Market Analysis Of A Real Estate Project Of G Company In Changchun City

Changchun G Company purchased the land in Balipu, Changchun city, and wishes to develop this land. Before starting this project, G Company should fix the development position and general direction of the A real estate project. So, G Company made a series of investigation. Through the analysis of the investigation data, the initial project development position was worked out, also the development direction. This thesis briefly introduces the background and purpose of the A project, and the structure of the thesis. This thesis also reviews the research results in market analysis of authors before and put forward the questions will be considered in this thesis and introduces the adopted research methods. This thesis finished the market analysis of A real estate project through macroscopic market circumstances analysis, comparable project analysis, and consumer purchasing house psychology and behavior analysis, SWOT analysis and other analysis.The main content of A Real estate Project macroscopic market circumstance analysis are: Firstly, the growth of GDP of Changchun city, Erdao District and disposal income per capita lay economic foundation for real estate industry in Changchun city and Erdao District and offer economic prerequisite for citizens to buy houses. Secondly, our state guides real estate industry through financial credit, tax, policy support and other methods, in order to its sound development. The results of these policies are lower profits of developer, quantity increase of small and medium size houses, lots of competition in the market and lower purchasing enthusiasm of consumers. Thirdly, People's Government of Changchun city draw up city development strategy and the city planning to make good use of basic environment of every district. The general city planning is mainly in the south of Changchun city and promotes real estate development to the south. The performance of planning"live in the south, enjoy well logistics in north","optimize the west, extend the east"increases the appreciation potential of southern real estate in Erdao District, Changchun city. With the rapid urbanization process, the trend of houses in Changchun city is suburbanization. Fourthly, in recent two years, the land supply in Changchun is large and real estate buildings are sufficient, so the competition between developers is heated. In general, the real estate in Changchun goes well, as supply and demand is prosperous. But the trend of growth residence area per capita is slower in Changchun 2006. Fifthly, the price of commercial residence building in 2006 grows rapidly, and the price in Erdao is lower than other areas, so there is room for price increase.In the comparable real estate projects analysis part of A project, this thesis analyses the comparable projects in Erdao District, Tiebei District of Kuancheng District and obtained the main differences of A project with them: Firstly, the scope of comparable projects is smaller. while A project is larger than them and could be distinguished. Secondly, A project locates in far distance, so its housing grade is limited. Thirdly, most comparable projects did not pay attention to brand construction, and it is well for A project to built its brand. Fourthly, the buildings of comparable projects are multi-storey, while buildings of A project are not adopted other type. Fifthly, the sales of small-size houses are quick but shortage of supply, this is well for the sale of small-size houses of A project. Sixthly, due to the location and other reasons, A project will be limited in the price. Seventhly, most comparable projects are poor in estate service; this is well for A project to promote its reputation by qualified estate service. Eighthly, the grade of most projects in Erdao District is similar and consumers are around these areas, so sales of A project will be emphasized during initial sale period. Ninthly, most comparable projects are in long develop period; A project will be limited in initial sale period. Tenthly, large-size houses of most comparable project are unmarketable, so it is not propitious for the development of large-size houses of A project.Through the part of consumer purchasing house psychology and behavior analysis, we know that: Firstly, Balipu is known to informants but with bad impression, so they are passive to buy house here. Secondly, the acceptable price of informants is low and they like to buy small-size houses. Thirdly, because of inner quality limit of informants, they like to choose the buildings with traditional and popular construction style. Fourthly, the price and building quality are the main factors for purchaser to buy houses. Purchasers are still pay attention to the house quality, so we can see the main purpose of purchasing houses is for habitation. Fifthly, people are likely to accept rough house, so people can decorate houses in their own mind. Sixthly, purchasers are pay attention to market, physical and health facilities, medical care facilities, shopping centers and other life supporting facilities around the houses. Seventhly,purchasers have demands on the sight in the community, mainly the green environment. Eighthly, the informants require security, clean, maintenance towards estate service.Through SWOT analysis of A project, we know that A developer could built exotic atmosphere community with complete living facilities by its rich experience in large scale buildings. Developers can adopt the exotic construction style in Holland, Germany, Italy, France, Sweden, Spanish, and North America to attract purchasers and change the backward of Balipu. The A project should be multi-storey and small-size houses of medium-class, the buildings of first period should be sold in the market quickly to grasp well time.At last, the buildings of first period of A project should be in the medium-class and gradually to the high top-class by the market analysis of relating documents. The A developer could adopt the exotic construction style in Europe and America to create foreign feeling. The buildings of first period are mainly multi-storey with 60-90m2, while the rough house will be delivered. The buildings should be with complete living facilities, health community, perfect estate service, the price is about RMB 2,300yuan/m2. At the same time, due to the limit on data and target, the project analysis is just in static point; there are must be limitations in the analysis results.