A Study Of Market Positioning Of Tiandiyuan Company In The Context Of International Metropolis

In2009, from the overall layout of national development strategies, Chinese government put forward Xi’an into an important national scientific and technological R&D center, a regional trade and logistics exhibition center, a regional financial center, a world-class tourist destination and the country’s major high-tech industries and advanced manufacturing base. The creating the Xi’an international metropolis will have a profound impact on overall development of Xi’an, especially on real estate development including the demand for real estate market, product structure and international level. It is under this background that this paper examines the only listed company of real estate in Xi’an-Tiandiyuan’s market positioning.The theory of market positioning is the theoretical basis of this paper. It includes target market positioning, product positioning and competitive positioning. Its process includes three steps:finding position, selecting position and in position. The environmental analysis and market analysis in this paper is actually the process of finding position. The specific description of the market positioning is actually the process of selecting position. The final suggestions are actually in place.Firstly, this paper sorts out and summarizes the concept, features, content, development, implementation methods of market positioning, and also gives a brief introduction of the USP theory, brand image theory, market segmentation and so on. This is the theoretical basis for the argument of the article.Secondly, this paper gives an introduction of the development and current situation of Tiandiyuan company and analyses its current market positioning, such as market positioning in several transition and problems within the market positioning, such as a vague position in the market positioning, the lack of system and realistic operation.Then, the paper gives a comprehensive analysis the internal and external environment that Xi’an to build national metropolis will face and the advantages and disadvantages of Tiandiyuan company. This section is a important part of this paper which is the fundamental basis to propose ideas of market positioning.Again, according to the reality of Tiandiyuan company and on the full of environmental analysis, this paper gives the basic idea of the market positioning. This is the selection process of market positioning.After that, this paper gives the implementation of countermeasures of the market positioning. Mainly from the nurturing of consumer groups, changing concepts, personnel training, diversified funding sources, standardization of operating mechanism, enhance the brand, improve the industrial chain, etc. to proceed.Finally, this paper draws some conclusions on the basis of the previous comprehensive analysis.This paper finally draws some conclusions:First, the construction of an international metropolis of Xi’an will bring unprecedented opportunities for development of Xi’an real estate market. Second, with factors of the requirements of the construction of an international metropolis, the changes in the structure of China’s population and the increasing of improved demand, the middle and high rank of real estate market will be the main battlefield of the future competition. Third, Tiandiyuan’s market positioning is of high-quality comprehensive real estate service provider with cultural connotations, which mainly for high-rank market. The cultural connotations and high quality are the formation of the differences from other same type products. Finally, the market positioning successfully in position also need to take a series of safeguards.