Study Of The Market Positioning Of Ocean Paradise

Since the regulation of housing reform was issued in 1998, the real estate industry in China has maintained a remarkable growth, especially in 2001, with the deepening of a series of regulations by the states to stimulate the development of residential project, the whole real estate industry entered a century of high-gear development with a prosperous prospect. Meanwhile there are still some problems in the industry like the structural oversupply and the deficiency of real demand. So currently the most urgent task of the developers in China is to develop projects with the advanced marketing theory to meet the real needs in the market. And to survive and win in the more and fiercer competition, the developers are supposed to use the differentiation strategy to position themselves.Ocean paradise is the residential project developed by SORED in 2000. It is located near to the CBD and positioned as a middle level and high quality residential project. This paper has focused on describing and analyzing the whole positioning process of Ocean Paradise to show the application of differentiation strategy in the real estate industry.