A Research On The Market Investigation And Positioning Analysis Of Real Estate Projects

China's real estate market started relatively later, but has grown fast in the past twenty years. In the early days, real estate market surveys mainly investigate surrounding buildings.As time goes by, real estate market survey began to analyze the competitive environment and homogeneous properties. At present, real estate developers have realized the importance of market survey to make decisions. Facts prove that, to keep in an invincible position, the real estate enterprises must pay attention to market survey and get the marketing planning work well done.Real estate development is a complex and risky investment activity. It not only can bring in huge profits for investors, but also can get investors in risk and bankruptcy. The reason is that return and risk go hand in hand when investing in a project. The greater the risk is, the greater the income is. In order to avoid risks effectively, real estate developers must consider the project's characteristics, national economic policies and consumers'choices before developing a project. Project positioning is one of the most important links in this process.This article takes the lujin?changqing University City project as the research object, analyzes the market investigation and positioning of real estate development projects. At first, this essay discusses the meaning, features, functions, main contents and methods about the market investigation. Secondly, this essay discusses the definition, methods, principle, process and analysis system of the project positioning, analyzes the risk of the project and put forward project feasibility analysis and SWOT analysis. At last, this project is analyzed comprehensively from market research and project positioning analysis.