Marketing And Planning For "Chengdu Logistic Harbor"

Currently, one major problem facing urban land management is that the management of urban land cannot meet the market demands. There are two main reasons for the cause of this problem. On the one hand, market factors are not taken into full consideration during urban planning. That means the city* planning has been done to emphasize particularly either on demonstration of aesthetic feeling or on urban spatial configuration and spatial arrangement, or on implementation of specific technical standards in accord with the formulation of urban planning , consequently, ignoring the demands of the integrated urban function layout and the development of urban economy as well as the demand of real estate market which leads to failure of manipulation of the urban planning . On the other hand, market factors are also not fully considered during urban land management During the land exploitation and land attornment, the urban land operators simply understand the urban land management as rough management featuring " demolishing houses and selling land" , which to great extent implant subjectivity and blindness in exploitation of urban land and would also probably result in serious deviation land explore cost from market price, violating the principle of urban management input-output benign circle and sparking a range of economic and social problems.As a member of urban planning and design institute, the author often encountered the problems mentioned above, and finally came up with a new thought concerning urban land management that is "first marketing and planning then exploitation" . Moreover, the author applied this new thought to the project of reconstruction of "East District of Sima Bridge" , provideda new method for reference.Author considers that the essence of urban land management is to regard the city as enterprise, operate urban land resource in the light of enterprise management, and achieve the transformation of land resource to land capital. During the urban land management, the terms related to the urban planning, demolishing houses and relocation of old districts, land exploitation, land attornment and so on can be corresponded to the terms involved in the product marketing and planning such as product design, production and product distribution. Thus, if the methods and strategies of marketing and planning is applied to the urban land management, the problem mentioned above would be resolved.