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摘要
随着科技与经济的不断发展，我国房地产行业发生了巨大的变革，现阶段房地产行业竞争激烈，项目投资成败决定企业的竞争力甚至生存和发展。
房地产投资巨大、回收期长，政策、经济、技术、环境等不确定影响因素众多。该文章以“闽江天璟”房地产为研究对象，分析了项目概况、本地房地产市场，对项目建设进行规划，并根据项目的拟建进度计划，对项目现金流出、流入进行估算，依据估算的财务数据，对项目的盈利能力进行分析。对可能遇到的风险与威胁提出相应的规避措施，通过SWOT分析该项目的优势、劣势、机会与威胁。
研究结果如下：闽江天璟房地产优势明显，交通便利、生活配套、商业配套、医疗配套和教育配套设施齐全。各项政策措施推进，有力支持该项目建设。通过各项分析得出该项目总投资262365万元，总收入516698万元，净利润143236万元，项目总投资净利润率为54.59％，内部收益率为24.93％，静态投资回收期为3.93年，动态回收期为4.83年。根据数据可以得出项目盈亏平衡容易达到，住宅销售收入这一不确定性因素对净利润影响较大。综上闽江天璟房地产项目开发具备可行性。
关键词：房地产项目；SWOT分析；财务效益
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Abstract
Withthecontinuousdevelopmentoftechnologyandeconomy,therealestateindustryinChinahasundergonetremendouschanges.Atpresent,therealestateindustryishighlycompetitive,andthesuccessorfailureofprojectinvestmentdeterminesthecompetitiveness,andeventhesurvivalanddevelopmentofenterprises.
Realestateinvestmentishuge,withalongpaybackperiod,andtherearemanyuncertaintiessuchaspolicies,economy,technology,andenvironment.ThisarticletakestheMinjiangTianjingrealestateastheresearchobject,analyzestheprojectoverview,thelocalrealestatemarket,planstheprojectconstruction,estimatesthecashflowoutandinaccordingtotheplannedconstructionprogressoftheproject,andanalyzestheprofitabilityoftheprojectbasedontheestimatedfinancialdata.Itproposescorrespondingriskmitigationmeasuresforpossiblerisksandthreats,andconductsaSWOTanalysisoftheprojectsstrengths,weaknesses,opportunities,andthreats.
Theresearchresultsareasfollows:MinjiangTianjingrealestatehasobviousadvantages,withconvenienttransportation,completelivingfacilities,commercialfacilities,medicalfacilities,andeducationalfacilities.Variouspolicymeasuresarebeingpromoted,providingstrongsupportfortheconstructionoftheproject.Throughvariousanalyses,itisconcludedthatthetotalinvestmentoftheprojectis2,623.65millionyuan,thetotalr