Project Development Strategy Research Of Changchun XY International Garden

The past ten-plus years have witnessed noticeable reforms taking place in China's housing system. Market-oriented development, rapid economic increase for consecutive years, together with deepened urbanization, have contributed a great deal to the fast growth of China's real property industry, which is exerting a significant impact on people's living standards as well as the society's economic development. Future advance of China's economy, coupled with rising people's living standards, will hopefully create more ample space for the real estate industry to grow.Difficulties and risks encountered during the property development process cannot be avoided due to the fact that property developers need to inject large amounts of money into the project in advance to do preliminary work and in addition the capital recovery period in the industry is relatively long. Therefore, decision analysis is playing a vital role in the whole process of the project development. It serves as the basis on which project approval, development, design, construction and sales are conducted.Taking XY International Garden Project as the objective of the empirical study, the thesis, supported by necessary information and data, makes a comparatively all-round study of its decision analysis process. The author's suggestions are offered on choosing proper location, developing procedures, proportion of housing structures, and sales strategies in the thesis.A reasonable judgement about the developing trends of the national real estate market has been produced in the paper based on the analysis of large quantities of collected data. The current situation of Changchun's real property market received special attention, especially to the demand and supply relationship. By means of SWOT analysis method, the environment surrounding the Changchun XY International Garden has been examined in an all-round and in the meantime detailed way, which leads to the conclusion that the neighborhoods where the project is located possess a promising developing prospects and a good sales future can be expected for the houses. Ways including questionaires were adopted to make research into Changchun's housing market, involing the degree to which resident accept different residential areas in several urban districts, and the popularity of different apartment structures. Quantitative method was employed to analyze the chosen lot, with a large amount of data compared, weight grade model established based on multi-attribute decision making theory. Comprehensive and deep suggestions have been offered to the Changchun XY International Garden Project as concerned with the choice of the lot, developing order, along with proportion of different apartment structures. With the marketing theory of 4Ps as its theoretical basis, the paper presents the author's advice on aspects of sales including product, price, place and promotion. A relatively complete illustration of the project thus was wrapped up.