Research On The Market Position Of Aolin Spring Commercial Building

With the development of economics, the commercial property has a bright prospect. But many elements have bad influence on successfully operation; such as making market positioning rightly. In this paper, the author will discuss market positioning through the operation of Aolin Spring commercial buildingMarket positioning is the key of operating commercial property successfully. In this paper, the author will use the diamond market positioning model to analyze it. The basic thought as bellow: firstly, found the target market and their requirements through marketing research. Secondly, subdivided the target market, found out the gain point they concerned and defined the competitive advantages of us. Thirdly, made the gain point to be a location point, and found out the property location and the value location. The range is 3Ps+C. Fourthly, gained the location by combination. In this article, the author put position founding first: finding our customers definitely. It put the customers into three parts based on the market segment according to the business circle; the consumer characteristics and the evaluation of marketing attraction and corporation suitability. The second is position selecting: finding the target location of segment market. We should do a more detailed subsection research on the objective client's demands based on the result of questionnaire diagnosis. Then we should analyze the percent saturation of market, the intense degree of competition and the strong-weak aspects during the four most needed target market. Thereby, we can choose the benefit spot of most competitive advantage, and then get the property location of the project: the living central contains shopping, leisure, repast and entertainment. The benefit location made people enjoying convenient and funny life. The value location made people feeling respectable and happiness. The last is position arriving. In connection with business property, we choose four aspects to do the marketing combination. They are channel-choice combination; business-function combination; investment-price and dissemination-communication combination.