Research On The Optimization Of F Company’s Real Estate Project Investment Decision

China’s real estate industry has gone through the era of land dividend and financial dividend and entered the "era of management dividend".In the era of "management dividend",real estate is undergoing a transformation from a quasi financial attribute to a people’s livelihood consumption attribute,from a "high debt,high leverage,high profit" to a "low leverage,low fault tolerance,low risk" investment decision.Since the second half of 2021,real estate development enterprises have experienced thunderstorms,defaults,bankruptcies and crises!At present,it is not a question of cutting profits,but the core is the safety and survival of cash flow.The balance of cash flow is the focus of real estate project investment decision-making.The real estate project investment decision of Company F is the main content of this paper.Accurate and efficient investment decision is the inevitable path to deal with the new cycle and new normal of real estate development.This paper points out the problems and reasons of F Company’s real estate project investment decision-making through questionnaires and interviews according to the research ideas of problem finding,reason checking and optimization.On this basis,it puts forward the content and support for further optimization.Finally,it evaluates the optimization content with an empirical case.To be specific,there are three outstanding problems in the real estate project investment decision-making of F Company: the quality of investment decision-making is not high,the cash flow ratio is not up to standard,and the investment decision-making method is not perfect.The main reasons are inaccurate market research,extensive management of cash flow and insufficient attention to the time value of funds.Aiming at the problems and causes,this paper proposes the optimization content from three aspects: improving the accuracy of customer survey and product positioning,improving the operational cash flow and introducing the discounted cash flow investment decision-making method,and further through the optimization effect analysis,the optimization content significantly improves the quality of real estate project investment decision-making.This study provides a new perspective for F Company’s real estate project investment decision-making,and provides some reference for the study of the practical application of small and medium-sized real estate development enterprises.