Study On The Positioning And Marketing Tactics Of Real Estate Projection Of NaYi Group JiNan Branch

Chinese real estate has been made a decade of rapid development since abolishing the housing welfare policy at the late 20th century. And it has become the pillar industry. But the real estate industry has become the focus of state macro-control because of the overheated economy and tightening of macroeconomic policies. The national policies, the global economic crisis in 2008, the products becoming ripe and other factors create enormous stress for the real estate market. So the developers pay more and more attention to the real estate marketing as the real estate market in transition, the stress of commercial housing sale and the character of the commercial housing. The real estate developers have to work hard on the project location because the real estate project positioning is up to the success or failure of project.The real estate develop positioning is more important than innovation. So it is called "The most difficult of real estate development". If the re is no exact positioning there will be great losses. The operating of a project plays an important role in the company's development. Accurate positioning of the project will enable to get the controlling force and stable profits.How to create the real estate project approved by the customer and market and how to spread the real estate product becomes the new challenge for the real estate company. The real estate develop company must make market segments, choose the most profitable target market, focus the enterprise resource and fix the project. Then the company need adopt most reasonable transmission channels and ways to get the customers' recognition so that it can insure the success of the project and long sustainable development of the company.The article takes NANYI group JiNan Company as a sample and combines the character of real estate. It uses the correlation theory of marketing combines the particular marketing environment analyses the macro environment both in china and JiNan. At last the article presents the positioning scheme and marketing scheme based on SWOT analysis, market segments and choosing target market.The research has important application value and it can provide decision-making basis of real estate project executing of NANYI group JiNan Company.