Analysis Of Market And Orientation Research About Commercial Building Complex Of Real Estate Projects

The real estate industry in China has developed into one of pillars of nationaleconomy since it has moved to a market-base economy in the20th Century. However,due to increased competition and immature market, problems exist such as similarproduct design, customization by experience, and the mismatch between profit modeland the market development trend. In fact, the industry has shifted its focus fromresidential house to building complex under the comprehensive impact of rapiddevelopment of economy, acceleration of urbanization, as well as scarcer landresources and persistent government constraints. All these factors, increasing theinvestment risk and uncertainty, draw a higher requirement to a healthy real estatemarket. As a result, it is recommended to be fully prepared before the investment inorder to minimize the risks.There are some rules in the operation of real estate market, but instead of beingsuperficial and apparent, they are internal and covert. To avoid the risk and providebasis for decision-making of project positioning, a deep market research and analysison the value of the land, the invested environment, the market supply and demand,and the competition level is needed in the early development of real estate project.This is especially true for the large commercial building complex, because of productdiversification, specific customer demand, uncertainty of profit model, anddiversification of interest coordination. Through the information of marketsegmentation analysis, we can draw a plan that suits for the market demand andproduct positioning with the development trend of real estate. Only in that way canthe project comply with the policy and satisfy the society, government, enterprisesand consumers.Under the theories of the real estate market and its project orientation, this articleinvestigates in depth the Chaoyang Newtown XiHu District, including the city ofproject, its region and its product, especially its related economy, policy, competitionlevel, and development trend. The research and analysis confirm the projectorientation, enhance the method of market research and orientation, explore theimportance of survey in pre-work project development, and offer a prerequisite for reasoning establishment of profit model.