Does anyone know how to write a real estate development plan?

Chapter 1 Introduction of Real Estate Project Planning

The learning purpose of this chapter

Understand the meaning of planning, and be familiar with the differences between planning and planning, creativity and decision-making;

2, familiar with the meaning of real estate project planning.

3. Understand the origin and development of real estate project planning.

4. Understand the characteristics and functions of real estate project planning.

5. Master the procedures and contents of real estate project planning.

6, familiar with the real estate project planning model.

7. Planners should have the innovative ability of real estate project planning. 8. Be familiar with the future trend of real estate project planning industry.

Familiar with the selection method of real estate planning institutions

Section 1 Understanding of Planning and Real Estate Project Planning

When the word planning is mentioned, people know everything. In fact, many economic and commercial activities need to be planned now: for example, advertising planning, large-scale concert planning, commodity promotion planning, Olympic bid planning, international Expo planning and so on. It can be said that planning this business has been applied to all aspects of our daily life. So, what is planning and why?

Significance of planning

1, the meaning of planning

The editorial board of Harvard Business Management Series summarized the significance of planning as follows: "Planning is a procedure. Essentially, it is a rational behavior that uses brain power. Basically all planning is about the future, that is to say, planning is to make current decisions about what will happen in the future. In other words, planning is to find out the causal relationship between things and measure the ways that can be taken in the future as the basis for current decision-making. In other words, planning is to decide in advance what to do, when to do it, how to do it and who to do it. Planning is like a bridge, connecting where we are now and where we will pass in the future.

We believe that planning is planning or planning. Planning is an activity based on reality and facing the future. It judges the changing trend of things according to the actual situation and information, and comprehensively conceives, designs and selects reasonable and feasible action modes around the specific goal of an activity, thus forming a process of correct decision-making and efficient work.

The meaning of the above plan includes the following meanings:

First, planning is based on the conditions provided by reality. Planners should try their best to grasp all kinds of realistic situations, fully understand all kinds of factors and information that form objective reality, including favorable factors and unfavorable factors, analyze and study the collected materials, find out the essence and main contradictions of the problem, and then plan.

Second, planning has a clear purpose. Planning must focus on established goals or policies, and strive to make all work change from disorder to order.

Third, planning can compare options. For a certain goal, multiple planning schemes can be drawn up. People can weigh and compare multiple planning schemes, foster strengths and avoid weaknesses, and choose the most reasonable and scientific one.

Fourth, planning is a systematic project, which operates according to specific procedures. In order to ensure the rationality and high success rate of the planning scheme, modern planning inevitably tends to be procedural. General planning activities have to go through the following steps: investigation and environmental analysis before planning; Determine or adjust the planning objectives; Plan creativity and draw up a preliminary plan; Programme evaluation and screening; Adjustment and modification of the scheme. The procedural guarantee of planning organically combines all aspects of activities, coordinates all subsystems, and forms a reasonable overall plan. This overall system can make people determine the ideal work order and rhythm, prioritize, be orderly, improve work efficiency and create the best benefits.

2. The difference between planning and planning, creativity and decision-making.

From the meaning of planning, we can find that planning and planning are two different categories, and these two concepts are easily confused. In fact, the two are very different. Planning is similar to English strategy plus plan, while planning is piano ning in English. Planning is more manifested in strategic decision-making, including analyzing the situation, finding problems, determining goals, designing optimization schemes, and finally forming specific work plans. To a large extent, planning is only the final result of planning, and it is more manifested in providing an operable guiding scheme for the upcoming activities under the condition of clear objectives, conditions, strategies and tasks. Regarding the difference between planning and planning, please refer to the following table for comparison:

Table 1- 1 Plan and Plan Variance Table

Plan a plan

Specific operational guidance scheme for holistic and holistic strategic decision-making

Master principles and directions, handle procedures and details.

Innovative and creative daily workflow

Promote practical feasibility

Flexible and step by step

Big challenges and small challenges.

Long-term professional trainers and short-term trainers

Planning needs creativity, needs ideas, needs creativity, but it is not just creativity. Creativity is only a part of the planning process, and it can be an instant breakthrough. Planning is a comprehensive process in complex procedures such as investigation, planning, evaluation and feedback, and it is a systematic and orderly creative activity. Of course, good ideas can be a powerful guarantee for successful planning. Someone vividly expressed the relationship between planning and creativity in one sentence: "Creativity is like a pearl, and planning is a pearl necklace."

Planning and decision-making are also very different: decision-making generally refers to the strategies and methods of decision-making. Planning is premeditated, but decision-making may not be; Planning is generally innovative, but decision-making is not necessarily; Planning is mainly to draw up a plan, and decision-making is to choose a plan; Planning should use intuitive thinking, image thinking and dialectical thinking methods, while in English, decision-making mainly uses logical thinking. The word close to planning is strategyplanning, and the word close to decision-making is decision.

When planning ideas are applied to different economic activities, product planning, price planning, promotion planning, advertising planning, public relations planning, CI planning, large-scale conference planning planning, cultural performances planning, sports activities planning, festivals planning and so on are formed. Among them, real estate project planning is one of the above plans.

Second, the understanding of real estate project planning

There are two different understandings about real estate project planning: one view is that real estate project planning is promotion planning, that is, how to find ways to sell the building, which is a narrow understanding; Another view is that real estate project planning is the whole process planning from developers' acquisition of land use rights, market research, consumer behavior psychological analysis to property management, that is, the whole process planning of real estate projects as people in the industry say. It should be pointed out that this book discusses the latter, that is, the whole process planning of real estate projects.

Section II Origin and Development of Real Estate Project Planning

First, the origin and development of planning

The 5,000-year-old Chinese civilization has given birth to countless examples of planning, such as horse racing in Tian Ji, borrowing arrows from grass boats, uniting Lian Heng, and fighting wits with Hongmenguan. It also produced many immortal masterpieces, such as Zhouyi, Sun Tzu's Art of War, Thirty-six Strategies and Romance of the Three Kingdoms. In the past, these belonged to intrigue and ingenuity, but now, these belong to political and military planning.

Looking at the development of planning thought and practice in the history of human civilization, it is often concentrated in the political and military fields and the construction of some grand projects, but not widely extended to other fields. With the development of modern industry and market economy, enterprises are interrelated and competing with each other. In order to occupy a favorable position in the competition and seek the survival and development of enterprises themselves, public relations planning, advertising planning, CI planning and various forms of enterprise-centered planning activities have appeared in modern enterprise management, which have played an extremely important role in the production, operation and development of enterprises.

For example, CI planning of IBM company in the United States. From 65438 to 0956, in order to establish a famous brand image in the computer industry, and use this image to highlight the pioneering spirit and entrepreneurial spirit of the company, so as to facilitate market competition and rank among the world's major enterprises, IBM decided to carry out standardized design for the company. They condensed the English full name of "International Business Machines Corporation" into three letters of "IBM", and then chose blue as the standard color, symbolizing IBM's cutting-edge technology. After the introduction of IBM's CI design, it aroused strong repercussions from all walks of life, making it a "blue giant" in the computer field, and established its dominance from then on. Inspired by IBM's success, some big companies in the United States and western Europe have also implemented CI planning. In 1970s, Coca-Cola Company also spent huge sums of money to introduce CI strategy.

If the fifties and sixties were the word tides in the United States and the seventies were the word tides in Japan, then the eighties were the word tides in South Korea and Taiwan Province Province. In 1980s, Chinese mainland began to have CI activities. 1988 China enterprises began to introduce CI, so companies such as Shenzhou, Sitong, Kangenbei, Robust, Kelon and Little Swan quickly introduced CI, and almost every company became a well-known enterprise in China, and China finally had its own famous brand.

Second, the origin and development of real estate project planning

Real estate planning has gone through more than ten years 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: single planning stage, comprehensive planning stage and compound planning stage.

I. Single planning stage (1993.6— 1997.3)

At this stage, Shunde Country Garden was successfully planned as the symbol and starting point. Previously, real estate planning was in the gestation period, and the concept of planning was not really introduced. However, people still feel the bud of real estate planning. 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.

1June, 993, Shunde Country Garden initiated the successful practice of real estate planning. The concept of "culture behind famous brands" endows Country Garden with a brand-new lifestyle of "giving you a five-star home" and integrates and mobilizes powerful news resources to spread this concept. In particular, the launch of the series of suspense advertisements of "The Terrible Shunde People" made Country Garden instantly become the "home of successful people" in people's minds.

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 on certain technical means, and achieved good results. For example, the famous Yayuan, which has been rated as "National Excellent Residential Quarter" for many times, has its greatest advantage in unique design and planning. Such as "arcade" and "overhead floor" and other novel Lingnan features, so that every household can share the greening concept of green space, the changeable space design of buildings, the functional zoning of people and vehicles and so on. In addition, there are representative planning cases, such as the rental market planning of Tianhe City Plaza in Guangzhou and the pre-investment planning of Jinye Villa Garden in Panyu.

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 real estate development projects are successful at all stages by attracting planning ideas and means, real estate planning has been widely recognized by people. Therefore, the developer set up a planning department within the enterprise; Professional planning agencies and property consulting companies also came into being; Freelance planners who make a living from real estate planning also abound. In practice, real estate planning has created a model project, created considerable economic benefits for enterprises, aroused people's great interest and concern, and produced ideological trends such as deifying real estate planners and planners and infinitely exaggerating the planning role, which affected the future development of real estate planning to varying degrees.

Second, the 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. 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 use of green space, reasonable arrangement of building types and 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 typical buildings with successful comprehensive planning have appeared, such as guangzhou country garden with the theme of "successful white-collar workers" and Panyu Lijiang Garden with the theme of "harmonious community culture". In the integration of various planning methods, each project is focused and innovated according to its own characteristics. Guangzhou Cuihushan