The Marketing Positioning Research For Tianfangmeiyu Real Estate Project

China's real estate market has been gradually entering the era of brand competition, and developers have recognized the importance of market positioning. The pre-market positioning study of a real estate project is the starting point of the development process, and is the basis for the product planning and design, construction, sales and property management. Market positioning is a key factor of a successful project, however, most of the market positioning work has the problem of identical product design, excessive concept communication, inappropriate positioning, and there is too much doctrine research methods, which resulted the outcome of the market positioning to be detached from actual market demand and have poor accuracy.This paper first analyzed the theoretical basis of market positioning, introduced the basic concept and method of real estate market positioning. And then the"Tianfangmeiyu"project was taken as example for an empirical analysis. We described the theory and methods of project positioning, together with market positioning theory and the real estate industry background in Tianjin, and did the analysis of the customer positioning, product positioning and brand positioning based on the research of market classification, market research. So the importance of real estate market positioning in a real estate project were verified.This paper take the real estate project market positioning method as the main line, combines theory with reality, and in the author's hands-on project, conduct market research, whereby determined the customer positioning, product positioning and brand positioning of the project.