Mianyang Dc Residential District Project Market Positioning

Enter the 21century,accompany economy and society keeps developing velocity very fast,Chinese real estate market developed quickly and the real estate industry has become the pillar industry. Along with related laws and regulations are in the process of being complete and efficient,the real estate industry has been striding towards a brand competitive age.A huge group of real estate company have realized very importance of market positioning in their become huge enterprises。However,there still are many problems of market positioning in the real estate project。The matters include unitary of product design,over-transmission of concept,and similarity theme of publicity operation and so on,that have caused confusion to consumers who weakened discriminate effective difference of them。for this purpose,author in view of existing situation of marketing positioning,begin set about research to the positioning of real estate market development project。This essay based on the case of"DC housing district in mianyan"of real estate developing company called YaoSheng, applying positioning theory studies marketing environment, demand and competitive characteristic, and how satisfying need to target market by means of the correct market positioning and effective marketing tactics。In Composition,This essay have introduced basic concepts and theories in the market positioning ,analyses based concept and content combine real estate industry,after that ,sum up the real estate industry developing roughly situation of our country and the area that item is located,and make background to the case。Furthermore,describe the idea and practice of market positioning of item,then combining market dividing and survey , finally chose its market position to analyzed and defined consumers positioning,product positioning ,brand positioning。pass through latest data and detailed analyses may be able to help convince the importance of positioning in the market for real estate。There are including five part in the essay,The first chapter is foreword,including Study background ,study meaning ,study thinking,method of market positioning and so on。The second chapter emphasizes analyzing this question of use theory。Study scope including theory of the market positioning of Al·Rise&Jack·Trout,and divergence strategy and theory market positioning of Potler,and conception to the real estate market positioning。The third chapter pays more attention to analyze specific the marketing planning of"DC housing district",including background of trade and enterprise,and analyzing geographical environment of item location,introduce the basic situation of the item。Summarize and conclude general condition of marketing planning and the major question in Real Estate Company. The fourth chapter of the article make investigate and survey is to how make marketing planning exactly combine investigate and survey fruit to the item, by the basis of analyze and investigation , raise specific operate thought of train. The fifth chapter sum up whole job that the article has done and draw a conclusion of marketing planning to the item.