Analysis Huaqingjiayuan Market Positioning Strategy

The year 2001 witnessed both china's entrance of WTO and the low developing speed of the world economy , which influenced the real estate market of Beijing and caused it undergo an unpleasant decline. Campaigns over selling the real estate have thus been severe because the supply is larger than the demand in the market. Campaigns are being carried out in different aspects and the comprehensive power becomes the utmost factor.Therefore, marketing strategy is of vital significance in real estate market nowadays. The most important problem among all strategies is the market positioning.The author of this paper raises four basic hypotheses after field study in several real estate enterprises, especially in Hua Yuan Co.First, marketing and sales become the lifeline in the survival and development of a real estate enterprise, With China entering WTO, real estate industry will embrace administrating skills and mature experiences from the world. The industry is bound to benefit from it. However, challenge comes along with chances. While tariff goes down and investment comes in, the Chinese consumers will enjoy more and more choices. As a result, companies in the real estate industry compete not only in the buildings they sell, but also the comprehensive strength of the company.Second, facing the fierce competition, the real estate entrepreneurs emphasize more on the market investigation and market positioning. A successful market positioning requires an in-depth analysis of the targeting market, an appropriate choice of the desired market and a proper positioning.Third, a successful market positioning also involves the positioning on the company's self-image, the company's culture, and the function of the project. The businessmen in the field are expected to analyze and compare the overall competitive environment and realize the requirement of the targeting consumers.Finally, a re-positioning is necessary whenever there are changes in the market, especially when the favor of the consumers alters.In order to justify the above hypotheses, this paper chiefly discusses the following issue:1. Predict the possible develop trend of the real estate market and consumer groups in Beijing by analyzing the basic concepts, influential factors and the status quo of the Beijing real estate market.2. Analyze the present positioning strategy of Hua Yuan Co. after studying its operation and competitive environment.3. Justify the possibility of Hua Yuan's positioning strategy by studying the market positioning practice in Hua Qing Jia Yuan project.4. Discuss the procedure, approach of market positioning and re-position theory by studying the successful experience of the industry.Hopefully, the paper may serve as a helpful reference for the marketing of real estate enterprises, especially those in trouble.