Beijing CH Building Project Business Plan

In recent years, as the rapid development of real estate industry, local markets face various problems in overheating and serious bubbles. As results, the market has been changed from golden age which was known as high growth and high profitability to the new normal age natured with narrowing market capacity and differential profitability. Due to the lack of systematic and scientific analysis, a large number of real estate developers invest blindly which causes to serious losses in project sales or post-operation process that ultimately leads to bankruptcy, being merged. It brings about investment losses to the state and enterprises.The business plan is aimed at the analysis of the Plaza CH which was developed by the Beijing SY Company. Through the multi-level analysis of macro-economic environment and the micro project level, it established the investment decision supporting system by applying the Porter’s five forces model, 4P theory, SWOT analysis and financial evaluation tools. And the system established by this business plan provides the basis for developers in decision-making process and assists developers to avoid blind decision. At the same time, it shows the project information and analysis of profit and offers the support for potential investors in investment decision.The structure of this thesis started form the analysis of macro environment and gradually went deep into micro based on the general introduction of Plaza CH and Beijing SY Company.First, detailed analyzing the competition environment of real estate market, including macro-economy factors and real estate market of Beijing, by applying the Porter’s five forces model.On the basis above, positioning the project and targeting customers by applying the SWOT analysis tool which is the method used to identify the project’s own strengths, weaknesses, opportunities and threat and combining the market research as well as surveys of comparable projects.Afterwards, setting out the leasing and operation plan by selecting marketing theory 4P and various marketing ways and channels in order to complete tasks in leasing and operation and insure the success of operation in micro level.Lastly, perform the evaluation of the project, formulate corresponding measures to decease or avoid the risk and then draw the conclusion that this project is with high investment value.The remarkable characteristic of the thesis is to establish the systematic investment decision support framework that combines factors of macro economy and project, the theory with practice. The analysis of this business plan was deemed to have high practical value for developers in projects investment decision, meanwhile provide reference for potential investors in decision-making and reducing risk of investment...