The R & D Center suggested that the rainy day, in Laixi project as a pilot, trying to systematize the entire development project concept, and strengthen cost control, for the future development of experience, to provide a basis. This framework is the R & D center to draw on the framework of the development projects of other companies, may not be suitable for individual places or cumbersome, in the future work can be amended and adjusted to improve, and strive to form a standard format report document.
Deskwork stage
Chapter I, "a project" investment planning
Section 1, the meaning of the project investment planning
Project investment planning is the real estate all-round planning of the key aspects of the operation of the process means that half of the success of the project in the process. In this process, more effort, the future development and operation can be saved for a rainy day. Through the comprehensive investigation of the project environment and market research and analysis, with the project as the core, for the current economic environment, Laixi real estate market supply and demand situation, Laixi, the current situation of similar properties and customer buying behavior research and analysis, and then combined with the project SWOT analysis, on the basis of the above, the project for the project to carry out a systematic and accurate market positioning and project value discovery analysis, and then according to the basic information, a project pricing simulation and input-output analysis. Then, based on the basic information, we carry out pricing simulation and input-output analysis of a project, and provide strategic tips on avoiding development risks and professional opinions on the pace of development.
Section II: Specific contents of investment planning for a project
I. Environmental analysis around the project site
1. Survey on the nature of the project land - Geographic location - Geological and geomorphological conditions - Land area and its red line map - Seven passes and one leveling of the status quo
2. Survey on the surrounding environment of the project site - Buildings around the site - Green landscape - Natural landscape - Historical and humanistic landscape - Environmental pollution status
2. Humanistic landscape -Environmental pollution status
3. Survey on transportation conditions of the project site -Current status of the municipal road network around the site and its public ****transportation, vision plan -The project's external transportation status of water, land, and air -The current status of the direct-entry transportation network of the municipal roads around the site into the project site
4. Survey on the surrounding municipal facilities -Shopping venues -Culture and education -Medical care and health -Financial services -Postal services -Entertainment and catering Postal services -Entertainment, catering, sports -Living services -Playground and leisure facilities -Possible unfavorable disturbances to the project in the vicinity -Historical and humanistic location influence
2. Regional market status and its trend
1. Macroeconomic operation
2. Overview of Laixi real estate market and relevant government policies and regulations
3. Overall supply and demand status of Laixi real estate market
4. The segmentation of Laixi commercial residential market and its differences
5. Average price trend and market value discovery of Laixi commercial residential market
6. Composition of Laixi commercial residential customers and their purchasing attitude
3. SWOT analysis of the land
1. Advantages of the project site
2. Disadvantages of the project site
3. Opportunities of the project site
4. Threats and difficulties of the project site
4. Market position of the project
1. Research on the analogous competing properties
2. Positioning of the project:
3. -Market positioning (positioning of the region, the positioning of the main customer groups) -Functional positioning -Architectural style positioning
5, Project value analysis
1. The basic methods and concepts of value analysis of commercial residential projects
-Commercial residential value analysis method: analogous realizable value analysis method
a Selection of analogous projects
b Determination of the value of this type of property to achieve the value of the various elements and their weight in the value of the realization of the value of the realization of the value of the
c Analysis of the value of the realization of the analogous project of the value of the comparison value of the elements of the realization of the value of the project
c Analysis of the analogous project
dCompare and quantify the comparative value of the elements of value realization of this project with those of comparable projects
eDetermine the average price of this project based on the comparative value of the elements of value
- Determinants of the value of analogous land
aAssimilable Land Value: Differences in Location Resources
※Differences in the accessibility to municipal transportation and direct access to transportation
※Differences in the surrounding environment of the project, including --Differences in the surrounding natural and green landscapes --Differences in the educational and humanistic landscapes --Differences in the degree of various types of pollution -Differences in the quality of the surrounding community ※Differences in the convenience of the surrounding municipal facilities
bJudgment of the project's upgradable value
※Architectural style and fa?ade design, materials
※Single-unit house design
※Architectural spatial layout and environmental design
※Subdivision Supporting facilities and property management
※Image packaging and marketing planning
※Developer's brand and strength
cEconomic factors for value realization
※Economic factors
※Policy factors
2. Analysis of the project's realizable value-Analysis and evaluation of analogous properties-Analysis of the project's analogous valuea Comparison of the elements of value enhancement and realization Analysis b Comparable project value calculation
6. Project Pricing Simulation
1. Determination of average price
2. Pricing simulation of specific units in the project
7. Project Input-Output Analysis
1. Simulation of economic and technical indicators of the project - Overall economic and technical indicators of the project - Economic and technical indicators of the first phase
2. Cost simulation - cost simulation table and its description
3. Simulation of the revenue part of the project - sales revenue simulation a sales price assumption b sales revenue simulation table - profit simulation and description of the a simulation description b profit simulation table - sensitivity analysis of a change in variable costs on the profit b sales price changes on the profit
VIII. Investment risk analysis and its avoidance of tips
VIII.
1. Evaluation of project risk - the risk of value enhancement and its realization a Whether the project's planning and architectural design to enhance the analogous value of the project with the neighboring projects b Whether the project's image packaging and marketing promotion is successful
2. Risky use of funds - to reduce the proportion of funds, accelerate the speed of capital turnover, reduce financial costs - the pace of sales and the pace of development of the project to carry out a good grasp of the pace of development to minimize the risk of the project and to minimize the risk of the project's development. Good grasp of the sales rhythm and the pace of project development to start the project with as little capital consumption as possible, and realize the return of funds in the shortest possible time
3. Economic policy risk - changes in the international and domestic macroeconomic situation - the introduction of national and local real estate policies and related municipal supporting design and construction
9, the pace of the development of the proposal
1. Basic factors affecting the pace of the development of the project Policies and regulations - land parcel condition factors - developer operation level factors - their own volume 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 results forecast - project development steps - project input and output assessment - conclusion
Chapter 2 A project planning and design planning
Section 1: Project planning and design planning
Section 2: Project planning and design planning
Section 2: Project planning and design planning
Section 2: Project planning and design planning
Section 1, the meaning of project planning and design planning (according to Vanke R & D center experience, the developer leads the design unit to complete the design)
Through a complete and scientific analysis of the investment planning, you can clarify the market positioning, so as to enter the product design stage. At present, consumers are becoming more and more rational in their demands for architectural planning and monolithic design of real estate products. Project planning and design planning is based on the market positioning of a certain project, and to meet the needs of the target market as the starting point, the overall planning and layout of the project site, to determine the architectural style and color scheme, to select the main types of households closely related to the target customers, to guide the style of indoor decoration, and to carry out the project's environmental design to a full extent Tips.
Section 2: Specific contents of project planning and design planning
I. Master planning
1. Overview of the project site - Current status of the area to which the project belongs - Status of the project's adjacent surrounding area - Status of the project's landform
2. Analysis of the project site's situation - Preliminary planning and assumptions - Irreversible economic and technological factors affecting the project's master plan - SWOT analysis of the land Utilization or avoidance on the master plan - Main economic index parameters under market positioning
3. Architectural space layout - General layout plan and its description - Schematic and description of functional zoning
4. Road system layout - Schematic of the traffic environment around the site a Basic road network around the site b Road construction and future development status - Project road setting and its description a Main entrance/exit b Main arterial road setting c Vehicle diversion Main arterial road setting c Explanation of vehicle diversion d Parking lot arrangement
5. Greening system layout - Schematic of landscape environment around the plot a Comprehensive description of the historical and humanistic landscapes around the plot b Municipal planning layout and the future development direction - Project environmental planning and description a Greening and landscape system analysis b Environmental design of the main public ****places
6. Public buildings and supporting systems - Survey of the surrounding Survey of municipal supporting facilities - Configuration and arrangement of supporting functions - Tips for fa?ade design of public **** buildings a Tips for fa?ade design of clubhouses b Tips for fa?ade design of marketing centers c Tips for fa?ade design of buildings such as property management, offices, etc. d Tips for fa?ade design of other public buildings (e.g., bus stops, fences) - Tips for floor plan design of public **** buildings - Special tips for architectural design of public **** buildings - conceptual design of external environments for public **** buildings Conceptual design of external environment
7. Phased development - Ideas for phased development - Ideas for the first phase of development
8. Intensity of development in clusters
2. Positioning of architectural style and color plan
1. Overall architectural style and color plan - Conceptualization of the overall architectural style - Color plan for the building
2. Tips on the design of fa?ade for the individual buildings - Tips on the design of fa?ade for commercial residential houses
3. Tips for fa?ade design of commercial residential housesa Tips for fa?ade design of multi-storey, small high-rise and high-rise buildingsb Tips for fa?ade design of villas with different types of housesc Tips for local design of fa?ade such as roofs, eaves, windows, etc.d Tips for other special design-commercial architectural style design
Third, the main type of house type selection
1.Comparison of house type of the same type of property in Laixi
2.Analysis of the industry and the proportion of house type configuration of the project
2.Analysis and proportion of house type configuration of the project
3. Analysis and project house type configuration ratio
3. Tips on main house type design
4. Tips on commercial property house type design
4. Tips on interior space layout and decoration concepts
1. Tips on indoor space layout
2. Theme of public *** space
3. Tips on choosing courtyard landscape
5, Environmental Planning and Artistic Style Tips
1. Surrounding Environment Survey and Analysis
2. Overall Environmental Planning and Artistic Style Concepts - Utilization of the existing natural environment of the plot - Creation of the project's humanistic environment
3. Environmental Concepts of the Clusters - Greening and Horticultural Design of the clusters - Design of ****enjoyment space of the clusters - Design of Sculpture and Sketches of the clusters - Design of Chairs and Stools of the clusters Chair and stool modeling design tips - Groups of publicity columns, guide system location setting tips
4. Public **** building external environment concept design - Main entrance environment concept design - Marketing Center external environment concept design - Marketing Demonstration Center along the way to create the environment concept design - for the project's other public **** environment concept design
Sixth, the concept of public **** furniture design
Sixth, the concept of public **** design Hints
1. Furniture arrangement of public **** in similar neighboring properties
-Marketing Center Lobby
-Management Office
2. Hints on the conceptual design of public **** furniture
Seven, guidance on the selection of decorative materials for public ****
1. Comparison of decorative materials for public **** in similar neighboring properties
2. **Decorative material selection guidance and decoration style conception
3. Marketing demonstration unit decoration concept design
4. Residential decoration standard tips
VIII. Lighting design and background music guidance
1. Lighting design - lighting design of the fa?ade of the building of the public *** - lighting design of the green space of the public *** green space - lighting design of the road system - lighting design of indoor Lighting Design
2. Background Music Guidance - Plaza Music Arrangement - Indoor Background Music Arrangement
9. Guidance on the Future Lifestyle of the District
1. Evaluation of Architectural Planning Groups
2. Creating and Guiding the Future Lifestyle - Characterizing the Residents - Community Culture Planning and Design
Chapter 3: Planning for the Project's Quality Work Schedule
Section 1: Meaning of Quality and Duration Planning
In recent years, the real estate market has become a hot spot for complaints due to the constant disputes between buyers and sellers. Housing dripping, wall cracks often occur; purchased period of delivery and contractual commitments of the conditions do not match the phenomenon of delaying the date of delivery of the building also occurs; even due to lax quality control caused by the phenomenon of damage to the interests of consumers, therefore, the quality of the duration of the planning is a planning concept that we must be set up by us, the contractors.
Second section of the quality of the specific contents of the planning period
One, the selection of building materials tips
1. Laixi market competitive building materials selection analogous
2. new building materials tips
3. building materials tips
Second, the construction process guidelines
1. Specification Manual
2. Tips on Special Processes of Construction Technology
3. Quality Control
1. Tips on Bidding and Tendering of Project Works
2. Tips on Quality Management of Civilized Construction
4. Cost Control
1. Construction Cost Budget Tips
2. Construction Liquidity Arrangement Tips
6. Safety Management
1. Project Site Management Program
2. Safe Construction Regulations
Chapter 4: Project Image Planning
Section 1: The Meaning of Project Image Planning
The Project Image planning includes a project's overall strategic image planning, community culture image planning, corporate behavior image planning, staff image planning and project visual image planning. Project visual image refers to the real estate is different from the peculiar project with good recognition of the agreed visual performance. Its content mainly includes the core part of the project visual recognition system project and the extended use part. The core part includes the project name, logo, standard color and standard font.
Section 2, the specific contents of the project image planning
A project visual identification part of the core part of the system
1. name - project name - road name - building name - group name
2. logo
3. standard color
4. standard fonts
Second, the extension and the movement of the part
1. Site environment packaging visual -Building body -Site fence -Main road network and visiting route -Environmental greening
2. Marketing center packaging design -Marketing center indoor and outdoor display design -Marketing center function partition tips -Marketing center gate crossbrow design -Marketing center image wall design -Tabletop signage -Display board design -Marketing center guide sign -Sales staff clothing design tips -Sales supplies Series design - Model unit guide plate - Model unit show flat description plate
3. Company and property management system package design
Chapter V Project Marketing Promotion Planning
Section 1: The meaning of project marketing promotion planning
It is necessary to make a decision ahead of time on the overall and systematic planning of marketing promotion activities to be carried out in the future. Project marketing promotion planning provides about a project marketing promotion of the future program to the future market trends as the background, based on the enterprise development goals designed marketing promotion measures, the content of which is in the project investment analysis on the basis of further analysis of the project strengths and weaknesses, and come up with the right way to deal with. At the same time, through the project market positioning, price positioning analysis, to determine the project's official market entry time, as well as the use of appropriate publicity and promotion strategy planning and put forward the entire marketing and promotion of the effectiveness of the effective monitoring and evaluation of the method, in order to achieve the desired marketing results. Project marketing and promotion planning is the highlight of the whole real estate planning, is a high level of marketing planning and sales skills of the combination, requires a high degree of professional operation.
Section 2: Specific contents of project marketing promotion planning
I. Analysis of the regional market
1. Overall supply and demand status of the Laixi real estate market
2. Survey of competing properties in the vicinity of the project -Project overview -Market positioning -Sale prices -Sales policy measures -Advertising and promotion techniques -Main media applications and frequency of inputs -Public relations promotions -Other special selling points and sales tactics
3. Conclusion
2. Summary of the project's main selling points and analysis of the property's strengths and weaknesses and countermeasures
1. Summary of the project's main selling points
2. Analysis of the project's strengths and weaknesses and countermeasures
3. Positioning Analysis of Target Customer Groups
1. Total Population of Laixi and Distribution of Land Plots
2. Economic Development and Employment of the Population in Laixi
3. Analysis of the Family Situation in Laixi - Structure of Family Members - Family Income - Housing Requirements and Living Habits
4. Positioning of Project's Customer Groups - Target Markets a Definition of the Scope of the Target Market Areasb Market survey data summary and research c Target market characterization - Target customers a Target customer segmentation b Target customer characterization c Target customer data
4. Price positioning and strategy
1. Project unilateral cost
2. Project profit target
3. Market price of analogous projects
4. Price strategy5. Phasing Strategy
5. Market Entry Timing Planning
1. Analysis of Macroeconomic Operating Condition
2. Brief Analysis of Laixi Real Estate Regulations and Market Conditions
3. Determination and Arrangement of Market Entry Timing
6. Advertising Strategy
1. Overall Strategy of Advertisements and Stage Classification of Advertisements - Overall Strategy of Advertisements - Stage Classification of Advertisements
2. Stage division of advertisement
2. Theme of advertisement
3. Creative expression of advertisement
4. Monitoring, evaluation and revision of advertisement effect
5. Design and production of printed materials before market entry - promotional posters and folding pages - subscription letter - official contract - delivery standard - property management content - property management convention
7. Media strategy
1.
1. General Media Strategy and Media Selection
2. General Media Strategy
3. Media Selection
4. Innovative Use of Media
5. Soft News Themes
6. Media Combination
7. Frequency and Scale of Placement
8. Estimation of Costs
VIII. Promotion Expense Plan
1. On-site packaging
2. Printed materials
3. Media placement
4. PR activities
9. PR activities and on-site packaging
10. Monitoring, evaluation and revision of marketing and promotion effects
1. Forms of effect evaluation - progressive evaluation - conclusive evaluation
2. The main indicators of the implementation of effect measurement - sales revenue - corporate profits - market share - brand image and corporate image
Implementation stage
Chapter VI Project Sales Consultant, Sales Agent
Section I General
After a series of workflow in the previous, enter the sales stage of the project, the results of this stage is also a test of the previous aspects of the planning work in place. aspects of the planning work is in place.
Section II of the project sales consultants, sales agents of the specific content
A sales cycle is divided into control
1. sales strategy - marketing ideas: comprehensive planning - sales network - sales area: close to the target market and target customers - the sales period - policies and promotions - sales activities - sales commitment
2. sales process simulation - sales implementation - sales contract implementation monitoring. Sales contract implementation monitoring
2. Implementation of marketing and promotion programs at each sales stage
3. Implementation of creative design and release of advertisements at each sales stage
4. Preparation of pre-sale materials
1. Approvals and sales materials - Approvals - Building specifications - Pricing system - Contracts
2. Personnel formation - Sales counseling - Sales agent
3.Development of sales work schedule master plan
4.Sales control and sales progress simulation -Sales control table -Sales revenue budget table
5.Sales expense budget table -Total expense budget -Sub-itemized expenses -Marginal expenses
6.Financial strategy -Credit -Payment methods -Mortgage -Partnership shareholders
7.Business partnership- Two-party relationship -Three-party relationship -Multi-party relationship
8. Work coordination and cooperation -Party A's main person in charge -Direct partner -Finance Department -Engineering Department -Property Management Company
5. Sales training
1. Sales Department staff training
-Detailed introduction of the company
-Property details
a project scale, positioning facilities, buying and selling conditions
bProperty surroundings, public **** facilities, transportation conditions
cUrban development plans in the area, macro and microeconomic factors affecting the property
dProject features
※Project planning and design content and features, including landscape, fa?ade, building clusters, floor area ratio, etc.
※Project planning and design content and features, including landscape, fa?ade, building clusters, floor area ratio, etc.
※Property details Graphic design content and features, including total number of households, total floor area, total number of units, single unit area, household area combination, advantages and disadvantages of household types, depth, width, height of floors, etc.
※Analysis of project's strengths and weaknesses
※Project's marketing strategy, including price, payment methods, strategic positioning, sales targets
eAnalysis of competitors' strengths and weaknesses and countermeasures
- Basic business training courses
a National and regional policies and regulations related to the real estate industry, tax regulations
b Basic real estate terminology, general knowledge of construction: understanding of the basic terms of the real estate and construction industry
※Understanding of the basic terms of the real estate and construction industry ※ Architectural literacy
※Calculation of the floor area of a household
c Basics of psychology
dMortgage knowledge of banks, fees involved in real estate transactions
eMacroeconomic policies of countries and regions, local real estate trends fCorporate system, structure and financial system -Selling skills -Procedures for signing a sale and purchase agreement -Property management courses -Sales simulations -Field visits to other people's showroom sites
2. Sales brochures -Approvals -Building manuals -Pricing system -Contract forms Contract text -Customer information sheet 3. Customer management system 4. Sales operation guidebook -Professionalism guidelines -Basic knowledge and skills of sales -Project overview -Management structure of the sales department
Sixth, the sales organization and day-to-day management
1. Organization and incentives -Organizational structure of the sales department -Basic requirements for sales staff -Description of duties -Assessment, incentives
2. Process -Contents of sales work -Stages of sales work -Responsibilities of sales department (workflow) -Sales business process (case-by-case)
3. Instructions on the concept of rules and regulations
Chapter 7: Project Service Planning
Section 1: Meaning of project service planning
Currently, in the real estate market, especially in the developed regions, property management has been The signals from the market put forward the requirements of high starting point, high standard and high level of property management to the developers. The properties developed by Vanke have been highly sought after by the market for many years, and to a large extent, the property management developed by Vanke, which is the trump card of Vanke, has become a powerful guarantee for Vanke to open up the second marketing channel and create repeat customers. It has become a strong guarantee for Vanke to open up a second marketing channel and create repeat customers.
Specific contents of project service marketing
I. Property management information required for the sales process of the project
1. building quality guarantee
2. building utility manual
3. owners' covenant
4. owner's manual
5. building acceptance process
6. notice of occupation
7. p>7. Occupation Procedure Book
8. Book of Acceptance
9. Letter of Commitment
10. Owners\Users Contact Form
11. Utility Key Authorization for Missing Works
12. Record Sheet for Missing Works and Utility Meter Bottom Counts
13. Decoration Handbook and Decoration Application Form
II, Property management content planning
1. Early intervention in engineering, design and management
2. Cleaning services
3. Greening maintenance
4. Safety and traffic management
5. 3-vehicle and site management
6. Facility maintenance
7. Maintenance of housing and utility equipment and facilities
8. Management of housing affairs
9. Management of archives and data
10. Intelligent services
11. Housekeeping services
12. Development of a variety of businesses and services
13. Daily communication with the owners
14. Community cultural services
Three, property management organization and staff structure
1.
1. The management of human resources of the property company includes recruitment, training, assessment, deployment, debriefing, wages, benefits, promotion, etc.
2. The property management company should follow the following principles to establish the organization at all levels, and clearly define the functions of each department, responsibility, authority, affiliation and information communication channels
4. Property management training 1. training before the delivery of the property 2. Training after the delivery of the use of the property V. Property management rules and regulations
1. Employee Handbook
2. Job responsibilities and workflow
3. Financial system
4. Procurement and bidding procedures
5. Employee appraisal standards
6. Owners' Association Charter
7. Management of the various supporting functions
8.8. Document Management System
9. Office Equipment Utilization System
10. Duty Management System
11. Fire Fighting Responsibility System
12. Fire Fighting Management Regulations
13. External Service Management Regulations
14. Decoration Team Safety Responsibility Statement
15. Parking lot management regulations
16. Non-motorized vehicles management regulations
17. Taxi and temporary residents management regulations
18. Residence (rental) agreement
19. Commercial outlets management regulations
Sixth, the property management operating procedures
1. Building Maintenance Regulations
2. Green garden maintenance regulations
3. Fire facilities maintenance and use of regulations
4. Power supply and distribution equipment maintenance regulations
5. Electrical and mechanical equipment maintenance regulations
6. Power equipment maintenance regulations
7. Parking lot, garage operating procedures
8. Parking lot, garage maintenance regulations
9.9. Swimming pool and its equipment maintenance and operation procedures
10. Water supply and drainage equipment maintenance procedures
11. Public *** part of the maintenance and cleaning procedures
12. Security equipment operation and maintenance procedures
13. Lighting system operation and maintenance procedures
14. Ventilation system operation and maintenance procedures
15.
15. Internal operation and management procedures of the management office
16. Lease management procedures
VII. Costs of property management
1. Expenses of management staff
2. Maintenance and upkeep
3. Public **** costs
4. Administrative costs
5. Insurance costs
6.6. Other
7. Manager's honorarium
8. Sales tax
9. Reserve project maintenance fund (the property is operated on a self-sustaining basis)
VIII. Property Management ISO9002 Tips
1. Quality Manual
2. Procedure Documents
3. Work Procedures
4. 4. Quality Record Forms
5. Administrative Management System
6. Human Resource Management System
Chapter VIII: Secondary Planning of the Project (Summary of Planning)
Section 1: Meaning of Secondary Planning of the Project
Branding Strategies for Sustainable Development Under the prerequisite of the requirements of the knowledge-based economy, the scientific, rational, comprehensive and efficient consideration of the environmental benefits of residential construction sites. Extensive use of high-tech achievements, change the traditional way of construction, the use of new materials and organization and management methods, and constantly create new science and technology, planning and designing a beautiful human environment, to create a residential culture, and enhance market competitiveness, in order to promote the development of the road to sustainable development.
Second section of the specific contents of the project secondary planning
One, comprehensive planning
1. the whole process of planning
2. full planning - the realization of the project planning is by no means only the marketing department - planning means of holistic enterprise product prices, channels, distribution and other controllable factors to cooperate with each other to achieve the optimal combination in order to meet the customer's various needs. The holistic nature of the planning tools
The holistic nature of the main body of planning
Two, brand strategy instructions
1, branding
2, brand maintenance
3, brand enhancement
Three, sustainable management strategy instructions
1, human resources, scientific allocation
2, industrialization of the road strategy to improve the technical added value of residential products as soon as possible to transform into a technology-intensive industry. Transform into a technology-intensive industry -Transform multiple epitaxial development of the residential industry into intensive connotative development -Deepen the coordination of the chain of residential industrialization
3. Specialization road strategy -Improve the architectural and structural technology system -Energy-saving and the development and utilization of new energy resources -Residential piping technology system -Establish the integration technology for the configuration of the basic functional space of the kitchen and the bathroom -Increase the residential environment and its protection Technology system - residential intelligent technology system.