| After Chinese real estate market experienced a " rebound" rise in times of financialcrisis and short-term decline, then it temporary get over the pains of adjustment period.However, two features of the current real estate market：one is the rational demand for thereturn， the another is tighter government control.This is a higher demand on developers tostorage, financing and development capabilities. From it long term trends, the real estateindustry must to face the shuffle pattern.Therefore, to research the real estate developmentprojects and market positioning practically can help developers to accurately identify thedifferences of customer needs. We should analyze the pros and cons of competitors,so thathelp us to make a good decision to grasp the market accurately.In this paper,I chosed the CA real estate development projects as my research object，andexpanded its market position. Based on Marketing and project management theory andmethod，I have been doing a lot of market research analysis. Through a reasonable choice ofthe target market，I tried to use the fuzzy comprehensive evaluation to solve the difficultproblem of the enterprise market positioning，Maybe my work can help to resolve thepractical problems of enterprises and improve their practice and research capabilities.First, Iproposed research background and significance of the CA real estate development projects.Combining with the actual situation of the CA real estate development projects，and basingon scientific and systematic project management theory and marketing theory of Marketpositioning theory and practice，I had done an Objective analysis of the current real estatemarket supply and demand，And I carried out a lot of market research，Including: purchasingintent of customers, requirements for housing, the response of the real estate market, theland around the commercial general survey, the survey of original in China to move out ofthe intention and the land around the investigation in the sale of real estate projects. On thisbasis,I selected the program through the market segments and selecting target markets,and Ialso have done a SWOT analysis of the CA project’s market positioning program evaluationand fuzzy comprehensive evaluation.Over research and analysis, the final selection of theprogram selected a combination of traditional feng shui and folk.It is proved that the pre-project has been good feedback from the market, and it also proved that the theories andmethods of science, and market positioning can achieve good results on real estatedevelopment projects. Meanwhile, it have a good feasible practicality,when the fuzzycomprehensive evaluation and market positioning decisions is used in real estatedevelopment projects. |
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