百雄商务公寓项目可行分析报告内容.doc

its combination of gases had little oxygen left. Hit by a lack of fresh air, my head ached. Just as I tried to make the necessary adjustment to this new situation, Wang Ping appeared. “Put on this mask,” he advised. “Itll make you feel much better.” He handed it to me and immediately hurried me through to a small room nearby for a rest. I felt better in no time. Soon I was back on my feet again and flowing him to collect a hovering carriage driven by computer. These carriages float above the ground and by bending or pressing down in your seat, you can move swiftly. Wang Ping fastened my safety belt and showed me how to use it. Soon I could fly as fast as him. However, I lost sight of Wang Ping when we reached what looked like a large market because of too many carriages flying by in all directions. He was swept up into the centre of them. Just at that moment I had a “time lag” flashback and saw the area again as it had been in the year AD 2008. I realized that I had been transported into the future of what was still my hometown! Then I caught sight of Wang Ping again and flew after him. Arriving at a strange-looking house, he showed me into a large, bright clean room. It had a green wall, a brown floor and soft lighting. Suddenly the wall moved it was made of trees! I found later that their leaves provided the room with much-needed oxygen. Then Wang Ping flashed a switch on a computer screen, and a table and some chairs rose from under the floor as if by magic. “Why not sit down and eat a little?” he said. “You may find this difficult as it is your first time travel trip. Just relax, since there is nothing planned on the timetable today. Tomorrow youll be ready for some visits.” Having said this, he spread some food on the table, and produced a bed from the floor. After he left, I had a brief meal and a hot bath. Exhausted, I slid into bed and fell fast asleep.  More news later from your loving son, Li Qing    I HAVE SEEN AMAZING THINGS My first visit was to a space station considered the most modern in space. Described as an enormous round plate, it spins slowly in space to imitate the pull of the earths gravity. Inside was an exhibition of the most up-to-date inventions of the 31st century. A guide(G) showed us around along a moveable path. G: Good morning to all our visitors from 2008. First were going to examine one of the latest forms of communication among our space citizens. No more typists working on a typewriter or computer! No more postage or postcodes! Messages can now be sent using a “thoughtpad”. You place the metal band over your head, clear your mind, press the sending button, think your message and the next instant its sent. Its stored on the “thoughtpad” of the receiver. Its quick, efficient and environmentally friendly. The only limitation is if the user does not think his or her message clearly, an unclear message may be sent. But we cannot blame the tools for the faults of the user, can we? During the explanation I looked at the pair of small objects called “thoughjtpads” on a table. They just looked like metal ribbons. So ordinary but so powerful! While I was observing them, the path moved us on. G: And now ladies and gentlemen, we are in the “environment area”. People used to collect waste in dustbins. Then the rubbish was sent to be buried or burned, am I right?(We nodded.) Well, now theres a system where the waste is disposed of using the principles of ecology. A giant machine, always greedy for more, swallows all the waste available. The rubbish is turned into several grades of useful material, such as “fertilizer” for the fields and “soul” for deserts. Nothing is wasted, and everything, even plastic bags, is recycled. A great idea, isnt it? I stared at the moving model of the waste machine, absorbed by its efficiency. But again we moved on. G: Our third stop shows the changes that have happened to work practices. Manufacturing no longer takes place on the earth but on space stations like this one. A group of engineers programmer robots to perform tasks in space. The robots produce goods such as drugs, clothes, furniture, hovering carriages, etc. There is no waste, no pollution and no environmental damage! However, the companies have to train their representatives to live and work in space settlements. They have to monitor the robots and the production. When the goods are ready theyre transported by industrial spaceship back to earth. My mind began to wander. What job would I do? My motivation increased as I thought of the wonderful world of the future. Unit 4   MY FIRST WORK ASSIGNMENT “unforgettable”, says new journalist Never will Zhou Yang (ZY) forget his first assignment at the office of a popular English newspaper. His discussion with his new boss, Hu Xin (HX), was to strongly influence his life as a journalist. HX: Welcome. Were delighted youre coming to work with us. Your first job here will be an assistant journalist. Do you have any questions? ZY: Can I go out on a story immediately? HX: (laughing)Thats admirable, but Im afraid it would be unusual! Wait till youre more experienced. First well put you as an assistant to an experienced journalist. Later you can cover a story and submit the article yourself. ZY: Wonderful. What do I need to take with me? I already have a notebook and camera. HX: No need for a camera. Youll have a professional photographer with you to take photographs. Youll find your colleagues very eager to assist you, so you may be able to concentrate on photography later if you re interested. ZY: Thank you. Not only am I interested in photography, but I took an amateur course at university to update my skills. HX: Good. ZY: What do I need to remember when I go out to cover a story? HX: You need to be curious. Only if you ask many different questions will you acquire all the information you need to know. We say a good journalist must have a good “nose” for a story. That means you must be able to assess when people are not telling the whole truth and then try to discover it. They must use research to inform themselves of the missing parts of the story. ZY: What should I keep in mind? HX: Here comes my list of dos and donts: dont miss your deadline, dont be rude, dont talk too much, but make sure you listen to the interviewee carefully. ZY: Why is listening so important? HX: Well, you have to listen for detailed facts. Meanwhile you have to prepare the next question depending on what the person says. ZY: But how can I listen carefully while taking notes? HX: This is a trick of the trade. If the interviewee agrees, you can use a recorder to get the facts straight. Its also useful if a person wants to challenge you. You have the evidence to support your story. ZY: I see! Have you ever had a case where someone accused your journalists of getting the wrong end of the stick? HX: Yes, but it was a long time ago. This is how the story goes. A footballer was accused of taking money for deliberately not scoring goals so as to let the other team win. We went to interview him. He denied taking money but we were skeptical. So we arranged an interview between the footballer and the man supposed to bribe him. When we saw them together we guessed from the footballers body language that he was not telling the truth. So we wrote an article suggesting he was guilty. It was a dilemma because the footballer could have demanded damages if we were wrong. He tried to stop us publishing it but later we were proved right.  ZY: Wow! That was a real “scoop”. Im looking forward to my first assignment now. Perhaps Ill get a scoop too! HX: Perhaps you will. You never know.    GETTING THE “SCOOP” “quick,” said the editor. “Get that story ready. We need it in this edition to be ahead of the other newspapers. This is a scoop.” Zou Yang had just come back into the office after an interview with a famous film star. “Did he really do that?” asked someone from the International News Department. “Yes, Im afraid he did,” Zhou Yang answered. He set to work.  His first task was to write his story, but he had to do it carefully. Although he realized the man had been lying, Zhou Yang knew he must not accuse him directly. He would have to be accurate, Concise too! He knew how to do that. Months of training had taught him to write with no wasted words or phrases. He sat down at his computer and began to work. The first person who saw his article was a senior editor from his department,. He checked the evidence, read the article and passed it on to the copy-editor. She began to edit the piece and design the main headline and smaller heading. “This will look very good on the page,”引 言酒店式商务公寓的概念，始于1994年 “酒店式的服务，公寓式的管理”，既吸收了星级酒店的服务功能和管理模式，又吸收了信息时代写字楼的特点，集住宅、酒店、会所等多种功能于一体。酒店式公寓具有“自用”和“ 投资”两大功效。与传统的酒店相比，在硬件配套设施上毫不逊色，而服务更加家庭化。由于它吸收了传统酒店与传统公寓的长处，因此，备受投资人士以及商务人士的青睐。“百雄商务公寓”项目地处娄底市娄星区氐星路东侧，属城市中央钻石商圈地带，周边配套相当成熟。开发商湘军水府置业发展有限公司是娄底“十大民企”之一的百雄堂集团旗下的实力型房地产开发企业，其注册资金2308万元，公司法人代表熊卫华是以诚信、务实而著名的娄底优秀民营企业家。以熊卫华为核心的湘军水府置业发展有限公司聚集了大批企业管理人才、房地产营销策划精英和工程技术专家等。公司立足娄底市场，在本项目地块倾力打造“城市中央首席酒店式商务公寓”必将为城市注入新的活力，为城市增添一道靓丽的风景线！ 我们拭目以待！第一节 项目概况一、项目名称：暂定名：“百雄商务公寓”二、项目地点： 本项目位于湖南省娄底市娄星区氐星路以东，北至“食为天”商厦，南至原华龙商厦，东至商业局院内家属楼，西临氐星路，距清泉街约55米，处于娄底市的核心商业区内。三、项目开发商：项目开发商：湖南省娄底市湘军水府置业发展有限公司（以下简称公司）系娄底市百雄堂高科技农业有限公司、熊卫兵先生、熊平丽女士于2005年元月共同出资组建的有限责任公司，专业从事房地产投资开发、经营及资信管理。公司以“营造快乐健康生活、谱写绿色生活华章”为企业宗旨，以“团结、务实、高效、创新”为企业精神，以“和赢天下，信得人心”为企业经营理念。经过不断培养和聘请房地产开发专业人才，公司迅速发展壮大。在总经理的带领下，在全体员工的艰辛努力下，公司于2005年9月成功收购了原华龙商厦并重新改造开业；于2006年6月成功收购了规划总用地面积8018.70平方米、位于石马公园东南角土地一宗（即本项目地块）；于2007年元月又以850万收购了规划总用地面积1053平方米、位于氐星路以东、原华龙商厦与食为天商厦之间的空地一宗；公司计划在未来三到五年内，在娄底市经济技术开发区大埠桥周边投资4亿元，建设一个占地4000亩，集住宅、休闲、娱乐于一体的百雄堂集团湘军水府体育生态风光旅游度假村。四、项目概况： 项目规划总用地面积1153平方米，南北向临街面长37.86米，东西向径深29.8米，宗地红线东至商业局院内家属楼仅4.9米，南向紧靠原华龙商厦，北向紧靠食为天商厦，土地价款约850万。五、项目建设条件1、位置条件项目位于娄星区氐星路东侧，距九龙不到100米，距新火车站约300米，交通便捷，属娄底市商业钻石地段，是娄底房地产发展商的必争之地。2、交通条件出行便捷，道路畅通，5分钟可到达汽车站，离火车站不到1分钟车程，有多条公交线路直达，购物、休闲方便快捷，生活惬意、自如。3、配套条件斜对面约50米距离为新一佳超市，佳惠超市，清泉大酒店、九龙大市场、春园步行街、九亿步行街、百分百、新华书店、博物馆、电信局、移动营业厅、联通营业厅、中国银行、工商银行、农业银行、建设银行、邮政局、图书馆幼稚园、银河幼稚园、三中、三小等均在项目500米半径内，工作、生活配套设施极为完善4、环境条件本项目用地面积较小，周围皆为老建筑，必须充分在建筑上做空中花园以美化环境。5、土地平整情况本项目土地平整已完成，水、电、路、讯等基础设施可以马上跟进，具备开发的基本条件。第二节 房地产市场宏观环境分析 一、宏观经济环境分析1、人口规模内容 年1998年1999年2000年2001年2002年2003年2004年2005年2006年全市总人口（万人）394396399400402404405407.58412.04年增长率5.15.07.52.554.975.986.16.3年均增长率5.38说明：l 2006年全市人口已突破412万；l 2006年全市人口增长率为6.3，远远大于自1998年到2006年间的年均增长速度5.38，市区人口扩张速度远高于往年，城市化进程明显加快。2、国民经济水平内容 年1998年1999年2000年2001年2002年2003年2004年2005年2006年总人口（万人）394396399400402404405407.58412.04生产总值GDP（亿元）148157167180190211268312.82361.04人均生产总值（元）377139764477482050685632712082389380年增长率4.63%12.6%7.66%8.20%5.96%10.76%25.16%12.1%12.8%年均增长率11.1%说明：l 1998年2006年，全市GDP年均增长率为11.1%。l 2006年娄底市生产总值突破361亿元，增幅居全省首位；l 2006年，全市人均GDP为9380元，与长沙等一、二级城市相比还存在较大的差距；3、固定资产投资内容 年1998年1999年2000年2001年2002年2003年2004年2005年2006年固定资产投资（亿元）27.6532.0240.9938.3147.5477.6796.02117.4115.76增长率19.85%15.8%28.01%-6.53%24.09%63.37%22.55%25.9%-1.6%城镇以上固定资产投资（亿元）80.1398.691.84增长率23.41%27.6%-7.1%新增固定资产（亿元）4.838.8816.2增长率66.3%74.4%竣工房屋面积（万）15.86.930.143.274.0969.03增长率7.5%71.5%75.65商品房销售面积（万）24.7547.37增长率31.0%91.39%说明：l 近几年固定资产投资增长速度较快；l 2003年全市新增固定资产涨幅最大，年增长率达到了63.37%；l 2006年全市完成固定资产投资额115.76亿元，但年增长率为-1.6%，增幅明显受到抑制。4、人均可支配收入内容 年1998年1999年2000年2001年2002年2003年2004年2005年2006年人均可支配收入（元）4627.824671.5252025803.266118.426541.967239.677998.228392增长率2.81%0.94%7.46%11.6%5.4%9.8%10.7%10.48%11.7%说明：l 娄底市人均可支配收入每年稳定增长；l 自2001年以来，全市人均收入有了明显提高，每年的增幅明显加大；l 2006年，娄底市城市居民人均可支配收入为8392元，年增长率11.7%，为近几年最高增长率。5、储蓄存款内容 年2001年2002年2003年2004年2005年2006年城乡居民储蓄存款余额（亿元）115.19133.05159.9184.8213.3245.92年增长率16.5%15.5%20.2%15.6%28.6%15.29%说明：l 近几年娄底市居民储蓄存款的大幅提高说明人民生活水平的大幅度提高；l 2006年，城乡居民储蓄存款余额为245.92亿元，较2001年已然翻番；l 逐年增长的城乡居民储蓄存款余额说明娄底市消费潜力巨大。6、人均消费性支出内容 年2001年2002年2003年2004年2005年2006年人均消费性支出（元）46604437.6494454966168.816543.69增长率（%）11.9-4.48.811.212.26.1恩格尔系数（%）39.735.337.340.938.337.6说明：l 2006年人均消费支出达到6543.69元，占2006年人均可支配性收入8392元的77.98%，因此可以看出娄底市是一个典型的消费城市；l 恩格尔系数从2001年的39.7%下降到2006年的37.6%，说明城乡人民生活水平已达到宽裕型（恩格尔系数50%60%为温饱型，40%50%为小康型，20%40%为宽裕型）。7、城市人均居住面积内容 年1998年1999年2000年2001年2002年2003年2004年2005年2006年城市人均居住面积（）9.7910.0513.6313.824.125.425.731.6729.51年增长率（%）20.122.6635.621.2574.645.391.1823.23-6.82说明：l 娄底市人均居住面积自1998年的9.79到2006年的29.51，增幅巨大，尤其以2002年增长率最大，年增长率为74.64%。l 2006年娄底市人均居住面积年增长率为-6.82%，人均居住面积明显回落。8、小结：上述分析充分说明：娄底宏观经济始终保持健康、稳定、较高速地发展态势，人民生活水平逐步提高。而因受国家宏观政策调控影响，住宅需求到2006年受到明显抑制。良好的宏观经济环境及人民对未来社会与经济发展的良好预期都将为房地产业的发展创造一个良好的宏观环境及巨大的市场发展空间。二、娄底历年房地产市场发展概况内容 年2001年2002年2003年2004年2005年2006年历年房地产开发投资额（亿元）1.532.014.05.38.8816.2年增长率（%）30.710033.266.374.4历年商品房销售面积（万平方米）11.94.218.018.8924.7547.37年增长率（%）-64.713504.9431.091.39历年房屋施工面积（万平方米）33.734.863.399.5128.3114.77年增长率（%）57.1859.3-10.55历年房屋竣工面积（万平方米）15.86.916.0822.9239.369.03年增长率-56.33133.0443.5271.575.65历年商品房销售额（亿元）0.90.41.13.44.3年增长率（%）20.928.3说明：1、房地产开发投资额的高速增长说明：l 娄底市房地产开发具有较好的投资回报率，吸引大量投资进入；l 对未来市场的良好预期还将促使更多的资本投入或者流入娄底房地产市场；2、房屋施工面积的超高速增长说明：l 娄底房地产市场极为活跃；l 未来两房地产市场将会出现供过于求局面；l 同质化竞争会进一步激烈；3、房屋竣工面积自2003年以来增幅巨大说明：l 房地产产品在近三年已向市场急剧放量；l 市场竞争已趋白热化；4、商品房销售面积与商品房销售额增长比率不对称说明：l 房价涨幅高居不下；l 高房价已抑制了商品房购买需求；三、娄底房地产市场发展趋势预测分析（一）我市近年房地产业持续增长的原因分析尽管“泡沫论”、“过热论”仍然不绝于耳，但是，从去年起人们预言的“房地产冬天”仍然没有到来，甚至今年上半年房地产市场仍然顽强地攀升，房价仍然高居不下。2006年娄底市国民经济和社会发展统计公报显示：“房地产开发投资高位运行。全市房地产开发投资16.2亿元，增长74.4%。商品房竣工面积69.03万平方米、商品房期房销售面积47.37万平方米，分别增长75.65%和91.39%。”那么，怎样认识保持房地产业持续增长的动力之源呢？1、经济增速稳步攀升，经济效益总体趋好。2006年，全市完成生产总值361.04亿元，增长12.8%，比上年快0.7个百分点。其中第一产业增加值63.13亿元，增长6.8%；第二产业增加值174.48亿元，增长16.6%；第三产业增加值123.43亿元，增长11.0%。按常住人口计算，人均生产总值为9380元，增长11.3%。全市生产总值一季度、上半年和前三季度分别增长10.2%、11.5%和12.3%，增速呈逐季攀升之势。经济运行质量和效益提高，全市规模以上工业企业全年实现利润14.86亿元，增长72%，工业效益综合指数达到189.6%，同比上升29.9个百分点；财政收入增速快，全年实现财政收入26.16亿元，增长29.5%，其中财政一般预算收入15.32亿元，增长24.9%；居民收入增长较快，城镇居民人均可支配收入8932元，农民人均可支配收入2379元，分别增长11.7%和7.6%；金融机构各项存款余额328.03