| With a quantum leap in Chinese economy, property market has been growing rapidly. Meanwhile, the competition in the real estate industry is getting fiercer and fiercer. Under this circumstance, developers become more aware of the significant role played by real estate project planning. Based on existing theories and the practical case in Dongli district, this paper discusses the real estate planning and research on it. The project will be contrived through three steps market positioning & analysis, scheme arrangement & implementation as well as investment estimation & evaluation. First, the location value and possible influence of this project is estimated by analyzing the economic growth of Tianjin, especially the Dongli district. And a prediction of future development in the regional property market where this particular project locates will be made with support from the current supply and demand status there and this market's developmental features in recent years. Such prediction, together with investigation towards the characteristics of customers as well as features of real estate projects in surrounding markets, help determine the core competitive advantages of this project so as to position it. Next step is to raise suggestions for the project's implementation scheme and organization structure and make detailed development plan with consideration of the actual conditions and resources. The final step includes scheduling capital investments and performing financial analysis which could illustrate the major development cost of the project and will therefore contributes to risk minimization and effective cost control. Eventually, these researches on scientific planning are supposed to help corporations to develop a real estate product that meet market demands, and appropriate strategies to carry it out. Studying the real estate project in Dongli district, this paper is aimed at exploring a general theoretical and practical foundation for effective and efficient real estate planning. |
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