Strategic Position And Evaluation Of Nanchan HongPeng Commercial Real Estate Project

Accompanied with the fast development of industrialization andurbanization in our country, the real estate industry also gets great motivepower. Since 2003, the development of commercial real estate in our countrygained global focus by its quick speed and huge size. After the expansion ofsupermarkets, all kind of large commercial facilities, such as community shops,restriction of urban commercial streets, shopping malls, office buildings andlarge hotels, are entering into a new development cycle, with amazing totalspace and single size. With the great achievements of commercial real estatesin such short period, enormous problems also arise, such as the town planningand construction lag, unplanned development, redundant construction, hugeidle assets, low effficiency, unbalanced region development, etc. All thoserecessive or dominant restrictive factors to our commercial real estatedevelopment have become afact that no one can choose to neglect.This thesis combined with theory research and practices, with more focuson practice. So, via an actual commercial real estate project, from the view ofstrategic analysis, the thesis discussed how to differentiate enterprise fromintense competition via unique strategic position, and performed the financialevaluation and risk analysis after the project dasign and plan. The mainobjective of this thesis is to make it more practical and executable.This thesis consists of eight chapters. Main contents include: it firstlyintroduces the research method of commercial real estates in combination withthe related theories; Secondly, it discussed the concept and operating modelsof commercial real estate, also the types and features of different commercialreal estates. Thirdly, it clarify the opportunities and threats for differentcategories of commercial real estates via analysis of external environment;Fourthly, it introduce how to commercially position the project, enter thesuitable market and find critical successful factors via analyzing thecompetitors in this market; Fifthly, beginning with the customer requirementsanalysis, it discusses how to find the main competitor factors, forms the uniquestrategic position of this project, realize strategy with the cornbination ofdifferentiation and low cost; Sixthly, in accordance with the strategic poison, itsuggests the options of investment and draft plan; Seventhly, it discusses thefeasibility and reliability economically via investment estimation, financialevaluation and the impact of uncertain factors; Finally, it analyze the risks, andbring forward corresponding precaution steps.