Research On Product Planning Of Leisure Agricultural Real Estate Projects

At present,China's real estate development has become increasingly mature,the project is also more and more refined classification,not only includes residential real estate,commercial real estate,industrial real estate,but also some of the emerging industries supporting real estate development.For example,the combination of culture-oriented travel is known as tourism real estate,and the combination of leisure agriculture is known as leisure agriculture real estate.In 2015,China released the annual "No 1 Central Document",focusing on the modernization of Agriculture,put forward the idea of leisure agriculture,enhance agricultural added value.In 2016,China released the annual "No 1 Central Document",clearly puts forward the development of leisure agriculture and rural tourism",from a higher level,the paper affirms the importance of developing leisure agriculture to solve the 'rural economy,rural development and rural demography' problem.In 2017,China released the annual "No 1 Central Document",it is proposed that the development of leisure agriculture can be carried out by means of village and homestead consolidation,also can take shares,joint ventures and other ways to promote the integration of agriculture and Industry.It is obvious that the government has paid more and more attention to the leisure agriculture,and various preferential policies issued.Leisure agriculture has entered the era of industrial development.Leisure agricultural real estate is the industrial upgrading of leisure agriculture,it is the integration of a variety of scattered leisure agricultural formats(such as farmhouse,picking Park,sports park,etc.),developers will be completed the product planning in the early stage of rural construction,the town will be designed with local characteristics,to avoid the development of homogenization.In this paper,through the study of leisure agricultural real estate projects in first tier cities and second tier cities,and analyzes the customer group to determine the product planning.Product planning involves two issues,one is to determine the development model,the two is to determine the volume of development.Research on development model,this paper will study the three main development modes of leisure agricultural real estate based on three cases,and a case study is carried out for each type of development,each case is analyzed according to the characteristics and requirements of the customer.Finally,the paper puts forward a method of selecting the development mode based on customer characteristics and requirements.Research on the development of volume,this paper will aim at three kinds of development patterns,and make a further analysis of the statistical data of regional customers,and put forward the reasonable proposal of the main building volume of the project and the Supporting building volume of the project.