The Orientation And Investment Analysis Of Honghui Square Construction Project In Guangzhou

The real estate industry is one of the significant pillar industries in our national economy. Since the late years of 1990s, the demand of the real estate market has been increasing gradually. At the same time, the high profit of the industry leads to a high-speed growth investment and accompanies with a fierce competition. The real estate investment always need a numerous amounts and followed with a high risks. The Chinese real estate is not well developed yet, and the respective law and regulations are not perfect, what's more, the realtors don't fully behave regularly, which makes the commercial real estate being developed and invested blindly. So it is very important to make a scientific investment analysis to the real estate project.The thesis analyzes the concept, the course of the development, the current condition, the characteristic on the real estate project investments completely and takes Honghui Square project, in Guangzhou as an example to make a detailed proof. The thesis makes a brief introduction on the concept and the characteristic of the real estate project at the beginning, and then makes a detailed discussion on the background, blueprint and the schedule of the real estate investments. At the same time, the thesis also analyzes the current condition of the housing, office and hotel as well as apartment market in Liwan and Guangzhou. Based on the contents above, the article employs the classical SWOT and analyzes the market 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 Liwan, Guangzhou of Guangdong province in detailed, for instance, the geographic position, the population, the city planning and arranging, its trade environment, the housing, office and hotel as well as apartment market, and the competitor. Based on studying the advantage, the disadvantage, the opportunities and the challenges that the project faces, it advances the strategic orientation of the project and make an advice for how to take the strategic orientation into action. At last, the article makes some financial analysis according to the listed economic indexes.According to the knowledge I get from the practice, I takes Honghui Square project as a example to make a detailed market orientation and strategic decision analysis, aims 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.