| At present, Chinese Real Estate Companies have many problems in marketing positioning, such as in-accurate product positioning, unbefitting management, lacking of strategy plans and so on. Many important decisions such as early-stage market segmentations, objectives consumer choice and marketing positioning were decided by experiences. Some projects have done marketing positioning, but because of slapdash and deficient of the preparatory work leads to a lot's of houses were un-salable, even spend a lot of time and resources for sales promotions. The whole process of these real estate projects bring on operating costs were substantial increasing, and ever severe disadvantaged affected of enterprises' developing.This article through the integrative analyze of real estate market position to support the important of market segments in real estate projects. And expatiate and demonstrate the important of market research, consumer behavior psychological analysis, market segment, the choice of target market and marketing orientation goals.Market research is the heart of market position in real estate project, and the link between customers and companies. It is very important of information collection and analysis for real estate projects' market positions. This article is detail expatiate of market research and analysis of research content.The article use of Qualitative and Quantitative analysis; Correlation analysis; Case analysis of the theory and application of the real estate market positioning a comprehensive set of theoretical and practical case studies combining this constitutes the main framework. Text to the actual project "International Garden" for the case, will the real estate market positioning procedures and methods displaying, analyzing, and our real estate market positioning on the current process of the emergence of a number of issues to be analyzed lessons, so that this article on the real estate development and marketing planning be provided... |
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