The Market Orientation Research Of HW Investment Company's Dawang Project

In recent years,China's real estate market has seen rapid development.With the efforts of national infrastructure continues to increase,real estate in the country's contribution to GDP ratio is rising,real estate has become a pillar industry of China's national economy.But Dawang's real estate market is still in its infancy,the competition among developers on the market is still homogeneo- us competition.In order to make our project cause widespread concern,we must to analyse the market position of our project before the implementation of the project.In view of this,based on the analysis and investigation of Dawang local market and surrounding areas,this paper collects various data. Then, from the technical, financial, economics and social feasibility, this paper utilizes the SWOT analytic method and statement analysis to study. Based on this, this article proposes the market position strategy of the project. This project's localization are"to be Dawang region's Southern Eueope Garden, the high-quality and comfortable community". This project view the local residents and local employments with high purchasing power as major customers.At th same time,this project make efforts to attract the customers with high purchasing power in the surrounding areas.In order to erect the image of high-end community,we take the following strategy:in the previous stage,we produce high-end product such as Courtyard villa and House scene;then,we launch the relatively low-end product such as high-rise house.Through the comparison, the analysis and the proof, this paper has drawn the conclusion that the Dawang project is practical and feasible finally. This paper considers that not only this project's development may obtain certain economic efficiency, but also has good social efficiency.