Nanjing Equestrian Farm Residential Villas Project Pre-planning Study

Successful real estate project operation can't be separated from the scientific real estate advanced planning. Real estate advanced planning refers to the tactics arrangement and the whole strategy planning on the market study, target customer analysis, project planning, economic analysis since the land agent get the land. This thesis is a systematic study and research on real estate advanced planning from three aspects of market study, target customer analysis and project planning, based upon author's many years experience in real estate market and combing with the advanced planning on Jockey Club Villa Project in Nanjing.The first part of this article includes the project advanced planning's definition, connotation, characteristic, function and summaries the actual content and flowchart of real estate project planning. Then starting from the market analysis, the article makes a thorough investigation on the current situation of Nanjing macro-market and middle-market of Xianlin and emphasizes on the analysis and grasp of the micro-market. Based on the project, through the collection and analysis of the investigation letter, it knows the target customer's characteristic and the consuming psychology. The following parts concern the systemic project planning via the project management knowledge. Finally, combined with the project practice, the thesis makes a thorough discussion and rethinking on project planning how to face the change of out-element and how to handle with the rigidity of product research and development. Meanwhile, it offers the support to the several products' decision from the data quantization aspect via the mathematics' method and the operational research model and hopes to achieve a wide-useful decision method and provide a sound bases for project advanced planning.