Research On The Position Of Jining "Lu Gang Townlet" Real Estate Project

Since the21st century, housing construction has developed rapidly in Chinese real estate industry, which has evolved into the pillar industry of national economic development. However, because of the overheated economic development in recent years, government has commenced tightening macro-economic policy and real estate industry has developed into a priority of national regulation. Particularly, in2011which was the most strict regulatory year in real estate development history, partial cities had their real estate transactions frozen, comprehensively slowed the rise of housing price, and often encountered the decrease of housing price. This has truly depicted the real estate market.Additionally, huge pressure is imposed on the development of real estate ind ustry as a result of the growingly mature of real estate market, the worsening h omogenization and consumers’ increasing house-purchasing rationalization. Also, d evelopers have paid growing attention to real estate market due to the transforma tion of real estate market, the huge pressure of commodity house selling, and th e inherent feature of commodity house. A successful development project is requi red to comprise such elements as good opportunity, favorable environment and e xcellent social contact. Real estate development investor, who takes charge of ris k aversion, is supposed to integrate basic market condition, national policy, consu mer’s selection and project features, which will thus cater to other’s pleasure and construct suitable buildings. Strategic positioning should be firstly carried out fo r project development, as positioning decides the success of a real estate project. Usually, proper positioning can create huge profits for developers, and meanwhil e, wrong positioning may result in disastrous loss. Many real estate projects perf orm well in the architecture, the design and the preparation of sales and investm ent attraction, whereas they end in failure finally. Such catastrophic projects appe ar everywhere. It is likely that the success of a project will play a significant ro le in the development of the whole company, and meanwhile, accurate positionin g will assist the project in getting core control force and stable profits.Therefore, this paper, based on current real estate industry in China, goes de ep into the status and the roles of market positioning during the process of real estate development in the preliminary planning of real estate. Taking for example the real estate project of LuGang Townlet in Jining, this paper applies related marketing theories in combination with real estate features and integrates with th e specific marketing environment. Base on theoretical analysis and field investiga tion as well as overall analysis on plenty of investigation data of real estate mar ket, this paper has analyzed and studied the macro condition of real estate mark et and the real estate market environment of the LuGang Townlet project in Jini ng. As well as making SWOT analysis on the real estate project of LuGang To wnlet, this paper has segmented the market and selected the target market. Finall y, it discusses market positioning of the project and also presents positioning sch emes for this project.This study provides decisive basis for the implementation of the real estate pro ject of LuGang Townlet in Jining, showing important application value.