Study Of Real Estate Development Projects, Market Positioning Method

The market positioning is crucial to success of the real estate project .There are many factors that affecting market positioning, and they are complex , such as the National policy, the level of economic development and real estate market environment, the conditions of real estate development enterprises, the Consumer's demands. Currently, the real estate development enterprises' starting point is often onesided when they are determining the market positioning.Some enterprises only consider consumer demands but neglect the state's macroeconomic policies or their own financial sustainability, then the result may be that the enterprise meet with cash flow difficulty in the construction process or its product can not be marketed because of the National macro-control, which increase the risk of project developing. Even, sometimes, from different starting point, get different result, and make enterprises can not make a correct judgment. To address this issue, this paper collect the relevant information and base on the theory of market positioning and the working experience in the real estate development company ,then combine the AHP and Vague mathematics, establish a new method of fuzzy comprehensive market positioning. The fuzzy comprehensive market positioning integrate various affecting factors, make qualitative judgment into quantitative judgment, and thus determine the market positioning of the project, and the grades of the residential project.The basic ideal of using the fuzzy comprehensive market positioning methods of the residential is that: Firstly, According to the needs of the market positioning, divide the residential products into A, B, C, D, E five grades by revolutions, and the ultimate goal is determining the grade of the product suitable for the enterprise. Identify the main factors affecting the project positioning, they are the consumer demand, the development of their own conditions and external environment. Divide the various affecting factors into different class base on their own characters and establish a fuzzy comprehensive evaluating system, calculate the target weight. Under vague mathematical thinking, identify the membership degree of the evaluation indicators, according to their respective weight to arrive at a comprehensive attached degree, according to the degree to judge from which grade is suitable for the Development Corporation.Finally, analysis a practical model with the fuzzy comprehensive market positioning evaluating system, test the reasonableness and accuracy of the system.