The Application Study Of Project Management In The Remaining Building Marketing In Real Estate

The remaining building refers to the building whose sales time is beyond the planned time for various reasons. This may bring to the enterprise some negative effects such as letting capital lie idle, lowering the profit, undermining the morale, disturbing the development plan, affecting the image and so on. Varied as the marketing methods of the remaining building, most of them are problematic.With the view of solving the problem of marketing the remaining building, this paper expounds the key link and operating procedure in the remaining building marketing process in real estate, and then constructs a remaining building marketing frame through the study of market analysis, analysis of the cause of the remaining building, determination of the sponsor, aim, management and member of the project, determination of the reform content of the remaining building, determination of the price and promotion strategy, and the closing strategy of the remaining building project. Meanwhile, this paper points out that the substance of the remaining building marketing can be viewed from two aspects. On the one hand, it is a new project with a wholly new aim and range. On the other hand, it is also the crisis management of the original project.Through the field research of Jinan Real Estate Development Company, this paper elaborates and analyzes the operational process of the remaining building of the Spring View·Hengchang Building, thus proving that both a new project and the crisis management must employ the project management which is a systematic and scientific theory and method. Only by introducing the project management into the remaining building marketing project can the crisis of the remaining building be transformed into the step towards the enterprise's development and improvement.This paper attempts to carry on some useful discussions and studies in the remaining building marketing project and summarize a scientific and feasible operational frame for it in the hope that these findings would be helpful to the real estate development enterprise. The original point of this paper is that it adopts the theory and method of project management in the real estate remaining building marketing which, in the past, only focused on sales. Moreover, by putting the theories and methods of the project management into the real operation of the remaining building marketing project, thus making the theory and practice mutually confirmed, this paper expects to guide the remaining building marketing practice in certain degree.