Real Estate Pre-positioning Planning Studies

In recent years, along with the development of the national economy and the reform of the housing system, China has achieved remarkable progress in developing real estate, gradually standardized and improved the real estate market; consumers become more rational and mature. In such circumstances, more and more enterprises have begun to pay great attention to the preliminary orientation planning, in order to find the best market orientation, concept orientation and products orientation, thereby ensuring the success of the real estate project.In 2006, I was fortunate to take part in an office building project in Shenzhen City. In the course of this project, I deeply feel that the preliminary orientation planning is so important for the success of a project.In summary, by using the theories of MBA, through the theoretical analysis and the empirical research, the quantitative analysis and the qualitative analysis, this paper is completed the preliminary orientation planning study. The main content of this paper is as follows:Part one: It introduces the role and significance of the preliminary orientation planning; briefly reviews the history of the preliminary orientation planning; and synoptically explains the main methods, the research ideas and the main contents of this paper.Part two: It introduces the basic theory of the preliminary orientation planning, including its definition, characteristics, process and significance. Through such expositions, readers would understand the theoretical framework of the preliminary orientation planning.Part there: This part is the theoretical core of the paper. It includes three chapters, namely the market research, analysis and forecasting; project market orientation and products orientation. Part four: This part is the practical use of the paper's theory. Through the successful use in the office building project of Group X, I deeply feel the preliminary orientation planning is very useful and important.However, due to limit of my knowledge, there are many deficiencies needed to improve. But I hope this paper can contribute to some extra for the healthy development of Chinese real estate.