Market Orientation Practice In Real Estate Development Project

China's real estate industry has experienced a history of more than thirty years since its beginning in 80's last century. It has enjoyed an extremely rapid development. Regarded as the the pillar industry in the national economy from a trade angle, the real estate industry has been always known as"Troika"stimulating domestic demands and it is closely related to China's national economic development.Tremendous changes has taken place in many aspects such as its product forms, industry economic characteristics and marketing modes in the course of its development in recent years. Those changes have represented the progress and mature of the trade on one hand and shown its position rise in the national economy on the other hand.However, the state has greatly enhanced the adjusting speed and strength on macro-policies in the real estate industry along with the accurence of the harmful effects such as China's high housing price, sharp growth on scale, non-standard in market and poor trade self-discipline. Therefore, great changes have taken place in the development trend of the real estate market in recent years.It is sured that only those development enterprises with strong fund strength, quality product and excellent service would be probably to survive in future real estate development. Therefore, the control and prevention on real estate investment risks has become more and more important along with the rise of the marketization degree in the real estate industry. In response to this issue, we have found in practice that the best solution to reasonablely control the risks of real estate investment is that do a good job in the marekt orientation of the real estate development project and let the scientific project market orientation to guide the overall flow of the real estate project development based on a wide range of market research. Only do so on the product that sufficient market share can be obtained.This paper has mainly expounded the history of the real estate project market orientation on one hand and summarized the theories and prictical methods of the real estate project market orientation from a angle of the marketing principle; and then studied and discussed the orientation process of the overall real estate development project by combining with the orientation work of the China Railway Group-Ludao International Community Project and putting theories into practice.The following main purposes are desired to be achieved througth this paper: firstly, systematically combe the theory of the real estate market orientation; secondly, Achieve reasonable application of the theory of the real estate market orientation in practice; thirdly, bring some refernce and guidance for the work of the development enterprises through above-mentioned study and discussion; fourthly, lead the market orientation work playing a certain role in the decision-making process of the real estate project investment and strenghten the guidance work of the Intra-industry internal investment rules so as to make our contributions to the health and sustainable development of the China's real estate industry.