On The Project Development And Resource Integration Of The Real Estate In Different Area-the Example Of Chengdu Project, Guangdong YS Real Estate Company

With gradual maturity and increasing competition of China's real estate market, as as well the deeper macro regulation, many factors have become the dominant or recessive push of the further integration in the future market. The future the real estate market will develop into the competition among a small number of good real estate enterprises. In this process, due to the ascension of the first and second cities'urbanization, and the decreasing of the development resources, those real estate enterprises which didn't set up the national expansion strategies, especially those enterprises not expanding their business in the cities with more sustainable development resources will be elimilated from the first-classes. The ability of expanding projects in different areas will become the important means of sustainable development for those professional real estate developers.Taking Chengdu Expansion Project of Guangdong YS Real Estate Company as an example, this paper surveys the whole project from setting up the project to implementation, even to opening quotation sales. This paper analyses three aspects such as the external environment of competition, the internal environment resources matching, and financial data support.Case study method is taken in this paper. This paper selects some important links in the process of decision-making and implementation to further track and think, which are based on a comprehensive collection of historical data and material.Conclusions are drawn that there are two improtant operation methods to ensure "small, fast, and sensitive" real estate market characteristics and "tight, fast, and rich" of capital security.First of all,"small, fast, and sensitive" features of market operation must be based on accurate and fine product design. Although real estate development has the characteristics of densely populated capital and longproduct cycle, any project company is still a simplified "production and sales" type enterprise after all. Their vitality and market response should still be based on the accurate and detailed meet to the target customers who demand products. In this paper, through the market research and full of anticipation, as well as planning consultancy, product design and external service team cooperation, precise product design is successfully completed. This keeps good sales under the adverse conditions of macro market and severe regional competition,which led to a more favourable survival and development space.Second, the most important way of ensuring capital in different area projects is to jump out of the fixed mode of project company, and establish independent, prospective capital operation management mode. This model should not only consider the ownership of the natural resources in the group company and its operation characteristics, but also fully consider the different space and time limitation. So it should take full advantage of developing and integrating the local resources,and quickly establish different financial channels.To sum up, this paper intends to implantthe results of the study to the more common and more general projects in different forms. Based on the case study, this paper tries to take further efforts, which are reflected in two aspects. First, this paper tries to help set up the project decision-making mechanism in the macro management for different areas projects and emphasis on product design and funding of the strategic point in the project implementation stage. Second, the paper takes more polyphyletic judgment premises in the analysis and conclusion of the paper, so that this paper can draw wider and more valuable conclusions.