Business Plan Of The GD Square Project

Guangzhou GD square, studied in this paper, is a real estate project whose investment is up to 1.5 billion yuan. Scientific and rational analysis of business plan of the project is the key to access to investment, and also to operation the project and against the risks.This paper combined theory with practice to research the project. In the part of planning and organization, strategic theory has been used to proposed planning and organization of the project; in the part of market research, basing on industry life cycle theory and combining with specific business model of the project, the market demand, competition and market's prices of underground parking, shopping malls and apartments have been analyze respectively, and also the corresponding marketing strategy proposed. This paper combined theory with practice to research the project. In the part of planning and organization, strategic theory has been used to proposed planning and organization of the project; in the part of market research, basing on industry life cycle theory and combining with specific business model of the project, the market demand, competition and market's prices of underground parking, shopping malls and apartments have been analyze respectively, and also the corresponding marketing strategy proposed. Symbiosis theory has been used to guide shops investment.This paper is divided into five chapters, its structure as follows:The first chapter is an introduction, including three aspects: First, to examine the background and significance; second, literature review; Third, research methods and basic ideas.Chapter II is about profile of the project. This chapter introduced the basic situation of corporation who construct the project, and a detailed description of the project including construction of the project content, project objectives and project characteristics.Chapter III is about planning and organization of the project. The basic strategic theory used in this chapter in order to propose strategic objectives and implementation strategic measure of the project. And the project's operational plan, management team and organizational structure also were introduced.Chapter IV is about the project's market research and marketing strategy design. This chapter first analyzes the Guangzhou's Economic Development and real estate market development trend; secondly, on the basis of macro-and micro-economic environment analyzes the market demand of the project; thirdly, according to the industry life cycle recognize the Guangzhou's real estate industry at a new growth period. Finally, according to the characteristics of the industry growth stage make out corresponding marketing strategy. Chapter V is about economic forecast and analysis of the project. The basic data of financial analysis has been obtained in this chapter combining with front chapters, and then make out the project feasible conclusion base on the project's financial analysis.Chapter VI is about the risk analysis and measures of the project. The project's policy risk, market risk, operational risk and liquidity risk be analyzed respectively, and also the corresponding prevent risks be proposed.