| Before the big development of Hunnan,agricultural residents are up to 70000. As the development of Hunnan new zone,more and more companies came here and brought more and more people.As part of the statistics show,the total population of Hunnan new zone is over 230000.The population doubled in many years.Among the new population,except government officers,there are many people who moved here because of the high technology companies.According to the plan,in the coming five years,Hunnan new zone will accept 900 technology management talents from outside China and the number of technician will reach 300000.The raise of population will enlarge the needs of residence house in Hunnan new zone.Many projects surrounding Hunnan Avenue,the A class landscaping road, will bring living facilities such as entertainment and communications.The rising of residence environment will also bring reasonable rising of house price.In 2002,the residence house was about 1000 RMB/square meter.But now the price is up to 1500/square meter.The price of business house is even higher.The first business house in Hunnan was 1000 RMB/square meter in 2003.But the price is up to 1824 RMB/square meter.The rising of land cost will definitely bring the rising of house. Many real estate companies came into Hunnan in 2006 in this opportunity.Many of them are big brand in China and have strong influence power.Many new houses with good quality and good reputation moved into Hunnan.They will upgrade the image of senior residence house in Hunnan new zone. As the moving in of high standard brands,nowadays famous real estate companies are getting together in Hunnan new zone.They upgrade the old residence house structure.The influence power of famous real estate companies will speed the completion of living,entertainment and business service facilities.The real value of residence house will greatly go up because of the good living environment of Hunnan new zone.The recognition degree of whole market upgrades speedily because of the moving-in of famous real estate companies.So the competition key to success of real estate companies is the project plan and design.As the key investment company of Shenyang Hunnan Economical Development District,Hengshui Company must make its first real estate comprehensive project best to meet the requirement of Shenyang municipal government management committee and it is the needs of our project development. The industrial competent is more and more sever in the zone and the requirement of customers is becoming higher and higher.So we must think carefully and do many researches on the initial plan of this project to meet the customers' needs and make sure the operability of this project.According to the specialty of real estate market,this essay mainly indicates that during the planning of a project,the macro and micro research of the real estate market in the zone in the respect of finding customer's needs and product planning according to the development of real estate market in the zone.This is mainly beginning with management keys and management process of the project.The overall listing goal of the project is:from the date of subscription,over 80%sales of residence house and commercial house products must be completed within 3 months;90%of shopping mall rental must be completed in 1 year.All the initial works are for this final goal.According to the specialty of this project,firstly,the author analyzes the macro and micro characteristics of real estate market.In the premise of market developing rules,we must fully use all the resources in the zone,find the background of customers,analyze the expectation of customers and organize special research team to grasp the details of target customers in the zone to make strong support for later analyzing and planning.According to the present situation of real estate in the zone,we must control the target customer,environment analyzing,financial index to upgrade the operability of this project.In the aspect of commercial orientation,according to the specialty of commercial project in the zone and combining the above analyzing,the attract of this commercial project not only lies in the commercial centre but also the choice of commercial shopping model which greatly attracts the customers.One of the key points of the healthy development of this commercial centre is how to attract more customers with the modern new shopping model.In the aspect of residence house orientation,the present products of residence house in the zone are abundant.The key point of planning is to consider the product competition and in the mean time avoid vicious competition,design unique product to meet the needs of market.So this project must orient at intermediate and higher products.Use diversify products to meet the needs of customers of different professions with high pursue of residence houses.In the aspect of customers,the target customer of this commercial project is "City Group" which means the group with rich city live experience and new value view.To a large extent,these target customers will enjoy a new shopping model,a new life model experience.The main symbol of this new life model is motor shopping.In the aspect of function orientation,we mainly supply intermediate and higher residence houses.The project is a commercial centre radiating mother city,sub-cities and other central city group south of shenyang city,meeting the needs of special tires in clothing,food,touring,entertainment and living use.In the aspect of image orientation,the residence house must be planed in the orientation of fashion,ecological and urban with water scope.The project must be the landmark building in the zone organically combining with modern and commercial images and indicate characters of international,modern,large scale and unique.In the aspect of price orientation,according to the price of surrounding projects, the project cost budget and the expected of target customers,the temporary price is 3900 to 4300 Yuan/m~2.Commercial follows the rules of "3 and 7":professional store for 30%,rental for 70%;main store for 70%,rental for 30%.The price will be decided according to the product morphology.In order to ensure the long term planning of this project,the plan orientation is the orientation is very important.The plan goal is high quality,content culture and modern metrical urban life.We will make our commercial product competition ability the best in the city;serving for Shenyang enterprises' exploration and establishing platform for enterprises outside Shenyang.Our final goal is to attract special customer from mother city,zone,sub-cities and surrounding cities.The submission of initial orientation report means the end of initial orientation plan and in the mean time means the formation of valuable experience of this project planning which offers reference to the later project of our company. |
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