Research On Financing Strategy Of ChenZhou JingAn Commercial Plaza

In the process of economic reform in China’s market,the real estate industry ha s gradually developed into an important part of the market economy,has become an i mportant driver of national economic growth.But at the same time,small and mediu m real estate companies also highlighted many internal problems,including the probl em of financing dilemma was particularly prominent.The author take Chen Zhou Jing An Commercial Plaza as the research object to describe the current situation of the financing difficulties of small and medium real estate companies,which points out the prevalence of China’s small and medium real estate enterprise financing dilemma is constrained financing environmental,historical features constraints,and etc.In this situation,I use the theory to deeply analysis the causes of Chen Zhou Jing An Commercial Plaza’s financing dilemma,points out that poor competitiveness of enterprises intangible resources,and narrow financing channels are the specific reasons.The main content of this paper is:For the poor competitiveness of enterprises intangible resources,I analyze from four aspects: the domestic economy in 2013,the Chen Zhou real estate environment in 2013,business pattern of Chen Zhou city,and Chen Zhou Jing An Commercial Plaza project landing conditions.Wherein,in the peace of Chen Zhou Commercial Plaza project landing conditions analysis,I emphatically analyze the SWOT.Then,I sorted out the value of the project,in order to establish shopping experience theme park for the design position,by the world’s top five commercial architectural design company,American Smith architectural design firm to finish this project.Integrate the shopping and the experience,fully implement the “experiential consumption” code.The Chen Zhou Jing An Commerce Square playing a set of retail,entertainment,dining,wedding,fitness,travel and business class in one of modern urban complex,so as to solve the Jing An Commercial Plaza’s intangible resources.For the narrow financing channels,I learned from the basic trend of the project financing,financial needs and the size of the flow aspects of the layers of analysis,depending on the proportion of equity capital and debt financing for the project in Chen Zhou Jing An Commercial Plaza,the total investment for the company is designedto 3 options.Then,the author from aspects of the financing structure,financing costs,and financing risk to take 3 different proportionsof equity capital and debt capital program conducted in-depth comparison,summed Option 2(50% of equity capital,debt capital 50%)is the best choice.Finally,in order to allow the company to accept program 2 to successful melting 10 billion RMB,I designed 4 kinds of financing models to solve the financing channel is too narrowed.Optimized the Chen Zhou Jing An Commercial Plaza project positioning clearer,more accurate marketing strategy of commercial and residential,and asset management companies,trust companies,Banks off-balance-sheet financing channels of cooperation stronger feasibility.