The Empirical Study Of STP Plot In Large-scale Residential Real Estate Projects

In the economical circumstance with intense competition, exploitation of real estate more and more depends on the plot technology. This article expounds the engendering and source of STP plot theory, then do a in-depth analysis to it. It analyzes the technology main points of large-scale residential real estate projects' plot from segmentation, targeting and positioning parts. Research the STP plot theory's application in.Though the expounds the development and current situation of real estate plot and combining "The Greenwich", The article can use the vague mathematics theory in large-scale residential real estate projects for predicting sales volume. The conclusion is that the project's sales has a better situation, we can use it as a referent basis for STP plot. In addition, it also uses analytic hierarchy process to do a empirical research for targeting of "The Greenwich", selecting the city slap-up market as a target market, it establishes a better base for positioning. At last, it uses SWOT analytical method and construction plot method to do a more veracious position.This article do a more in-depth empirical study of STP plot in large-scale residential real estate projects, it gives some referent basis for farther study of STP plot theory.