The Research Of Product Development Strategy Of The Real Estate In Chengdu Under Market Downturn

In this paper, from the point of view of management science,the existing problem of the China's real estate product development in present stage would be researched, specially, the real estate development in Chengdu,Sichuan province. Under the environment of the likely continuously downturn of the real estate market, the selection and determination strategy of new projects needs to be researched and analyzed, for possible existing problems ,the feasibility solution plan would be put forward in this paper.In this paper, Under the studies of the real estate market environment, with the help of related research results, let the strategy selection of real estate development projects as a starting point, elaborated the formulation flow of product strategy ,which included the definition of competitive goals, the analysis of consumer psychology, the selection of target markets, the definition of competitive advantages, the searching of strategy entry point, etc, five steps. At the same time, variety of factors impacting on the flow have been deeply analyzed, such as economic factor, competitive factor, business target factor and consumer factor. Finally, take strategy planning for the developmnet new projects of C real estate company ,chengdu as research subjects ,through the research of the target market and demand , combined with C company specific Enterprise Resource, find a viable strategy to help enterprises in the future have the bigger competitive advantage, win greater market share, solve the funding pressure, and spend the current round adjusting quotation ,under the market downturn.