Beijing City Classic Project

To achieve the overall urban planning of Beijing, improve the environmental quality and realize the commitments China made when bid to host the 2008 Olympics, Xuanwu District"material links Storage and Transportation Company"is listed in Beijing pollution disturbing items approved by the Beijing Municipal Economic Commission(2002 373 scriptures Beijing) and is forced to relocate and transform. And the transfer agreement will continue to implement. Beijing Xuanwu District"Beijing South City Classic Project"is made in the context of this policy.The planning and construction of the Beijing South City Classic Project will be deeply discussed from following points:First, the overall planning and production positioning is focusing on the ultimate goal, then production planning and positioning is determined. The construction projects of the Beijing South City Classic Program are mainly in commercial and public construction. The construction land is 5.4 hectares and the total construction size is 238,000 square (including underground 7.9286 square meters). Combining with the features of the building blocks, the program is separated into four relatively independent parts by internal Levy roads on the two pieces of land, referred to block one, two, three, and four following. Since each of four parts has its own natural features, they are given different functions and characteristics in overall planning. They are independent, but a organic combination of integration. According to the Beijing city roads distribution network, around items should form three horizontal and three vertical ground transportation pattern. Combined with the heavy and relative concentration traffic within commercial areas, and the big demand for parking spaces and other features, the construction planning is underground car park mainly, supplemented by temporary parking spaces in the ground.The overall planning highlights the build and development of the commercial streets. The two-story commercial streets embody Chinese culture, create a Confucian cultural style and focus tea culture.Second, according to the overall planning, the construction projects carries out in-depth economic analysis. The overall project investment returns close to 8%, capital profit margins reached 13%.Third, the construction of the whole project will be two years. Before July 2007, it will be focused on work-related documents approval. 2007 August to 2008 October 2000 for the main construction phase, the projects completed before the end of 2008.Forth, combined with the long-term development plan of Developers, in the organization of Property Company, may, adopt the well-known property consultant way and set up its own property management company.Refer to marketing analysis, in the governments'built of Central Procurement Commercial Street background, and combined with the overall planning and construction cycle of this project, the marketing program will be defined as: take tea wholesale as the main body and characteristics, and upgrade the whole tea industry's international standards. Construct commercial streets with wholesale, retail and integrated commercial function. At the same time of building commercial markets, middle-high-wholesalers with 400-2000 million annual turnovers will be trained. They'll drive the development of small wholesalers business meanwhile. The building of commercial markets will generate aggregate effect. It will attract super businesses into the region and their join will enhance the overall business in the region and create modern logistics industry. To tie to goals above, the project also constructs comprehensive offices, departments, hotels, as well as supporting storage, catering, entertainment etc.The commercial products of this project are scarce types in the region. And developers self-manage property and some shopping malls. Therefore, the overall publicity should focus on overall image height, strive to build the core products of the region, build developers'brand image and drive the sales of apartment products by the impact of commercial image and developers. Since the real estate market will gradually move toward standards under the macro-economic control policy in 2007, the demand will show steady growth and the new development project will increase the market competition pressure, the sales of the project will take"to seize the first opportunity, to concentrate on the advancement, grasp the rhythm, create value"strategy to arrange overall sales and price.Based on the background of the project, the operation analysis of the project, market forecasting and marketing analysis, we reached the final conclusion of the overall operation, and put forward some proposals.By analysis of Chinese real estate market, especially in Beijing Nancheng Real Estate, the external market environment can be said to be very bright. In addition the government certification, it can be said that the project's background is very helpful in promoting the implementation of the project.Though the functioning position and implementation program analysis, the construction conditions, progress of planning and financial investment analysis, economic analysis and later property management consideration, we carry out a detailed analysis of the entire operation condition and draw conclusions on the feasibility of the operation of the project. Through analysis of the market survey and analysis of the marketing strategy, drawn conclusions on the feasibility of projects in the marketThrough analysis of Beijing's overall real estate profile, profile of the project, product analysis, initiatives for the Marketing promotions, drawn conclusions on the feasibility of project's marketing.The analysis of the external market environment, the specific operation of the project and marketing strategy to promote combine to an overall and comprehensive analysis of the key component of the project, which makes a conclusion on the feasibility of the project. It's helpful the smooth implementation and success of the project.