Survey And Research On Market Demand Of The YHW Project Phase Ⅱ

Faced with a sustained downturn in the real estate market, in order to comprehensive support the own housing demand, the government regulated housing differently in different cities in light of local conditions in early 2014, but different cites’reaction were different. However, shanwei city’s real estate developed late, there is a large space to go. In 2009, WS real estate invested the YHW project, but many problems existed in the development of the first phase of the project. In order to make WS real estate company get victory and avoid the market risk in the fierce competition of the real estate market, the market demand of the project phase II is be surveyed and researched. At the same time, it also makes a solid foundation for the diversified development of the Group.Project market demand survey plays a pivotal role to the project planning, design, sales and the enterprise operation and development. Based on domestic and international market demand theory, this paper analyzes the market demand of the project through the methods of literature review, case analysis, qualitative and quantitative analysis, questionnaire survey and interview. Firstly, paper investigate external environment such as the policy, economic, social and cultural, technological environment and the Shanwei urban real estate industry and competitors. Analysis the project’s advantages and disadvantages in the location, transportation, landscape, facilities and house type etc., grasp the opportunities of market and regional development, prevent risks and threats by competitors and macroeconomic. Secondly, the basic situation of WS real estate company and its preliminary project (phase Ⅰ) is introduced. Analysis of the main causes of the problem such as some product unmarketable is the lack of market research and development experience. Thirdly, through the investigation of the project’s consumer type (government officials, enterprise personnel and businessmen, etc.) and their characteristics like age, purchase purpose, purchase requirements (house type, price, facilities, etc.). Summary that consumption capacity and consumption quality of the real estate market will continue to improve. Lastly come to the conclusion:The project should be positioned as middle to high-end grade, construction quality attain to the standard of city’s excellent model, The lake landscape and the garden units’average price is respectively 5300 and 4700 Yuan/m2.At the same time,make recommendations on development strategies such as the overall planning design,house type and its proportion, facilities like parking space,etc.Finally, this paper could not only provide reference to other industries which fight to real estate industry, but also have a certain reference value to project market survey and research of the three lines city.