Research On Product Planning Of Shengjing Financial Plaza

With the rapid development and maturity of China's real estate market,the product quality of real estate projects has also made great progress.Followed by the real estate product planning industry is also more and more attention by real estate enterprises,ushered in a good opportunity for development.At present,there are many researches on the architectural planning of real estate projects at home and abroad.The research on architectural planning in Europe,Southeast Asia and other economically developed countries or regions has lasted for nearly a hundred years,these countries attach great importance to the pre-planning of urban construction and development projects,and the research of American architectural planning has been quite mature.However,architectural planning is not exactly the same as project product planning,and there are few theoretical studies on real estate project product planning,which is still in the primary stage,the application in real estate development is not comprehensive,systematic and in-depth.Through the introduction of the concept of real estate project product,project planning,through comparison and analysis,gradually explore the concept of real estate project product planning.In the theoretical research of Real Estate Project Product Planning,the relevant professional theoretical knowledge of development,planning,design,marketing,etc.is closely related to the theory of product planning,and there are certain similarities,therefore,the theory of the relevant specialty is discussed,and the characteristics of their respective specialty are clarified.In order to connect theory with practice,the main contents and principles of real estate project product planning are researched and explored,which can provide theoretical basis for the practical application of project product planning.Taking Shengjing Financial Plaza project as an example,this paper studies the practical application of Product Planning in Shenyang Financial Plaza Project based on the relevant theoretical knowledge of product planning.In the case study,first of all,the market environment of the project has been fully detailed research and analysis.The market environment analysis not only combs the basic situation of the project from the brief introduction of the enterprise,the condition of the project land use,the surrounding environment of the project,the outline of the project scheme,and from the Shenyang Real Estate Industry Environment,social environment analysis,regional competitor analysis to study the market environment of the project,and analysis.Through the collection of the basic project profile and the analysis of the market environment,SWOT analysis of the project,the project strengths,weaknesses,opportunities,risks related results.Secondly,in-depth study of the project product planning scheme,mainly from the product positioning,project planning scheme,commercial product planning scheme,residential product planning scheme four aspects of analysis,this paper describes the practical application of Project Product Planning in the Shenyang Financial Plaza Project.Finally,the implementation of the project product planning is studied from the perspective of building professional teams,conducting in-depth research and establishing communication mechanisms to consider the implementation of the Financial Plaza project in Shenyang.Through the analysis of project examples,combined with relevant theoretical research,the general theory of real estate project product planning is finally obtained,which provides reference for the future research or practice of real estate project product planning in China.