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Real estate planning and marketing case (full text)
Now the real estate industry in China has changed from a seller's market to a buyer's market. Combined with the theory and practical operation method of real estate market planning and marketing, the author puts forward the "overall planning and marketing scheme of real estate" He introduced the scientific method of planning and marketing from the initial stage of project land use, and combined with the operation process of real estate industry, gradually implemented it. Its core contents include:
1, project investment planning and marketing;
2. Project planning, design and marketing;
3. Planning and marketing of project quality and construction period;
4. Project image planning and marketing;
5. Project marketing and promotion planning;
6. Planning and marketing of project consultants, sales and agents;
7. Planning and marketing of project services;
8. Secondary planning and marketing of the project;
Chapter I Project Investment Planning and Marketing
Project investment planning and marketing is the most critical link in the whole case, which reflects the process of developers choosing development projects and is an important link to test and measure developers' real estate operation ability. If this process is operated well, it means that the project is half successful. If more efforts are made in this process, future development and operation can get twice the result with half the effort.
Project investment planning and marketing can make pricing simulation and input-output analysis of the project, give strategic tips to avoid development risks, and give professional suggestions to the development rhythm of the project.
Analysis of the surrounding environment of a project land
1. Investigation on the nature of the project land
geographical position
Geological and geomorphological conditions
Land area and red line map
Nature of land planning and use
Present situation of seven connections and one leveling
2. Investigation on the surrounding environment of the project land
Buildings around the plot
Greening landscape
Natural landscape
Historical and cultural landscape
Environmental pollution situation
3. Survey of land traffic conditions
The municipal road network around the plot is characterized by its bus status and long-term planning.
Water, road and air traffic conditions of the project
Present situation of the direct traffic network of municipal roads around the plot entering the project plot
4, the surrounding municipal facilities survey
Shopping place
cultural education
. medical care
... financial services
postal services
Entertainment, catering, sports
Life service
Recreation and rest facilities
Possible interference factors around that are unfavorable to the project.
The influence of historical and cultural location
Second, the regional market situation and its trend judgment
1, macroeconomic operation
. Gross domestic product:
Number of primary industries
Number of secondary industries
Number of tertiary industry
Proportion and quantity of real estate
Real estate development boom index
National macro-financial policy:
monetary policy
interest rate
Real estate mortgage policy
Total investment in fixed assets:
Country and project location
The proportion of real estate development
Total retail sales of social consumer goods:
consumer price index (CPI)
Commodity housing price index
Utilization of information resources in China urban real estate cooperation network.
2. General situation of the real estate market where the project is located and relevant government policies and regulations.
Form and proportion of residential buildings where the project is located
Government policies and regulations on the development and circulation of various types of houses
Government policies and regulations on commercial housing finance and municipal planning.
The short-term and medium-term municipal planning of the government around the project site and the project plot.
3. The overall supply and demand situation of the real estate market where the project is located
4. Division and difference of the commercial housing market where the project is located.
5. The average price trend and market value discovery of the commercial housing where the project is located
6. Analysis of customer composition and purchase status of commercial housing.
Customer analysis of various grades of commercial housing
Analysis on Consumer's Purchase Behavior of Commercial Housing
Third, SWOT (deep-level) 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 project market positioning
1, Investigation on Analogy Competition Attribute
Basic information of analogical competitive real estate
Detailed analysis of project apartment structure
Project planning, design and sales materials
Comprehensive evaluation method
2. Project positioning
Market positioning:
Regional position
Positioning of major customer groups
functional localization
. Architectural style orientation
Five project value analysis
1, the basic methods and concepts of commercial housing project value analysis
Commercial housing value analysis method (analogy realizable value analysis method);
Select comparable projects
Determine the elements of this kind of real estate value realization and its weight in value realization.
Analyze the characteristics of elements that can realize the value of comparable projects.
Compare and quantify the value realization elements of this project with the comparative values of various projects.
Judging the average realizable price of the project according to the comparative value of value factors.
Determinants of Analogy Realizable Value: Analogy Land Value
The convenience difference between urban traffic and direct traffic
B. Differences in the surrounding environment of the project: differences between natural landscape and green landscape.
Differences between education and human landscape
Differences in various pollution levels
Differences in community quality
C differences in the convenience of the surrounding municipal facilities
Projects can enhance value judgment.
Architectural style, design and materials
Design of single apartment
Architectural space layout and environmental art design
Community support and property management
E image packaging and marketing planning
Brand and strength of developers
Economic factors of value realization
economic factor
B. Policy factors
2. Analysis of the realizable value of the project
Analysis and Evaluation of Analogical Architecture
. Analogical analysis of project value;
Comparative analysis of value promotion and realization factors
Project simulation value calculation
Six project pricing simulation
1, determination of average price
The main method to determine the average price of residential projects: the arithmetic average method of analogy value.
Effective demand cost markup method
Analyze the effective market price range
Ensure a reasonable profit rate and increase the effective demand price.
Use the above two methods to comprehensively analyze and determine the average price.
2. Pricing simulation of specific units in the project
Commercial housing pricing method:
Differential price coefficient pricing method (sunshine lighting coefficient, landscape orientation coefficient, apartment type coefficient, floor coefficient, random coefficient)
Determination of various differential price coefficients;
Determine the basic average price
Determinant coefficient
Determine amplitude
. Specific unit pricing simulation
Seven project input-output analysis
1, project economic and technical index simulation
Overall economic and technical indicators of the project
. First economic and technical index
2. Cost simulation of the first phase of the project
Cost simulation table and its explanation
3. Partial simulation of project income
Sales revenue simulation:
Average selling price hypothesis
Sales revenue simulation table
. Profit simulation and explanation:
Analog description
Profit simulation table
Sensitivity analysis:
Influence of variable cost change on profit
Influence of sales price change on profit.
Eight Investment Risks Analysis and Avoidance Skills
1, project risk assessment
Value promotion and the risk of its realization;
Is the planning and design of the project enough to improve the project in the same week?
Analogical value of auxiliary projects
Is the project image packaging and marketing promotion successful?
2. Capital operation risk
Reduce the proportion of capital occupation, speed up capital turnover and reduce financial costs.
Grasp the sales rhythm and development rhythm, start the project with as little capital as possible, and realize the withdrawal of funds in the shortest time.
3. Economic policy risks
The international and domestic macro situation has changed.
The promulgation of national and local real estate policies and the construction of relevant municipal supporting facilities
Suggestions on nine development rhythms
1, the basic factors affecting the development speed of the project
. Policy and regulatory factors
. Land condition factor
Factors of developer's operation level
. Capital investment and capital recovery requirements
. Sales strategy, sales policy and price control factors
Market supply and demand factors
Time to market requirements
2. Project development rhythm and result prediction
Project development steps
Project input-output evaluation
conclusion
Chapter II Project Planning, Design, Planning and Marketing
Through complete and scientific investment planning and marketing analysis, developers have a clear market positioning, thus entering the product design stage. After years of development, the market demand for real estate has undergone fundamental changes. Consumers have higher and higher requirements for building planning and single design of real estate. They pursue practical and beautiful commercial housing, which requires developers to take the "people-oriented" planning concept, aiming at improving the quality of living environment and realizing the needs of consumers. Project planning, design, planning and marketing are professional design workflows according to market demand.
Project planning, design, planning and marketing are based on the market positioning of the project and aim at meeting the target market demand. The overall planning and layout of the project plot are made, the architectural style and color scheme are determined, the main unit is selected closely around the target customers, the interior decoration style is guided, and the environmental art design of the project is fully prompted.
General plan
1. Overview of the project plot
Present situation of project area
. Key environmental conditions of the project
. Topographic conditions of the project
2. Analysis of the project plot.
. Preliminary planning and ideas of developers
Constant economic and technical factors affecting the overall planning of the project
SWOT analysis of land use and avoidance in master plan
Main economic indicators and parameters under the project market positioning
3. Spatial layout of buildings
Project master plan and its explanation
Schematic diagram of project functional zoning and its explanation
4, road system layout
Schematic diagram of traffic environment around the plot:
Basic road network around the plot
Road construction and future development in the project area.
Project road setting and description:
Main entrance and exit settings of the project
Project main road setting
Description of vehicle diversion of the project
Project parking lot layout
5. Greening system layout
Schematic diagram of landscape environment around the plot:
A comprehensive description of the historical and cultural landscape around the plot
Regional municipal planning layout and future development direction of the project.
. Project environmental art planning and description:
Systematic analysis of greening landscape of the project
Environmental Art Design of Main Public Places of the Project
6, public buildings and supporting systems
Investigation on municipal supporting facilities around the project location
Configuration and arrangement of supporting functions of the project
Design skills of public building facade;
Tips for clubhouse facade design
Design skills of facade of marketing center
Exterior wall design skills of property management companies, offices and other buildings
Design skills of external facades of other public buildings (such as bus stops and fences)
. Tips for graphic design of public buildings;
Special tips on architectural style design of public buildings.
Conceptual design of external environment of public buildings in the project.
7. Phased development
. Staged development idea
The first stage development ideas
8. Intensity of group development
Second, the architectural style positioning
1. Overall architectural style and color planning of the project
Conception of overall architectural style of the project
. Architectural color scheme
2, building single facade design tips
Tips for facade design of commercial residential buildings;
Design skills of multi-storey, small high-rise and high-rise facade
Design Skills of Exterior Facades of Different Houses
Some design skills of external facades such as roofs, eaves and windows.
Other special design skills
. Architectural style design skills of commercial real estate
Selection of three main units
1. Comparison of similar housing units in the project area
2, the project format analysis and project huxing configuration ratio
3, the main huxing design skills
Design skills of ordinary residential suites
Design Skills of Jumper, Duplex and Jumper Duplex Unit
. Design skills of villa apartment type
4, commercial property huxing design skills
Tips for graphic design of commercial buildings
Tips for graphic design of shopping malls
Graphic design skills of office building
Four Skills of Interior Space Layout Decoration Concept
1, tips for indoor space layout
2. Theme selection of public space
3, garden landscape tips
Environmental planning and artistic style tips
1. Investigation and analysis of the surrounding environment of the project
2. Overall environmental planning and artistic style conception of the project
Using the existing natural environment of the plot
. Human environment construction of the project
3. Environmental conceptual design of each team of the project
Greening and gardening design within the group
* * * Enjoy the space design in the group.
Design skills of sculpture sketches in groups
Design skills of chairs and stools in groups
Tips for setting the position of publicity column and guide system in the group
4. Conceptual design of external environment of public buildings of the project.
Conceptual design of the main entrance environment of the project
Conceptual design of external environment of project marketing center
Conceptual design of external environment of project club
Conceptual design of the environment that can be created along the project marketing demonstration center
Other public * * * environmental conceptual design of this project.
Conceptual design skills of Liugong furniture
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