The Research Of Tianjin TEDA "Qing Gu" Residential Houses Scheme

With the rapid development of the market economy, real estate industry will grow more and more important in the total structure of the market economy; therefore, the competition in real estate market is increasingly vigorous. Increasingly importance has been attached to the scheme of estate project which is emerged in this big background. After China's WTO entrance, foreign capitals come into Chinese estate industry. Their advanced developing ideas & management abilities, normative marketing operation conception and mature project scheme mode presses hard upon domestic developers. Chinese estate industry is confronted with a severe tribulation. Hence, fortified project scheme is of great practical significance for Chinese estate developers to decrease project risk, improve project operation ability, and increase their comprehensive strength.This paper take"Qing Gu"residential houses in Tianjin TEDA for instance, make analysis from the market environment of the project, based on a series of datum and trends analysis, outline present status of economic development and future developments in Tianjin. Then, the effect of economy, policy and city plan to this project combined with all kinds of Land and estate policies put forth by State and Tianjin local government in these years is analyzed in detail. From the comparison with the same grade competitors inside the project area, SWOT analysis is introduced, the Strength, weakness, opportunity and Threat of the project is analyzed amply. Based on market survey, the real estate market was fractionized. And then, on the basis of the conclusion of market analysis, combined with the physical circumstance of the project; the layout, price and Estate management of the project is positioned in the market respectively.In the forth chapter of the paper, based on the project market position, the overall layout of the project is designed. Then, financial evaluation and risk analysis is carried on to the project by technical economy way. In the end of the chapter, the sales strategy is illuminated in brief. The summarization is made at the last of the paper. The paper expects practical significance on project future operation by the scheme research in prophase.