Housing Project Strategy Of Company D

Nowadays, Chinese real estate industry is booming with the continuous upward surging of housing price. From the overall development situation of Chinese real estate in 2006, although a series of macroeconomic regulation and control have been released by government, real estate exploitation is still in highlight. However, real estate of Chengdu is maintaining a sustaining, stable and sound pace. According to the city planning of 2005, north end will grow into a new district, integrating residence, tourism, business and zoology. The project Scenery Garden of this thesis situates at the Phoenix mountains area, which lies at north-south axes of Chengdu city. The perfect geomantic position of this project achieves not only an opportunity of city planning, but also an expecting success of marketing. Scenery Garden is in the charge of F real estate agency, established by D company, the subsidiary of SINOMA. The whole acreage is 50, and the gross investment is 9.56709 million RMB. Based on a detailed analysis for circumjacent competitor and geographical environment, D company ensures its project strategy focus on cost optimization and variation. At the same time, construction plan, control flow and target customer have been confirmed. Moreover, the conception of Mountainous housing has been introduced, which reflects an integrated subject as "The wise, like water; the benevolent, like the mountain". As to the marketing strategy, all kinds of propagandist methods such as advertising, model room demonstration, exhibition and public praise will be applied in order to create a well-know brand. Finally, by project financial evaluation, it is shown that this project takes on a strong anti-risk ability, with income sheet ratio as 49%, which is 12% more than reference income rate. The financial net value is positive as 20.5803 million RMB, and the investment profit margin is 36.13%. All in all, this project is not only feasible from the financial point view, but also successful at investment value and social comprehensive benefit.