On Marketing Positioning Of Residential Property Development Projects

Since the Reform and Opening up, the real estate industry of China developed very quickly, which has become a pillar industry out of nothing. "China Real Estate Blue Book 2009"shows that the total amount of investment projects the real estate industry completed in 2008 came to 3,060 billion Yuan. Of this total amount, the volume of residential property was 2,200 billion Yuan, accounting for 71.9%, the highest since 1998 real estate reform. Residential real estate project development occupied an important position in China real estate investment, which is also the most competitive areas. Resulted from the recent domestic macroeconomic policy adjustments and the 2008 world financial crisis, residential real estate projects face a series of new opportunities and challenges, and some enterprises even grow into tight corners gradually. But themselves'characteristics can not be ignored. Of all the inherent restricting factors, unsuitable or inappropriate marketing positioning strategy was the most evident.This paper gave an overview of theories of real estate companies'marketing positioning, combing with the basic characteristics of residential real estate projects (consumption, regional, durability, investment). Proceeded from study of real estate companies marketing positioning research status in home and abroad, this paper explained the research background and purpose, the general procedure, the basic principles and research method of marketing positioning of the residential property. Through summarizing existing research results, combining records of deep interview, this paper indicated some main problems which exist in marketing positioning: unreasonable positioning target, unrealistic positioning, less difference in positioning, failure in finding target market and so on.In order to research into the subject of residential property estate's market positioning, this paper used Michael Porter's "diamond model" to analyze the factors which restrained the marketing positioning of residential property development projects. Those factors can be summarized as follows:factors related themselves, from market demands, related supporting industries, strategy structures of enterprises and the threat of the substitute, government policy factors and external factors. After study, this paper concluded that market positioning of residential property development projects was correlated with the sufficience of production factors, market demand, mature degree of supporting industries, the organization structure, government policy and external opportunities. Based on the above research, an evaluation index system of marketing positioning of residential property estate development projects was established. After normalizing the qualitative and quantitative indicators, the evaluation results were concluded. This paper established the membership grade of projects on the basis of the calculating the weight of each index by using AHP (the analytic hierarchy process).Based on theoretical analysis, a case study was carried out. In the case, by using existing research results, the marketing positioning of "A programme" of Zhenjiang New Area Real Estate Development Company was researched. The results showed that A would better target the Medium and High market, which was identical with the truth.