Shenyang HT Real Estate Pre-project Market Research

Every real estate's major decisions must be based on real estate market research, market research is a power weapon of real estate decision-making information control. No market investigation, no right to speak. Market research planning mainly to solve problems, the needs of the project for later identify, define market opportunities and making any strategy to provide the reference. The present paper is shenyang HT real estate pre-project market research. HT project is DongTian real estate company in shenyang first project, project site in shenyang HunHe and QiPanShan area near 104 national highway near HunHe edge. Project areas of the best area in shenyang environment surrounding grail, gathers, is quite centralized area of shenyang villas.This paper firstly introduces the theoretical foundation, this paper introduced the real estate market research contents, procedures and methods, and mainly describes the SWOT the widespread use of the effective method.Chapter 2 is the macro status of shenyang real estate is analyzed. We first through the analysis between 2000 and 2010 shenyang macroeconomic environment outlook analysis, including GDP growth, fixed assets investment and social total retail sales of consumer goods, residents' disposable income that several major data, we found shenyang 2000-2010 GDP, fixed assets investment keep a fast growth momentum. The rapid development of economy, increase the income of the residents, disposable income of the ascension will inevitably lead to real estate demand continue to increase for real estate development, provides a steady momentum of development. Then we in 2010 shenyang overall real estate is analyzed. Through analyzing the 2009 to 2010 real estate supply, volume, supply and demand in 2010 than we found the overall supply and demand of shenyang real estate than reasonable but overall supply and demand is very great, the overall situation of two popular present supply. Through to 2010 real estate policy interpretation and 2010, the developers take to calculate our overall supply and demand in 2011, the overall situation is still huge good, supply and demand, but the country than the basic balance control policy influence, under the influence of rising prices in 2011 to continue rapid growth, will remain sluggish growth trend.In the third chapter of real estate project areas we condition analysis is firstly analyzed the characteristics of project areas and development situation, thought the future will be more beautiful, peripheral environment will greatly improve peripheral, road system will be more perfect, to QiPanShan living environment and greatly promoted promoted. A beautiful environment, convenient transportation, the most suitable for living living area, then there will be a large crowd gathered in high-end city. Then we analyzed regional real estate market supply and demand and price movements that with residents after increasing of income, the middle-class expands unceasingly, people pursue good such a strong desire living quality. Entire regions of real estate supply and demand has increased, prices are also rising. In the next few years QiPanShan regional real estate development situation is good. Then we regional product types were summarized, such, after we think villa house products, high-end projects QiPanShan regional market positioning for common. In recent years QiPanShan market with the further development and construction, the product, by original gradually diversity of products and a villa gradually developed a non directional multilayer the products (Shanghai, stacked), QiPanShan estate already from the "old before WangXieTang blood-nest", now "flying into the average homes". Then we to regional real estate customers types from purchase purpose, professional feature, customer composition, proportion of investment, transportation and other aspects of the simple analysis. Finally we explore the area was investigated, several typical buildings in their building quality, sales information, to their respective design marketing advantage and disadvantage, selling point and defect has summarized. We think this case should learn from successful projects experience and draw lessons, seize the failure project outline, customer service market lack of these projects, forming the case itself market competition system; Meanwhile, this case as grail is long, therefore, product line in project positioning stage should consider its market competition strategy, and make project have sustained competitiveness.In the fourth chapter we SWOT analysis of plot conditions scene. Through the avowed conditions and to plot the peripheral facilities conditions including traffic conditions and living conditions, such as, the surrounding landscape business analysis, we have identified the project strengths, weaknesses, opportunities and threats. We think this objective advantage lies in the plot advantages, scale and planning design advantage. We exist disadvantages in brand disadvantage, terrain disadvantage and traffic disadvantage. Our opportunity lies in the ascension of living value perfect, traffic condition and market existing outline. The danger is that our future competition intensifies.In chapter 5 based on this program we peripheral environment analysis and project land the SWOT analysis, positioning for preliminary will project in high-end high quality living community. Meanwhile to the function, the developer and project the image, target customer groups positioning. The project image positioning of distinctive individuality to hangzhou, melting regional landscape, mountains, rivers together, community landscape and landscape architecture "a fifth dimensional one" landscape residence, lean on natural trend, absorbing essence, French architectural china-largest French landscape residence. Will target customers location for the shenyang and circumjacent area small and medium-sized private entrepreneurs, enterprise senior management personnel, civil servants, the white-collar, secondary and above homebuyers juggle a homebuyers.In chapter 6 is the main product strategy and marketing project proposal. Including product type, development strategy, planning design Suggestions and marketing advice. Products mainly with garden type positioning in Shanghai complementary, match with a few villa small high-rise. Overall development can be divided into 3-4 period development. Through the reasonable planning, architecture, landscape, the road network design makes France amorous feelings features of honour area. Then the two garden is more popular in the Shanghai family recommended. Finally, according to the characteristics of building and the surrounding project some marketing proposal: the characteristics of exploring a new path, differentiation competition; brook Make good living environment, improving project class; Innovative planning and design, upgrade the product price; Experiential marketing, enhance the actual feeling; business Various product mix, reduce risk; push By supporting business push sales of residential properties.This paper's shenyang HT real estate projects for the analysis of market research, the next stage of development will have a formal decision and active role. Owing to space limitations, data collection collection capacity of the onerous, and the actual operation is difficult, not for further research. As a complete project it involves a lot of aspects, involves the range is very wide, not only includes the market survey also including project located in the concept design, investment estimate and quality period, project image planning and marketing and sales agent, property management and brand extension etc, remains to be further study.