| In recent years,under the guidance of the national policy of guaranteeing people's livelihood and Stabilizing House prices,some second and third-tier cities are under excessive pressure of de-housing,which slows down the overall growth of the real estate market.Real estate development enterprises urgently need to adjust their development strategies in order to face new market opportunities and meet market challenges.As a new type of real estate development mode in recent years,urban operation is more open and friendly than traditional development mode in land acquisition,investment density,financing channels,etc.It avoids the inefficient situation of single product type and solidified service population,and it has the advantages of continuous contribution to operational cash flow in the later stage of project delivery,so it can be moderately carried out as a real estate enterprise.A direction of strategic adjustment is studied in depth.This paper analyses the motivation of real estate development enterprises to participate in urban operation,and combs the key work of urban operation projects in the start-up,implementation and operation and maintenance period,and puts forward reasonable suggestions for real estate development enterprises to participate in such projects in the current market environment.The urban operation described in this paper mainly involves the project types of new town expansion,urban renewal and characteristic town construction.The successful elements and risk points of the urban operation projects led by the mainstream real estate development enterprises such as Vanke Group,CITIC Group and CFLD group are summarized as typical cases.Finally,this paper draws on the references and the above research results to summarize the ten elements of urban operation projects.At the practical level of the project,the key control points,such as rhythm control,capital allocation,product logic,delivery and operation period,are put forward with countermeasures and suggestions. |
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