The Research On Lushang Phoenix Project Investment And Development Strategy

City complex is a more specific product categories in the real estate industry.And it highly polymerized residence, business office, shopping, leisure and entertainment, three-dimensional transport together. Its rise mainly relies on rapid development of cityization of China and the rapid city population aggregates. It has many advantages,such as continued prosperity, conservation of land, full-featured, diverse, etc. It often located in the emerging regions of a city,such as traditional commercial center of the city or suburban area. City complex embodies the level of city modernization and the value of city areas. It is the landmark buildings or spiritual symbol of the city. There are large projects, complex,huge investment characteristics. The development and construction of the City complex will change the city’s environment rapidly, but also need the utmost support and cooperation of government departments to achieve project development and healthy operation of the project. This paper draws on the study of domestic and foreign research results related to city complexes,and applys investment, engineering economics, real estate project management, marketing and other related theories. Using the methods of combination of theory and case, qualitative and quantitative analysis, and the approach of compare and integrated.This paper studyed on Lushang Phoenix complex project pre-planning and Product development,project investment and financing management, project planning and marketing plans, and put forward the reasonable proposal for the development and management of Lushang Phoenix project.