Research On The Project Planning And Operation Of Wanxingdu Commercial Real Estate

In recent years, the real estate market of China experienced ups and downs as stock market did. Withthe regulation policies introduced frequently by Chinese Government, and also under the status ofcountry leadership transition in2013, most of the developers have to stop their steps andawait the new trend that never existed before. Rapid development of commercial real estatein China is due to the high profits, powerful market demands and the driving of localgovernment. However, as a foreign enterprise which comes into Linyi city for marketing forthe first time, the developer Weihai Donglong Group is facing some problems such aspositioning system not complete, plan not reasonable and so on under the aspects of way ofinvestment and benefit, public resources and communications with local government.Therefore, it’s full of theory and realistic meanings to formulate feasible planning and operationfor Wanxingdu.With such background, this thesis adopts methods of questionnaire、SWOT analysis andcomparative analysis to study from geography environment, overall developing plan,macroeconomic development, GNP, per-capita disposable income, total investment in fixedassets, urban commercial development plan, big business and survey for business zone ofLinyi City. Via collecting the info scientifically and systematically, combining commercialhistory home and abroad, and domestic research status which is similar, according to theground and geographical location, we deeply study the tentative idea of the development,format positioning, dimension measurements, product design, graphic design, investmentpromotion and operation management plan. The main results of the research are as follows:Firstly, in the light of the problems of Donglong Group that it’s fuzzy for the market researchand project positioning at the early stage, we put forward two key points of positioningsystem. Secondly, commercial operation and real estate development should be paid equalattention to avoid separation between developing and operating. The planning and operation made by this thesis lay fundamentally stress on assets operation and value added for thesecond and third investment for Wanxingdu. Thirdly, the comprehensive business modelsmade for this project will be the key trend of commercial real estate in Linyi city of Shandongprovince. It could provide some theoretical significance and practical value for the developersand the real estate market of Linyi.