In real estate projects, SWOT analysis is an analysis of the strengths, weaknesses, opportunities and threats of enterprises or projects. In the analysis, all internal factors (including the advantages and disadvantages of the project) should be concentrated together, and then these factors should be evaluated by external forces. It was put forward by a management professor at the University of San Francisco in the early 1980s. The four English letters of SWOT stand for strength, weakness, opportunity and threat respectively. The so-called SWOT analysis, that is, situation analysis, lists the main internal strengths, weaknesses, opportunities and threats closely related to the research object through investigation, and arranges them in matrix form, and then analyzes various factors by using the idea of system analysis, and draws a series of corresponding conclusions, which are usually decision-making.
I. Analysis of environmental factors:
The following analysis is based on the XX project:
Advantage analysis of XX project: (including opportunities and threats)
1,
Located in # # transportation hub and prime location. (opportunity)
2, business, housing, fitness, leisure, entertainment in one. Make up for the vacancy of high-end business entertainment in this area. (opportunity)
3. # # The most upscale residential area, which meets the life (threat) of local elites.
4, the surrounding government departments, business, finance, medical care, education and other supporting facilities (opportunities)
5. The road construction has strengthened the connection with the urban area, which will have a positive impact on this project. (opportunity)
6. The crystallization of Shanghai architectural design, # unique small high-rise elevator building and # duplex building. (threat)
7. Professional Property Management (Opportunity)
8. Fair trade, no internal operation. (opportunity)
9, the market supply is less than demand, residents have a strong demand for housing (opportunities).
10, the house can be delivered by the end of this year at the earliest (opportunity)
1 1, there are few new buildings in this area, and the per capita living area of the original residents is small (opportunity).
12, the facade of the commercial part will appreciate with the construction and planning of the local community in the future (opportunity)
Second, the project disadvantage analysis:
1, the price is higher than other surrounding communities (threat)
2. The income and purchasing power in this area are not high (threatening).
3. Residents' acceptance of elevator buildings and duplex buildings is limited, while elevator apartment types account for a relatively high proportion (threat).
4. There is a real estate developed in the same period behind, which forms a strong contrast and competition (opportunity).
5. The developer is unprofessional and the degree of cooperation is not high (threat)
6. There are many three-room units, and the market demand for two rooms is greater than that for three rooms (threat)
7, the local commercial brand is simple, the grade is not high (opportunity)
8. The house price in the whole market is rising gradually, but the income of residents is not obviously bullish. (threat)
9. Land value-added tax liquidation will bring pressure to developers and may affect price decision. (threat)
(excel table cannot be uploaded temporarily)
Intermediate table skip
Three SWOT analysis summaries:
From the above analysis, we can see that:
Advantage opportunities, disadvantage opportunities and advantage threats, if handled properly, can be completely transformed into favorable factors for this project.