| As an ermerging industry, real estate industry is becoming to one of underpining in the national economy.However,the development and prosperity in real estate industry should not be the reason that the questions hidden in this industry are overlooked. The investiment scale of real estate in some cities is excessive,and the same kinds of projects are often exploited repeatly. price of commercial house rises fastly, which has exceed people's Purchasing power. As a result, The vacancy rate of commercial house are too high. Products built by real estate enterprises can not be sold while Consumers demands for commercial house grows more and more. Of course, this kind of asymmetry between supply side and demand side leads to great waste in social resources, and it also suppresses the development and growth of real estate industry.Apparently, the questions mentioned above are related with those real estate enterprises who start projects blindly irrespective of their own economic strength and the state of market. With the improvement of cost in land, raw materials, human resources and so on, capital invested to real estate projects increase largely. Due to the fierce competition among real estate enterprises, they may suffer from Devastating impact without caution. It is reasonable for managers of real estate enterprises to look for a set of theory and methods to guide the exploitation of projects. In view of important effect of pre-planning in the real estate projects, this paper focuses on the research of plotting in earlier stage, and the content and organization of this paper are depicted as follow: Firstly, it summaries theory and methods about how to investigate, analyze and predict real estate market; secondly, it states how to make a reasonable division about real estate market, and tells how to make market orientation based on market division; thirdly, it expands connotation and extension of real estate exploitation through drawing lesson from"conceptual real estate"and"extensive real estate", which causes main subject design breaking through physical restrictions and creates the unique artistic conception by integrating product concept design, brand concept design and enterprise image concept design; lastly, it presents survey process and outcome in"Royal Suites & Tower"project combined with theory on real estate market investigation, market orientation and main subject design. |
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