Study On The Positioning Of JDM Residential Project In Jiading District Of Shanghai

A real estate project planning is a guidance submission used in enterprises’real estate project development. A complete real estate project planning covers the project’s whole process from the beginning of getting land to putting products on the market, and ultimately ending the case, which is strongly professional and targeted. According to the development stage’s speciality, a real estate project planning can be divided into pre-planning and post-planning. The content of this article is the pre-planning of residential project planning, which is project positioning.An actual case study is this article’s main content. This article firstly analyzed the real estate project positioning theory, and pointed out that the project positioning should consider market research analysis as guide. Then it carried out a detailed case study on JDM project of the Jiading District. The project’s land has been sold in2011, and its planning’s main part is to analyze the project’s products and customers positioning. The main idea is。The macrobackground study based on PEST method:firstly analyzed the residence policies, then the economic development of Jiading District in Shanghai, and the analysis about the supply and demand situation of the land market and residential market. Next, it comes to the customer analysis and the architectural technology development.This article made a detailed market research on the project’s competitive environment, and drew the project positioning conclusions through some research methods such as SWOT analysis. Finally, the yield rate assessment and the recommendations around marketing strategy would be carried out.The main research method of this paper is a combination of market research and positioning methods. The author got the real estate data around the project by actual visiting and questionnaire survey, then through filtering and statistical analyzing, drew the final positioning conclusion.On one hand, the project positioning planning based on all the research can help developers to reduce operational risk and achieve the target of balancing the returns and the speed of cash back, on the other hand, the study methods from this paper can bring some reference to other projects.