Business Plan Of Three-Old Reconstruction For Dongguan Yueshan Village

Dongguan has been in a dilemma of the contradiction between the land and the industrial transformation.The dependence on export-oriented processing trade,expenditure of land for money and expenditure of space for development,result in land resources over exploitation.The land development intensity of Dongguan has reached 46.7% in 2014,second only to Shenzhen’s 48%.At the same time as the urban and rural planning lag and lack of management,resulting in a large number of "the old town,the old village,the old plant",for one thing is currently in a shortage of land resources,for another is a large number of idle resources.With the plan of Guangdong-Hong Kong-Macao Greater Bay Area,a new round of Dongguan city and economic development desiderates land upgrading.Through three old reconstruction,to reform and revitalize the stock land,to make good use of these aging land space,to turn inefficient land into effective incremental resources in economic development and promote the urbanization,has become a social consensus.And faced with the existing land scarce,more and more real estate developers look into the three old transformation.Therefore,this paper researches the feasibility and the overall plan of the specific three old transformation project,in the form of a business plan,in use of the feasibility study,marketing management,financial analysis and so on.The business plan studies the case of three old reconstruction for Dongguan Yueshan village,from the views of the developing and marketing theory,combined of the particular three old project business model.From the domestic and foreign related theory review,case evidence,project status and necessity of transformation,investment environment analysis,it demonstrates the feasibility of three old reconstruction for Yueshan village.The paper project the operation mode from the SWOT analysis,product positioning,marketing strategy and financial benefits,and proposes that the estate developers how to weigh all the benefits and risks faced by the process,to ensure the normal operation of the risk in many uncontrollable under.From feasibility to project orientation to marketing,the establishment of the "three old" transformation project overall operation mode will help enhance the confidence and support of the government and investors,and provide some reference experience for the development and marketing of "three old" transformation projects.