Analysis Of Urban Complex Projects, Product Positioning

Real estate companies have become increasingly concerned about the company's core competitiveness, innovation development model has become a real estate an important source of corporate competitiveness. In the market and the development of the main double demand, gave birth to a more competitive real estate development model - the city complex. City complex combination of multiple functions and business state in one, directly involved in the revitalization of the regional core city areas or create new urban centers, showing a new connotation and extension of the performance.Chengdu as the Southwest's largest commercial hub in the rapid economic development, real estate development has been rapid. TFDD project is focused on supporting the project in Chengdu, hope through this study to be combined with TFDD project summary of the practice, for the synthesis of major cities nationwide, providing a theoretical basis and reference case.In this study, theoretical and empirical analysis approach to real estate marketing, project location, based on the theories of marketing communications, combined with ZAH Real Estate Limited, project development, the use of basic planning tools such as real estate marketing, market research, project SWOT analysis, competitive analysis, market positioning and other relevant issues.Application of market orientation theory TFDD project orientation was studied. SO strategies should be taken, the future of Chengdu Metro great opportunities to strengthen the project's regional advantages; with OT strategy, highlight innovative projects; with WT strategic project to strengthen corporate branding and brand building. In the development and marketing should be established high potential, the city unveiled; brand concept open communication, interactive communication and promotion of efficient portfolio; sharp advertising package; complete the sale of control and efficient marketing team. A marketing orientation in total Raiders: preheating the brand first, then push the region, extend the project, sparking sales, to show (the experience) as the core, from high potential. In the hypothetical case of a static market, the project has a good return on investment. Project profitability was significantly higher than the industry average, have higher investment feasibility. At the same time project a project still show high rates of return.