Prophase Planning Research Of Beijing Xin Xing Sheng Office Project

Real estate planning, especially the role of real estate pro-project planning in project development is more and more highlighted along with the gradual maturity of real estate development. But the real estate planning in our country is an emerging field that is lack of professional staff and the guidance of system method. There are many real estate projects are failure because of the early planning mistake and results in seriously waste of resources.We have consulted a large number of references for this paper and did many research and analysis. Use Beijing XinXingSheng office projects an case, we established a series of practical and operable index and planning theory reference method and constructed the framework of real estate pro-project planning through the analysis of real estate project, market condition and trends analysis, customer analysis, the early stage of the project planning, investment return based on the classical theory of real estate planning. Our paper begins with the research background, research purpose and significance, the research methods and technical route and is necessary for the following discussion. The second part makes a brief introduction of real estate project planning research relevant theories and introduces the application of these theories in the research of this paper. Third, in order to have a comprehensive understanding of the present situation of the objects and give full play to advantage factors, overcome the disadvantage factors, using the opportunity, resolve and prevent threats factors we have applied the SWOT analysis theory to do the internally and externally analysis for project strengths, weaknesses, opportunities and threats in these aspects project location, business environment, traffic, competitive market respectively. In the fourth part, we had the competition, new competition, supply and demand, substitute threat analysis with the Porter’s Five Forces Model and judged the project in the market competition strength and potential future profits. In final, we applied the 4P theory, 4C theory and Maslow’s hierarchy of needs to do a large number of market research based on the customer as the center, the concept of customer first and determine the target market according to the STP market detail divided. Then to determine the project market planning(function, image customer, price), product planning, architectural design, landscape design, facilities), and calculation of the return on investment. Because our research is in the early stage of the project development, we analyzed the potential problems of the project implementation in the future and formulated corresponding measures to avoid problems to ensure the project implementation decision goal.In this paper, the pre-project planning research is aimed at a strong operational office real estate project. We hope this paper can play a promoting effect on the development of real estate pro-project planning.