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1、 摘 要 房地产开发是一项综合性经济活动，有投入金额巨大，周期性较长，投资收益率高，项目风险偏大，产品附加价值高，产业关联性强等特点。因此，为了使投资决策更为科学合理，并检验是否达到项目预期经济效果，可行性研究工作便显得必不可少。 东湖之滨项目位于武汉武昌核心区，交通便捷，商区云集，属于武汉市政府重点开发地段之一。本文基于武汉市总体规划和对未来的预测，通过对武昌核心区的一宗国有拍卖地块的开发经营，通过对而开展项目所在地周边环境及目前市场状况分析，并在研究周边主要同类竞争项目后，挖掘自身优势，提出了项目的可行性与开发经营策划的初步意见。依据本文的规划方案，项目总建筑面积10980平方米，项目总投
2、资91622.38万元。通过对项目进行了经济技术评价和敏感性分析，测算项目所得税后财务净现值24151.64万元，项目财务内部收益率30.03%，因此项目在经济上具有可行性。 结合目前房地产可行性研究分析的相关理论，说明了房地产项目可行性研究的一般流程，它可以帮我们做到清晰市场定位、合理技术安排、准确预算资金，加快企业资金利用对于我们在房地产开发过程中避免决策的盲目性。最后通过分析得到的项目的财务经济指标，并预测本项目的不确定性和风险性，为投资方案提出意见和建议。关键词:房地产 武汉武昌核心区 可信性研究分析 技术经济评价 Abstract Real estate development is
3、 a comprehensive economic activity,There are a huge amount of investment,Periodic longer,Investment income rate,Project risk is too large, high-value-added products, industry association and other characteristics. Therefore, in order to make investment decisions more branch，Studies reasonable and ve
4、rify whether the project is expected economic results, the feasibility study would seem essential. East Lake shore of the project is located in the in Wuhan core area, convenient transportation, business district gathered, belonging to the Wuhan city government focused on open send one of the lot. T
5、his article Wuhan City planning and forecasting for the future based on the Wuchang through the core area of a state-owned auction land development and management, through the development of projects and the location of the current market conditions surrounding environment analysis and researchStudy
6、 after major surrounding competing projects, digging their own advantages, presented at the beginning of the project feasibility and development of business planning。Step comments. Based planning of this article, the total floor area of 10980 Square meters, the total investment of 91622.38 Million.
7、Through the project the economic and technical evaluation and sensitivity analysis, estimates with the project after tax NPV24151.64Millon, the project financial internal rate of return 30.03%,So the project is economically feasible. Combined with the current real estate feasibility study analysisTh
8、e theory, illustrates the general flow of the real estate project feasibility study, it can help us achieve a clear market valuation.Location, reasonable technical arrangements, accurate budget, to accelerate the use of corporate funds for us in the real estate development process to avoid.Free blin
9、dness decisions. Finally, analysis of financial and economic indicators obtained items, and forecast uncertainty of the project,Risk and make suggestions and recommendations for the investment program. Key words:Credible research and analysisreal estate; Wuhan Wuchang core area of technical and econ
10、omic evaluation. 目 录摘要.1Abstract.2选题背景.3市场背景.41 引言.1.1 房地产项目以及开发商遇到的风险.1.1.1 房地产概述.1.1.2 开发商遇到的风险.2 武汉整体房地产概述. 2.1 武汉地理人口交通概述.2.1.1 地块分析.2.1.2 人口分布.2.1.3 交通枢纽. 2.2 武汉房地产.2.2.1 全市楼盘.2.2.2 房地产政策.3 东湖地块整体描述. 3.1 项目简介.3.1.1 地块分析. 3.2 区域周边配套设施. 3.3 楼盘具体定位及概况.3.3.1 楼盘概述.3.3.2 楼盘基本信息.3.3.3 楼盘详情.3.3.4 售卖信息及开发方案.4 销售途径与策略. 4.1 销售途径.4.1.1 房地产市场的发展趋势.4.1.2 房价变更模式. 4.2 销售策略.4.2.1 品牌销售.4.2.2 现代化网络销售.4.2.3 渠道策略.4.2.4 定价策略.5 房价优惠方案.
