The Marketing Positioning Research For San Diego Real Estate Project

The pre-positioning study of real estate project is the most important basic part process of real estate projects.No matter the planning and design of the product, construction site,or the sales and project management,all above these work are carried out around the project location,whether the project location is accurate or not, whether to meet market demand or not,determine a success or failure of the real estate project development.But for the majority of the domestic real estate developers, the project targeting is at present still at the concept stage.It often happens in real estate enterprises that after a cursory discussion in a high-level leadership,a form of real estate development projects is finalized.Until the planning and design of the product is finished,the construction is ready to begin,houses are ready to be sold,and finally a major problem items for sale comes out,it is found that there are problems of the project location.The targeted research projects,carried out by Some real estate enterprises,which focus on the theory of analytical methods,result in the formulation process of the project location is empty and not practical.In another words,the result turns out to be that the analysis of the targeted project is increasingly thicker and thicker,while the accuracy of the project location is getting worse and worse.To find a well-established real estate projects targeting research methods has become the goal of more and more real estate professionals.In this paper,positioning the project is called "the methodology of project cases analysis and comparison".As the case of San Diego in this paper,the team used more than a year to carry out targeted research and analysis projects,besides,the company the one the author works for visited and studied a large number of suburbs real estate, analyzed and compared a large number of cases for guiding the entire process of San Diego targeting research projects.Firstly,this paper gives a brief analysis of the macro-environment that San Diego real estate projects are facing,points out the significance of this case study,and introduces the background of San Diego project and development company.Secondly,this paper analyzes the objectives of project development and the constraints of project development,and introduced the development of the real estate market in Xiamen in recent years.The San Diego project enjoys two relatively independent of product type—apartment and villa,so this paper also focuses on an analysis of the market of the Xiamen Villa and apartment.After that,it comes the main point of this paper—a full range analysis of projects targeted research.Using " the methodology of project cases analysis and comparison," this paper focuses on the following five parts,the development model of the outskirts real estate,the studies of the project development mode,the overall positioning research of the project,the research of targeted customer,and the study of apartments' type.Finally,this paper San Diego also introduced how to use the achievements of the projects targeted research to help the development of San Diego boot-sector.