，小区主入口处的重点处理，如水景、绿化、门面和门卫室的处理。一方面，先入为主营销手法，表现良好的第一感觉;另一方面，为客户带来无形的荣耀感，利于口碑传播。 9.绿化面积的增大，景观的多样性，保证户户有景，营造高雅舒适的居住环境。 6.2 住宅建筑设计建议 1.住宅的设计要适度超前。这里的超前不仅仅是面积问题，更重要的是功能、质量方面的适度超前，这就要求设计人员必须考虑到今后数10年内人们生活方式与需求的rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 31 页 变化。如果我们今天设计开发的住宅能想到明天的话，那么我们的住宅将肯定会备受青睐，也肯定会成为销售中的一个强力卖点。 2.住宅设计应充分体现“以人为本”的原则，想住户之所想，每一细节的处理都应体现出对人的关怀和尊重,实现动静分开,洁污分开。特别是对儿童居室，要更多地予以周到细致考虑。每一户型内部布置都应按内外分区、动静分区、生理分室、功能分室等要求设计。 3.住宅外观设计采用目前流行的现代简约风格，体现现代气息与大方，色彩以简洁明快为主，建筑立面挺拔俊朗，适当墙体线条装饰统一窗台、阳台、空调板基线，并在阳台、天沟、局部墙等细部以其他色彩点缀，做到统一中有变化，体现高尚物业气质。 4.在建筑材料方面，大量采用新材料、新产品，据统计数据表明，在已建成或正在建成具有“后小康时代”特征的住房中，新材料、新产品、新技术的采用率，外墙材料为60%，屋面保温防水材料为90%，管线集中综合布置为40%。 5.户型设计多样化，包括平面布局的多样化，建筑面积规模大小多变、房型设计的多样化，科学合理布局，讲究实用，功能齐备;景观与朝向上合理安排，尽量使客厅与主卧室朝南;干湿、洁污、动静等分区明显;考虑“风水问题”，避免卫生间对床、卫生间黑房、双门对开等传统风水问题;充分考虑通风采光问题以及物业档次的多样化等。 6.3 小区配套设施建议 1.交通状况为影响居民购房决策的一个重要因素，虽然本项目所处区位的交通状况很便捷，但仍可以委托未来的物业管理公司引进社区“住户专车”，接送住户上下班和小孩往返学校，为业主工作、生活提供便利，通过专为业主服务的“住户专车”提高客户的档次和身份，也体现了给业主的一份人文关怀。 2.当今时代已进入数字化信息时代，住宅小区的智能化成为发展的必然趋势。拟建小区应引领智能化生活新潮流，建议引进有线电视、电信、计算机三网合一线路并全部采用地下电缆，整个小区实行24小时实时监控，提供自动抄表，多媒体服务、网络教育等多方位的网络服务。 3.每户设独立的水、电、煤气表，小区内采用变频供水系统及自来水净水系统，保证用户生活用水质量。 4.小区内应设有小型超市、商场、银行、酒店、邮局等公共建设配套设施，为用户的日常生活提供方便,充分体现出社区生活的现代化。 5.物业管理采用现代人性化服务、管家式服务，避免审查式管理，以服务代替管理，使社区居民真正成为居住的主人，产生居住和生活的自豪感，避免误区——为生活而居住或为居住而生活，从而进一步增强客户对品牌的忠诚度。 7.毗邻鼓楼文化广场、武汉量贩商场、雅馨超市、鼓楼商场、中百仓储，可以联系各大商家给予团购优惠，体现小区的档次与人文关怀。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 6.4 环境艺术设计建议 随着人们生活水平的提高，“买环境”的观念已为大多数居民所接受，景观优势也成为众多小区的一个卖点。在当前以及未来相当长的一段时间内，人们买房除了考察室内布局、质量及小区的整体规划等因素外，也越来越重视其环境，这实际上也反映了人们追求人与自然的和谐统一，远离喧闹、闹腾、嘈杂的都市的一种心态。 基于上述原因和项目自身的环境优势，开发公司在进行本地块的整体规划设计时，不仅兼顾到地块的周边环境，更要注意小区内的环境艺术设计，建议公司聘请专业的环境艺术设计人员进行设计，以期达到较好的环境效果。 上述优化建议仅仅是一个思路，设计人员在把握总体原则的前提下，可以有更多的突破。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 33 页 第7章 项目开发经营策略及投资估算 根据本报告前六章的论述与分析，本章着重讨论襄阳王府的开发经营策略，并对项目的投资进行估算，对工程实施进度作出安排，并制订相应的项目筹资计划和投资计划。 7.1 项目开发经营策略 依据开发公司的实际情况，本项目宜采取“整体规划、整体实施、自主开发、力创精品”的灵活多变的开发经营策略。 1.整体规划。本地块占地16亩，因此对地块进行整体规划，无需分区。 2.。该项目开发总建筑面积达12800平方米，预计总投资约5000万元人民币左右，如此规模的投资，一次性开发资金筹取难度较大。同时，房地产市场的变幻莫测决定着其风险也较大，分期实施有利于根据市场需求变化及时调整物业功能，重新定位，规避风险。因此建议采用滚动开发、分期建设的方式，这样既可以使项目迅速启动，又可以按照市场需求变化情况适时调整开发方案，降低投资风险。 根据对项目地块的现状分析，建议项目以地块以西部分为突破口。其依据有: (1)地块西面环境嘈杂，不适合做高档物业小区的入口，建议在四周建围墙，将项目与周边环境暂时隔离，待其周边发展后再将围墙拆除。 (2)从规划方面考虑，该区域具有相对独立性，可作为一个独立的项目看待。 (3)从景观效果考虑，背山风景较好，房地产项目一般都是将较好区位项目放在最后阶段实施。 3.自主开发。这是基于项目公司的资金优势和地块本身的特点而作出的选择。 (1)房地产属资金密集性行业，项目公司可凭借其他公司所不具备的雄厚资金实力进行自主开发。 (2)项目地块所处的特有的区位优势及市场前景(如前文介绍)。 (3)通过自主开发，公司可迅速依托项目的品牌提升企业形象，扩大公司在襄樊市房地产业界的影响，为以后的项目开发打下良好的基础。 4.力创精品。这是由项目所在区域内品牌项目较多的前提决定的，只有提升项目的品质，才能提升项目的竞争力，才来带来效益。 5.先环境、后房屋，同时全面发动宣传攻势。建议项目启动之前，先做好环境和配套等形象工程，这既是公司实力的展示，又可借助于这些形象工程增强购房者对本项目的信心。加大媒体宣传力度和投入，采用独特的营销手段，使项目先声夺人，抢占市场先机。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 7.2 项目投资估算 项目总投资由建设投资和建设期利息两部分组成。经估算，本项目总投资为万元人民币，其中建设投资为45051.54万元，建设期利息3575.2万元。详见表7-2 目总投资估算表，更详细的投资计划可能随设计及实施的改变而调整。 7.2.1 建设投资 建设投资包括土地取得费用、建安工程费用、小区配套费用、道路、绿化费用、项目研究、咨询、规划、设计费用、各种税费、项目管理费等项目。 建设投资估算依据: 1.整个项目从2010年10月开始，2011年9月底全面完成。 2.各种税费按襄樊市目前现行规定和同类项目的平均标准计取。 3.整个项目按中、高水平计算。 4.项目总投资中自有资金比率按30%计。 5.银行贷款利率按6.68%计取，一年还贷。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 35 页 6.基准贴现率设定为12%。 建筑形式:高档花园洋房式住宅，每栋4层,每层4套, 每层约532?;每套约133?。共6栋。地下停车库约4025?(其中人防面积340?)，115个车位，平均每户约1.2个车位。 依据当地市场情况,在同类物业的比较后可以认为土地费用为168.35万/亩较为适当符合实际情况,因此以之作为投资估算的依据。 7.2.1.1 土地费用 1.土地出让费 本项目计划用地16亩，根据投资估算依据可知，土地费用为168.35万/亩，故征地所需要的征地费为2693.6万。 所以土地出让费共计2693.6万。 2. 基础设施配套费 基础设施配套包括供电、供水、煤气、雨污水、排水、电信、绿化、道路建设等，按200元/?计，总计336.5万元。 土地取得费用为征地费、基础设施配套费之和，总计3030.1万元。 7.2.1.2 前期工程费 项目的前期工程费包括规划设计费、项目可行性研究费用、地质勘探测绘费以及三通一平费。按建安工程费的6%计，总计174.47万元。 7.2.1.3 房屋开发费 1.建安工程费用 建安工程费用按地上1800元/ ?，地上建筑面积12800?，地下1500元/ ?，地下建筑面积4025?，总计2907.75万元。 精装修800元/ ?计，装修费用1024万元。 2.附属工程费 附属工程费按建安工程的5%计取，总计145.39万元。 3.室外工程费 室外工程费按建安工程的8%计取，总计232.62万元。 4.其他费用 其他费用按建安工程费的1%计提，总计29.08万元。 房屋开发费共计3314.84万元。 7.2.1.4 开发期规费和税金 确定项目在开发过程中所产的各种税费按照建安工程的14%计取，计407.09万元，税金按建安工程11%计取，计319.85万元，总费用为726.94万元。 7.2.1.5 项目管理费 项目管理费按建安工程费用的3%计取，总费用为87.23万元。 7.2.1.6 不可预见费 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 不可预见费以建设工程的5%计取，总费用为145.39万元。 7.2.1.7 营销成本 营销成本以销售额的3%计，总费用为339.75万。 7.2.2 建设期利息 项目开发成本估算约为8842.72万元，因为自有资金比例占总投资额的30%，为2782.947万元，其余采用银行贷款，需向银行贷款6493.543万元。银行贷款利率按6.68%计取，一年借贷，期末还款，则建设期利息为433.77万元。 7.2.3 项目总投资 上述建设投资、建设期利息二项相加，即为项目总投资，共计9276.49万元。详见 项目总估算表。 表7-2项目总投资估算 序号 项目或费用 投资金额(万元) 备注 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 37 页 1 土地费用 3030.1 1.1 土地出让费 2693.6 1.2 基础设施配套费 336.5 按200元/ ?计 2 前期工程费 174.47 按建安工程费6%计 3 房屋开发费 3314.84 3.1 建安工程费用 2907.75 3.2 附属工程费 145.39 按建安工程费5%计 3.3 室外工程费 232.62 按建安工程费8%计 3.4 其他费用 29.08 按建安工程费1%计 4 开发其规费和税金 726.94 5 项目管理费 87.23 按建安工程费3%计 6 不可预见费 145.39 按建安工程费5%计 7 装修费用 1024 按800元/ ?计 8 营销成本 339.75 按销售额3%计 9 建设期利息 433.79 贷款利率按6.68%计 7.3 项目实施进度安排 整个项目建设应面向市场，进行分期开发，并随时根据市场变化，不断地调整项目实施的进度。 项目投资费用和建筑总面积较小，开发时间紧迫，根据项目实际情况，建议将整个项目交由三个项目部，依次开发，整个项目从2010年10月开始，至2011年9月结束，历时近1年。 表7-3 项目实施进度安排 工程项目 施工进度安排 一 基础设施建设 2010.10——2011.1 二 地上六栋(住宅部分)地下室建设 2011.1——2011.7 三 小区内配套设施建设、园林景观布置、小区进一2011.3——2011.9 步完善 一期工程主要是基础设施建设; 二期一次性开发六栋住宅楼，建筑面积达到12800平方米通过价格策略的调整制造项目升值的利好消息，利用其地块优势、前期累计的市场口碑以及产品的过硬品质，创造市场高价，是开发商重点打造部分。 三期工程是本项目的最后一期工程，同时小区内配套设施建设也安排在同步，包括rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 花园、草地、喷泉、休息厅、网球场、地下停车场、室外消防、配电房等内容，将本项目完美呈现，以此作为本项目对市场的最后一次冲击。 7.4 项目投资与筹资计划 按照国家有关规定，项目所需资本金至少占本项目建设总投资的30%。项目工程约16825平方米，投资约9276.49万元，为充分利用建设单位资金，建议公司自筹项目总投资的30%作为启动资金(约2782.947万元)，其余70%可通过银行贷款。襄樊襄阳王府房地产开发有限公司将承诺项目资本金的投入。 按70%的比例计算，项目寻求银行贷款约6493.543万元，分别于2010年和2011年投放。 项目建设期历时1年，从2010年10月至2011年9月底全面完工，项目的销售期从2011.7月开始算起，预计4个月，项目总体经营期预计在2012年年初全部结束。故整个项目建设经营期历时2年。在建设经营期内，投资总额按一定的比例分年发放。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 39 页 第8章 项目开发经营状况分析 本章对襄阳王府项目销售分期计划作出安排，估算项目开发经营收入、成本、利润、投资利润，并计算项目资金现金流量、财务净现值、财务内部收益率。 襄阳王府项目中包括车库等公建项目。其中，车库采用销售形式，公建项目可采用销售或出租，或自行经营等多种形式，经过简单测算，得出采用销售形式最为合适，故本报告在项目经营估算时，所有公建项目以销售方法考虑。 公建项目中，部分为非经营性物业，如物业管理办公室、变电站，故公建项目的经营收入仅考虑车库的销售收入目，其他项目在本报告中均未考虑。 8.1 价格定位 大盘，采用平开高走的价格策略更易创造出价格的成长性和市场关注点，并达到利润的最大化。 首批房源平价入市(体量较少)，以树立本项目的市场口碑为目标，后续在追加推案量的同时做价格的拉升; 多次推盘，逐步提升每次推案的平均价格，在保证开发商利润的同时也可提升客户的购买信心。 8.1.1 定价策略 8.1.1.1 领导定价法——市场领导者策略 周边缺乏房地产区域市场支撑的楼盘，可以采用市场领导者策略，由于缺乏可比性，因此其价格将作为整个区域的标杆价格。而制定此价格者，需要开发企业具备雄厚的实力，具有极佳的声望等。面临市场风险也相对较大。 在本案中，项目所处区域同品质产品开发量较小，同时开发商在襄樊房地产市场仍缺乏一定的品牌支持，但如若项目在后期体现出良好的销售态势，则可以利用产品的领先性进行市场价格指导，建议项目开发初期不采用此类定价方法。 8.1.1.2 挑战定价法——市场挑战者策略 挑战定价法的定价比市场领导者的定价稍低，但开发的物业在质量上与市场领导者的相近。运用挑战定价法者，需要具备与市场领导者挑战的实力，或成本较低，或资金雄厚，其目的是可以扩大市场份额，提高声望，以争取成为市场领导者。 本项目是开发商重点打造的项目，开发商利用强大的开发实力，旨在树立起企业品牌和形象，改变襄樊房地产市场现有局面，跻身于领头军行列。同时基于同类产品的激rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 烈竞争，价格优势可以作为项目的另一个竞争点，考虑到项目明确的市场定位、竞争优势以及开发商长远的发展规划，建议采用此种定价方法。 8.1.1.3 随行就市定价法——市场追随者策略 随行就市定价法，是按照行业中同类物业的平均现行价格水平来定价。运用此方法是以竞争对手的价格为定价基础的，而不太注重自身产品的成本或市场需求。 此方法没有兼顾到开发商的长、短目标，也不利于项目的开发，故不建议采用此方法。 综上所述，建议采用市场挑战者角度定价，以领导者姿态调控价格走势的定价策略。 8.1.2 销售单价的确定 8.1.2.1 商品住宅平均销售单价的确定 确定参考比较楼盘，确定比较参数?逐个楼盘按照确定的比较参数与本项目进行比对，得出系数纠正后价格(本案逐个修正市场比较均价)?综合系数整体列表，得出销售均价区间(确定本案销售均价)。见表8-1 参照楼盘因素修正 由于各参照楼盘在区域因素，包括地区的繁华程度、交通状况、基础设施情况，以rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 41 页 及个别因素，包括建筑结构、位置等内容存在不同，现以本案作为基准，对交易案例进行比较，进而进行修正，使其与本案具有可比性。这里采用的参照楼盘同前文所介绍分析的项目周边物业，修正依据在前文中已做说明。 表8-1 参照楼盘因素修正 分类 中房?鹏城金乡域 山水檀溪 汇隆嘉源 本案 润景 地段 地理位置 9 9 8.5 9 10 周边环境 8.5 9 10 9.5 10 周边规划 9 9 10 9.5 10 产品 社区规划 8 8.5 9.5 10 10 园林 9.5 8.5 10 9.5 10 建筑 9.5 9.5 10 8.5 10 户型 8.5 9 10 9 10 小区设施 8 9.5 9.5 8 10 附加值 8.5 9 9.5 8 10 品牌 品牌价值 11 11 10 10 10 加权得分 89 92 97 91 100 图8-2 2000-2007年襄樊市商品房均价及增长情况 450030.00%413724.10%4000376522.30%25.00%3500325825.20%21.80%22.60%300020.00% 250015.00%233611.20%2000 1883150010.00% 153410005.00%500 00.00% 2005年2006年2007年2008年2009年2010年 商品房均价增长率 从上表可以看出，以2007年作为参考基点，则2008年相比2007年的涨幅为21.8%，2006年的涨幅为22.30%，2007年的涨幅为24.10%，基于襄樊房地产发展呈理性稳步上升趋势以及国家宏观调控的相关政策， 2011年房价涨幅还有小幅增长，预计涨幅为25%。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 通过计算可以得出各参照楼盘经过修正后的的交易价格，如下: 中房?鹏城润景:3438*(1+25.2%)=4305元/? 金乡域:4200*(1+25.20%)=5258.4元/? 山水檀溪: 4500*(1+25.20%) = 5634元/? 汇隆嘉源:4320*(1+25.2%)=5408.64元/? 表8-3 参照楼盘修正价格及对应本案价格 中房?鹏金乡域 山水檀汇隆嘉源 城润景 溪 成交均价(元/?) 3438 4200 4500 4320 修正后的交易价格4305 5258.4. 5634 5408.64 (元/?) 因素修正权数 89 92 97 91 对应本案价格(元/4837.1 5715.7 5808.2 5943.6 ?) rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 43 页 对参照楼盘与本案的相似权重进行分配，进而更为准确的估算出本案的价格。 表8-4 参照楼盘与本案的相似权重分配 山水檀溪 中房?鹏城润景 金乡域 汇隆嘉源 相似权重 0.2 0.1 0.1 0.6 计算本案的价格: 5808.2*0.2+4837.1*0.1+5715.7*0.1+5943.6*0.6+=5783.1(元/?) 由于该项目与比较各项目相比档次更高，而且所处地理位置优越，预计2011年房价涨幅在25%左右，故本项目在2009年上半年所处的价格区间为7200~7800。 从公司制定的营销目标以及企业销售战略来看，折衷的销售价格既能满足项目销售速度的要求，也可达到挑战市场价格的特征，有利于树立良好的品牌形象。因此综合考虑，确定楼盘的销售均价为:7500元/平方米，而地块西面作为首批房源入市价格为区域市场平均价格，根据目前区域市场价格、自身产品力以及一年后市场走势的判断，同时也要考虑到购房者的心理，将本案入市价格现定为7680元/平方米。 8.1.2.2小区配套设施的定价 小区配套大部分为非经营性物业，如物业管理办公室、变电站，故公建项目的经营收入仅考虑车库的销售收入目，其他项目在本报告中均未考虑。 本项目地下车库规划中有115个车位，另在小区内外还建有露天停车场，在此对露天停车场的销售不做考虑，参考市场平均价格，将本项目地下停车场每个车位销售单价定位15万元。 8.2 项目销售收入估算 本项目的住宅建筑总面积为12800平方米，按均价7500元/?计算，住宅销售将获得9600万元，本项目共设115个地下停车位，按每个车位15万元计，销售车位将获得1725万元。 综上所述，本项目计划销售收入为11325万元。销售收入见销售收入一览表。 表8-5销售收入一览 序项 目 合计说 明 号 (万元) 1 销售住宅9600 12800?×7500元/? 楼 2 销售停车1725 115个×15万元/个 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 位 合 11325 计 8.3 项目预计利润估算 预计利润计算。本项目销售收入预计达到11325万元，扣除项目开发投入9276.49万元，可得毛利润 2048.51万元，项目所得税为 440.94万元，因此，本项目净利润预计可达1322.81万元。通过计算可知，本项目的税前投资利润率约为18.45%，税后投资利润率约为13.83%。 表8-6 项目财务指标 序 号 指 标 数 额 1 销售收入 11325万元 2 项目成本 9276.49万元 3 税前利润 2048.51万元 4 所得税(25,) 512.13万元 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 45 页 5 税后利润 1536.38万元 6 税前投资利润率 23.37, 7 税后投资利润率 17.53, 8.4 项目现金流量、财务净现值及财务内部收益率 8.4.1 现金流量表 对本项目进行经济效益分析评价的主要依据是国家计委、建设部颁发的《建设项目经济评价方法与参数》，参照我国新的财会制度，结合房地产开发的实际情况，计算全部投资的经济效益。本项目主要评价指标有:财务内部收益率(FIRR)及财务净现值(FNPV)。评价指标的计算过程详见现金流量表。 8.4.1.1 财务内部收益率(FIRR) 财务内部收益率是指项目在整个计算期内各年净现金流量现值累计等于零时的折现率。反映出项目所占用资金的盈利率，即反映出项目的盈利能力。当FIRR大于基准收益率时，则认为其盈利能力已满足最低要求。 8.4.1.2 财务净现值(FNPV) 按事先规定的基准收益率i将项目计算期内各年净现金流量折现到建设期的现值之c 和。是考察项目在计算期内盈利能力的动态评价指标，净现值大于或等于零的项目是可以考虑接受的。 8.4.1.3 基准收益率i 0 本项目选定的基准收益率i取为12,。 0 8.5 经济效益评价 通过对本项目的成本、资金筹措、收益分析得知，本项目的税前投资利润率约为23.37%，税后利润率约为17.53%，处于社会行业平均收益率之上，因此，该房地产住宅项目在经济效益上是可行的。 而从现金流量表上可以看出，本项目项目各方面技术指标均高于平均指标，且自身有较强的贷款偿还能力和自身平衡能力。因此，本项目在资金流动上可行。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 47 页 序建 设 经 营 期 项 目 合 计 号 第1年 第2年 表8-7 现金流量表 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 1 现金流出 9276.49 1项目建设投资(不含 8842.72 8842.72 .1 还贷利息) 1339.75 营销费用 339.75 —— .2 1512.12 所得税 512.13 —— .3 16922.12 还贷和利息 6922.12 —— .4 2 现金流入 211325 销售收入 11325 —— .1 2—— 银行借贷 6493.543 6493.543 .2 3551.01 3 净现金流量 1201.833 ,2349.177 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 49 页 0.7972 现 值 系 数 —— 0.8929 2830.937 5 净现值 —— ,2097.580 6 累计净现值 —— 733.357 财务内部收益率(FIRR):34.96, 财务净现值(FNPV):733.357 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 第9章 项目开发经营风险分析 本章拟对襄阳王府项目进行敏感性分析，以测度其开发经营风险，然后对项目运作中的主要风险进行定性研究并提出相应对策。 9.1 项目敏感性分析 影响本项目财务效益的主要不确定性因素为开发成本、售价水平、销售税率、建设经营期的长短。据市场预测，开发成本项目中最有可能发生波动变化的是项目总投资和售价水平。因而，本项目敏感性分析针对主要针对项目总投资和项目营业收入两项因素进行。 9.1.1 项目总投资 由于项目占地小，投资较大，开发其间可能会出现各种不能预期的变化，故项目的rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 51 页 总投资额可能会发生一些变化，估计最大的变动幅度达8%，如果的投资额增加8%，那么从全部资金的现金流量表的情况来看，FNPV=101.7,0，项目仍然可行。 9.1.2 项目销售收入 在开发经营的各个过程中，由于销售收入的预测主要是建立在对本项目的未来前景分析及预测基础之上的，而销售环节上的细小失误，市场需求的细微变化等因素都有可能影响项目的销售价位，从而对项目的销售收入产生不利影响，销售收入成为影响项目财务效益的关键因素。故假设销售收入最大的变动幅度为8%，如果下降幅度为8%，那么，从全部投资现金流量表的情况看，财务净现值下降至11元，不过，其值仍大于零，项目仍然可行。 表9-1 敏感性分析表 售价变动 项目总投资 全部投基准方 资 案 -8% -5% 5% 8% -8% -5% 5% 8% 财务净1184.7533.9733.357 11 281.87 2008 1365 1848.2 101.7 现值 0 7 财务净—-98.5-61.6-27.2现值上升幅61.5% 174% 86% 53.8% -86% — % % % 度 财务内34.96% 14% 23% 43% 48% 62% 50% 25% 16% 部收益率 财务内部收—益率上升幅-60% -34% 23% 37% 77% 43% -29% -54% — 度 投资利17.53% 12% 15% 22% 24% 25% 26% 13% 10% 润率 投资利—润率上升幅-31% -14% 25% 37% 43% 48% -26% -42% — 度 由表中数据可得: 1.售价、项目总投资的变动对财务净现值的影响: 售价下降8,、5,，将引起该项目的财务净现值分别下降98%、61%;售价下降9,时，该项目财务净现值等于零，到达临界点，此时，若售价再下降，则财务净现值小于rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 零，出现亏损。 项目总投资上升5,、8,，将引起该项目的财务净现值分别下降27%、86%;当项目总投资上升12,时，该项目财务净现值等于零，到达临界点，此时，若总投资费用再上升，则财务净现值小于零，出现亏损。 2.售价、项目总投资的变动对财务内部收益率的影响: 售价下降 5,、8,，将引起该项目的财务内部收益率分别下降 23%、14%;当售价下降10,时，该项目财务内部收益率等于基准收益率(i =12%)，到达临界点，此时，0 若售价再下降，则财务内部收益率将达不到预期的基准收益率。 项目总投资上升 5,、8,，将引起该项目的财务内部收益率分别下降25%、16%;当项目总投资上升10,时，该项目财务内部收益率等于基准收益率(i =12%)，到达临0界点，此时，若项目总投资再下降，则财务内部收益率将达不到预期的基准收益率。 3.售价、项目总投资的变动对投资利润率的影响: 售价下降5,、8,，将引起该项目的投资利润率分别下降31%、14%;当售价下降 10,时，该项目投资利润率等于基准收益率(i =12%)，到达临界点，此时，若售价再0 下降，则投资利润率将达不到预期的基准收益率。项目总投资上升5,、8,，将引起该项目的投资利润率分别下降29%、54%;当项目总投资上升110,时，该项目投资利润rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 53 页 率等于基准基准收益率 (i=12%)，到达临界点，此时，若项目总投资再上升，则投资0 利润率将达不到预期的基准基准收益率。 由以上分析可以得出，售价和建设项目总投资都是该项目的敏感因素。除了售价对本项目的影响较大外，工期跟销售率对本项目的影响也值得注意。工期延误除了导致资金不能及时回收再投入，回收期大大延长外，还会影响楼盘的信誉和形象，由此而导致延误交楼时间的，还要给买家赔偿违约金;而销售率低下，即意味着投资资金不能快速回收，这样会使整个项目将陷入僵局。 9.2项目开发经营主要风险及对策分析 房地产开发经营的主要风险一般包括宏观经济与政治风险，政策风险、市场风险、资金运作风险、企业风险等，根据本报告关于项目开发经营的环境分析、项目定位、项目的技术经济分析，可以看出，项目具有较强的抗风险能力。但仍有一些不确定性因素带来的风险。 9.2.1 市场风险 项目的住宅小区定位为中高等档次，它所面对的目标顾客是居民人数比例较小的高收入阶层，他们要求的小区不仅仅满足最基本的居住需求，而是具有较高居住主题，体现对人的关怀和尊重的现代居住社区。这就给项目公司带来两个方面的要求，一方面，在项目设计中，如何精雕、细刻，使得未来开发的产品能符合这些目标顾客的要求;另一方面，如何在广大的市场与顾客面前展现出本物业与众不同的魅力和优势。 任何产品的供给与需求都应该保持相对的平衡，否则会受到市场的淘汰。房地产市场亦是如此。从产品定位方面考虑，与襄阳王府项目同一区位、同一档次的物业供给量较少，竞争对手就相对较少，这是有利的一面。另一方面，从襄樊市居民的住房消费意向看，襄城区潜在居民数量较樊城区少，即与襄阳王府项目同一档次物业的需求量较小，这是不利的一面。因此，本项目须在同档、差异、变化中体现个性以谋求市场。并随着襄城地区进一步发展、各项设施的完善，将大大促进项目所在地区周边环境的改善，促使目标顾客量的增加，密切注意目标顾客群的变化，跟踪调查，作出应变。 9.2.2 项目的资本风险 项目的筹资计划中，很大一部分资金是通过公司贷款和利用销售收入来实现，即将上期销售收入的大部分用于下一期项目投资开发，如果这一计划不能实现，整个项目将比较困难;反之，如果所超额完成计划，将促使整个项目顺利完成。 鉴于上述原因，首期项目的建设过程中，一定要对项目做好宣传，市政配套设施建rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 设最好同步进行，让购房者对本项目有足够的信心。同时，在首期项目的预售中，可适当加大营销费用的比重，以发动销售宣传的强力攻势。 9.2.3 企业风险 企业风险包括经营不善、销售不力、管理水平低下等方面。因此，项目公司对本项目的目标市场选择、产品定位选择，资金筹措选择、开发方式选择、营销方式选择等方面的决策能否有足够的理解并达成共识，且在具体实施的各个环节中能否准确到位就显得十分重要。 对比项目的成本与收入的敏感性分析情况，项目的成本因素更为敏感，因此，在项目的开发经营中，要认真做好项目的成本控制工作，同时也要加强销售的宣传力度及相关工作。以确保预期目标的实现。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 55 页 第10章 结论与建议 10.1 项目拥有较好的投资环境与机遇 国民经济的持续稳定发展、住房制度改革的深入，襄樊市良好的房地产市场环境，政府对项目公司开发本项目的鼎力支持，居民对改善居住条件的期望与购买力水平等等，这些基本方面为本项目提供了一个较好的投资环境与机遇。 10.2 项目在经济上具有较强的可行性 项目总建筑面积:16825万平方米 项目总投资:9561.25万元 项目财务净现值: 733.357万元 项目财务内部收益率:34.96% 上述经济指标是根据目前的市场形势对预期目标利润估算的结果。 10.3 项目具有的突出优势 1襄阳王府项目的潜在需求量大。 2.住宅小区的定位属高等档次，在供需圈内具有广泛的目标客户。 3.项目公司的资金优势。 4.项目较好的周边环境(包括自然、社会、交通等环境)。 5.项目所处地块的发展前景较好，升值空间较大。 10.4 项目开发经营风险较大 本项目属小面积、小规模开发，而且位于襄阳王府遗址附近，有文物需要保护，有拆迁负担，土地开发使用权取得费用相对较高，且建安成本较高，只有在实施中辅以全过程科学决策控制，才能获得预期投资收益。 10.5项目实施的难点 1.项目所处位置特殊，开发过程中各方面工作协调难度大; 2.项目的定位主题有一定难度，尽管设计工作一经完成，其定位也就相应确定，但在实施过程中仍需根据具体情况不断完善; rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 3.房地产行业竞争激烈，项目公司需建立一支高素质的营销队伍，或采取全权委托中介代理销售的方式。 10.6强化项目进程中的投资、质量、进度控制 1.严格执行设计标准，积极推广标准设计; 2.及时对工程进度进行偏差分析以调整后续工作; 3.按照工程质量保证标准在工程各个阶段进行工程质量管理。 通过项目管理的资金、质量、进度三大控制，注重对可能发生的不利条件及变化因素的预测与防范对策，以保证项目按期完成。 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 57 页 致谢辞 经过几个月的忙碌和学习，本次毕业论文设计已经接近尾声。作为一个本科生的毕业设计，由于经验的匮乏，难免有许多考虑不周全的地方，如果没有指导教师的的督促指导，想要完成这个设计是很难的。在这里首先要感谢我的论文指导老师邢显春，邢显春老师平日里工作繁多，但在我做毕业设计的每个阶段，从选题到查阅资料，论文提纲的确定，中期论文的修改，后期论文格式调整等各个环节中都给予了我悉心的指导，论文里倾注了导师大量的心血，在此，谨向导师表示衷心的感谢～除了敬佩邢显春老师的专业水平外，他的治学严谨和科学研究的精神也是我永远学习的榜样，并将积极影响我今后的学习和工作。在这里，我还要感谢大学四年来所有的土木系老师，是在他们的教诲下，我才能掌握坚实的专业知识基础，为我以后的扬帆远航注入动力。最后，我要感谢在一起愉快地度过四年大学生活的室友们和我的朋友们，正是由于你们的帮助和支持，我才能克服一个一个的困难和疑惑，直至本文的顺利完成。 在论文即将完成之际，我的心情无法平静，从开始进入课题到论文的顺利完成，有多少可敬的师长、同学、朋友给了我莫大的帮助，在这里请接受我诚挚的谢意!最后我还要感谢培养我长大含辛茹苦的父母，谢谢你们! rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 附录及主要参考文献 1.《襄樊市“十二五”城市发展规划》，襄樊市规划局 2.《襄樊市市区征地补偿安置办法》，襄樊市人民政府 3.《襄樊市市区基准地价标准》，襄樊市国土资源局 4.《襄樊市土地利用总体规划》，襄樊市国土资源局 5.《2010年襄樊市房地产业发展状况及2011年发展趋势分析》，襄樊市房管局 6.《工程项目可行性论证的理论方法与应用》，王光远，高等教育出版社 7.《土建工程概算预算》，王维刚，中国建筑工业出版社 8(《房地产估价》，曲卫东，中国人民大学出版社 9(《工程经济学》，武献华，东北财经大学出版社 10(《财务管理》，刘玉娟，清华大学出版社 11.《工程经济学》，刘晓君，中国建筑工业出版社 12.《工程项目管理》，丁士昭，中国建筑工业出版社 13.《房地产经济学》，林增杰，中国建筑工业出版社 14.《房地产估价》，李恩辕，中国建筑工业出版社 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes 襄 樊 学 院 建 筑 工 程 学 院 毕 业 设 计 第 59 页 15.《房地产开发与经营》，黄英，机械工业出版社 16.《房地产营销策划》，谭继存，中国城市出版社 17.《房地产市场分析方法》，郑华，电子工业出版社出版 18.《建设项目评估》，闫军印，机械工业出版社 19.《投资项目可行性研究》，赵国杰，天津大学出版社 20《工程估价》，谭大鏴，中国建筑工业出版 21.《建设项目投资控制》，徐大图，北京地震出版社 22.《建设项目积极评价方法与参数》，国家计划委员会，中国计划出版社 rocess. 2. land and China has a vast territory, but its arable land is limited. According to statistics, only 106.67 million hectares of cultivated land could be used (1.6 billion acres), only 867 square metres of cultivated land per capita (1.3 acres). With the growing population, modern economic development, as well as the gradual transition of urbanization in rural areas, farmland will be reduced. Development of poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness2 ... Chicken coop to keep dry, especially flat-raised floors and bedding to keep dry: shed the wet for a long time, weakened resistance in chickens, feather contamination, growth retardation, oocysts are easy to develop, as chickens live in moist environments in all the year round, the resistance will gradually reduce. appetite. production: reduction in egg. Test upon e ming, meat with Tsai chicken in relative humidity for 90% Shi, on feed into rate, and out feather, and increased heavy, are has bad effect j General chicks homes