| In China, the real estate industry has stepped into the situation of increasingly cut-throat competition. Market positioning of project, as a critical link in development of real estate projects, involves the whole development process. Only when you fully know yourself and your rivals on the basis of market survey and market theoretical analysis and carry out your accurate market positioning for your project can you meet the differentiated demand of effective customers and promote the successful development of project, therefore, real estate developers have been more and more aware of the importance of market positioning for real estate projects. However, there still exist some common problems such as similar design of products, inaccurate positioning or wrong positioning etc., resulting in serious inconformity between project’s market positioning and market demand, poor sales of commercial residential buildings and operational difficulties of enterprises, therefore, it has a certain practical significance for real estate projects to carry out study on market positioning.This paper has carried out an empirical analysis by making use of the method of linking theory with practice and combining qualitative analysis with quantitative analysis with market positioning of ZY real estate project as a case. By employing the methods and approaches of real estate market analysis, market investigation, SWOT analysis, it performs a systematic analysis on the real estate market in Tianjin and the region, learns about the customers’ effective demands and status quo of rivals, defines the positioning of ZY real estate project in function, level, target groups, product, brand image and price, puts forward implementation suggestions from the project’s market positioning so as to meet the customers’ differentiated demands. It has provided a decision basis for development of ZY real estate project and verified the role of market positioning theoretical method in real estate development. |
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