房地产项目运作中的一些误区(Some-misunderstandings-in-the-operation-of-real-estate-projects)

房地产项目运作中的一些误区（Somemisunderstandingsintheoperationofrealestateprojects）Somemisunderstandingsintheoperationofrealestateprojects"CuiShuqing(seniorarchitect,SeniorPlanner)/textSuccessfulrealestateprojectsintheoveralloperationarerelativelycautious,andhinderthedevelopmentoftheproject"misunderstanding"thereWemustkeepaclearheadwhenwehaveadeeperunderstandingandhavecorrespondingmeasuresandmeasurestoavoidthemBrain,bewareofallkindsof"mistakes"thataffectourcorrectjudgment,analysisanddecisionmaking,andconcreteimplementation,thisisLaiYifaExhibition,sothattheproducttoobtainthebasicconditionsformarketsuccess,thefollowingwewilltrytoanalyzetherealestatedevelopersintheprojectoperationWewillencounterseveralmajor"misunderstandings",whichwillbeanalyzedandexpoundedindetail,soastoarouseourthinking.Misunderstanding1:separationofenterprisebrandandprojectbrandIfanenterprisewantstowinalargermarketshareintherealestatemarketandmaintainthemomentumofsustainabledevelopment,itshouldhaveSeveralconditions:themarketcredibilityandsatisfactionofenterprisebrandtoconsumers;enterprisebrandinarealestateitemThequalityofthebranddisplayedbytheprojectitself.Atpresent,themisunderstandingisthatmanyrealestateenterprisesheavyDependingontheconstructionandshapingoftheprojectbrand,itisfarbetterthantheconstructionofenterprisebrand,includingVanke,gold,ChinaandotherfamousbrandsRealestate,theestablishmentofitsenterprisebrand,butalsothroughthesuccessfuloperationoftheproject,andgraduallysetupinthemarketforconsumersHavemoreinfluentialenterprisebrand,adoptthisbottom-up,projectbrandrefiningenterprisebrandpractices.thisIllustratesthelackoflong-termdevelopmentstrategyforrealestateenterprises,thefuturedevelopmentgoalsofenterprisesintherealestatemarketAndthelackofabasicunderstandingofwhatkindofmarketposition,andthusledtomanyrealestateenterprisespaytoomuchattentionto"Sporadicconstruction"and"spotdevelopment"showtheshort-termmarketbehaviorof"quicksuccessandinstantbenefit"and"shortsightedness",Onlyforthesurvivalofthedevelopmentoftheprojectoperation,insuchaguidingideologyoftherealestateprojectsiteselection,marketadjustmentResearch,planningandplanning,butalsonothingmorethan"paragraphstyle"developmentandconstructionofabusinessunderanumberofopenTheprojectlackscontinuityanddevelopmentinspace,timeandconceptandquality.Itisanoveralldevelopment"Disorder",enterprisebrandandthereforelackofconsistencybetweenconsumersandthemarket.Fromthecurrentpointofview,realestateinKingkeymultiprojectintegrateddevelopmentconcept,designplanningandmarketpositioningandmarketingConsistencyanddevelopmenthavebeenachieved,butbecauseenterprisebrandisrelativelyweakinprojectbrandLessthantheroleofleadership,sothattheenterprisebrandandprojectbrandtherehavebeenseparationanddiscontinuity.VankeTheenterprisebrandand170000Sijihuachengisalsofamous,butgoldenhomes,GoldenMileIsland,warmhomeprojectproductsBrandislessthan170000brands,itshouldbesaidthatthe"fourseasons"isarepresentativeofVanke,Vankehassomecharacteristicsofrealestate,ButthereseemstobealackofalinkbetweentheotheritemsandthecoreoftheVankebrand,whichlackssomedistinctivefeaturesColor,inIwanttocome,Vanketheseseveralprojects,inadditiontopackaging,modelhouses,wallsandsoonhavemorecommonalities,otherIcan'ttellyou.Theworld'sleadingmultinationalchainsarestrictinprojectdevelopment,marketing,designandresearch,productquality,andsoonAfteryearsofaccumulationandunifiedpropaganda,theorderandruleshavebeengivenastrongunifiedimagetoconsumersButwearelackofChineserealestateenterprises.Mythtwo:imbalancebetweenthemarketandtheprofessionTherealestatemarkethasdevelopedformorethantenyears,butthereallarge-scaledevelopmentisnearly5yearsofthings,showinga"marketguide."TheprojectdevelopmentbehaviortowardthegoalisweakenedtoasubordinatepositionandbecomepartofthenormativeimplementationTheopinionsandfunctionsfromthemarkethavebeenexpandedandsomeproblemshaveemerged."Market"and"specialty"inprojectoperationThereisanimbalancebetweentheproducts,andtheproductsdevelopedarehomogeneous,nihility,packagedandconceptualizedManyofthesefeaturesarenotvisibleinresidentialdevelopment10yearsago,andmoreandmorearenotavailableThestuffusedtobefilled,pilingupintheresidentialarea,residentslivingfacilitiesfromtheimaginary,inadditiontoconsumerwasteWhat'stheuseofmoney?ThevalueorientationinrealestatedevelopmentanddesignandmarketingisnotanormalmindsetTheperformanceistocaterforthefalseratherthantherealconsumer'smarketdemand.Sometimes,Iaskmyself,weHowmuchmoneyhasbeenspenttodosomethingmeaninglesstoconsumers,andwearealwaystalkingaboutconsumersTheirneedsareourneeds,butarewereallyawareoftheirinnerneedsandtruehearts?Aretheyreallythinkingwhattheywant?,Orundertheguiseofmarketdemand,dosomeuselesswork,justlikeChenShiminThemastersaid,"thisisreallyontheharassthepeopleandwastemoney.".Infact,themarketobjectivebasedonkitschisnotFewdevelopershavetodothesamething"harassthepeopleandwastemoney.".Itseemsthatwhenwearelearningandusingthelawsofmarketeconomy,weare"outoftheway",thaninothercapitalistcountriesButinfact,whenwevisitedthecitiesinEurope,wedidnotseesuchstrongmarketconsciousnessandtableslikeoursAtpresent,theindustrializedcivilizationandthecapitalistmarketeconomydevelopinarelativelymoderaterangeMorerestrictionsontheinterestsoftheenvironmentandtheenvironmentarenotlikethefreedomandexcessivecompetitioninourpropertymarket,Itisanorderly,restrictive,low-keytalk,suchasseveralnewdevelopmentsontheThamesinLondonSingle,noveryspecialplanning,showingafullgraspandaffordabilityofthemarketandtheatmosphere,inrealestatequality"Moreofitis"pursuingprofessionalinnovationratherthansimplycateringtomarketdemandMarket".Thisisessentiallydifferentfromtheroleofthemarketovertheprofession,whichisalsoatableofmaturemarketsOneofthepresentfeatures.ItshouldbesaidthattheEuropeanpropertymarketismatureandorderly,andisguidedbytheprofessionaloperationofthemarketIsakindoforganicbalance.Andourpropertymarketingeneralisstillinafreedevelopment,ahundredflowersoftheprimarystageofcompetition,themarketTherolewillremaindominantforsometime,butasthemarketdevelopsandmatures,"returntoprofessionaloperations""Ontheroad,"theprofessionalismoftheprojectandthedesignanddevelopmentofproducts,emphasizingthevalueandroleofprofessional,willberemovedNotnecessaryconcept,packaging,excessiveadditivesonlymeansuseless,theoutdoorenvironmentandindoorpavement,highArchives,pilingup,notonlymeaningless,overtime,willbecomeredundantresidents,"lessismore"Simplicitywillbethetrendofthefuturedevelopmentofrealestateprojects,andthemarketdevelopmentwillbetrueinthefieldofprofessionalinnovationOnlywhenwerealizethevalueofthemarketandthebalanceofprofessioninourminds,canwemoveinthemarketResearch,planning,planningandmaterialsselection,basedonacorrectpointofview,toensurethatfutureproductionProductsarelessmarketfactors,moreprofessional,thisisourtruecharacter".Misunderstandingthree:productdesignoftheopenandmarket-orientedCurrentlyonthemarket,manyRealEstateCompanyduetolackofhumanresources,lackofteam,andhadtorelyonthemarket.Source,carryoutmarketresearch,projectplanningandpositioning,conceptualplanning,designschemeandlatermarketingAndsoon,sothatthewholeprojectisinthe"socialsemiopenandmarket-oriented"status,productdevelopmentanddesignalloverAsaresultoftheconsultantcompany,designcompany,salescompanyandsoon,thetechnicalsecretoftheprojecthasbecomeanemptytalk,Andislikelytobesoldorapplied,andoncethecompetitorsstealorgetit,theproject'smarketoperationsareinplaceAdangeroussituation,therefore,suchasHaier'scoretechnologywillneverenterthemarkettofindsupportformarketresourcesThegreaterthedegreeofdependence,theweakerthecompany'sstrength,thecompetitivenessofthemarketandprofessionalinnovation,therewillbenospecialadvantage.Therefore,thecoretechnologyofrealestateprojects,suchasprojectpositioning,planninganddesign,andmarketingshouldbemadeupofrealestateenterprisesTheinternalinstitutionofabusinesscannotbeentrustedtotheresourceorganizationofthemarket.Thisshouldbenoted,whileInfact,Vanke,thegoldandotherbrandenterprisesareinfrontofthemarket,andfortheindustryandconsumersPraisedbecausetheproductisoriginal,includingsomeofthedevelopersoftheoriginalthinkingandunderstanding.ActuallyeverybodyAsweallknow,thedesigndirectionoftheproductofrealestateprojectisdeterminedbythedesigntaskbookofthefirstparty,andthequalityoftheproductandThequalityisgraspedbyPartyAandembodiessomeofthedesignintentionsandideasofPartyA,butiftheseuniqueideasaretakenTothemarkettodo,itmeansthatthedeveloper'sideashavebeenhalfcivilizedandmarket-oriented,thereisnosecrettospeakof.Therefore,theremustbeaproperuseofmarketresources,notonlywiththehelpofbraindevelopmentandfurtherdesignconcept,butalsotomaintainInternalizationoftechnicalcoreofenterprise.Nowallaboutthecompany's"core",whatisthecore?Itisunknownthatmanycompaniesaretoomarket-orientedPublicity,productresearchanddevelopmentinasocialopenlevel,fromplanningtoconceptualdesign,programreview,etc.Eachstageinvitestechnicalresourceorganizationsfromthemarkettoparticipateinproductdevelopmentanddesign,aswellasR&DdesignTheprograminvitesexpertstoreview,ontheonehand,ItdoeshavealottodowiththelevelofproductR&DprogramsBrainhelpstoopenupideas,butalsoraisesanotherproblem.TheprocessandresultofproductpositioninganddesignwillbetransparentIntermediaryanddesignagenciesleakedtocompetitors,sothemarketwillneverbeabletoplaytherealestatecorebrain.Misunderstandingfour:productdesignoverconceptualization,textLikeotherproducts,therealestatedevelopmenthasbeenputonthemysteriousconceptofavarietyofmysteriouscoat,tocatertolessPartoftheconsumerpursuitofnothingnessandspiritualcultureneeds,andsomeprojectsarenothing,buthasbeendubbedafascinatingoverviewRead,butsellwell,indicatingthatconsumersonthecontent,conceptsandcultureisvalued,althoughthedistrictdidnotThecorrespondingsubstantivespacesubjectissupported,butatleastitshowsthattheconceptplaysaroleinthemoderninformationsocietyThe.Atthesametime,weshouldseethattheresidentialdistrictplanninganddesignhasnowplungedintoa"overconceptualization"Misunderstanding,suchaspopular"Continentalwind"inthepastfewyears,andwhat"Italycustoms","southernEuropeanstyletown."","Mediterranean"andsoon,itreallygivesconsumersalotofassociationspace,butalsotothesaleofrealestatehasbroughtalotofhelpHelp,however,asthedayslong,theseborrowed"foreignflavor"willsoonvanishedawayandthetruewind.Thespace,facilitiesandplacesthataccompanytheresidentsaretheconcernofthepeopleforalongtime.Therefore,theproductdesignifonlyTheconceptualandtextualpackaging,withoutanycontentsupport,hasbeenproblematicforthecommunity'ssustainability,andtherefore,Therealestateprojectcannotfallintothemisunderstandingofconceptpackingbecauseofsaleneed".Whenchoosingaconcept,productdesignshouldpayattentiontothepracticalvalue,culturalconnotation,andwhethertheresidentslikeandneedit,Accordingtothisstandardisnothingmorethannaturallandscapeconceptssuchassea,lakeandriver,theloveforthehealthoftheresidentsofhouseholdsTheconceptofoutsidemovementandtheconceptofreadingsuitableforstudentstolearn,etc.,andthesepracticalconceptswillnotbeduetothepassageoftimeDisappear;onthecontrary,itwillbecomeapartofpeople'slife.Ontheonehand,weshouldreflecttheconceptualvalueofproductdesign,ontheotherhandAttentionshouldalsobepaidtotheconceptofhierarchyandmoderation,sothatitisinareasonablepositioninproductdesign.Misunderstandingfive:residentialspaceoverlandscapingandlandscapingandsalesofficesandclubsaretooluxuriousApproximately97yearslater,manyprojectsbegantopayattentiontothesurroundingareaofthebuildingforoutdoorgardendesignandgreenspaceToimprovethelevelofenvironmentaldevelopmentprojects,afterfiveorsixyears,thevastmajorityofprojectsaremoreemphasisonresidentialenvironmentParkForestlandscapedesignandconstruction,frominvitedforeignfamouslandscapedesigncompanytochairthedesignoftheprogram,tospendheavilymovePlantingtrees,flowersandgrassvarietynameintroductionlandscapefacilities,thedistrictnolongerlikealivingarea,antiAsthebotanicalgarden,parkandgardenplantlandscape,environmenthasbecomeasubject,itisdesignedfortheplantinglandscape,Avarietyofplants,richinlayers,colorful,reallybeautifulandpleasant,wesawmanyprojects,mostroomsBeautifuloutsideenvironment,richlandscaping,similarfeatures,thelackoflandscapingistoomuch,butinsteadThereistoolittleroomforoutdooractivities.Asamatteroffact,thegardenenvironmentweseeinEuropeanurbanresidentialareasisrathersimple,simpleandatmosphericTreespeciesaremuchmore,andthenthegroundforpavementorgrassland,whileontheothersideoftheroadareshrubs,etc.,andnotlikeShenzhenDistrictTherichnessofthelayers,thedelicateplants,andtheoverallfeelofthepeopleareparticularlycomfortable,soIthinkourcommunityenvironmentThedesignhasfallenintoamisunderstandingofexcessivelandscapingandlandscaping,andshouldbeavoidedinthefut