Research On Project Positioning Of N Real Estate Development In Panlongcheng Area

Nowadays, in the filed of China's real estate development, there're some universal problems like lack of strategic planning, indistinctive product positioning and lax management process, etc., thus leads to the serious homogenization of the project and products, weak direction to the target consumer groups, the sameness of design and communication themes, etc. So in one hand, many vacant dwellings produce, the payback period goes longer, the developers have to cut down the price and make less profit for sales promotion; in another hand, as China's real estate developers have always depended heavily on the loans from banks, if sales goes down, developer's fund chain may interrupts and unable to repay the loans, bank would suffer a great loss. Furtherly, incomplete projects may appear, owners can't have their houses timely or ownership can't be transferred successfully. These would badly influence social harmony and stability. For the reason, developers should attach very critical importance to the market positioning when making the key project decisions, scientifically develop the project and ensure the long-term and sustainable development of the enterprise.Setting foot on the classical theories and methods of marketing and market positioning, taking the example of N real estate development project in Panlongcheng area, the paper elaborates and expounds on the market research, analysis of consumers'psychology and behavior, market segmentation, targeting and positioning of the project, and on this basis, the paper gives the marketing proposal. The paper emphasizes the combination of theories and real case, adopts the methods of literature reviewing, field survey and systematic research. As market research is the core and foundation for real estate market positioning, and forms the basic link between the developer and consumers, so the paper elaborates the market research and its result on N project in details. It also gives a basis for making decision on Panlongcheng N project implementation, discusses the effective ways for real estate market positioning, it represents a useful effort for the healthy development of the industry.