| In the past several years, Chinese real estate industry had experienced creasy increase. After that, now it is under the strict control of Chinese central government. Chengdu as located in far inland of Southwest China, was not impacted significantly by those speculator gambling in the market, compare to Shanghai, Beijing and Shenzhen market is relatively rational therefore provide large numbers of samples for research in health development of real estate. It is anticipated that in the coming future Chinese real estate growth will become more and more reasonable and health, mainly depend on the rational demand of consumer and the creative intelligent of vendors. In this stage, only those that obtains some KSF (Key Success Factor) came be competitive in a hard market situation. Therefore, to investigate and conclude some key success factors of project in Chengdu real estate by analysis tremendous numbers of practice projects is not only a manage theory that every company looking forward to but also an important index that government watch real estate to have a health growth. To be a person involved in this industry for years, it is my obligation to choose this issue as my MBA graduate paper task.This paper can be divided into five section, in the section of foreword, it determine why chose this topic and what the meaning is; secondly, rise the three investigated objectives clarify the rout and method of research adopted; structure the paper simply in end. At the second section, analysis position of Chengdu real estate development, first the describing of general position of Chinese real estate industry, list out policies which have big impact to real estate market since 2003, analysis some of the bigger impact policies; then review the two river, three mass scale breaking down old blocks and four times housing product upgrade etc history of Chengdu real estate industry development; in the end, high light the five characteristic of the industry development in Chengdu and four risks that the industry faced. In section 3, analysis ten of successful project in Chengdu real estate industry. First determine the standard of choosing samples, list out the name of sample chosen, 2ndly defining 14 index and rate standard which are used to analysis on samples; last, collecting all the scores. In section 4, use the score of these ten samples as gist, using KSF method to conclude 5 Key Success Factors and then in detailed analysis, 2ndly analysis and explain the non key success factors in same sections, last to analysis evaluate result and adjust the result of analysis.By this researching, we discover the key success factor in Chengdu real estate industry include: Project position, Quality, Creative, Product environment, Brand, and Minutia etc. Geography position, price are non Key Success Factors. |
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