Yau Yat Chuen Project Market Positioning

For estate industry policy and market needs changing, our country'sestatecooperations already transition extensive management to intensive management. Under themore and more compete market environment, how can company enhance the feasibilityresearch of the earlier stage, overcome the serious mistakes, increasing the succeed rate ofdevelopment, is a valued problem.The paper includes the study of the domestic and international theories of new productdevelopment, the summary of the soul of marketing theories and demands oriented newproduct development theories and the descriptions of the main points through the newproduct development process. Creatively, the theories are applied in real estate industry.The cases of KanTai Plaza and Vanke West Mountain Yard are studied. It is pointed outthat the enhanced success rate of the development of small and medium-sized commodityresidence would be achieved efficiently through the new product development theory.A practical model, which is the "new product development model of small andmedium-sized commodity" (briefly called "residence development model" below), isdesigned to offer a reference to the small and medium-scale real estate enterprises in actualbusiness.