Systematic Strategy Planning Of Real Estate Investment

With the transition of real estate industry from seller's market to buyer's market, real estate businessmen also transited from extensive management depend on their own sense to scientific project strategy planning. Since 1990s, research related with strategy planning of real estate investment had great progress. However, differences still exist in understanding the meaning and research object of strategy planning of real estate investment. Theory and framework of systematic strategy planning of real estate investment have not been established until now. The research objective of this thesis is to establish integrated theory and framework of systematic strategy planning of real estate investment based on the analysis of real estate investment project and discuss the strategy planning methods and means of key sub-systems in real estate investment in order to reduce risks in real estate investment, enhance management and control techniques during the implementation of real estate investment project and finally achieve the goal of real estate investment.Except introduction, this thesis has 8 chapters. Chapter 1 established integrated theory and framework of systematic strategy planning of real estate investment, including the meaning, theoretical bases and characteristics of systematic strategy planning of real estate investment. Systematic strategy planning of real estate investment include market analysis and forecast, marketing strategy planning, financing strategy planning, exploitation process strategy planning, real estate management strategy planning, and investment risk analysis. However, systematic strategy planning of real estate investment is not the simple combination of these sub-systems, but a complicated system having characteristics of integrity, synthesis, satisfaction, regionality, forecast, marketability, innovation, operation, and diversity.Chapter 2 to chapter 8 discussed the strategy planning methods and means of key sub-systems in real estate investment. Chapter 2 discussed basic concepts, contents, and analytical and forcasting methods of real estate market analysis and how to do thematic concepts and image design based on market analysis and forecast. Real estate market analysis includes influencing factor analysis and supply and demand analysis based on information collection and market survey. The process can be divided into specifying analysis object, analysis objective, analysis date, information collection, market survey and using experience and statistical method to do market analysis and forecast. In addition, this chapter analyzed the existingproblems in practical market analysis and forecast and provided suggestions for solving these problems. Finally, theoretical analysis and case study are carried out for discussion of principles and process of designing thematic concept and image of real estate investment project.Chapter 3 elaborated basic concepts, theories, contents, procedures, existing problems and solving ways of real estate marketing strategy planning. Real estate marketing strategy planning includes strategy planning for marketing combinations, pricing, sale promotion, and advertisement. This chapter proposed some suggestions for solving problems of inadequate specialty, being anxious to success, excessive expectation, and old promotion method.Chapter 4 discussed the contents of real estate financing strategy planning, phases, plans and channels of real estate financing and cost and risk analysis during real estate financing. Real estate financing has five phases, including investment decision-making analysis, financing decision-making analysis, financing structure analysis, financing negotiation, and project financing implementation. Real estate financing plans should have clear fundraising principles and financing quotas calculation. Financing channels include own capital, credit from bank, pooling social capital, collecting earnest in advance, and fund from selling real estate. Financing cost analysis includes calculation of financing cost ratio, fina...