永汉电影院扩建改造项目可行性研究报告.doc

My dentist had just pulled out one of my teeth and had told me to rest for a while. I tried to say something, but my mouth was full of cotton-wool. He knew I collected birds eggs and asked me whether my collection was growing. He then asked me how my brother was and whether I liked my new job in London. In answer to these questions I either nodded or made strange noises. Meanwhile, my tongue was busy searching out the hole where the tooth had been. I suddenly felt very worried, but could not say anything. When the dentist at last removed the cotton-wool from my mouth, I was able to tell him that he had pulled out the wrong tooth. Lesson49 The end of a dream 美梦告终Tired of sleeping on the floor, a young man in Teheran saved up for years to buy a real bed. For the first time in his life, he became the proud owner of a bed which had springs and a mattress. Because the weather was very hot, he carried the bed on to the roof of his house. He slept very well for the first two nights, but on the third night, a storm blew up. A gust of wind swept the bed off the roof and sent it crashing into the courtyard below. The young man did not wake up until the bed had struck the ground. Although the bed was smashed to pieces, the man was miraculously unhurt. When he woke up, he was still on the mattress. Glancing at the bits of wood and metal that lay around him, the man sadly picked up the mattress and carried it into his house. After he had put it on the floor, he promptly went to sleep again.Lesson50 Taken for a ride 乘车兜风I love travelling in the country, but I dont like losing my way. I went on an excursion recently, but my trip took me longer than I expected. Im going to Woodford Green, I said to the conductor as I got on the bus, but I dont know where it is. Ill tell you where to get off, answered the conductor. I sat in the front of the bus to get a good view of the countryside. After some time, the bus stopped. Looking round, I realized with a shock that I was the only passenger left on the bus. Youll have to get off here, the conductor said. This is as far as we go. Is this Woodford Green ? I asked. Oh dear, said the conductor suddenly. I forgot to put you off. It doesnt matter, I said. Ill get off here. We are going back now, said the conductor. Well, in that case, I prefer to stay on the bus, I answered.Lesson51 Reward for virtue 对美德的奖赏My friend, Herbert, has always been fat, but things got so bad recently that he decided to go on a diet. He began his diet a week ago. First of all, he wrote out a long list of all the foods which were forbidden. The list included most of the things Herbert loves: butter, potatoes, rice, beer, milk, chocolate, and sweets. Yesterday I paid him a visit. I rang the bell and was not surprised to see that Herbert was still as fat as ever. He led me into his room and hurriedly hid a large parcel under his desk. It was obvious that he was very embarrassed. When I asked him what he was doing, he smiled guiltily and then put the parcel on the desk. He explained that his diet was so strict that he had to reward himself occasionally. Then he showed me the contents of the parcel. It contained five large bars of chocolate and three bags of sweets! Lesson52 A pretty carpet 漂亮的地毯We have just moved into a new house and I have been working hard all morning. I have been trying to get my new room in order. This has not been easy because I own over a thousand books. To make matters worse, the room is rather small, so I have temporarily put my books on the floor. At the moment, they cover every inch of floor space and I actually have to walk on them to get in or out of the room. A short while ago, my sister helped me to carry one of my old bookcases up the stairs. She went into my room and got a big surprise when she saw all those books on the floor. This is the prettiest carpet I have ever seen, she said. She gazed at it for some time then added, You dont need bookcases at all. You can sit here in your spare time and read the carpet! Lesson53 Hot snake 触电的蛇At last firemen have put out a big forest fire in California. Since then, they have been trying to find out how the fire began. Forest fire are often caused by broken glass or by cigarette ends which people carelessly throw away. Yesterday the firemen examined the ground carefully, but were not able to find any broken glass. They were also quite sure that a cigarette end did not start the fire. This morning, however, a fireman accidentally discovered the cause. He noticed the remains of a snake which was wound round the electric wires of a 16,000-volt power line. In this way, he was able to solve the mystery. The explanation was simple but very unusual. A bird had snatched up the snake from the ground and then dropped it on to the wires. The snake then wound itself round the wires. When it did so, it sent sparks down to the ground and these immediately started a fire.Lesson54 Sticky fingers 粘糊的手指After breakfast, I sent the children to school and then I went to market. It was still early when I returned home. The children were at school, my husband was at work and the house was quiet. So I decided to make some tarts for tea. In a short time I was busy mixing butter and flour and my hands were soon covered with sticky pastry. At exactly that moment, the telephone rang. Nothing could have been more annoying. I picked up the receiver between two sticky fingers and was dismayed when I recognized the voice of Mrs Bates. It took me ten minutes to persuade her to ring back later. At last I hung up the receiver. What a mess! There was pastry on my fingers, on the telephone, and on the door-knobs. I had no sooner got back to the kitchen than the door-bell rang loud enough to wake the dead. This time it was the postman and he wanted me to sign for a registered letter !Lesson55 Not a gold mine 并非金矿Dreams of finding lost treasure almost came true recently. A new machine called The Revealer has been invented and it has been used to detect gold which has been buried in the ground. The machine was used in a cave near the seashore where-it is said-pirates used to hide gold. The pirates would often bury gold in the cave and then fail to collect it. Armed with the new machine, a search party went he did not like it. She enjoyed herself making the assistant bring almost everything in the window before finally buying the dress she had first asked for.Lesson58 A blessing in disguise? 是因祸得福吗？The tiny village of Frinley is said to possess a cursed tree. Because the tree was mentioned in a newspaper, the number of visitors to Frinley has now increased. The tree was planted near a church fifty years ago, but it is only in recent years that it has gained an evil reputation. It is said that if anyone touches the tree, he will have bad luck; if he picks a leaf, he will die. Many villagers believe that the tree has already claimed a number of victims. The vicar has been asked to have the tree cut down, but so far he has refused. He has pointed out that the tree is a useful source of income as tourists have been coming from all parts of the country to see it. In spite of all that has been said, the tourists-have been picking leaves and cutting their names on the tree-trunk. So far, not one of them has been struck down by sudden death!Lesson59 In or out ？ 进来还是出去？Our dog, Rex, used to sit outside our front gate and bark. Every time he wanted to come into the garden he would bark until someone opened the gate. As the neighbours complained of the noise, my husband spent weeks training him to press his paw on the latch to let himself in. Rex soon became an expert at opening the gate. However, when I was going out shopping last week, I noticed him in the garden near the gate. This time he was barking so that someone would let him out ! Since then, he has developed another bad habit. As soon as he opens the gate from the outside, he comes into the garden and waits until the gate shuts. Then he sits and barks until someone lets him out. After this he immediately lets himself in and begins barking again. Yesterday my husband removed the gate and Rex got so annoyed we have not seen him since. Lesson60 The future 卜算未来At a village fair, I decided to visit a fortune-teller called Madam Bellinsky. I went into her tent and she told me to sit down. After I had given her some money, she looked into a crystal ball and said: A relation of yours is coming to see you. She will be arriving this evening and intends to stay for a few days. The moment you leave this tent, you will get a big surprise. A woman you know well will rush towards you. She will speak to you and then she will lead you away from this place. That is all. As soon as I went outside, I forgot all about Madam Bellinsky because my wife hurried towards me. Where have you been hiding ? she asked impatiently. Your sister will be here in less than an hour and we must be at the station to meet her. We are late already. As she walked away, I followed her out of the fair. Lesson61 Trouble with the Hubble 哈勃望远镜的困境In future, astronauts will be required to descend from a spaceship while it is still in space and to return to it. The ability to do this will be necessary in future flights to distant planets. Scientists are now trying to discover if this is possible. The spaceship Astra which left the earth a short time ago, will be travelling three hundred miles into space. At a certain point, the Astra will stop for a short time and an astronaut will attempt to leave the stationary spaceship and then return to it. We shall not know whether the experiment has been successful until we have received a radio message. The first message is expected to arrive at 7 oclock this evening. By that time, the Astra will have been flying through space for seventeen hours and will have circled the earth a great many times. When the first radio messages have been received, the results of the trip will be announced immediately.Lesson62 After the fire 大火之后Firemen had been fighting the forest fire for nearly three weeks before they could get it under control. A short time before, great trees had covered the countryside for miles around. Now, smoke still rose up from the warm ground over the desolate hills. Winter was coming on and the hills threatened the surrounding villages with destruction, for heavy rain would not only wash away the soil but would cause serious floods as well. When the fire had at last been put out, the forest authorities ordered several tons of a special type of grass-seed which would grow quickly. The seed was sprayed over the ground in huge quantities by aeroplanes. The planes had been planting seed for nearly a month when it began to rain. By then, however, in many places the grass had already taken root. In place of the great trees which had been growing there for centuries, patches of green had begun to appear in the blackened soil. Lesson63 She was not amused 她并不觉得好笑Geoffrey Hampden has a large circle of friends and is very popular at parties. Everybody admires him for his fine sense of humor-everybody, that is, except his six-year-old daughter, Jenny. Recently, one of Geoffreys closest friends asked him to make a speech at a wedding reception. This is the sort of thing that Geoffrey loves. He prepared the speech carefully and went to the wedding with Jenny. He had included a large number of funny stories in the speech and, of course, it was a great success. As soon as he had finished, Jenny told him she wanted to go home. Geoffrey was a little disappointed by this but he did as his daughter asked. On the way home, he asked Jenny if she had enjoyed the speech. To his surprise, she said she hadnt. Geoffrey asked her why this was so and she told him that she did not like to see so many people laughing at him!Lesson64 The Channel Tunnel 海峡隧道In l858, a French engineer, Aime Thome de Gamond, arrived in England with a plan for a twenty-one mile tunnel across the English Channel. He said that it would be possible to build a platform in the centre of the Channel. This platform would serve as a port and a railway station. The tunnel would be well-ventilated if tall chimneys were built above sea-level. In 1860, a better plan was put forward by an永汉电影院扩建改造项目可行性研究报告前 言如何在新时期发挥示范和引领的文化窗口作用，从以企业为中心的传统价值向以客户为中心的现代价值链转变，是现今电影院发展，改革的必由取向。“品质，服务，投资”是都市影院经营的基本要素，讲求经济效益和社会效益统一，关注文化产业的保值，增值是新的要求。为此，“依托文化，立足市场，建立产业”是根本出路。提出“创意经营，主题唱戏，一体多能，一出多品”的发展模式是根据新时期文化产业的特质而形成的，都市电影院既是文化产业重要的传播载体，同时又是城市功能的必然组成。因此，应从物质价值、人文价值、文化价值三个方面适应社会发展变化的需要，建立由无形资产和有形资产所组成的投资收益价值链，实现电影院发展方式的转换，形成文化产业开发投资的实质生产力，使本项目的改造工程不仅具有一个现经济意义，更具有社会文化艺术意义。目 录第一章 概 述41.1 项目概况41.2项目提出的背景与实施的必要性5第二章 产业研究62.1我国文化建设现状及发展规划62.2广州文化建设现状及发展规划82.3文化产业的产业特征及发展研究102.4电影产业的产业特征及发展研究12第三章 项目区位商业研究163.1北京路商圈概况163.2北京路商圈竞争力提升方向17第四章 整体思路184.1基本原则：先进性、差异性、系统性、适应性184.2指导思想：建立四个层次产业价值链条184.3发展模式：创意经营，主题唱戏，一体多能，一业多品194.4项目系统定位20第五章 建设方案215.1总体指导思想215.2 建筑方案215.3 结构设计295.4 公用工程30第六章 节能节水措施326.1 节能措施326.2 节水措施34第七章 环境影响评价347.1 建设项目环境现状347.2 项目主要污染源和污染物分析347.3 生态环境影响的防治措施357.4 环境影响评价结论37第八章 安全卫生与消防388.1 安全设施388.2 卫生设施398.3 消防39第九章 投资估算419.1投资估算编制依据419.2投资估算结果41第一章 概 述1.1 项目概况1.1.1 项目名称永汉电影院扩建改造项目1.1.2 项目性质拆除扩建项目1.1.3 申请合作建设单位及简介广东国叶投资有限公司1.1.1建设地点项目建设地点位于广州越秀区北京路186号，文明路9号。1.1.2 拟建规模及功能扩建改造后的永汉电影院用地面积803.59平方米，拟申报建设四层，建筑面积约3200平方米，设有多厅多功能影院、电影文化博览厅、电影艺术展示厅、电影衍生产品/品牌商品展示及专卖等。1.1.3 主要建设条件施工用水、用电等条件也可满足施工需要，本地建筑材料供应充足，对保证工程进度和降低工程造价可起一定作用。1.1.4 项目投入资金情况本项目总投资约为6131万元（包含经营补偿费）。1.2项目提出的背景与实施的必要性1.2.1项目背景永汉电影院始建于三十年代,位于北京路与文明路的交汇处,为一间历史悠久的专业电影院，于1998年6月动工修葺， 1998年11月复业。复业后的永汉电影院占地有803平方米，建筑面积1643平方米，设四间电影厅，可同时放映几部不同的影片。四个影厅约共设有500多个座位，其中主影影厅是设380个座位，采用软座，其中有部分是双人座，场内铺设环保地板。放映设备采用德国高保真放映镜头和金属银幕，放映的清晰度和观影的舒适度较好。场内采用吸音材料，安装了RD环绕数码立体声装置， JBL5000，系列三分频12路音箱。1.2.2项目实施的必要性永汉电影院位属广州市最中心的商业街北京路步行街最繁华路段，由于地理位置优越，同时电影票价面向普罗大众，相对于市内众多新建的五星级影院为低，所以目前永汉电影院的上座率较高，属于广州市内票房收入较高的影院之一。但随着广州的经济及文化产业的不断发展，特别是近年来如中华、天河等等众多设备先进的电影城建设开业，永汉电影院的竞争力和聚集力在逐步的下降，其地位无法与广州中心商业区相匹配；同时北京路商圈面对天河城商圈及上下九商圈的不断扩大和改善，缺乏文化特色和休闲娱乐性的弊端也日益显显现，而作为北京路商圈地标之一的永汉电影院，必须通过升级换代才能适应时代的发展，必须融入更丰富的文化底蕴和更现代的商业形态，才能肩负起提升北京路商圈乃至越秀区的文化产业整体竞争力的重任。第二章 产业研究2.1我国文化建设现状及发展规划近年来,我国文化事业快速发展，文化工作始终坚持以邓小平理论和“三个代表”重要思想为指导，牢牢把握中国先进文化的前进方向，全面贯彻党和国家的文化方针、政策、法律、法规，明确文化在构建和谐社会中的责任，促进了各项文化事业的全面发展。艺术创作丰富多彩，优秀作品不断涌现。基层文化工作取得新的进展，公共文化服务能力逐步加强。文化产业初具规模，整体实力和竞争力有所增强。建设长效管理机制，文化市场活跃有序。对外文化交流日益活跃，中华文化在世界上的影响不断扩大。国家统计局发布2006年我国文化及相关产业统计报告显示，去年我国文化产业增长势头强劲，超过了当年GDP的增长速度。据统计，2006年我国实现文化产业增加值5123亿元，比上年增长17.1%，高出同期GDP增长速度6.4个百分点，高出同期第三产业增长速度6.8个百分点。2006年文化产业增加值占GDP的比重为2.45%，比2004年增长0.3%。未来数年是我国全面建设小康社会，加快推进社会主义现代化建设的关键时期，也是文化建设的重要阶段。经济全球化趋势的深入发展和科技的不断进步，既凸显了维护文化多样性和文化安全的重要性。随着我国经济的发展，国家对文化事业投入不断增加，文化消费在居民消费结构中的比重逐步提高，城镇化进程逐渐加快，基础设施不断完善，社会教育水平不断提高，为文化发展奠定了良好的基础。纵览国际国内形势，文化建设面临发展的大好机遇。因此我们必须抓住机遇，贯彻落实科学发展观和构建社会主义和谐社会的战略思想，按照开创社会主义经济建设、政治建设、文化建设、社会建设新局面的总体部署，密切结合文化发展的实际，明确文化建设的目标，突出文化建设的重点，规划文化事业发展的蓝图，立足科学发展，着力自主创新，完善体制机制，把各项文化事业推向一个新阶段。在国家文化建设“十一五”规划（20062010年）的发展目标提出，到2010年，基本建立依法运营的文化管理体制和富有活力的文化产品生产经营机制，逐步形成结构合理、发展均衡、网络健全、服务优质、覆盖全社会的比较完备的公共文化服务体系，初步形成以公有制为主体、多种所有制共同发展的文化产业格局和民族文化为主体、吸收外来有益文化的文化市场格局，基本形成全方位、多层次、宽领域、官方与民间并举的对外文化交流新局面。提出要加快文化产业发展，健全文化市场体系。改造传统的文化创作、生产和传播模式，延伸文化产业链，提升传统文化产品和服务的竞争力。2.2广州文化建设现状及发展规划广州市近年来贯彻党的十六大精神和落实省、市关于建设文化大省、文化强市的部署，文化建设取得长足的进步，在全国各大城市中的地位迅速从相对落后到名列前茅，成为华南乃至全国的文化中心城市之一。城市文化氛围日益浓厚。先后成功举办全国 “群星奖”、金狮奖羊城国际粤剧节、中国音乐金钟奖、国家舞台艺术精品广州展演、广州国际艺术博览会等大型文化活动，努力打造广州文化品牌。文化产业成为新的经济增长点。广州成为全国主要演出市场。娱乐业加强对经营性娱乐场所的布局调整，优化结构，电影业积极发展多元投资主体，建设了广州首家五星级影院等新型的现代化多厅电影院，实行院线制改革，珠江院线在全国电影院线中跃居前列。文化设施建设全面展开。广州迎来了文化设施建设高潮，广州歌剧院、广州新图书馆、广州文化中心、广州文学艺术创作中心、广州沙河顶艺术苑、辛亥革命纪念馆、中共三大会址纪念馆等20多个文化设施建设工作正在顺利推进中。广州文化文物工作第十一个五年规划发展目标提出，到 2010 年，基本建立起与社会主义市场经济相适应、与现代化大都市相匹配、符合社会主义精神文明要求的文化发展格局、文化管理体制和运行机制，建立起布局合理、设施先进、功能完善的文化基础设施网络，建立起有利于出人才、出精品、出效益和提供优质公共文化服务的文化生态环境，不断增强城市文化生产力、竞争力和辐射力，把广州建设成为文化创新和展示的重要基地，成为古今相承、中西融汇、岭南文化与现代文明交融的历史文化名城，成为带动全省、辐射华南、影响东南亚的文化中心。为落实省、市关于建设文化大省、文化强市的部署，贯彻市委、市政府关于建设文化强市和现代化大都市的战略部署，广州市政府对文化产业发展提出了以下几点工作要求：文化产业要成为新的经济增长点。文化生产服务水平与人民群众快速增长的精神文化需求要适应，文化生产消费的发展需要与文化设施总量、水平和布局要适应壮大文化产业，不断满足人民群众日益增长的精神文化需求，为建设“活力广州、文化广州、祥和广州、生态广州”，创建文化强市、现代化大都市和社会主义和谐社会发挥应有的作用。为文化产业发展创造良好的环境和条件，大力推进文化与经济的融合。繁荣文化市场，整合产业资源，突出优势产业，联动相关产业，不断增强文化产业的综合竞争力。2.3文化产业的产业特征及发展研究韩国1998年起提出“文化立国”的施政战略，把文化产业列为发展国家经济的龙头产业，几年下来，已成为世界第五大文化产业国。美国的文化产业产值占其GDP总量的18%-25%；新加坡文化贸易占其GDP的24.4%；加拿大2002年文化产业占整个国民经济的40%。相比之下，我国2004年文化产业创造的增长值仅占全国GDP的3.1%。从文化产业的贡献占全国人均产值来看，我国仅为人均约600元人民币，而美国约为人均1000美元，新加坡高达人均6000美元。再从我国的文化产品（书刊、电影等）的贸易额以及版权贸易额来看，进口远大于出口。可以看出，我国的文化产业十分薄弱，发展的空间仍然很大。人们对精神文化的需求不断增长要求社会能够为人民群众提供更多更好的文化产品和更优更全的文化服务。发展文化产业，必须坚持以人为本的方针，必须突破那种仅仅把文化当作事业由政府来包办的传统发展模式，为促进文化的发展提供更广阔的空间。繁荣社会主义文化，运用产业的模式来发展文化，就是要坚持为人民服务、为社会主义服务，保障和实现人民群众的基本文化权益，使广大人民群众共享文化发展成果。发展文化产业必须正确处理经济效益和社会效益的关系。文化作为产业，要实现再生产，就必须讲求经济效益。但是文化产品又是特殊商品，必须贯彻发展先进文化的要求，必须把社会效益摆在首位，保证文化发展的正确方向。在确保良好社会效益的前提下，争取更大的经济效益，实现社会效益和经济效益的有机统一。文化产业就是一种可以增值的经济形式，它不仅仅是一种单纯的货币形式，更包含着丰富的形态：如金融货币形态、实物资产形态、专利技术形态、自然资源形态、无形资产形态等。资本增值的最重要条件是社会资本的介入。在文化产业的资本结构中，无形资产所占比重越大，资本增值的幅度就越大；而在无形资产中，创意、知识、品牌、管理、科技等组合得越好，它对资本增值的贡献力就越大，产业的发展速度就越快。不同的利益主体，包括政府投资、企业投资、私人投资等，出于对投资回报的考虑，所选择的投资重点也不一样。这就需要政府统筹兼顾，采取必要的投资倾斜政策，促成一个比较合理的投资结构。随着文化产业建设的大力推进，需要解决文化投资的短期效益和长远回报的矛盾，政府的公共投资和企业的商业投资如何衔接配套，以及如何分担投资的风险和分享投资效益的问题。2.4电影产业的产业特征及发展研究2.4.1电影产业特征电影产品最传统的意义是通过影院放映电影的形式。而现实中，电影产品指的是一组不同的产品，它们直接或间接与传统意义上的电影有知识产权上的关联，按其关联类型可分为以下两类：第一类：电影的影院产品形态，也就是通常所说的“放电影”。此时，电影产品的物质载体是电影拷贝，与消费者的交易场所是电影院，交易实现的物质条件是电影院和播放设备。影院产品形态目前依然是电影最为重要的产品形态，为其他的非影院产品形态提供存在的前提。但是，影院产品席已经不再是电影业最为重要的赢利渠道。第二类：电影的非影院产品形态，即所有不以影院放映为形式的电影产品、电影衍生产品（服饰、钟表、玩具等）。包括：完整的视听产品，比如电影VCD、DVD等；不完整视听产品，比如电影原声唱片等；非视听产品，比如电影小说、电影画册、出售的电影海报、电影相关玩具等。2.4.2电影产业需求变化特征-消费习惯的变化现代都市生活节奏的加快，使得人们的时间观念越来越强烈，人们用于消费娱乐的时间也相对减少且集中，所以人们走进影院也开始不仅仅为了欣赏电影，而是希望得到一体化的娱乐享受，包括休闲、购物、观影等等。消费者对综合性影院的需求增大。-高端市场需求旺盛在北京、上海、广州等电影繁荣的大城市，高票