Study On The High-level Residential Project Planning In Xi’an Based On The Regional Context Advantage

With the deep development of economic system reform and the market economy,real estate industry will grow more and more important in the total structure of themarket economy; therefore, the competition in real estate market is increasinglyvigorous. After China’s WTO entrance, foreign capitals come into Chinese estateindustry. Their advanced developing ideas&management abilities, normativemarketing operation conception and mature project scheme mode presses hard upondomestic developers. Chinese estate industry is confronted with a severe tribulation.Hence, Developing and designing an unique charm of residential area has attracteddevelopers more and concern. Design and development of residential area has appeared.according to the residential areas using regional context design attract more and moreconsumers attention by virtue of its unique cultural connotation and constructioncharacteristics. Theory based on the regional context of the residential area constructionand fortified project scheme are of great practical significance for Chinese estatedevelopers to decrease project risk, improve project operation ability, and increase theircomprehensive strength.In the forth overall urbanplanningof Xi’an city, Qujiang area was as the importantpart of the city center area, and Qujiang new region is the administrative planning centerof Qujiang area. With a long history and a rich culture, Qujjiang area has become arepresentative area for constructing the historical and cultural city, and finally, will bedeveloped into the international metropolis. This paper take “Qujiang metropolis” residential houses in Xi’an for instance, Based on Qujiang new regional planning andcontext advantage, this article put forward and applied a new mode for developing theQujiang Noble-home, which is a high-end residential project with modernization andlivable characteristics. Make analysis from the market environment of the project, basedon a series of datum and trends analysis, outline present status of economicdevelopment and future developments in Xi’an. Then, the effect of economy, policyandcity plan to this project combined with all kinds of Land and estate policies put forth byState and Xi’an local government in these years is analyzed in detail. From thecomparison with the same grade competitors inside the project area, SWOT analysis isintroduced, the Strength, weakness, opportunity and threat of the project is analyzedamply. Based on market survey and the context of project, the real estate market wasfractionized. And then, on the basis of the conclusion of market analysis, combined withthe physical circumstance of the project; the layout, price and Estate management of theproject is positioned in the market respectively. In the forth chapter of the paper, basedon the project market position, the overall layout of the project is designed. Then,financial evaluation and risk analysis is carried on to the project by technical economyway. In the end of the chapter, the sales strategy is illuminated in brief. Thesummarization is made at the last of the paper. The paper expects practical significanceon project for future investment and development.