Analysis For Market Localization Of Commodity Residence And Practical Research In Chongqing's Main Districts

Chongqing ZA Company purchased 1500-mu land in Beibei District including 300-mu lake area at the end of year 2000, which is referred as the Project JLH in this paper. As a new enterprise in the real-estate industry gaining such a huge area of land, the ZA company firstly needs to consider questions like what the land is used for, what kind of project is to be developed, which type of buildings could be accepted by the Chongqing market and how to stand firm in the highly competitive real-estate market in Chongqing etc. The essence of such questions is the market localization of the Project JLH.In order to make a correct orientation of the Project JLH, the author has well learned about the theoretical basis and methods by doing basic analysis of the market-related theories including basic theories about the general market as well as the pertinent theories about the real-estate market. Meanwhile, the author has combined the analysis of the current situation of the house property and residence in foreign developed countries with the analysis of the current situation and development trend of the house property and residence in China and especially in the main urban area of Chongqing city. By applying the above methods in the market (localization)orientation of the Project JLH of Chongqing ZA Company, the author has helped correctly established the market orientation of the Project JLH.Due to the fact that the Project JLH of Chongqing ZA Company is located in the main urban area of Chongqing city, this paper emphasizes on the analysis of the current situation and tendency in Chongiqng commodity residence market, which respectively analyzes the overall situation and characteristics of the commodity residence market in Chongqing main urban area, the regional market for high-class residence, the villa market as well as the population factor, the purchasing power and purchasing desire in the Chongqing commodity residence market. The results show that with the increase of the urbanization rate of Chongqing City, the population in the main urban area will increase greatly. Just the same as the development trend of the commodity house throughout the whole country, Chongqing has gradually exhibited development tendency of large-scale and suburbnization, and there are more and more demands for the comfortable residence by the residence purchasers.Synthesizing the above theories and analytical results, this paper makes empirical researches of the market orientation of the Project JLH for Chongqing ZA Company. Bymeans of the collective analysis of the Project JLH, this paper proposes a preparatory market-orientation assumption which aims the Project JLH at the entertainment residence town with priority to the high-quality, large-scale and city-edging villas. Therefore, this paper makes feasibility analysis of the Project JLH and further demonstrates the feasibility of the market orientation of the Project JLH. The paper also brings forward the countermeasure advice for the development of the Project JLH as the reference for the ZA Company to use when developing the Project JLH.