Studies On The Regional Assessment System In Land Marketing

During recently rapid growth of domestic real estate industry, we are also facingsome problems about the land value, which seem to be aroused by the insufficiencystudy, such as failed land auction, overbid deals, aimless development on land, as wellas incompletely marketization of primary lands market. In this article, we arediscussing about the way to dig out more of the land value. We bottom our theory onplenty cases and references studies, and find that the land should also follow the marketrules during transactions as a product. Therefore, we regard the Land Marketing anessential way of revealing more land value. What’s more, we would like to discussmore from the aspect of regional evaluation, which is also an important step of LandMarketing. This article mainly talks about creating a regional evaluation system onbasis of Geomarketing and exploring evaluation methods, so as to marketing lands tothe government and provide references to the developers.This article means to make a clear definition of Land Marketing, which fits thedomestic land market’s features, and basic principles for Regional Assessment in landmarketing, basing on plenty references such as foreign land market’s operationmechanism and marketing concept. In this article, we discussed about the four essentialelements of the Regional Assessment System through analyzing the two main bodies ofland-trading and the whole market, with the help of Regional Assessment principles.The four elements include Macro Situations, Land’s Regional Spatial Distribution,Properties’ Market shares and Projects’ development Potential. For instance, firstly wecompared some related regional assessment reports, and studied the mathematicalanalysis method for the four elements mentioned above, so that we can rank therelational grade of the economic data indicators, which influence the Macro Situations,with super efficiency DEA, in order to see the impacts of these data indicators. Then,we applied the GIS to run the digital land price simulation on land’s regional spatialdistribution; applied the Markov chain to make a short-term prediction for properties’market shares; applied expert scoring and fuzzy evaluation to estimate projects’development potentials.At last, we verified the feasibility of the whole regional assessment system with acase simulation, and got a conclusion that the case project suits for office buildingproperty developments, as well as a few SOHO properties. But it is not proper forHotel properties developments. Through this Regional Assessment System, thedevelopers can get more land information, as well as advises on projects’development orientations. So that they can evaluate the land value more objectivelyand make more proper land marketing plans. The subjective factors impact a little since this article used the mathematical analysis method when evaluating eachindicator, therefore the regional assessment system in land marketing provides morescientific and reliable method for land value analysis. At the same time, it supportsthe land trading more professionally, since it has fully integrated the marketingtheories and revealed the land value comprehensively.