Real Estate Projects In Target Market Research

In order to obtain the superiority in competition, the real estate development enterprises must subdivide the market, then choose the most profitable goal market, and concentrate the resources of the enterprise, lay out the effective competition strategy to carry on the accurate localization. Although real estate market in many city of our country is at the fast development phase continuously and the competition also gets stronger and stronger, the market subdivision theory is not yet mature when it applys to the practice, and the study on it is also comparatively lack. Moreover, we basically use the qualitative method to choose the goal market and locate the market, which respond subjective view of decision-maker, and practically have not held the customer and the potential customer's demand.The paper uses the method, which unifies the theoretical analysis and the practice analysis, as well as the qualitative analysis and the quantitative analysis. The paper is based on the Science of marketing, real estate investment and development project management and so on. After researching sufficiently on the market, the paper studies the market environment of a real estate project in city A, and subdivides the market, then designates the goal market, finally make the market localization of this project.In the market subdivision stage, the paper has classified and filtered the subdivision variable of the residence market by using the method of three level subdivision models with system cluster analysis. In succession, the paper sums up certain universal subdivision variable for the purpose of subdividing the real estate market and describing the characteristic of every subdivision market. When doing the cluster analysis, the paper has used the SPSS software, which makes the computation process quicker and the result clearer.In the goal market choice stage, the article has been analyzed the essential factor of evaluating goal market, scope strategy of the goal market and the marketing strategy. By using the GE matrix method, the author appraises the subdivision market respectively through the analysis of project characteristic, the environment and the competition, and chooses the subdivision market according with development characteristic of the project as the target.In the final localization stage, the paper has established the CSI index system of the residence. Using the radar graphic method of CSI and the weight-benchmark comparative method, the paper determines the index needs to improve, and proposed the pointed opinion to ameliorate project ceaselessness, for the sake of customer satisfaction which is the ultimate purpose.