| China’s main control means for the residential real estate project market have slowed down its pace of development. Commercial real estate is the characteristic form of real estate which comprehensively integrates the real estate industry with commerce. It has quietly become the new favorite of the real estate market. More and more people as well as larger and larger investments are involved in commercial real estate projects. For a commercial real estate project, its investment is large, its cycle is long, and there are many uncertain factors. Therefore, a good planning for a commercial real estate project is not only the requirement of the management but also the need for future business management and risk prevention. Whether a commercial real estate project is worth investing shall be determined only after adequate policy research, scientific market survey and fine financial estimates have been conducted.This business plan studies the Real Estate Project of Junjing Commercial Center of HOPSON Company in East Tianhe, Guangzhou. The content of the paper is the business plan of the Real Estate Project of Junjing Commercial Center of HOPSON Company in East Tianhe, Guangzhou. This business plan includes the theoretical analysis, the introduction of the developer and the project, as well as the market positioning and marketing strategy, financial analysis and risk analysis of the project. These systematic analyses provide references for the Company’s decision-making.This paper first systematically introduces the policy background and market environment of current real estate market as well as the significance of conducting the feasibility study on the real estate project in the background of strengthening regulation by the government and fierce competition in the market. With respect to the introduction of the basic situation of the developer and the project, first of all, it introduces the buildings successfully developed by the Company and the basic situation of the Company such as corporate culture; next, it introduces the personnel status and organizational structure of the project; finally, it summarizes the basic situation of the project from the location, supporting municipal facilities and technical economic index of the project. With respect to in-depth analysis on the investment environment of the project, first all of all, it analyzes the macro environment of the real estate project from the three aspects of politics, economy and society; next, it analyzes the commercial real estate market environment of Guangzhou and the area where the project is located and it also introduces the competitors; finally, it conducts SWOT on the project. With respect to the market positioning and development progress of the project, first of all, it analyzes the potential customers; next, it analyzes the target market of the project based on the market survey questionnaire. Then, it introduces the market positioning of the project and elaborated the marketing strategy of the project. Finally, it conducts financial analysis and risk analysis. |
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