A Study On The Marketing Planning For A Real Estate Project "Orchis Garden With Cloud And WaterVeil"

To the real estate enterprises whose main running mode focuses on the project management, it is essential for them to ensure the veracity, timeliness and reliability of the project decision-making in order to realize scientific and normative management. Therefore, the project reliability research is absolutely necessary, for exploring the suitable project decision-making mode of the real estate enterprises and constructing the framework of the project reliability research will not only enrich the relative theories, but also be beneficial to solve decision problems. Concerning the"Orchis Garden with Cloud and Water Veil"project of Dacheng real estate enterprise and based on the theories related to project management, project evaluation, strategy, marketing management and statistics, the paper offers an empirical study of the process of the project reliability research, summarizes a set of pre-planning mode and project reliability research framework which are suitable to the real estate enterprise, proves the validity of the project reliability research, and finally, on the basis of vast investigation and argumentation, points out that the phase-division of the project reliability research is practical and feasible.By analyzing the pre-planning actuality of"Orchis Garden with Cloud and Water Veil"project of Dacheng real estate enterprise and using project management theories and methods, the paper transforms the current project formation and decision process, sets specific project-study departments to operate the project reliability research, constructs house-project reliability research framework, and defines the research contents and method, thus guarantees the scientificity and operability of the project reliability research, as well as the practicability of research efficiently and effectively. The process and effect of the reliability research, on the one hand, reveal the preliminary success in the actualization of decision system and reliability research framework, on the other hand, reveal some problems which should be amended and optimized in the future. The innovation sparkle of this paper exists in the application of project management to the pre-planning supporting system. To the real estate enterprises, which have integrated project construction and marketing into the project management category, regarding the project reliability research as a specific project is a new attempt and exploration, so are the hypotheses in different phases of reliability research..