| In the marketing of real estate, product positioning which the development company of real estate should make clear at first is what product would been developed and the customers how to think of the product. Product positioning is a valid path to create product differentiation and establish competitive advantage. In 2004, the DT (Chengdu) construction development Co. Ltd. prepared to develop business occupancy in the DT building materials market. DT garden is the residence part of the business occupancy. The major content of this paper is the research work according to the product positioning of DT garden. Through the research, we should make great efforts to solve the realistic problem and raise our abilities of practice and study. This paper mainly includes the following three aspects.Firstly, the problem which this paper try to solve.is studying the product positioning of DT garden under two conditions which are fixed location and income requesting.Secondly, the research order of this paper ,which has been determined ,is putting forward problem â†' marketing researchâ†' market segmentationâ†' market targetingâ†' market positioningâ†'product positioning.Finally, according to the certain research sequence, we can get some results on the analysis of general situation of Chengdu real estate and the related product positioning of residence. The first point is that we got the need and the characteristic of latent consumer. The second point is that we finished market segmentation, market targeting and market positioning of DT garden according to the result of themarketing research. The third point is that the positioning of core product, actual product and augment product of DT garden has been studied. And we put forward the project of air garden to solve the disadvantage of DT garden.The research results in the paper will offer a practical proposal and guidance in investment decision, building design and market plans for the DT (Chengdu) construction development Co. Ltd. |
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