第一章总论......................................21．1建设项目概况.........................................................................................................................21．2项目建设必要性...................................................................................................................31．3计划书的编制依据.................................................................................................................3第二章市场分析...................................32.1宏观经济形势和杭州房地产市场概述....................................................................................32.2杭州市商业地产发展现状及其趋势分析................................................................................52.3写字楼和商业市场定位选择的影响因素..............................................................................182.4项目用地周边的商业地产市场环境分析..............................................................................19第三章10%留用地政策和项目特点....................213.110%留用地政策.......................................................................................................................213.2留用地项目的特点..................................................................................................................23第四章项目的SWOT分析...........................254.1优势分析（S因素）...............................................................................................................254.2劣势分析（W因素）.............................................................................................................264.3机遇分析（O因素）............................................................................................................264.4威胁分析（T因素）...............................................................................................................27第五章项目的市场定位............................285.1周边地区几种商业业态的比较分析......................................................................................285.2龙祥市场营业用房的项目定位..............................................................................................325.3写字楼的项目定位..................................................................................................................365.4定位描述和项目优势特征......................................................................................................38第六章项目的价值分析.............................406.1价值分析方法..........................................................................................................................406.2本项目与各类比项目的对比分析及定价..............................................................................40第七章项目总投资估算............................427．1总投资估算..........................................................................................................................427．2总投资资金来源..................................................................................................................44第八章项目财务评价.............................448．1盈利能力分析.....................................................................................................................448．2项目偿债能力分析.............................................................................................................478．3项目不确定性分析.............................................................................................................47第九章项目投资风险分析及规避方法提示.............489．1经济政策风险分析...............................................................................................................489．2市场风险分析.......................................................................................................................489．3后续经营风险.......................................................................................................................49第十章项目综合评价与结论........................4910．1项目综合评价.....................................................................................................................4910．2结论.....................................................................................................................................49附表一：杭州主要专业市场的类型与地址一览表............................................................