The Orientation Analysis Of A Certain Commercial Real Estate Project In Panyu, Guangzhou

As well-known, the commercial real estate gets off to a late start in China. However, with the rapid development of Chinese economy, the renewal of the cities speeds up so much as to exceeding majority of the developed countries. Pacing with the development of the city expansion, the commercial estate develops fast. But because the commercial estate is a sun-rising industry in China, it is lack of a complete and systematic theory and method as a guide. The Chinese real estate is not well developed yet, and the respective law and regulations are not perfect, what's more, the investors don't fully behave regularly, which makes the commercial real estate being developed and invested blindly.Under such a social circumstance, the thesis aims to completely analyze and approach the concept, the course of the development, the current condition, the status, the role and the orienting method and so on, and by revealing what the commercial real estate confronts, for example, developing the commercial estate by the mode of developing the residence, the development of the commercial real estate being restricted because of lack of the professional organization, the professional business soliciting channel not being seriously taken, the design lagging behind the business solicitation, the market system demanding to be strengthened promptly, the city being arranged unballanced, the investor having the risks etc, to make proposal of couples of the corresponding tactics, i.e. the commerce shall be properly interlinked with the real estate, the developing mode of the commercial real estate shall be scientific, the theme business shall highlight the distinguishing features, and the market orient needs to be led into the solicitation in the first stage, etc., to further put forward that the superior design plan, the advisory team grouping all kinds of professionals, the professional business team and the qualified business management and promotion organization are the necessary support to accurately orient the market for the commercial estate developers.The article employs the classical SWOT and analyzes the market orientation for the case from the aspects of its own advantages, the surrounding environment, the area consumer culture, the consumer ability, the competitive status and the business network arrangement. It analyzes the status and the concerned background of a certain commercial estate project which is situated in Panyu, Guangzhou, Guangdong in detailed, for instance, the geographic position, the population, the city planning and arranging, the developing tendency, GNP, the fixed asset investment and estate investment of the society, gross society consumer goods retailing value, the resident's average expenditure proportion in the area where the project stands, its trade environment, the housing, office and hotel as well as apartment market, and the competitor. Carefully studying and analyzing the relative runners, based on studying the advantage and disadvantage of the orientation and the opportunities and the challenges that the project faces, it advances the strategic orientation of the project and make a suggest for how to take the strategic orientation into action.I have been experienced in the industry of real estate for more than ten years. By writing the thesis and analyzing the market orientation of a specific commercial estate project, I would like to explore how to make the strategic decision scientific and how to increase the reliability of the strategic decision in order to more effectively provide the basis and references for the execution and the control of the future project and make better achievements in the end.