| Being a hot point of China's economic growth, real estate industry becomes a pillar industry of the national economy nowadays. However, more and more people cannot afford a set of flat for the continuously rising prices. The government has issued a series of policies suppressing the prices to keep a healthy development of the industry. Being a part of the real estate research, real estate planning currently is still under experimental stage due to the immatureness of China's real estate industry.The purpose of planning is providing suitable "commercial residential building" for consumer, so developers can get maximum profit. Owing to the development of technology and the quality of life, people long for high qualities of real estate. Consequently, the planning of real estate gets complicated gradually. Estate planning work is the focus of two kinds of companies, one is real estate planning company specifically providing planning consultancy services for developers; another kind is the planning department, also named as scheming, expanding department of real estate development enterprise. There are different understandings about real estate planning. Some think real estate planning is a promotion planning; others think it is an overall process of planning including winning land-use right, engineering construction, project sales and estate management.Before the 1980s, the concept of planning does not exist in the era of planned economy, the houses were distributed. From 1980s to 1990s, meeting the Architectural requirements is the only consideration. From the 1990s to the beginning of this century, planning means promotion. The main task is to sell the house as soon as possible by means of advertising and sales promotion; In this century, the real estate industry is developing rapidly, the current planning is for selling point. Planning is taken into consideration at the beginning of the project, showing a draft of the overall planning; In recent years, as customers have a clearer understanding about Market and Service, real estate planning begins to step into full marketing plan.Based on the overall planning theory, this paper discusses some specific aspects of overall planning, the point of penetration and the applied marketing theory. All aspects above will be shown by means of cases. Agile property project—the case in this paper, invested by the Silver Harbor real estate company of Chengdu, is located in Hongguang town, PIxian county of Chengdu. Net area for use being 40,000 square meters, and up to 16 million square meters, a total construction area is panned to be built there. The author have been working in the company since 2003, is responsible for pre-project market planning work as well as planning affairs for Agile property project.This paper has eight chapters in all of which the eighth chapter is conclusion and the rest chapters are for case studies. Based on geography condition and market research of the project, SWOT theory is applied for project analysis in order to target market, and design products. A unified arrangement on sales, construction, organization and fund is made according to the product attribution and market situation with the purpose of creating value for the project as great as possible. At the end of the analysis, this paper will evaluate the project and prove the benefits of the investment.Theories in marketing management written by Philip kotler are also applied in this paper. It's desirable the MBA studies and this paper could help me to consider the overall planning and provide a model for similar work in the future. This paper aims to provide reference and guidance for future practices. |
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