R&D Center suggested that we should plan ahead, try to systematize the concept of the whole development project and strengthen cost control, so as to sum up experience and provide basis for future development. This framework is a framework for R&D centers to learn from other companies' development projects, which may be inappropriate or troublesome in some places. It can be modified and adjusted in the future work, so as to form a report document with a standard format.
Desk work stage
Chapter I "One Project" Investment Planning
Section 1 Significance of Project Investment Planning
Project investment planning is the key link of all-round planning of real estate. If this process is operated well, it means that the project is half successful. If you make more efforts in this process, you can plan ahead in the future development and operation. Based on the comprehensive investigation and market research and analysis of the project environment, this paper takes the project as the core, investigates and analyzes the current economic environment, the supply and demand situation of the real estate market in Laixi, the current situation of similar real estate in Laixi and the purchase behavior of customers, and then makes SWOT analysis with the project. On the basis of the above, this paper makes a systematic and accurate market positioning and value discovery analysis of the project, and then makes a pricing simulation and input-output analysis of a project according to the basic data, and gives strategic tips to avoid development risks, and puts forward professional opinions on the development rhythm.
Section II Specific Contents of Project Investment Planning
I. Analysis of the Surrounding Environment of the Project Land
1. Investigation on the nature, geographical location, geological and geomorphological conditions, land area and its red line map, seven connections and one leveling of the project.
2. Investigate the surrounding environment of the project land, buildings around the plot, green landscape, natural landscape, historical and cultural landscape and environmental pollution.
3. Investigate the traffic conditions of the plot, the municipal road network around the plot and its public traffic conditions, long-term planning, the external water, land and air traffic conditions of the project, and the direct traffic network conditions of the municipal roads around the plot entering the project plot.
4. Investigate the surrounding municipal supporting facilities, shopping places, culture and education, medical and health care, financial services, postal services, entertainment, catering, sports, life services, recreation and leisure facilities, possible interference factors that are unfavorable to the project, and the influence of historical and cultural location.
Second, the regional market status and trends
1. Macroeconomic performance
2. The general situation of Laixi real estate market and relevant government policies and regulations.
3. The overall supply and demand situation of Laixi real estate market
4. Differentiation and difference of commodity housing market in Laixi.
5. The average price trend and market value discovery of commercial housing in Laixi
6. Analysis of the customer composition and purchase status of Laixi commercial housing.
Third, the SWOT analysis of land
1. Advantages of the project plot
2. Shortcomings of the project plot
3. Opportunity point of the project plot
4. Threats and difficulties of the project plot
Four. Market positioning of the project
1. Investigation on the competitive attributes of analogy
2. Project positioning: market positioning (regional positioning, major customer group positioning), functional positioning and architectural style positioning.
Analysis on the Item Value of verb (abbreviation of verb)
1. Basic methods and concepts of commercial housing project value analysis
Commercial housing value analysis method: analogy realizable value analysis method
A choose comparable projects.
B determine the various elements of this kind of real estate value realization and their weights in value realization.
C comparative value who analyzes the elements that can be compared with the realization of project value.
D compare and quantify the value realization elements of this project with the comparative values of various projects.
According to the comparison value of value factors, the average realizable price of the project is judged.
Similar determinants of land value
Analogy of land value: the difference of lot resources
Convenience difference between urban traffic and direct traffic ※
The differences in the surrounding environment of the project include the differences in the surrounding natural and green landscapes, the differences in the educational and cultural landscapes, the differences in various pollution levels and the differences in the quality of the surrounding communities. ※.
Project b can enhance value judgment.
Architectural style, facade design and materials. ※
Design of single apartment ※
Architectural Space Layout and Environmental Art Design ※
Community support and property management ※
Image packaging and marketing planning ※
Brand and strength of the developer ※
Economic factors of value realization
Economic factors ※
Policy factors ※
2. Realizable value analysis of the project, analogical building analysis and evaluation, analogical analysis of project value A, comparative analysis of value promotion and realization factors B, and analogical value calculation of the project.
Pricing simulation of intransitive verbs
1. Determination of average price
2. Pricing simulation of specific units in the project
Seven, the project input-output analysis
1. Simulation of economic and technical indicators of the project, overall economic and technical indicators of the project and economic and technical indicators of the first phase.
2. Project expected cost simulation, cost simulation table and its explanation.
3. Part of the simulation project income simulates sales income A sales average price assumption B sales income simulation table, profit simulation and explanation A simulation explanation B profit simulation table, sensitivity analysis A impact on profit when variable cost changes B impact on profit when sales price changes.
Eight, investment risk analysis and avoidance tips
1. Project risk assessment, value promotion and its realization. Is the planning and architectural design of project A to enhance the analogy value between the project and surrounding projects? Is the image packaging and marketing promotion of project B successful?
2. The risk of capital utilization reduces the proportion of capital occupation, speeds up capital turnover and reduces financial costs. Grasp the rhythm of sales and project development, start the project with as little capital as possible, and realize the withdrawal of funds in the shortest time.
3. Economic policy risks, changes in the international and domestic macroeconomic situation, the introduction of relevant national and local real estate policies and related municipal supporting design and construction.
Nine. Suggestions on the speed of development
1. Basic factors, policies and regulations, land conditions, developer's operation level, self-investment and capital recovery requirements, sales strategy, sales policy and price control factors, market supply and demand factors, and time to market requirements that affect the development pace of the project.
2. Project development rhythm and result prediction, project development steps, project input-output evaluation and conclusion.
Chapter II Project Planning and Design
Section 1 Significance of Project Planning and Design Planning (According to the experience of Vanke R&D Center, the developer leads the design unit to complete the design)
Through the complete and scientific investment planning and analysis, the market positioning is clear and the product design stage is entered. At present, consumers' requirements for architectural planning and individual design of real estate products are becoming more and more rational. The project planning and design scheme is based on the market positioning of the project, meets the needs of the target market, carries out overall planning and layout of the project plot, determines the architectural style and color scheme, closely selects the main unit around the target customers, guides the interior decoration style, and fully prompts the environmental art design of the project.
Section II Specific Contents of Project Planning, Design and Planning
First, overall planning.
1. The general situation of the project plot, the present situation of the project area, the key surrounding conditions of the project and the topographic conditions of the project.
2. Plot analysis of the project, preliminary planning ideas, unchangeable economic and technical factors affecting the overall planning of the project, SWOT analysis of land use or avoidance in the overall planning, and main economic index parameters under market positioning.
3. Architectural spatial layout, master plan and its explanation, functional zoning diagram and its explanation.
4. Traffic environment layout of road system around the plot A Basic road network around the plot B Road construction and future development status quo Project road setting and its description A Main entrance and exit setting B Main trunk road setting C Vehicle diversion description D Parking lot layout
5. Landscape environment layout of greening system around the plot comprehensively describes the history and human landscape around the plot. B Municipal planning layout and future development direction. A Project environmental art planning and description. A Greening landscape system analysis. B Environmental art design of major public places.
6. Public buildings and supporting systems, investigation of surrounding municipal supporting facilities, configuration and layout of supporting functions, building facade design tips A, marketing center facade design tips C, property management, office and other building facade design tips D, other public building facade design tips (such as bus stops, fences), building graphic design tips, architectural style design tips, public *
7. Phased development, phased development ideas and first-phase development ideas.
8. Development intensity of subgroups
Second, architectural style positioning and color planning
1. Overall architectural style and color planning, and conception of overall architectural style and color planning.
2. Design skills of single building facade A design skills of multi-storey, small high-rise and high-rise facade B design skills of different types of villa facades C local design skills of special design such as roofs, cornices and windows D commercial building style design skills.
Third, the main unit selection
1. Comparison of similar buildings in Laixi
2. Business analysis and allocation ratio of project units
3. Design skills of main units
4. Design skills of commercial property units
Fourth, the concept of indoor space layout and decoration skills
1. indoor space layout skills
2. The theme of public space
3. Choose landscape skills
Five, environmental planning and artistic style tips
1. Investigation and analysis of surrounding environment
2. The overall environmental planning and artistic style conception, the utilization of the existing natural environment of the plot, and the construction of the humanistic environment of the project.
3. Conceptual design of environment in each group, greening and gardening design in the group, * * space design in the group, sculpture design tips in the group, chair and stool modeling design tips in the group, publicity column in the group, and location setting tips of guiding system.
4. Conceptual design of external environment of public * * * buildings, main entrance environment, external environment of marketing center, constructable environment along marketing demonstration center and other public * * * environmental concepts of this project.
VI. Conceptual design skills of public furniture
1. Furniture of similar buildings around.
Marketing center hall
:: Management office
2. Conceptual design skills of public furniture
Seven, male * * * decoration material selection guidance
1. Comparison of similar building decoration materials around.
2. Public decoration materials selection guidance and decoration style conception
3. Conceptual design of marketing demonstration unit decoration
4. Residential decoration standard tips
Eight, lighting design and background music guidance
1. lighting design * * * building facade lighting design * * * green space lighting design, road system lighting design, indoor lighting design.
2. Background music direction, square music arrangement and indoor background music arrangement.
Nine. Guidance to the future life style of the community
1. Group evaluation of architectural planning
2. Create and guide the future lifestyle, description of home characteristics, and planning and design of community culture.
Chapter III Project Quality and Time Limit Plan
The significance of the first section quality time limit for a project planning
In recent years, disputes between buyers and sellers in the real estate market have become hot spots of complaints. The phenomenon of house dripping and wall cracking often occurs; The delivery of the purchased auction house is inconsistent with the conditions promised in the contract, and the phenomenon of delaying the delivery date also occurs from time to time; Even because of lax quality control, it harms the interests of consumers. Therefore, the quality schedule plan is a planning concept that we and the contractor must establish.
The specific content of the quality time limit for a project plan in the second quarter
First, building materials selection skills
1. analogy of building materials selection in Laixi market competition.
2. Tips for new building decoration materials
3. Tips for choosing building materials
Second, the construction process guidance
1. Manual of engineering construction specifications
2. Special process skills of construction technology
Third, quality control.
1. Project bidding content prompt
2. The civilized construction quality management content tips
Fourth, time limit for a project control
1. Development progress tips
2. Construction organization and management
Verb (abbreviation of verb) cost control
1. Construction cost budget tips
2. Construction liquidity arrangement tips
Six, safety management
1. Project site management scheme
2. Safety construction regulations
Chapter IV Project Image Planning
Section 1 The Significance of Project Image Planning
Project image planning includes overall strategic image planning, community cultural image planning, corporate behavior image planning, employee image planning and project visual image planning. The visual image of the project refers to the agreed visual expression of the real estate with good identification function, which is different from the unique project. Its content mainly includes the core part and extended application part of the project visual identification system engineering. Its core part includes the name, logo, standard color and standard font of the project.
Section II Specific Contents of Project Image Planning
First of all, the visual identification part of the project is the core part of the system.
1. Name, project name, road name, building name and group name
mark
3. Standard color
4. Standard fonts
Second, the extension and movement parts.
1. Vision of site environmental packaging, main building, site fence, main road network and visiting route, and environmental greening.
2. Packaging design of marketing center, indoor and outdoor display design of marketing center, function zoning tips of marketing center, design of gate of marketing center with a horizontal eyebrow, design of image wall of marketing center, table card, display board design, guide card of marketing center, clothing design tips of sales staff, series design of sales products, guide card of demonstration unit, and explanation board between demonstration units.
3. Packaging design of company and property management system
Chapter V Project Marketing Promotion Planning
Section 1 The Significance of Project Marketing Planning
It is necessary to make a comprehensive and systematic pre-decision on future marketing promotion activities. The project marketing promotion planning provides a future plan for the marketing promotion of a project, and the marketing promotion measures are designed according to the future market trends and the development goals of enterprises. Its content is to further analyze the advantages and disadvantages of the project on the basis of project investment analysis, and get the correct treatment method. At the same time, through the analysis of the market positioning and price positioning of the project, determine the official market entry time of the project, adopt corresponding promotion strategies, plan and propose effective monitoring and evaluation methods for the whole marketing promotion effect, so as to achieve the expected marketing effect. Project marketing promotion planning is the highlight of the whole real estate planning, which is a high combination of marketing planning level and sales skills and requires a high degree of professional operation.
Section II Specific Contents of Project Marketing Promotion Planning
I. Regional market analysis
1. The overall supply and demand situation of Laixi real estate market
2. Special selling points and sales methods such as competitive real estate survey, project overview, market positioning, sales price, sales policies and measures, advertising promotion methods, application and investment frequency of major media, and public relations promotion activities.
3. Conclusion
2. The main selling points of the project and the analysis and countermeasures of the advantages and disadvantages of the property.
1. The main selling points of the project are gathered together.
2. Advantages and disadvantages analysis and countermeasures of the project
Three. Target customer group positioning analysis
1. total population and land distribution in laixi city.
2. Lacey's economic development and population employment.
3. Lacey family situation analysis, family member structure, family income, housing requirements and living habits.
4. Positioning of target market of project customer group A Definition of target market area B Summary and research of market survey data C Description of target market characteristics C Description of target customer A Segmentation of target customer B Description of target customer characteristics C Information of target customer
Fourth, price positioning and strategy
1. Unilateral cost of the project
2. Project profit target
3. Market price of comparable projects
4. Price strategy 5. Price staging strategy
Time planning of verb (verb's abbreviation) entering the market
1. Macroeconomic operation analysis
2. Lacey real estate related laws and regulations and market conditions.
3. Timing and arrangement of market entry
Sixth, advertising strategy.
1. Overall advertising strategy and advertising stage division. Overall advertising strategy and advertising stage division
2. Advertising theme
3. Advertising creative performance
4. Advertising effect monitoring, evaluation and correction.
5. Design, production, posters, folding pages, subscription books, formal contracts, delivery standards, property management contents and property management conventions before printed materials enter the site.
Seven, media strategy
1. General media strategy and media selection
2. General media strategy
3. Media selection
4. Innovative use of media
5. Soft news topics
6. Media mix
7. Frequency and scale of delivery
8. valuation
Eight, promotion cost plan
1. Field packaging
2. Printed matter
3. Media delivery
4. Public relations activities
Nine, public relations activities planning and on-site packaging
X. Monitoring, evaluation and correction of marketing promotion effect
1. Effect evaluation table, progressive evaluation and conclusive evaluation
2. The main indicators of implementation effect evaluation: sales revenue, corporate profits, market share, brand image and corporate image.
implementation phase
Chapter VI Project Sales Consultants and Sales Agents
Section 1 Overview
After a series of preliminary work processes, the project enters the sales stage, and the result of this stage is to test whether the planning work in all aspects of the preliminary stage is in place.
Section II Specific Contents of Project Sales Consultants and Sales Agents
First, the sales cycle is controlled separately.
1. sales strategy marketing ideas: comprehensive planning, sales network, sales area: close to target market and target customers, sales time, policy promotion, sales activities and sales commitments.
2. Sales process simulation, sales execution and sales contract execution monitoring.
Second, the implementation of the marketing promotion implementation plan in each sales stage
Thirdly, the implementation of advertising creative design and release in various sales stages.
Fourth, pre-sale information preparation
1, approval and sales materials, approval, building description, price system and contract text
2, personnel formation, sales counseling, sales agents
3. Make a sales progress summary table.
4, sales control and sales progress simulation, sales control table, sales revenue budget table.
5. Sales expense budget, total expense budget, itemized expenses and marginal expenses.
6. Financial strategy, credit, payment method, mortgage and partners.
7. Business cooperation, bilateral relations, tripartite relations and multi-party relations.
8. Work coordination: responsible person of Party A, direct partner, finance department, engineering department and property management company.
Verb (abbreviation of verb) sales training
1. sales department personnel training
Introduce the company in detail.
Property details
Project scale, location, facilities and trading conditions
B. The surrounding environment, public facilities and traffic conditions of the property.
C. Urban development planning of the region, and the impact of macro and micro economic factors on the property.
Project characteristics
The content and characteristics of project planning and design, including landscape, facade, building group, floor area ratio, etc. ※
The content and characteristics of graphic design include the total number of households, total construction area, total number of sets, single set area, indoor area combination, advantages and disadvantages of apartment type, depth, width and height. ※
Analysis of advantages and disadvantages of the project ※
Project marketing strategy, including price, payment method, strategic positioning and sales target. ※
Analysis on the Advantages and Disadvantages of Competitors and Countermeasures
Basic business training courses
Policies, regulations, taxes and fees of the state and the autonomous region related to the real estate industry
B basic terms of real estate and common sense of architecture: understanding of basic terms of real estate and construction industry.
Understand the basic terms of real estate and construction industry ※ Recognition of architectural drawings ※
Calculate the apartment area. ※
Fundamentals of psychology
D bank mortgage knowledge, involving real estate transaction costs.
E macroeconomic policies of countries and regions, local real estate trends F company system, structure and financial system, sales skills, procedures for signing sales contracts, property management courses, sales simulation and field visits to other people's exhibition sites.
2. Sales manual, approval, building description, price system, contract text and customer information table 3. Customer management system. Sales guidance, professional quality guide, basic sales knowledge and skills, project overview, sales department management structure.
Six, sales organization and daily management
1. Organization and incentive, organizational structure of sales department, basic requirements of sales staff, description of responsibilities, assessment and incentive measures.
2. Workflow, sales work content, sales work stage, sales department responsibilities (workflow), sales business process (case)
3. Explanation of the concept of rules and regulations
Chapter VII Project Service Planning
Section 1 Significance of Project Service Planning
At present, in the real estate market, especially in developed areas, property management has been paid more and more attention by buyers. The signal from the market puts forward high starting point, high standard and high level property management requirements for developers. The property developed by Vanke has been sought after by the market for many years, which is closely related to the property management developed by Vanke, its trump card, and has become a powerful guarantee for Vanke to open up the second marketing channel and create repeat customers.
Specific content of project service marketing
First, the property management information required in the project sales process
1. Building quality assurance
2. Practical guide to architecture
3. Owners' Convention
4. User Manual
5. Construction delivery process
6. Occupancy notice
7. Occupation procedure
8. Receiving architectural books
9. Commitment letter
10. Owner \ User Contact Form
1 1. Power of attorney for losing the key of engineering utility tool.
12. Missing foundation record of engineering and water and electricity meter.
13. Decoration Manual and Decoration Application Form
Second, the property management content planning
1. Early intervention in engineering, design and management
2. Cleaning services
3. Greening and maintenance
4. Safety and traffic management
5. Three cars and site management
6. Equipment maintenance
7. Maintenance of houses and public facilities
8. Housing affairs management
9. Archives and data management
10. Intelligent service
1 1. Domestic service
12. Diversified management and services
13. Daily communication with the owner
14. Community cultural services
Third, the property management organization and personnel structure
1. The human resource management of a property management company includes recruitment, training, assessment, deployment, debriefing, salary, welfare and promotion.
2. Property management companies should follow the following principles to establish organizations at all levels, and clarify the functions, responsibilities, authorities, affiliation and information communication channels of each department.
Four. Property management training 1. Training before property delivery. Training after property delivery. Property management rules and regulations
1. Employee Handbook
2. Job responsibilities and workflow
3. Financial system
4. Procurement and tendering procedures
5. Staff assessment standards
6. Articles of Association of the Owners' Committee
7. Provisions on the management of supporting functions
8. Document management system
9. Office equipment use system
10. Duty management system
1 1. Fire control responsibility system
12. Provisions on fire control management
13. Provisions on the Administration of Foreign Service Work
14. Safety Responsibility Letter of Decoration Engineering Team
15. parking lot management regulations
16. Non-motor vehicle management regulations
17. Regulations on the management of taxis and temporary residents
18. Lease Agreement
19. Provisions on the administration of commercial outlets
VI. Property Management Procedures
1. Maintenance procedure of building main body
2. Green Garden Maintenance Procedure
3. Maintenance and use procedures of fire control facilities
4. Maintenance procedures for power supply and distribution equipment
5. Mechanical and electrical equipment maintenance procedures
6. Power equipment maintenance procedures
7. Operating procedures for parking lots and garages
8. Parking lot and garage maintenance procedures
9. Swimming pool and its equipment maintenance and operation procedures
10. Maintenance procedures for water supply and drainage equipment
1 1. Operating procedures for maintenance and cleaning of public parts.
12. Operation and maintenance procedures of safety equipment
13. Operation and maintenance procedures of lighting system
14. Ventilation system operation and maintenance procedures
15. internal operation management procedures of the management office
16. Lease management procedure
Seven, property management fees
1. Manage employee expenses
2. Maintenance and maintenance
3. Public expenditure
4. Enterprise management fee
5. Insurance cost
6. Others
7. Manager's remuneration
8. Business tax
9. Reserve project maintenance fund (property operation is responsible for its own profits and losses)
Eight, property management ISO9002 tips
1. Quality Manual
2. Program files
3. Working procedures
4. Quality record form
5. Administrative management system
6. Human resource management system
Chapter VIII Project Secondary Planning (Planning Summary)
The significance of the first section project secondary planning
On the premise of knowledge economy, the brand strategy of sustainable development should consider the environmental benefits of residential construction sites scientifically, reasonably, comprehensively and efficiently, widely use high-tech achievements, change traditional construction methods, adopt new materials and management methods, constantly create new science and technology, plan and design beautiful living environment, create residential culture and enhance market competitiveness, so as to promote development on the road of sustainable development.
Section II Specific Contents of the Second Planning of the Project
First, overall planning.
1. Whole process planning
2. Overall planning The realization of project planning is not just a matter for the marketing department. The holistic enterprise of planning means cooperates with controllable factors such as product price, channel and distribution to achieve the best combination to meet customer needs. Integrity of planning subject
Second, the brand strategy description
1, brand building
2. Brand maintenance
3. Brand promotion
Three. Strategic guidance of sustainable management
1, scientifically allocate human resources
2. Industrialization road strategy: improve the technical added value of residential products and transform them into technology-intensive industries as soon as possible; Transforming the multi-extension development of housing industry into intensive development of connotation; Deepen the coordination of housing industrialization chain.
3, professional road strategy, improve the building and structure technology system, energy saving and new energy development and utilization, residential pipeline technology system, establish the integrated technology of kitchen and bathroom basic functional space configuration, improve the residential environment and its safety technology system, residential intelligent technology system.