| In recent ten years, supply and demand ratio of real estate market was increasingly enlarged, at same time people become more and more rational when they taking property, they may consider and compare about products location, price, environment etc, which means more challenging for developer and project development team. As real estate development team’s main work, project pre-planning can help real estate business make rational decision, and then reducing business risk. Developers show great importance to real estate project pre-planning work, perfect pre-planning program will be the premise to ensure project success.This paper has introduced a case of Hunan Xinhuajingsong Commercial Plaza, through in-depth analysis of project, based on real estate project preplanning theory, writer proposed a series of reasonable suggests of strategies of project development. This thesis, firstly have summarised concept, basic flow and relative contents about real estate project plan and introduced theory standard and research method of development; secondly presented the overview of project Xinhuaxian Jinsong Plaza, then reserched the market environment including Xinhuaxian’s macroscopic environment, society environment and project competition environment,gave out project’s SWOT analysis; thirthly identified project’s overall positioning, image positioning, customer positioning, product positioning and price positioning on the basis of market environmental analysis conclusion, then gave out reasonable proposals for project planning and project development programme;finally conducted an economic feasibility analysis based on price positioning and project construction plan. we hope it can be using in project development as instruction or reference.Author has participated in the actual planning —Xinhuajinsong Commercial Plaza planning, researched of Country-Level cities complex projects, resolved application of real estate project planning theory in the course of the project development. |
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