Study On Urban Complex Format Portfolio Of Shenzhen Harbor City

With realty industry stepping into the era of commercial real estate, urban complex has gradually developed into the new hotspot of real estate industry. In the view of the current development practice, the development of urban complex can be regarded as a complex systematic project with typically long development cycle, tremendous investment and complex format, which is far more complex than that of ordinary dwelling houses. Hence, it is certain that the development of urban complex will endure huge risks.Format portfolio has become not only an important link in the preliminary study of urban complex, but also one of key factors for the success of project development, because of the need to grasp the combinations and balances of complex elements contained by various formats, magnify synergistic effect effectively, and weaken repulsive interaction.For Shenzhen Harbor City Group Co. Ltd, urban complex format portfolio under development is a tough task. With format portfolio as study focus, this paper adopts related theories about the functional combination of urban complex as well as related tools and methods of real estate development to make a four-dimensional analysis, including enterprise’s development capacity and resource matching degree, project strengths and weaknesses, macro-environment and market condition, and future competition. Meanwhile, this paper makes an overall positioning for the project through SWOT analysis. Finally, in combination with main factors and strategies of format portfolio, this paper puts forward the format portfolio scheme of "dwelling apartment as focus; business offices, star hotels, supporting commercial facilities, cultural displays and other formats as supplements".By dint of practical analysis on urban complex format portfolio of Harbor City, this paper expects to provide scientific and systemic research methods as reference for the developers and relevant workers about urban complex, and meanwhile make a pioneering exploration on urban complex format portfolio in both suburban and port areas.