Real estate project planning-Jia Shijun

I. Occupation and career

Second, career choice.

Third, career planning.

Fourth, the theory of career development and choice.

Verb (abbreviation of verb) personal career planning

Six, the organization of employee career management

Part II Potential Motivation of Employees

I. Overview of incentives

Second, the incentive mechanism

Third, culture, evaluation, salary and incentive.

Fourth, the development trend of employee motivation

Part III Employee Performance Appraisal

I. Overview of performance appraisal

Second, the performance appraisal process and appraisers

Third, the method of performance appraisal.

Fourthly, feedback interview and application of results.

Verb (abbreviation for verb) performance improvement plan

VI. Effective evaluation of team performance

Seven, the development trend of performance appraisal

Part IV Staff Training and Development

I. Overview of staff training and development

Second, the forms and ways of employee training and development

Third, the design and implementation of the training plan.

Fourth, training skills and methods

Five, new employee training and management development

An economic analysis of the investment in staff training with intransitive verbs Foreword From the late 1970s to the early 1980s, China's land use system and housing system began to undergo major reforms. Driven by the high profits of the real estate industry at that time, all walks of life poured into the real estate market, which triggered the "real estate fever" in China 1992- 1993. In order to curb this abnormal overheating, the state implemented macro-control and tight monetary policy during 1994- 1995. These policies and market competition have caused a group of real estate enterprises to encounter the dilemma of broken capital chain, sales difficulties and unfinished real estate.

Fierce market competition makes real estate developers gradually realize that marketing planning is the key to real estate development. To this end, real estate development companies began to recruit a large number of marketing planning professionals, and real estate project planning has become a career choice for more and more people.

Real estate project planning refers to the whole process of planning in which a developer participates in the early stage of property management, such as market research, consumer psychological behavior analysis, market positioning, project planning and design, price strategy, advertising strategy, sales strategy and so on. , starting from obtaining land use rights.

Real estate project planning is the integration of multidisciplinary theory and knowledge. It combines the theories and knowledge of planning theory, marketing theory, strategic management theory, market research, consumer behavior, advertising theory, real estate development, real estate investment, real estate appraisal, architectural design, urban planning, property management and other disciplines, and is a new frontier discipline. However, as a growing new discipline, there are two dilemmas in the field of real estate project planning in China:

First, the theoretical research of real estate project planning lags behind. Since the real estate industry flourished in Chinese mainland in the early 1990s, although there are many textbooks and reference books on real estate development, investment, valuation, operation and marketing in colleges and universities, most of these textbooks and reference books are limited to the local research of real estate projects or enterprises, but the whole process of real estate project operation is rarely discussed. In recent years, some monographs on planning have been published, but there is a lack of monographs specifically for real estate projects.

Second, the practice of real estate project planning urgently needs theoretical guidance. It is estimated that up to now, there are 30,000 real estate companies with tens of thousands of planners in China. Due to the lack of the guidance of the theory and method of real estate project planning, in practical work, many planners can only "cross the river by feeling the stones" and gradually accumulate experience, or learn the real estate project planning technology in the original way of "master with apprentice". In April 2002, Associate Professor Jia Shijun, the editor-in-chief of this book, compiled and published Overall Planning of Real Estate Projects (Guangdong Economic Publishing House) for real estate developers. The book was welcomed by business people as soon as it was published, which reflected the urgent need of the society for the theory of real estate project planning. Due to the successful introduction of planning concepts and means into all stages of real estate development projects, real estate planning has been widely recognized by people. As a result, developers began to set up planning departments within enterprises, professional planning agencies and property consulting companies also came into being, and a large number of freelance planners who made a living from real estate planning also appeared. In practice, real estate planning has created a model project, which has created considerable economic benefits for enterprises and aroused great interest and concern, resulting in the ideological trend of deifying real estate planners and planners and infinitely exaggerating the planning role, which has had a certain impact on the future development of real estate planning.

2. Comprehensive planning stage (1997.4- 1999.6)

The overall planning stage is marked by the successful sales of Guangzhou Jincheng Garden. The main feature of real estate planning at this stage is that each project, according to its own situation, takes theme planning as the main line and comprehensively uses various technical means such as market, investment promotion, advertising and marketing to achieve ideal sales results. For example, Jincheng Garden takes theme planning as the main line (quality, price, comfort and harmony), which runs through investment planning (transforming office buildings into houses), market planning (occupying the market share of small high-rise houses with elevators on the twelfth floor), design planning (European facade design, centralized green space, reasonable arrangement of building types, structural equipment to meet architectural functions and aesthetic requirements) and marketing planning (entering the market in off-season, showing the identity of aristocratic houses).

Since then, the comprehensive planning method with theme planning as the main line has been popular in Guangzhou, Shenzhen and even the whole country, and many successful model buildings have appeared. In the integration of various planning methods, each project has its own emphasis and innovation according to its own characteristics. For example, the theme concept of Guangzhou Cuihu Villa is "general holiday or residence place", and its means include garden design planning, unique marketing planning (building a single-family house, trying to live in it, reducing prices), public relations activities planning (wine tasting, open day) and so on.

With the deepening of real estate planning practice, various planning theories and schools emerge one after another. The most representative real estate planning theory is the concept real estate theory. According to this theory, many T-items give people a concept first, and only after this concept is accepted by the society can the hardware it supports be accepted by consumers. The theory of "conceptual real estate" requires that real estate projects should first carry out "conceptual design", which affects the success or failure of the project and is the core of successful project planning. This theory has a great influence on the whole field of real estate planning. Under the guidance of the "concept real estate" theory, many real estate projects are designed (planned) through unique concepts (concepts and themes) to make the developed real estate market smooth and successful.

Another important theory about real estate planning is the "overall planning" theory. The theory of "whole process planning" mainly emphasizes two aspects: first, real estate planning should be carried out in a series of links, such as market research, project demonstration, conceptual design, planning and layout, architectural design, engineering control, marketing and after-sales service, which are interrelated and indispensable. Second, in each planning link, the main purpose is to enhance the product value, emphasizing the means and space to enhance the value. The theory of "overall planning" comes from planning practice and is the crystallization of theoretical research in the stage of comprehensive planning, which provides a brand-new model for the field of real estate planning and has far-reaching influence and is widely adopted. Real Estate Project Planning (2nd Edition)-Jia Shijun Book Information Publishing House: Higher Education Publishing House; 2nd Edition (20111) Series Name: Series Textbooks for Engineering Management Majors in Colleges and Universities, Paperback Textbooks for the 11th Five-Year Plan of General Higher Education: 4 17 Page Text Language: Simplified Chinese Format:1. Barcode: 9787040303654480g asin: b 004oqjnwm Introduction "Real Estate Project Planning (Second Edition)" is revised on the basis of the second edition (the tenth five-year plan textbook for national general higher education). "Real Estate Project Planning (2nd Edition)" introduces the whole process of planning, including market investigation, consumer psychological behavior analysis, market positioning, project construction planning, price strategy, advertising strategy, sales strategy, and the early intervention of property management. Real Estate Project Planning (Second Edition) is mainly used by undergraduate students majoring in engineering management (real estate business direction) and business administration (real estate business direction) in colleges and universities, and can also be used as a reference book for self-study and continuing education of graduate students and real estate business personnel in related majors. Editor's recommendation

"Real Estate Project Planning (Second Edition)" is the national "Eleventh Five-Year Plan" teaching material for general higher education, and it is also one of the series teaching materials for engineering management specialty in colleges and universities. Author's brief introduction: Jia Shijun, professor of Guangzhou University, real estate appraiser and land appraiser. Main research fields: real estate marketing planning, real estate appraisal and real estate management. There are 6 monographs and textbooks, the representative monograph is "Overall Planning of Real Estate Projects", which was published by Guangdong Economic Publishing House in 2002. He has published more than 30 academic papers in China Soft Science and other journals. He has provided planning consultation for real estate projects in Guangzhou and Shenzhen. The first chapter of the catalogue is a brief introduction to real estate project planning

Section 1 The meaning and characteristics of real estate project planning

Section II Origin and Development of Real Estate Project Planning

Section III Status and Function of Real Estate Project Planning

Section IV Procedures and Contents of Real Estate Project Planning

Section 5 Innovation of Real Estate Project Planning

Section VI Comparison of Commercial Real Estate and Residential Project Planning

Section 7 Future Development of Real Estate Project Planning Industry

Section 8 Selection of Real Estate Planning Institutions

Reading Materials Wanda Riverside Family —— Interpreting the Life of "New Urbanism" with Love Chapter II Acquisition of Land Use Rights

Section 1 Selection of Real Estate Development Lot

Section 2 geomantic omen theory and residential area location

Section III Ways and Strategies for Developers to Obtain Land

Section 4 Participation in Land Auction

Section V Real Estate Development Opportunity Chapter III Market Research of Real Estate Projects

Section 1 Overview of Market Research

The second quarter market research content

Section III Introduction of Market Research Methods

Section IV In-depth Interview Technology

Section V Design of Questionnaire

Section 6 Sampling Problems and Data Processing

Section 7 Scale measurement technology

Section 8 Limitations of Questionnaire Survey

Section 9 Cooperation between Developers and Market Research Institutions

Reading materials 1 Guangzhou residents' housing demand questionnaire

Reading Material 2 Consumer Purchase Preference Questionnaire Chapter 4 Analysis of Buyers' Psychology and Behavior

Section 1 Analysis of the Psychological Process of Buyers

The second quarter psychological analysis of the buyer's personality

The influence of social, cultural and family factors on property buyers

Section IV Analysis of Behavior Patterns of Buyers Reading Materials Cultural Characteristics of Beijing and Shanghai and Current Situation of Real Estate Market Chapter V sTP Planning of Real Estate Projects

Section 1 Market Segmentation of Real Estate Projects

Section 2 Target Market Selection of Real Estate Projects

Section III Market Positioning of Real Estate Projects

Section IV Conceptual Design of Real Estate Projects

Section V Naming and Registration of Real Estate Projects Reading Materials STP Planning of Shenzhen Baoan Electronic City Chapter VI Architectural Planning of Real Estate Projects

Section 1 Introduction to Architectural Planning

Section 2 Overall Planning of Residential Areas

Section 3 Selection of Building Structure and Residential Type

Section 4 Architectural Style Selection and Design

Section 5 Residential Unit Design

Section 6 Environmental Landscape Design

Section 7 Scientific and Technological Content and Intelligent Application of Residential Quarters

Section 8 Economic Problems in Planning and Design

Section 9 Cooperation among Developers, Planners and Architects Chapter VII Price Planning of Real Estate Projects

Section 1 Overview of Real Estate Project Price Planning

Section 2 Pricing Methods of Real Estate Projects

Section III Basic Pricing Strategies for Real Estate Projects

Section IV Pricing Procedures for Real Estate Projects

Section 5 Determining Vertical Propagation

Section VI Formulation of Horizontal Price Difference

Section 7 Price Combination and Rent Conversion

Section 8 Using Price Adjustment Strategy

Section 9 Price Promotion Strategy

Reading Materials 1 Quantitative Pricing Method of Comparable Real Estate —— Quantitative Pricing Process of Comparable Real Estate in a Garden in Shenzhen

Reading Material 2: Report on Price Strategy Planning of Real Estate Project —— Trial Living Plan of a Garden in Shenzhen Chapter 8 Advertising Planning of Real Estate Project

Section 1 Advertising Planning Process and Selection of Advertising Companies

Section 2 Determination of Advertising Targets and Budget of Advertising Expenses

Section 3 Selection and Application of Advertising Media

Section IV Formulation of Advertising Themes and Advertising Titles

Section 5 Advertising Design Skills

Section VI Advertising Quality and Advertising _ Wei's Grasp of Play

Section 7 Preparation of Advertising Plan

Section 8 Evaluation of Advertising Effect

reading material

Section 1 Determination of Marketing Channels and Promotion Themes

Section 2 Real Estate Image Packaging

Section 3 Design of Sales Office and Model House

The fourth quarter sales manual and sales model making

Section 5 Sales Plan and Project Opening

Section 6 Mid-term Sales Control

Section 7 unsalable and unsalable

Section VIII Promotion Strategy of Real Estate Projects Chapter X Early Intervention of Property Management

Section 1 Overview of Early Intervention in Property Management

Section 2 Determination of Service Standards for Property Management

Section 3 Property Management Intervention in Design and Construction Stage

Section 4 Formation of Property Management Team

Section 5 Formulation of Property Management Scheme and System

Section 6 Property Management in Acceptance and Owner Occupancy Stage

Reading materials Guangzhou XXX project property management early intervention project proposal

Appendix technical standards for residential performance evaluation

refer to

abstract

Copyright page: Illustration: II. The planning of real estate projects has experienced more than ten years of origin and development from germination to development. Looking at the history of real estate planning, from the perspective of using various planning methods to successfully push real estate development projects to the market, it can be divided into three stages, namely, single planning stage, comprehensive planning stage and compound planning stage.

1. Single planning stage (1June 1992-1March 1997)

Before the first wave of "real estate fever" in China from 1992 to 1993, domestic real estate development was basically in the seller's era, and developers could easily sell the building as long as they built a house, even only a piece of land and a drawing. In this case, developers do not need to consider the real estate market, and there is no problem of real estate project planning, but the seeds of real estate project planning have emerged. From 1990 to 1992, sales experts invited from Taiwan Province Province promoted Guangzhou World Trade Center. She carefully trained the sales team, advocated mortgage real estate, and initiated the concept of "selling uncompleted residential flats", which made the sales of the World Trade Center a great victory.

After the "real estate craze" from 1992 to 1993, the macro-control and tight monetary policy of the state made many real estate projects unsalable, and "uncompleted residential flats" appeared frequently. Developers began to face up to the real estate market and study consumer behavior and psychology.

The main feature of real estate planning at this stage is to use various single technical means to plan, and further expand and standardize the operation with the help of some technical means, and achieved good results. With the deepening of real estate planning practice, there are more and more successful cases through real estate planning, and the theoretical thinking of real estate planning has gradually formed. Because the real estate development project is successful by introducing planning concepts and means at all stages, real estate planning has been widely recognized by people.

2. Comprehensive planning stage (1April 1997-1June 1999)

The overall planning stage is marked by the successful sales of Guangzhou Jincheng Garden. The main feature of real estate planning at this stage is that each project, according to its own situation, takes theme planning as the main line and comprehensively uses various technical means such as market, investment promotion, advertising and marketing to achieve ideal sales results. Jincheng Garden takes theme planning as the main line (quality, price, comfort and harmony), which runs through investment planning (office building is transformed into residence), market planning (occupying the market share of small high-rise residential buildings with elevators on 12 floors), design planning (European facade design, centralized utilization of green space, reasonable arrangement of building types and structural equipment to meet architectural functions and aesthetic requirements) and marketing planning (aristocratic residential buildings are highlighted when entering the market in off-season).

3. Complex planning stage (1July 1999-)

The complicated planning stage is marked by the successful sale of Guangzhou Olympic Garden. The main feature of real estate planning at this stage is the combination of narrow real estate and pan-real estate, that is, real estate planning can use other means besides various technical means in the real estate field.