戴斯酒店商业融资计划书_商业计划书免费下载

                                                                                   

                                                            

                                                                       

                                                         

                                   

                                               

                                            

                                 

                                             

                                             

                                            

                                           

                                               

                                                         

                                          


                                                                                                                   

                                                                                                     

第一章总论                                                                                                                                               
   1项目概况                                                                                                          
   2项目提出的背景及建设必要性                                                                        
   3可行性研究的依据和范围                                                                                                  
   4本项目与其他项目相比较优势分析                                                                        
   5本项目前景预测                                                                                      
第三章项目定位                                                                                                      
  1主题定位                                                                                                
   2功能定位                                                                                                         
   3市场定位                                                                                                  
   4项目建设方案及规划设计定位                                                                               
   5价格定位                                                                                                   
   6入市姿态及推广时机定位                                                                                                     
   7销售方式定位                                                                                                 
   8物业管理定位                                                                                                    
第四章营销策略                                                                                                    
   1宣传主题概念                                                                                        
   5分阶段控制的公关效果                                                                                                               
   6外发式宣传策略                                                                                       
   8资金回笼计划                                                                                                         
第五章投资估算和资金筹措                                                                                              
   1投资估算                                                                                                                       
   2资金筹措                                                                                               
第六章财务评价与社会效益分析                                                                          
   1盈亏平衡分析                                                                                                   
   2赢利预测                                                                                                 
   3敏感性分析                                                                                                          
   4社会效益分析                                                                                                       
第七章结论                                                                                                                       


                                                                                                                                                   

第一章                                                                 

l         项目概述                                                                                                                             

(一)   消费群体构成                                                                                                                  

   当前,中国大众旅游的发展,异地商务、公务等交流日益频繁,为星级酒店的发展打下了广阔的市场基础。中国星级酒店接待的住客,既有国内客人,也有入境客人。据国家有关方面的统计,2006年入境过夜旅游者为4991万人次,比上年增长6.6%;国际旅游(外汇)收入339.49亿美元,比上年增长15.9%。国内旅游者为13.94亿人次,比上年增长15.0%;国内旅游总收入为6230亿元,比上年增长17.9%。                                
  显然,星级酒店就是为他们服务的。无论是为了商务、公务、会议或者展览,还是为了观光、购物、度假或者是探亲访友,抑或是为了经济、文化、体育等等的交流,他们都是酒店的顾客。                                   
  有关资料显示,2006年,中国星级酒店住客中,商务散客占43%;公司协议客户占22%;会议团队占5%;旅行团队占4%;休闲散客占8%;其他占8%。                                                                          
  从2006年与2005年的比较中,可以发现,虽然中国酒店的住客构成在总体上没有过大的起落,但是其变化也不容忽视。比如商务住客的增长,就是值得十分注目的。虽然不少入境的外国客人常常选择在星级酒店下榻,但是国内住客目前仍然占着绝大多数(为88%)。                                                                

(二)   目前连锁经济型酒店连锁经营的发展趋势                                                                                                 

目前中国目前共有星级酒店11828家,客房平均出租率为60.96%。值得注目的是,星级越低、价格越低的内资星级饭店,反倒出租率越低(其中三星级出租率为61.21%;二星级出租率为57.11%;一星级出租率为49.60%)。其经济效益也不甚理想,其中占星级酒店95.36%的11828家内资饭店,几乎全面亏损,有25个省市的内资星级饭店的平均利润均为负数。                                                                                          

相形之下,中国经济型酒店却是一片光明。另一份正式资料显示,中国经济型酒店,2005年的平均出租率为89.0%,2006年的平均出租率为82.4%;2006年的GOP竟然高达44.47%。                                                                                   

经济型酒店在今后的发展中能够更有利地享受到如下的发展机遇。                                                                                  

A:居民出行的增长。                                                                                                                                                  

B:奥运商机2007年是北京筹办奥运会的决战之年。根据有关要求和测算,2008年奥运会期间,北京的星级酒店将达到800家。而据此前不久的统计,目前北京地区共有住宿接待单位4761家,客房28万间左右(其中星级酒店658家,客房11.2万间)。缺少的142家酒店的空白,有关方面希望主要通过改造和升级现有非星级酒店来填补。                                                                                               


                                                                                                                                      

l         项目提出的背景及必要性                                                                                               

                                                                                                               

我们先从酒店和酒店式的公寓,从酒店的投资、金融管理、融资方面来谈。                                                               

有个大的方向:以中国酒店市场的一个宏观角度,先来做一个大纲性的探讨。在2008年之后,北京的酒店市场还是有相当的机会存在的。这是一定的,因为北京的酒店是政治中心、经济中心,目前加上外来人口已经有差不多有1700多万人了,无论如何,这么大的一个人口的城市,它有它的一个容量。因此,中国的地位在这几年正在大力的发展,所以从这方面我们是比较谨慎的、积极的来看这个事情。                               

北京从容量方面的发展空间和潜力是相当大的。就此而言,在全中国发展的时候,上海、北京是几个主要的重点发展城市之一。无论是2008年的奥运会还是2010年的上海世博会,都给酒店的管理公司创造了很多发展的机会。但是,总体来讲,在选择酒店的时候,就像选择地理位置上面,我们还是非常关注的。到最终,还是回到一个方面,就是投资回报。我们不是说开酒店是为了奥运会开,也不是说为了世博会开。做酒店的投资回报期要按照国际惯例来说是四年,所以这个不是短期的。很多酒店集团现在还在积极的开拓过程当中。相信这个机会对于大家来室都是一个很好的发展机会。所以我们认为北京在中国还是属于一线的城市,这两个城市如果从全球的经济上给它定位的话,应该是国际级的大都市。因此将来不要担心酒店过剩的问题,某些酒店可能经营不好。                                                                                                                             

从货币角度出发:人民币的升值有一个力大于臂的问题。总体来说应该是力好,但是到了一定的程度力就不好了。这是一个不利的因素,为什么?因为中国东西如果变的太贵了,国外的旅游者就很难进来。但是目前对于投资者,对于中国一个低成本的市场。那么所有的合作伙伴、业主、基金、同行都愿意到这边来投资。特别是外地投资进来了以后,由于这是一个双收的投资项目,但是随着人民币不断的增长,最后和美元一比一了。                                                                                                            

                                                                                                              

l         可行性研究的依据和范围                                                                                                                          

                                                                                                                      

2007年1-10月全国房地产投资额为14610.6亿元,同比增长24.1%,增幅与上月持平;商品房施工面积169840.7万平方米,同比增长18.8%;新开工面积59847.5万平方米,同比增长18.1%;竣工面积25790.5万平方米,同比增长8.5%。供应类指标本月累计同比增幅均与上月持平。国家土地供应依然偏紧,存量土地充分释放。1-10月份土地购置面积26827万平方米,同比减少了2.6%;土地开发面积18390.7万平方米,同比增长38.6%,增幅较上月提高了4.6个百分点。                                                                                                                  


                                                                                                      

l         主要技术经济指标                                                                                                                            

                                                                                                                         

一、项目的投资总额预算                                                                                                                                                                            

1、  财富西环大厦二、三层的总体投入面积为3300平方米,房屋的租金为3元/天/平方,则大厦的房屋日租金为9900元,年租金为9900元/日*365天=3613500元                                                                                                                                                                            

2、  酒店投资总体装修费用:酒店总体投入面积为3300平方米,按照每平方米1500元人民币的标准(包括房间装修费用及家电、家具的配置费用),则酒店投资的总体装修费用为500万元。                                             

装修费用均摊10年,按每年为总体装修费用的10%计算,则每年均摊的装修费用为50万元。                                             

3、  投资装修总体费用向银行贷款,每年向银行支付的利息为60万元。                                                          

4、  同样,投入的设备费用(包括空调设施等酒店的基础设备)约为240万元,费用均摊10年,每年为总体费用的10%计算,每年的设备费用为24万元。                                                                                

5、  员工费用:酒店投入使用35名员工(一般性的服务人员和管理层人员),按照平均工资1800元/人,则一年的员工费用为35人*1800元/人*12个月=756000元。                                                                      

酒店第一年投入的成本计算为:3613500+500000+600000+240000+756000=5709500元  &                                                                            


                                                                                                                

第二章   市场调研及前景预测                                                        

                                                                                                                                     

l         本项目与其他项目相比较优势分析                                                                                          

                                                                                                                  

本项目简介:(北京财富西环大厦中二、三层设立欧姆龙戴斯酒店)                                                              

                                                                                                                                                                                       

A、美国戴斯酒店集团的品牌价值所在:美国戴斯创立于1970年,有超过35年的品牌历史,在全球15个国家内拥有超过160,000间各式客房。每天有超过200,000位客人住宿于Days Inn。名列《HOTELS》杂志全球酒店品牌排名第5位。                                                                                                              

B、戴斯酒店的所拥有的经验丰富的管理团队:戴斯中国拥有一支高素质,经验丰富的酒店专业人才组成的团队。强大的团队,辅以“戴斯”品牌,对于酒店进行全权管理,一定能够使您的酒店获得应有的成功,并在酒店业占据应有的地位。                                                                                                                             

C、财富西环优越的地理位置:                                                                                                                                                                                                          

(1)财富西环鼎立于北京市政规划中的四大交通枢纽之一,北京西二环门户之“西南金角”,北接西二环路,东连南二环路,西通丽泽城市核心道路,南行京开高速,距北京内城东西干线两广大街和长安街仅几步之遥。入则数分钟进抵都市核心,出则瞬间转换方位经纬。携金融街商务繁华之伟力,以坐被朝南的宏大气度,强势辐射金融街,长安街腹地。财富西环位于西二环枢纽位置,西衔丰台区重点规划发展区域丽泽商务区,其中丰台俗称是北京主要的陆路码头。南靠北京南站-亚洲最大的铁路交通枢纽,2008年即将投入使用。北临厚积勃发的新型办公商务区广安门商圈,西街正在建设的华北地区最大商品物流中心和分销中枢的马莲道商务中心的节点,以财富西环为焦点,三大商圈各显神通,围合聚拢财富西环,更兼有金融街丰厚商务底蕴的强势整合,西南二环大区域发展的格局脉络清晰可见。                                                                                                                                                  

(2)地理优势,交通方便:5路、49路、340路、351路、410路、423路、603路、716路、717路、800路、819路、939路、962路、运通102、运通202,步行1分钟就可到达公交车站。                                                 

D、周边配套设施完善                                                                                                                                                

(1)水电设施齐全外周边还有美廉美超市、超市发超市、华联商场、家乐福购物中心、菜百商场、华普超市、百盛、青年湖商场。                                                                                                                                            

(2)邮局: 丽泽路邮电局、中国移动通信大观园店、中复电讯商场(右安门店)、广安门南滨河路邮局。                                         

(3)银行: 工商银行、中国银行、交通银行、农村信用社、中信银行、民生银行、中国光大银行。                        

(4)旅馆、饭店:环海宾馆、丽泽宾馆、北京哈特商务酒店、新时代大酒店、大观园大酒店、诺林大酒店、中环假日大酒店、龙源宾馆、万隆宾馆。                                                                                                        

(5)餐饮、娱乐、休闲:海阔天空康体俱乐部、恒通食府。                                                                 

(6)教育设施:中央音乐学院、首都医科大学。                                                                              

(7)写字楼:中国新纪元大厦、宣兴大厦、德惠写字楼、中经信国际大厦。                                                  

(8)公园及旅游景点:万泉公园、五芳亭公园、大观园、牛街礼拜寺、北京西客站。                                                  

(9)酒店地处交通便,存在着广大的客源。                                                                                                     

                                                                                                                              

l         国内同行业经济型酒店相关数据比较                                                                                                          

                                                                                                                                              

(1)投资门槛较高加盟300万起与很多可供加盟的特许项目相比,经济型酒店让诸多有意参与其中的投资者望而却步,很重要的一个原因就是它有着较高的准入门槛。见下表:                                                

                                                                                                              

品牌                                    

前期项目投资总额                                                              

锦江之星                                          

750万~1250万元(以建筑面积5000平方米* 2000/平米计算 土建、营运准备)                                

如家快捷                         

约594.5万元                                                                            

莫泰168                          

约800万~1000万元                                                                               

速8                                  

338万~538万元(以100间房,每间房改造费用3万~5万计算,加上38万元加盟金)       

格林豪泰                               

约500万~700万元                                                                                                       

                                                                                                              
    锦江之星的品牌使用费是依据加盟店的设计客房数,按3500元/间计算(推广期间优惠以2500元收取);此外还将收取20万元技术服务费作为锦江之星为加盟者提供建设方案、人员培训、总台管理软件、管理与业务模式手册、开业指导等各项服务的费用。这些都是小头,更大的资金压力来自物业投资--按锦江之星的标准,新建门店每平米投资大约为3500元,而改造门店也约需1500~2500元/平米,这样一家锦江之星门店的投资额在1000万元上下。                                                                                               

如家快捷的前期投资主要分为几项:不少于50万元的物业改造资金、30万元的一次性特许品牌使用费、10万元的特许加盟保证金不低于50万元的流动资金以及为期约占四个月的工程筹备期管理费,每月1万元。需要指出的是,其中10万元保证金并不需要扣押至合约结束,而是在合作一年之后便可以得到有息返还。                                                                                                          

 在各特许品牌中,莫泰168是开展加盟业务较晚,也是加盟店最少的连锁品牌之一,目前只有南通、无锡、宁波3家加盟店,上海市内的加盟店尚未面世。莫泰连锁旅店的营运总监许铮铮表示,在本市加盟一家莫泰168经济型酒店的投资总额在800万~1000万元。                                                                              

与其他品牌相比,速8在前期投资上有更为细致之处,除去38万元的特许品牌使用费外,速8根据所改造物业的原先用途,平均至每间客房的改造费用也会有所不同。如,之前物业用途为写字楼,那么摊到每间客房的投资费用为3万~5万元。                                                                                              

格林豪泰在计算前期投资时也有其特别之处,即特许品牌使用费以房间数的不同而有所变化,以100间为例,加盟金在四五十万元,前期投资总额在500万~700万元。                                                                                                                  

以上计算都是以改造现有物业为准。                                                                                                                                      

                                                                                                                                

(2)每月管理收费高低浮动各不同                                                                                             

在一次性支付数额较大的前期投入之后,作为连锁体系中的一员,享受品牌、管理、销售、培训等方方面面的支持的同时,加盟者每月也需支付一定的费用于连锁体系。从目前了解的情况,各品牌在每月收取管理等费用的比例上也有不少出入。如下表:                                                                                          
                                                                                                                  

品牌                                    

每月上缴支出                                                              

锦江之星                                          

加盟管理费为年营业收入的3%                                                                

如家快捷                         

收取酒店总收入的3%为特许经营服务费,收取酒店总收入的3%为特许经营管理费                                                                            

莫泰168                           

营业收入的5%~10%                                                                               

速8                                  

营业收入的5.6%,每年变化                                                                                    

格林豪泰                               

营业收入的3.5%~6%                                                                                                       

                                                                                                                 

不难看出,每月统称加盟管理费的收取主要分为固定和浮动两种。浮动的加盟管理费收取方式对于投资者而言,就像一把双刃剑,在经营状况不假的情况下,有理由向总部提出要求下浮;但在供销两旺的情景之下,也就必须接受特许方提高管理费的要求。                                                                         
                                                                                                                                  
  (3) 回收投资较快五年左右实现)                                                                                 
    作为一项高额支出的加盟行为,投资者最为关心的便是资金风险和投资回报率的问题。就现阶段而言,尽管资金门槛较高,但是较快的投资回收周期正是吸引投资者跃跃欲试的一种重要原因。                                  

从所得的数据来看,对于非自建性质的经济型酒店而言,一般在5年左右便能回收前期投资,一些地段上佳的单个门店,仅仅开张一年半的时间内,就已将资金全部回收。同时,这也说明,不同的地理位置对于投资回收的周期也有一定的影响。                                                                                             
                                                                                                                 

品牌                                    

投资回收期                                                             

锦江之星                                          

租赁项目4~6年,新建项目8~10年                                                 

如家快捷                         

5~6年                                                                            

莫泰168                           

2年半~3年半                                                                               

速8                                  

3年~4年                                                                                    

格林豪泰                               

5~6年                                                                                                      

                                                                                                                                                                

各个不同品牌的经济型酒店对于投资回报周期的得出来源于他们对年投资收益率的估算。下表是如家酒店以一家建筑面积3450平方米,100间客房,年平均出租率85%,平均房价170元,特许5年期为例的模拟收益。从房价和年平均出租率等数据来看,这一表格的计算比较保守。                                                    
                                                                                                                                              

                                                                                                                      

项目名称                                    

主要费用                                                             

年均销售收入                                          

100间客房×85%×170元×365天=527.43万元                                                 

年均经营毛利润率                        

55%                                                                           

年均经营毛利润                           

527.43万元×55%=290.08万元                                                                               

一次性品牌特许费(5年)                                  

30万元/5年=6万元                                                                                  

装潢装修费(10                              

350万元/10年=35万元                                                                                                     

设备购置费(5                       

100万元/5年=20万元                                                                

特许经营主要费用(管理服务)

527.43万元×3%+527.43万元×3%=31.65万元                                   

房产年均折旧费或租赁费                            

100万元/年(或3450平方米×0.8元×365=100万元)                               

营业利润                             

290.08万元-6万元-35万元-20万元-31.65万元-100万元=97.44万元            

营业所得税金                             

97.44万元×33%=32.15万元                                                           

税后利润                               

97.44万元-32.15万元=65.28万元                                          

年投资收益率                              

65.28万元/(350万元+100万元)=15%                                                  

                                                                                                                                                

速8的投资回报周期比如家缩短一半,也是由于速8对于年投资收益率的预估相对较高,在33%左右从各连锁品牌对于投资回报周期的估算,加上前文对于前期投入的比较,投资者不难推算出各品牌经济型酒店的平均年投资收益率。                                                                                                              

                                                                                                            

第三章   项目定位                                                     

l         主题及功能定位美国戴斯酒店集团对于酒店式公寓和产权式酒店合作项目要求                                                                                                

                                                                                                                               

酒店式公寓和产权式酒店开发商(业主)至少持有项目产权(房间数量)的50%以上,也就是说小业主的总体产权最大不超过50%,并且要求小业主必须把所有产权以反租的形式交还给酒店开发商,酒店集团拥有所有经营权,这样便于集团统一管理。                                                                                                        

                                                                                                                

l         功能定                                                                                                          

                                                                                                                               

欧姆龙戴斯酒店定位中国首家行政商务酒店,酒店内部设置商务信息港系统,从单一的酒店住宿、餐饮服务的基础上增加行政商务的拓展服务。具体设置为:对于入住酒店的客人从车站、机场接送,接送到指定客房,酒店设置方便的办公客房可以方便客人进行商务会客与谈判,配备专门的行政人员方便客人的办公。我们将委派员工去香港参加商务培训,学习管理理念,体现我们的增值服务。                                                          

                                                                                                                        

                                                                                                                         

l         项目建设方案及规划设计定位价格定位                                                                                                
                                                                                                                                                                            

1、基本设立客房96间,客房平均收费380元/天,则一天的营业额为36480元/天,合计一年的房费收入为13315200元,考虑到其他因素,按房费的70%计算,则一年的房费收入为9320460元。                                       

2、每年的房费营业额为932万,则每天的收入为25500元/天。                                                             

3、每天成本消耗:酒店第一年的投入成本570万,每天的成本消耗为15610元。                                         

4、每天房费的实际收入为:房费收入-成本消耗=25500-15610=9890元。                                                  

5、酒店每年的年投资收益率为35%                                                                                                                                

                                                                                                                                                     

l         入市姿态及推广时机定位                                                                                                                                                                                         

                                                                                                                      

1、项目计划融资金额350万。                                                                                       

2、投资回报年利息20%。                                                                                            

3、投资对象为公司或个人。                                                                                                                                                       

4、赠送全国戴斯酒店免费住宿一周(标准间客房),享受戴斯酒店终身入住7.5折扣,以及系列的折扣卡。

5、投资担保人:美国戴斯酒店

基本融资设想:计划融资金额为350万元,戴斯酒店共计划设置100间客房,计划将部分房间抵押给投资的融资方,酒店的经营管理权全权委托给美国戴斯酒店管理,经营,融资方得到规定的年利息的融资回报。                                                                                                              

                                                                                                                

l         销售定位                                                                                                 

                                                                                                                                                                           

北京举行的大型会展、商会议,培训机构场地租用;                                                                            

                                                                                                                                                               

l         管理定位                                                                                                          

                                                                                                                                   

我们期待有投资酒店管理经验的人来投资戴斯酒店这个项目,来和我们共同合作。                                                               

                                                                                                                   


                                                                                                                       

第四章   营销策略                                                        

                                                                                                                        

l         宣传主题概念                                                                                                         

                                                                                                                                   

在宣传、设计方面,以一组气势磅礴和经典唯美的自然画面导入,抱定“为顾客提供恒久优质的服务;为员工提供能够充分展示才华的平台;为股东创造不断增长的投资价值,为建立和谐社会贡献更多的力量 ”的使命,铸造“高雅品位、卓越超群”的企业形象,弘扬优良的企业精神。先入为主地给观众的耳目注入豪华及温馨的第一印象;                                                                                                                  

酒店的高雅、卓越的品质各档次的设施及功能,导出酒店设施完善的设置、完美的设施与文化的结合、服务人员的娴熟动作、优美的环境、体贴入微的服务等、不同档次不同套房得享受,让人尽情体验品位生活的无限魅力,目眩神迷中儒雅不凡,俯拾即是,不取诸邻。各种档次的客房,高贵典雅,配套齐备的设施淋漓尽致。海内外贵客、商人接受超值的服务,令贵客享有高人一等的感受。                                                                                                    

                                                                                                                          

                                                           

                                                                                         

                                                                                                         

l         阶段控制的效果                                                                                                                                            

                                                                                                                             

筹建阶段                                                                                                                                

(1)开业前的内部设计及内部装饰                                                                                                                   

高质量的内部设计及装饰将会吸引更多的宾客,美国戴斯酒店集团(中国)将为酒店在内部设计及装饰方面提供咨询服务,以确保项目内部设计及装饰的饿优异品质。                                                           

1、  设施布局与流程要求                                                                                                                                     

---提供适合酒店运做的内部设施标准与流程要求                                                                                                  

2、  初步概念设计要求                                                                                              

---连同项目设计单位完成初步设计图纸                                                                                        首层平面图                                                                                                    

                                                                                                                         

二层平面图                                                                               

                                                                                                                     

三层平面图                                                                                       

                                                                                                                      

(2)开业前的工程业务咨询                                                                                                               

美国戴斯酒店集团(中国)拥有一支在中国五星级酒店工作多年的专家队伍,能够为酒店项目提供工程技术方面的专业意见以确保在酒店营业后为业主在保养及维护方面节省大笔的资金。                                                              

                                                                                                                            

(3)内部设计机电要求方案                                                                                                          

连同内装设计单位完成设施内部机电设备布局方案                                                                                                    

                                                                                                                         

(4)系统咨询意见                                                                                                                           

连同机电设计单位完成项目机电系统设计方案,包括:                                                                            

消防、安全设计                                                                                                   

强、弱电系统设计                                                                                                             

空调系统设计                                                                                                          

供、排水系统设计                                                                                                           

垂直运输系统                                                                                                   

水处理系统                                                                                                      

                                                                                                                        

(5)项目协调和验收                                                                                                                           

美国戴斯酒店集团(中国)将在酒店项目施工进行和项目验收过程中提供国际质量标准以保证业主的投资。                                                                                                            

1、  施工现场协调                                                                                                                  

协调业主、设计单位、施工单位和经营部门,帮助各方面建立畅顺的沟通渠                                                                        

2、  施工进度监督                                                                                                             

根据项目进度帮助施工单位和经营部门相互配合,以确保酒店顺利开业                                                      

3、  设备调试                                                                                                   

确保设备的精确调试与试运行的顺利进行                                                                   

4、  项目验收                                                                                          

与有关经营部门配合,按照计划安排设施验收并提出验收报告

                                                                                                                                                        

运营阶段                                                                                                          

                                                                                                               

管理公司负责酒店总经理、财务总监等酒店高层管理人员的委派,以及高层管理人员的工作职责认定,在酒店运营中随时接受业主方对酒店高层管理人员的工作考核的反馈意见。

根据美国CENDANT和DAYS集团的培训计划安排中国区的培训方案,并统一组织中国区所有的酒店有关管理人员参加培训,并于每期培训结束派发学习证书。根据各酒店的具体需求另行安派培训工作,并派集团培训经理或专员亲赴各酒店进行专题培训。                                                                                         

美国戴斯酒店集团(中国)将负责确保酒店达到并保持国际酒店管理和服务水准,并根据市场情况确定酒店销售策略,最大限度提升酒店营业收入、控制运营成本从而达到酒店经营利润最大化。                                                                                   

                                                                                                   

l         外发式宣传策略                                                                                                         

                                                                                                               

1 精品楼书                                                                                                                             
主要用于对新酒店概念和新生活概念的引入,描绘以“自游人”身份于的种种优点,并详尽介绍项目周边的众多有利 资源,以激发潜在客户入住的渴求和憧憬。                                                                  
本楼书的主要发送对象为到现场看者、专门的促销活动中到场的客户、针对性的重端客户,以及已经入住的酒店客人                                                                                                         
形式:12开铜板纸精美册子                                                                                                                        

内容:                                                                                                                                  
● “自游人”新概念的优点和特色描述                                                                                                                                                                                                                                                                                      
● 介绍项目的大环境优势                                                                                       
北京旅游交通设施及收费、旅游服务项目及收费、景点娱乐项目及收费、主要旅游度假酒店分布及收

费等旅游常识介绍                                                                                                                                      
● 国外酒店式公寓的特色和优势介绍                                                                                                                                                     
                                                                                                                           

折页楼书                                                                                                                                                     
折页式的楼书主要用于不集中的广泛宣传,目的是为了传输项目的上市信息,以较浅显化的内容和形式初步引起目标客户的关注,并产生进一步了解的兴趣。                                                                                              
形式:                                                                                                                    
● 大折页                                                                                                                                                                
● 设风琴袋放置插页(每张插页一个内容)                                                                                    
内容:                                                                                                             
● 大折页                                                                                                                                                                     
简单介绍项目的位置、周边有利资源、规模、配套、物业管理、发展商实力等内容。(标题式,简洁形式为主,主要为帮助客人回顾项目的优势和特色)                                                                                                      
●风琴袋插页                                                                                                                                                                                                                  
平面图、价目表、销售方式、附加值优惠。                                                                                          
                                                                                                                        

单张                                                                                                                                  
与大折页的内容相同,但可更加简单。                                                                                            
                                                                                                                     

沙盘模型                                                                                                                                  
● 大模型:固定在项目地使用,比例和尺寸可根据展厅空间制订                                                                                                                      
● 小模型:目标市场展销会使用,以易于搬运为原则                                                                                                                      
上述模式可考虑选择有灯光的形式,以加强效果。                                                                                               

                                                                                                                                         

展板                                                                                                                 
● 规格                                                                                                               
60cm×90cm的标准尺寸为宜,可做7-8块左右(为墙挂式,轻质,泡沫材料)。                                                     
● 内容                                                                                                                                                      
地理位置、周边资源介绍、项目概念介绍、酒店配套设施及标准套房平面图及装修标准。                                        

                                                                                                                                 

l         资金计划(见4                                                                                              


                                                                                                                      

  财务评价与社会效益分析                                                                                       

l         盈亏平衡分析                                                                                                                  
                                                                                                                                    

本项目可销售的总面积为3300平方米,由前一章分析得知本项目总建设费用为500万元,故此,本项目盈亏平衡点为:                                                                                                                            
盈亏平衡点=总建设费用/总销售收入=A %                                                                            
就是说本项目如果实现了A %入住率就可以保证本项目的总投资成本全部回收。                                                                               

                                                                                                                          

l         赢利预测(见4                                                                                                                           

                                                                                                                    

l         敏感性分析                                                                                                                      
                                                                                                                                                                    
假设销售价格不变,单位成本费用增加1%,即每单位成本比拟定单位成本增加1%,开发利润比拟定利润降低1.9%                                                                                                                                                      
因此,销售价格的变动是影响本项目投资风险的最敏感性因素,而本项目的总成本费用的变化也是本项目投资风险的关键所在。                                                                                                                                                                                                                                                                                  

                                                                                                                      

l         社会效益分析                                                                                                    
                                                                                                               

本项目的成功开发,可以改善北京小周边的综合环境,启动社会闲置资金,增加就业率,对促进旅游及消费起到双重积极的作用,同时也为北京经济型酒店的开发和运作提供了宝贵的经验,为北京酒店地产开创了一条新的发展思路。这也是本项目的社会效益所在。                                                                                  

第七章  结论                                                                                                               

通过以上的分析和策略,我们发现,项目达到的盈亏平衡点较低,而且,投资收益率高于行业基准收益率,具有较大的投资吸引力。                                                                                                                                                                                                                      

在项目的投资和开发中,不可预测的风险较少,可控性较强,因此本项目的投资开发无论在市场上、操作上还是在财务上都是可行的。就本项目而言,市场的分析和项目的整体定位,以及项目投资经济分析是基于经验和经济学的角度来定的,具有客观性和一般性,符合市场规律及投资经济原理,配以合理的营销手段,实现项目的销售目标,并最终实现本项目的赢利目标将是可以实现的。