| The development of real estate market in China has achieved spectacular achievements in the past two decades, and the real estate becomes a significant growth point in national economic development, but it has also brought many problems which can’t be avoided. After the strategies of regulation and control published in2011, which was most severe in history, the real estate became in a state of depression. In17th Jan of2011, the Statistics Department released latest data showed that prices of both investment and selling had a great rise and fall, then in December, through these28months, the prosperity index of real estate market created a new all-time low. What’s more, the insiders and experts all broadly accept that the adjustments for the real estate will be continued and real estate will also have a great challenge in2012, obviously, with the uncertainty increasing in foreign and domestic economics, and it was under the state that the Central Department’s persistent adjustment for real estate.At present, with the great change of real estate, the investment risk of enterprise becoming more indetermination, because it was cleared from more recent lands’auctions, we felt what the developer’s overview for market was, and they became more carful on investment at now. Therefore, a Business Plan which is scientific, pragmatic and maneuverable is important for researching the real estate.According the above, this paper is based on the huge environment of Chinese real estate’s recent development, connected with the topic of the business plan related to double limit room of Anxin estate housing built by Xinxia company in Gansu province.Furthermore, the paper also analyzed the important content and operational program which are during in the progress of real estate market development and marketing strategy. The paper was introduced by eight chapters to analyzed, they are connotations and characteristics of real estate market, the conceptual framework of double limited room, the description of AnXin estate housing, the analyze between market environment of this project, the overall goal location of project, schedule management on the project, the risk management and inclusion, and the basic framework of this commercial plan was according by the analyses of present statue in Lanzhou, National Real Estate Policy, SWOT and investments. Meanwhile, it focused on location of marketing and designing of program, even analyzed the characteristic of goal market and financial costs of project, this commercial plan strived to guide the develop and success of Xinxia Real Estate Development Company. Then the paper introduced the change that we should pay attention on the customs’needs, not only just focused on the market expansion, and it also illustrated some management of invest costs, which were according by the investigation of market for real estate development in Lanzhou, and the analysis of real estate market’s present selling status, the paper was studied that we should be considered from the customer needs, market positioning, planning, design, property management, marketing and other aspects. In a word, after act and operated this business plan, Xinxia real estate company would be connected the theory and practice perfectly, and it would make the company obtain the good social reputation and economic benefits, therefore, these facts will confirmed that the plan has a guiding role for the company.At last, we concluded that there were very strong practical operation and implementation where from this project business plan, which the plan would be guiding the development of project successfully, in order to achieve the purpose of the project developed by those developers. All of these were according to the analyses of the state and Lanzhou Real Estate Policy, the investigation and research on Lanzhou real estate market, and connected with the analysis of the risk management. |
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