| In this article, Philip Kotler's STP strategy theory have been proposed as a guide . Fully described and analyzed the development of the STP strategy theory and its important role in the real estate marketing positioning. Through a combination with SWOT analysis of AHP method, carried out the empirical research for the STP strategy theory of the working processin the real estate marketing positioningUnder the comprehensive market survey for Luoyang Pearl Peninsula district,use the characteristics of potential consumer as segmentation variable for the market segments of Luoyang Pearl Peninsula district project. And applied the Michael Porter's Five forces model theory to select the project's target market, assessed each market segment to determine the project's target market. In the final stage of market positioning, through a combination of the SWOT analysis of AHP method, qualitative and quantitative analysis the internal and external factors of the project. Luoyang Pearl Peninsula district was carried out accurate market positioning,and proposed the systematic program of project location.In this article, based on the deep empirical research of Luoyang Pearl Peninsula district project. Provides a simple and efficient line to Real estate market positioning work,and enhance the results of real estate market positioning. |
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