Chengdu Real Estate A Project Development Strategy Case Studies

Under the greater influences coming from macro economic, state's policy, market price fluctuation and lack of elasticity in financing chain, an explicit finance goal is always needed in most small and medium developing program in real estate industry. The realization of the finance goal is a critical factor for most small and medium real estate developing companies.In a developing program, once the land value and planning index are fixed, the strategy orientation leads to a series states as develop state, develop cost, develop scale, develop risk, sales turnover, sales & disinvestment period and the major finance goal. But in most real estate developing companies, due to the matrix management, the basic part of development activities like feasibility analysis, project orientation, market research, product development, construction supervision, and marketing promotion are often broken down. At the same time, the basic part of development activities are lack of effective co-ordination arrangements and the necessary process control, which leads to the difference between the final results of the project development and the potential results of the feasibility analysis.From the perspective of the development of the small and medium real estate companies and based on the current status of China's real estate market, the thesis analyses how real estate companies achieve a clear financial targets to ensure that the company's cash flow. By a project-specific data analysis, this paper applies the managerial economics, the basic theory relates to Marketing in order to explore correlative factors and mutual relations when making a development strategy of a project, and to help the real estate companies to better integrate resources, control the development of the process and to achieve development goals.