| China’s real estate market began from the past stage of high-speed growth and destocking into the current "adjustment structure" and "steady growth" coexistence period.Since its approval in 2014,the Jiangdong New Area of Heyuan City has been gradually integrated into Shengguanhui(3+2)economic circle,building to undertake industrial transfer agglomeration area,and relying on the implementation of the "industrial city" strategy to promote regional economic development and population agglomeration,for the rise of the real estate market to provide the basic conditions and development space.This paper focuses on the feasibility demonstration of the s real estate project in Jiangdong New Area.Firstly,it expounds the location and basic data of the project and analyzes the project planning and design scheme.Secondly,it analyzes the macroeconomic environment and the real estate market performance of Heyuan City and the investment environment of the region where the project belongs.Thirdly,it analyzes the advantages,disadvantages,opportunities and threats of the project development based on the SWOT analysis framework system,and judges the project comprehensive positioning,price positioning and customer positioning.Finally,on the basis of project risk analysis,explore the corresponding policy measures of project risk prevention and control.The results show that: first,the development of s real estate projects faces some disadvantages,which are manifested in the weak consumption ability of local residents,insufficient consumption demand,and imperfect living facilities around the real estate,and the threat from macro policy adjustment and competition in the same industry.Second,the development of this project also has outstanding advantages,such as obvious location advantages,with "industrial financial city" strategic support,belong to the commercial housing price depression city,can enjoy the development opportunities brought by economic radiation in Dawan area,and so on.In addition,Heyuan new housing and second-hand housing transactions ushered in a wave of small peaks,housing consumption signs of recovery,commercial housing sales price growth is more stable,all belong to the project development positive factors.Third,the comprehensive positioning of the project is "Jiangdong New District logo-type high cost-effective micro-complex ",the development of product types are mainly residential buildings and commercial buildings,among which,residential buildings include high-rise housing and stacked housing.Fourth,the return rate of project investment and sales is higher,the total profit is 116.87 million yuan,the net profit is 68.03 million yuan,the net profit margin of sales is 9.51%,and the net profit margin of investment is 14.2%.Fifth,the project development has a strong ability to carry risks in the market,its sales price break-even point is completely lower than the current Dongjiang New District of all kinds of commercial housing sales price.In conclusion,the development of this project is fully feasible. |
