The Study Of House Market-positioning Based On Population Environment In Our Country

China's real estate market is in the ascendant in the current era of the housing market. However, there are problems on both sides. On the one hand, consumers can not find suitable houses. One the other hand, there are no market demands for the houses developed by developers.It is due to the asymmetric information as no characteristic match between demand and supply. Thus, this requires the developers to be targeted by the expected demand of consumers, which is positioning theory, reaching the consciousness of future potential consumer to position the products into their minds, advanced by Jack ? trout and Ai ? Rees in the 1970th.Because any house, no care of its higher or lower price or where it is , can be successfully sold out as long as a good positioning.This paper based on the succession of research results by domestic and foreign scholars expatiated on the effect of decision-making on market-positioning by the theories of market positioning and population environment in our country at first. Second, it should be taken into account that different ages have different demands, or buyers in different family structures have different motivations, or people with other psychological needs such as different gender, income, number of years of education have different views, attitudes, knowledge and decision-making on the house positioning. The positionings of residentially specific theme , residential region, business role and residential lays are put forward by the principle of customer-oriented, differentiation and target consistency of positioning and business operating. Finally, the effect of house market-positioning is expatiated respectively by population size and income, demographic composition, population migration and family size. And the corresponding measures are put forward respectively.According to the argumentation in this article ,at the moment of house market-positioning ,it is required that the developer should fully study demographic factors on the impact of domestic market position in order to meet the different needs of the residential construction, which would bring the city another piece of opportunities in real estate market. Taking into account the population size and income, demographic composition, population migration and family size and type and other factors, it is better to construct the house mainly in two living rooms and two bedrooms and properly collocate with houses in one living room and one bedroom, one living room and two bedrooms and one living room and three bedrooms with the continuous improvement of the people's living standards, which could make a good social and economic benefits...