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1、目錄第一部分盈利分析概論一、項(xiàng)目基本情況··············································第2頁(yè)二、投資成本預(yù)算及盈利分析····································第3頁(yè)三、項(xiàng)目分析··················································第6頁(yè)四、宏觀分析··················································第6頁(yè)五、市場(chǎng)戰(zhàn)略與市場(chǎng)定位···············
2、·························第7頁(yè)六、案例參考·················································第10頁(yè)第二部分營(yíng)銷(xiāo)推廣草案一、營(yíng)銷(xiāo)推廣策略·············································第14頁(yè)二、營(yíng)銷(xiāo)推廣方案·············································第17頁(yè)三、銷(xiāo)售中心················································
3、·第23頁(yè)四、營(yíng)銷(xiāo)推廣保障及應(yīng)急預(yù)案···································第23頁(yè)第三部分營(yíng)銷(xiāo)費(fèi)用預(yù)算一、售樓中心費(fèi)用預(yù)算·········································第25頁(yè)二、廣告推廣費(fèi)用預(yù)算·········································第26頁(yè)三、售樓中心人員費(fèi)用預(yù)算·····································第29頁(yè)數(shù)據(jù)來(lái)源說(shuō)明·····························
4、···········第30頁(yè)盈利分析概論一、項(xiàng)目基本情況本項(xiàng)目地處龍游路西段,交通便捷,1路公交車(chē)可直達(dá)。周邊將建高檔水岸生活住宅區(qū)。項(xiàng)目占地11.5畝,建筑為一棟18+1和兩棟12+1的高層,建筑面積33600㎡,總戶(hù)數(shù)258戶(hù),另有車(chē)庫(kù)47個(gè);容積率4.17;綠化率40%。本報(bào)告經(jīng)過(guò)實(shí)地調(diào)查,查詢(xún)相關(guān)數(shù)據(jù),查詢(xún)國(guó)家、地方相關(guān)政策,并對(duì)項(xiàng)目所處區(qū)域進(jìn)行全面認(rèn)真的市場(chǎng)調(diào)研,并參考項(xiàng)目附近樓盤(pán)進(jìn)行類(lèi)比性分析比較。在仔細(xì)核算開(kāi)發(fā)成本后,綜合國(guó)家調(diào)控和區(qū)域消費(fèi)水平及住房需求,本項(xiàng)目在樓盤(pán)品質(zhì)和營(yíng)銷(xiāo)策略上加以精致包裝,完全可以獲取
5、可觀利潤(rùn)二、投資成本預(yù)算及盈利分析(一)土地費(fèi)用及利息支出1、土地出讓金:11.5畝×120萬(wàn)元/畝=1380.00萬(wàn)元(攤住宅成本431.25元/㎡)2、利息支出:土地出讓金1380.00萬(wàn)元×18%=248.40萬(wàn)元(年利率為12%,計(jì)1年半利息)(攤住宅成本77.5元/㎡)以上2項(xiàng)費(fèi)用共計(jì):1628.40萬(wàn)元(攤住宅成本508.75元/㎡)(二)各種行政事業(yè)性收費(fèi)1、行政事業(yè)收費(fèi)(含勘察、設(shè)計(jì)及其他費(fèi)用)說(shuō)明:一般情況下合計(jì)105元/㎡~108元/㎡,考慮到各種不可預(yù)計(jì)開(kāi)支,本項(xiàng)目以120元/㎡計(jì)算費(fèi)用:33600㎡×
6、120元/㎡=403.20萬(wàn)元(攤住宅成本126.00元/㎡)2、容積率變更費(fèi):14000㎡×178元/㎡=249.20萬(wàn)元(攤住宅成本77.87元/㎡)3、利息:(1項(xiàng)+2項(xiàng))/2×12%+(1項(xiàng)+2項(xiàng))/2×6%=58.72萬(wàn)元(年利率為12%,其中一半計(jì)一年利息,一半計(jì)半年利息)(攤住宅成本18.34元/㎡)以上3項(xiàng)費(fèi)用共計(jì):711.11萬(wàn)元(攤住宅成本222.22元/㎡)(三)開(kāi)發(fā)建設(shè)費(fèi)用【一】土建費(fèi)用利息(利息利率均按年利率12%計(jì)算)項(xiàng)目修建整體構(gòu)想:先將住宅修建至斷水封頂,再修建物管中心、車(chē)庫(kù)、綠化等配套附屬設(shè)
7、施,保證銀行貸款的發(fā)放。項(xiàng)目施工周期預(yù)計(jì)為12個(gè)月1、土建費(fèi)利息支出:(1)當(dāng)項(xiàng)目修建至2層時(shí)(進(jìn)場(chǎng)后3個(gè)月),需付工程量的工程款70%:工程款=3077㎡/層×2層×800元/㎡×70%=344.62萬(wàn)元利息支出(從2層到工程竣工驗(yàn)收合格止,計(jì)算9個(gè)月)=344.62萬(wàn)元×0.09=31萬(wàn)(2)項(xiàng)目修建3層至工程竣工驗(yàn)收合格止,每層需付工程量的工程款70%,我們將3層至工程竣工驗(yàn)收合格止需付款綜合計(jì)算為:1447.38萬(wàn)元利息支出(3層至工程竣工驗(yàn)收合格止,每層付款的時(shí)間不一致,故將利息平均按4.5個(gè)月計(jì)算)=1447.3
8、8×0.045=65.13萬(wàn)元(3)斷水封頂后需付總工程款的10%:32000×800×10%=256萬(wàn)元利息支出(封頂后,銀行開(kāi)始發(fā)放貸款,考慮到不可預(yù)計(jì)的因素,此款利息計(jì)算3個(gè)月):256×0.03=7.68萬(wàn)元(4)工程驗(yàn)收合格時(shí),銀行貸款已發(fā)放,所以工程驗(yàn)收合格后所付的款項(xiàng)(總工程