| Since 2005, a series of Macroeconomic Control policies have been carried out, which gave the market of real estate a big blow. The ideas about residence consumption became more and more reasonable. Real Estate developers changed their competitive strategies and put the emphasis on the pre-investment market research and plan, so that they could offer the residence products with high performance-price ratio. They also began to focus on the right time when marketing could bring the biggest profit.After more than ten years being developed, Wangjing has become one of the most internationalized regions, with more than a thousand of high-tech enterprises and several scores of multinational companies, thirty or more residence zones where thousands of foreigners lived. But being lack of characteristic small family style, the flat type is far more from diversity. Taking the marketing demand and the project region's being small into consideration, the key point of Qi Yun Ge Garden project in this dissertation is that the fine decorated small family style products not only have its unique advantages but also weaken the marketing risk brought by homogenization competition.Through the study on the fundamental theories of investment and marketing planning, this dissertation demonstrates the basic concepts of real estate investment and marketing planning, as well as its main content and basic characters. Also using those theories, the author made out the precept about investment and marketing planning of the project. Abide by the equivalence plan, the author set up the precept about the marketing target, strategy, etc. Having estimated the basic data, the author analyzed some important Financial Evaluation Index. The author came to his conclusion about project Financial Evaluation Index. By indefinite analysis, the author not only argued the profit and loss balance, the sensitivity as well as the lowest price, also the author brought forward the measures to strengthen the risk prevention. |
PDF Full Text Request