摘要：本文是对上海市奉贤区南桥新城住宅小区进行的房地产投资开发研究报告，该报告由以下八个部分组成，包括：项目概况、市场情况分析、规划设计与开发方案、营销方案、投资估算与资金筹措、项目财务评价、不确定性分析以及结论与建议。文章通过对国内外以及周边市场的情况分析，结合项目优势及开发商特点，规划设计最迎合目标消费者的住宅小区并做好相应的销售方案，同时充分考虑了项目的经济效益以及相应的风险分析。最终得出本项目有较高的盈利能力：其财务净现值20623.95万元；且投资风险较低：按照设定的目标单价销售，销售率达到38.14%，项目就能够保本，敏感因素在±20%内变动，项目的净现金流量都是大于0。总之，项目具有良好的社会效益和经济效益，可行性高。

关键词： 房地产开发；营销；财务评价；风险分析

Real Estate Development And Sales Plan

Abstract：This article is a research report on the real estate investment and development of Nanqiao New Town residential area in Fengxian, Shanghai. The report consists of the following eight parts: project overview, market situation analysis, design and development planning, marketing plan, investment estimation and financing, project financial evaluation, uncertainty analysis, conclusions and recommendations. The article analyzes the domestic and foreign situation and the surrounding markets, combines the advantages of the project with the characteristics of the developers, plans to design the residential community that best meets the target consumers, formulates the corresponding sales plan, and fully considers the economic benefits and the corresponding project risks. The analysis finally concluded: The project has strong profitability, financial net present value is 208,239,500 yuan; investment risk is relatively low: set according to the target unit price, sales rate reached 38.14%, the project can maintain funds, sensitive factors in ± 20% Within the changes, the project's net cash flow is greater than zero. In short, the project has good social and economic benefits and high feasibility.

Key Words:  Real Estate Development；Marketing； Financial Evaluation； Risk Analysis

目录

1 南桥新城项目开发概况 1

1.1 项目概况 1

1.2 开发商简介 1

1.3 可行性研究概要 2

2 南桥新城市场情况分析 3

2.1 房地产市场状况分析 3

2.1.1 国内外房地产市场状况 3

2.1.2 上海市房地产市场状况 4

2.1.3 项目所在区域房地产市场状况 6

2.2 项目SWOT分析 9

2.3 项目自然条件与用地条件 10

3 南桥新城项目规划设计与开发方案 11

3.1 市场定位 11

3.2 客户定位 11

3.3 规划设计方案 12

3.4 项目开发的工作安排 13

4 南桥新城项目营销方案 14

4.1 产品与价格定位 14

4.1.1 产品定位 14

4.1.2 价格定位 14

4.2 营销方式与策略 16