产品定位分析

第六章、项目产品定位分析一、项目产品和投资组合总体方案根据项目市场定位、规划控制条件以及产品功能设计的要求，以“项目规划设计方案一”为基础，确定四个项目产品组合可能性方案：技术经济指标方案A5)方案B5)方案C5)方案D5)总体安排总建筑面积198300198300214400224000多层公寓18200012390010360093600高层公寓3640056000情景洋房316003160031600叠加别墅265002650026500公共建筑等合计16300163001630016300会所2000200020002000幼儿园2100210021002100商业服务3900390039003900农贸市场2500250025002500小户型公寓2800280028002800错复式商住300030003000车库10000120001300014000一期总建筑面积48100481004810048100多层公寓33900339003390033900公共建筑等14200142001420014200

车库1800180018001800二期总建筑面积65500630006300063000多层公寓65500314003140031400情景洋房316003160031600车库3600380038003800三期总建筑面积49200482004820048200多层公寓47100196001960019600叠加别墅265002650026500幼儿园2100210021002100车库2600420042004200四期总建筑面积35500390005510064700多层公寓3550039000187008700高层公寓3640056000车库2000220032004200备注：车库层高按2.18米，不计入建筑面积二、构建投资分析模型1、项目产品定位工作流程2、投资效益分析工作模型三、投资分析相关参数1、依据⑴安徽省建筑和装饰工程预算定额；⑵巢湖市同类工程竣工决算的指标；⑶主要设备和材料的现行价格。⑷文件规定的相关报建规费2、投资成本构成与支付遵循原则⑴项目土地费，期初支付土地费100%；⑵前期费用，勘察设计费、工程前期费项目开始时支付费用总价的30%,至正式开始动工前支付剩余的70%；项目报建费按工程量每期初分别支付；⑶建安工程费，按分期实施进度付款，期中支付50%，完工支付50%；⑷基础设施费，按主体工程封顶后半年完成，其款项支付进度与工程进度基本相同；⑸管理费用，按工作的进展分期适当增加；⑹财务费用，按2年本金一次偿付，利息分期支付；

⑺不可预见费，按2-4项费用当期发生额占其费用总额比例的3%；⑻销售费用，按营销前半年占30%，其余按时均摊；⑼营业税金及附加，按销售收入分期支付。四、A方案投资效益测算1、投资成本测算序号项目名称单位数量费用单价（元）金额（万元）备注1土地费用6435.5⑴土地出让金亩2382600006188.0⑵契税4%247.52前期工程费2630.9⑴勘察设计费万疋393.5地堪费万疋15.87115.9规划方案费万疋19.836119.0施工图设计费万疋19.838158.6景观设计费万疋10.010100.0⑵相关报建费2087.4城市基础设施配套费万疋19.8340793.2人防费万疋19.8330594.9白蚁防治费万疋19.832.549.6规划技术服务费万疋19.83239.7散装水泥基金万疋19.831.529.7档案管理万疋19.830.59.9图纸抗震审查费万疋19.83119.8质检费万疋19.83239.7监理费万元14725.51.2%176.7招投标费万元14725.56%o88.4墙改基金万疋19.838158.6土地登记及测量费19.834.487.2⑶工程前期费150.0按建安工程费1%取3建安工程费万b19.8314725.5多层砖混指多层公寓；多层框架包括情景洋房、叠加别墅及公建。⑴多层砖混万疋18.270012740.0⑵多层框架万疋1.638501385.5⑶高层住宅万疋1000⑷半地下车库万疋1.0600600.04基础设施费万疋19.831001983.05直接建设成本25774.96管理费用580.0按2-4项3%7财务费用贷款5000万元2年，年利率6%600.08不可预见费580.0按2-4项3%

9销售费用762.0销售收入X2.0%10营业稅与附加2095.8销售收入X5.5%11总成本费用30392.7单方成本1488按可售面积20.42万川2、投资计划间项目20052006200720082009合计下半年上半年下半年上半年下半年上半年下半年下半年合计6823.51365.53452.16312.66047.44283.81902.2205.630392.7直接建设投资888.92772.95330.05162.93541.71480.025774.9管理费用70.070.075.075.080.080.080.050.0580.0财务费用150.0150.0150.0150.0600.0不可预见费5.026.683.2159.9154.8106.244.3580.0销售费用230.090.090.090.090.090.082.0762.0营业税与附加281.0507.7559.7465.9207.973.62095.8单位:万元3、预计销售收入序号项目名称单位数量销售单价（元/M2）合计总计万*20.42186638106.01多层公寓万疋18.20180032760.02高层公寓万疋20003情景洋房万疋22004叠加别墅万疋25005底层商业万疋0.3945001755.06小户型公寓万疋0.282200616.07错复式住宅万疋0.30850.0住宅部分万*0.202000400.0商业部分万*0.104500450.08农贸市场万*0.252500625.09半地下车库万*1.0015001500.0单位:万元4、分期销售收入项目、2006200720082009合计上半年下半年上半年下半年上半年下半年下半年合计5109.09230.410176.68471.43780.61338.038106.0

一期5109.03065.42043.610218.0二期6165.03699.02466.012330.0三期4434.02660.41773.68868.0四期3345.02007.01338.06690.0单位:万元5、静态投资效益评价⑴项目预计实现销售总额38106万元⑵项目总成本30393万元⑶项目所得税前利润7713万元⑷所得税前投资利润率为（7713三30393）X100%=25.4%⑸项目实现净利润5168万元⑹所得税后投资利润率为（5168三30393）X100%=17.0%6、动态投资效益评价⑴项目现金流量分析时间项目20052006200720082009合计下半年上半年下半年上半年下半年上半年下半年下半年一、现金流入5109.09230.410176.68471.43780.61338.038106.0销售收入5109.09230.410176.68471.43780.61338.038106.0二、现金流出6823.51365.53452.16312.66047.44283.81902.2205.630392.7直接建设投资888.92772.95330.05162.93541.71480.025774.9管理费用70.070.075.075.080.080.080.050.0580.0财务费用150.0150.0150.0150.0600.0不可预见费5.026.683.2159.9154.8106.244.3580.0销售费用230.090.090.090.090.090.082.0762.0营业税与附加281.0507.7559.7465.9207.973.62095.8三、税前净现金流量-6823.5-1365.51656.92917.84129.24187.61878.41132.47713.3四、税前累计净现金流量-6823.5-8189.0-6532.1-3614.3514.94702.56580.97713.3五、所得税169.91381.9619.9373.72545.4六、税后净现金流量-6823.5-1365.51656.92917.83959.32805.71258.5758.75167.9七、税后累计净现金流量-6823.5-8189.0-6532.1-3614.3345.03150.74409.25167.9⑵项目财务评价指标

所得税前财务内部收益率39.2%所得税前财务净现值（Ic=8%）5347万元所得税后财务内部收益率28.0%所得税后财务净现值（Ic=8%）3284万元五、B方案投资效益测算1、投资成本测算序号项目名称单位数量费用单价（元）金额（万元）备注1土地费用6435.5⑴土地出让金亩2382600006188.0⑵契税4%247.52前期工程费2658.7⑴勘察设计费万疋393.5地堪费万疋15.87115.9规划方案费万疋19.836119.0施工图设计费万疋19.838158.6景观设计费万疋10.010100.0⑵相关报建费2105.2城市基础设施配套费万疋19.8340793.2人防费万疋19.8330594.9白蚁防治费万疋19.832.549.6规划技术服务费万疋19.83239.7散装水泥基金万疋19.831.529.7档案管理万疋19.830.59.9图纸抗震审查费万疋19.83119.8质检费万疋19.83239.7监理费万元15717.01.2%188.6招投标费万元15717.06%o94.3墙改基金万疋19.838158.6土地登记及测量费19.834.487.2⑶工程前期费160.0按建安工程费1%取3建安工程费万曲19.8315717.0多层砖混指多层公寓；多层框架包括情景洋房、叠加别墅及公建。⑴多层砖混万疋12.397008673.0⑵多层框架万疋7.448506324.0⑶高层住宅万疋1000⑷半地下车库万疋1.2600720.04基础设施费万疋19.831001983.05直接建设成本26794.2

6管理费用610.0按2-4项3%7财务费用贷款5000万元2年，年利率6%600.08不可预见费610.0按2-4项3%9销售费用830.0销售收入X2.0%10营业稅与附加2283.9销售收入X5.5%11总成本费用31728.1单方成本1538按可售面积20.62万川2、投资计划时间项目20052006200720082009合计下半年上半年下半年上半年下半年上半年下半年下半年合计6826.51392.63444.06496.36522.14716.12084.6245.931728.1直接建设投资6601.5895.92755.55471.45549.43894.51626.026794.2管理费用70.070.075.080.080.080.080.075.0610.0财务费用150.0150.0150.0150.0600.0不可预见费5.026.782.5164.0166.4116.748.7610.0销售费用250100.0100.0100.0100.090.090.0830.0营业税与附加281.0530.9626.3524.9239.980.92283.9单位:万元3、预计销售收入序号项目名称单位数量销售单价（元/M2）合计总计万*20.62201441525.01多层公寓万疋12.39180022302.02高层公寓万疋20003情景洋房万疋3.1622006952.04叠加别墅万疋2.6525006625.05底层商业万疋0.3945001755.06小户型公寓万疋0.282200616.07错复式住宅万疋0.30850.0住宅部分0.202000400.0商业部分0.104500450.08农贸市场万*0.252500625.09半地下车库万*1.2015001800.0单位:万元4、分期销售收入

时间项目\2006200720082009合计上半年下半年上半年下半年上半年下半年下半年合计5109.09652.411387.39544.74361.61470.041525.0一期5109.03065.42043.610218.0二期6587.03952.22634.813174.0三期5391.53234.92156.610783.0四期3675.02205.01470.07350.0单位:万元5、静态投资效益评价⑴项目预计实现销售总额41525万元⑵项目总成本31728万元⑶项目所得税前利润9797万元⑷所得税前投资利润率为（9797三31728）X100%=30.9%⑸项目实现净利润6564万元⑹所得税后投资利润率为（6564三31728）X100%=20.7%6、动态投资效益评价⑴项目现金流量分析■时间项目20052006200720082009合计下半年上半年下半年上半年下半年上半年下半年下半年一、现金流入5109.09652.411387.39544.74361.61470.041525.0销售收入5109.09652.411387.39544.74361.61470.041525.0二、现金流出6826.51392.63444.06496.36522.14716.12084.6245.931728.1直接建设投资6601.5895.92755.55471.45549.43894.51626.026794.2管理费用70.070.075.080.080.080.080.075.0610.0财务费用150.0150.0150.0150.0600.0不可预见费5.026.782.5164.0166.4116.748.7610.0销售费用250100.0100.0100.0100.090.090.0830.0营业税与附加281.0530.9626.3524.9239.980.92283.9三、税前净现金流量-6826.5-1392.61665.03156.14865.24828.62277.01224.19796.9四、税前累计净现金流量-6826.5-8219.1-6554.1-3398.01467.26295.88572.89796.9五、所得税484.21593.4751.4403.93232.9六、税后净现金流量-6826.5-1392.61665.03156.14381.03235.21525.6820.26564.0

七、税后累计净现金流量-6826.5-8219.1-6554.1-3398.0983.04218.25743.86564.0⑵项目财务评价指标所得税前财务内部收益率47.6%所得税前财务净现值（Ic=8%）7084万元所得税后财务内部收益率35.8%所得税后财务净现值（Ic=8%）4450万元六、C方案投资效益测算1、投资成本测算序号项目名称单位数量费用单价（元）金额（万元）备注1土地费用6435.5⑴土地出让金亩2382600006188.0⑵契税4%247.52前期工程费2890.3⑴勘察设计费万疋416.0地堪费万疋15.87115.9规划方案费万疋21.446128.6施工图设计费万疋21.448171.5景观设计费万疋10.010100.0⑵相关报建费2294.3城市基础设施配套费万疋21.4440857.6人防费万疋21.4430643.2白蚁防治费万疋21.442.553.6规划技术服务费万疋21.44242.9散装水泥基金万疋21.441.532.2档案管理万疋21.440.510.7图纸抗震审查费万疋21.44121.4质检费万疋21.44242.9监理费万元17996.01.2%216.0招投标费万元17996.06%o108.0墙改基金万疋21.448171.5土地登记及测量费21.444.494.3⑶工程前期费180.0按建安工程费1%取3建安工程费万b21.4417996.0多层砖混指多层公寓；多层框架包括情景洋房、叠加别墅及公建。⑴多层砖混万疋10.367007252.0⑵多层框架万疋7.448506324.0⑶高层住宅万疋3.6410003640.0

⑷半地下车库万疋1.3600780.04基础设施费万疋21.441002144.05直接建设成本29465.86管理费用690.0按2-4项3%7财务费用贷款5000万元2年，年利率6%600.08不可预见费690.0按2-4项3%9销售费用906.0销售收入X2.0%10营业稅与附加2491.6销售收入X5.5%11总成本费用34843.4单方成本1560按可售面积22.33万川2、投资计划■时间项目20052006200720082009合计下半年上半年下半年上半年下半年上半年下半年下半年合计6862.31441.63454.06501.36721.85979.23438.4444.834843.4直接建设投资6631.5908.42755.55471.45738.55114.52846.029465.8管理费用75.080.080.080.080.0100.0100.095.0690.0财务费用150150150150600.0不可预见费5.827.282.5164.0172.0153.385.2690.0销售费用276.0105.0105.0105.0105.0105.0105.0906.0营业税与附加281.0530.9626.3506.4302.2244.82491.6单位:万元3、预计销售收入序号项目名称单位数量销售单价（元/M2）合计总计万*22.33202845301.01多层公寓万疋10.36180018648.02高层公寓万疋3.6420007280.03情景洋房万疋3.1622006952.04叠加别墅万疋2.6525006625.05底层商业万疋0.3945001755.06小户型公寓万疋0.282200616.07错复式住宅万疋0.30850.0住宅部分0.202000400.0商业部分0.104500450.08农贸市场万*0.252500625.09半地下车库万*1.3015001950.0

4、分期销售收入时间项目、2006200720082009合计上半年下半年上半年下半年上半年下半年下半年合计5109.09652.411387.311432.75494.42225.245301.0一期5109.03065.42043.610218.0二期6587.03952.22634.813174.0三期5391.53234.92156.610783.0四期5563.03337.82225.211126.0单位:万元5、静态投资效益评价⑴项目预计实现销售总额45301万元⑵项目总成本34843万元⑶项目所得税前利润10458万元⑷所得税前投资利润率为（10458三34843）X100%=30.0%⑸项目实现净利润7007万元⑹所得税后投资利润率为（7007三34843）X100%=20.1%6、动态投资效益评价⑴项目现金流量分析-时间项目'、20052006200720082009合计下半年上半年下半年上半年下半年上半年下半年下半年一、现金流入5109.09652.411387.311432.75494.42225.245301.0销售收入5109.09652.411387.311432.75494.42225.245301.0二、现金流出6862.31441.63454.06501.36721.85979.23438.4444.834843.4直接建设投资6631.5908.42755.55471.45738.55114.52846.029465.8管理费用75.080.080.080.080.0100.0100.095.0690.0财务费用150150150150600.0不可预见费5.827.282.5164.0172.0153.385.2690.0销售费用276.0105.0105.0105.0105.0105.0105.0906.0营业税与附加281.0530.9626.3506.4302.2244.82491.6三、税前净现金流量-6862.3-1441.61655.03151.14665.55453.52056.01780.410457.6四、税前累计净现金流量-6862.3-8303.9-6648.9-3497.81167.76621.28677.210457.6五、所得税385.31799.7678.5587.53451.0

六、税后净现