The Preliminary Planning Research Of The CB Project In Mianyang

With the gradual maturity of the Real Estate Market,the market competition is increasingly fierce.As the working standard and guide of the project development link,the preliminary planning of real estate project will directly affect the success or failure of the project.Therefore,the formulation of the preliminary planning program in line with the characteristics of the project has a decisive role in improving the success rate and profit of the real estate project.Based on the classical theory of real estate planning,combined with the example of CB real estate project in Mianyang city,the research conducts project market analysis,project analysis,project positioning analysis,project marketing planning analysis and project financial analysis for the project,so as to construct a reasonable development strategy.At the beginning of this paper,the related theories of real estate project planning are introduced.The second part mainly according to three aspects,which are the PEST analysis,the latest development of Mianyang city real estate market analysis,project competitive analysis,of market analysis,demonstration of Mianyang high-tech zone of the real estate market to the survival of the CB project,on this basis,through detailed market research project for the market segmentation,preliminary positioning the target market of the project;The rationality of the third part includes the choice of target market,market segmentation theory of the path of the project positioning and marketing planning,this research deals with CB project SWOT analysis,AHP analysis,respectively from the perspective of qualitative and quantitative,the rationality of selecting the target market and market of AHP and the SWOT analysis of the applicability of the model in the project,thus achieve the project’s customers,products,image planning,and sales strategy the purpose of accurate positioning;Finally,through the estimation of various financial data of the project,the evaluation and analysis of various economic benefit indicators of the project are carried out systematically,and the financial feasibility and anti-risk capability of the project are demonstrated.This study can not only provide certain guidance for project development and construction,but also have certain reference significance for other similar real estate project planning.