Research On Market Positioning Of Xianghe Hua Fu Real Estate Development Project

Real estate positioning theory, which was formed by combining market positioning theory and real estate, has been developing for more than ten years in China. In practice, it has played an important role in real estate marketing. Real estate positioning actually provides the foundation for market investigation and analysis of real estate. It also furnishes the standards for the selection of target market, the determination of consumer groups, and the decision of project grade, function and design.In this paper, on the basis of the real estate positioning theory and actual situation, a systematic study has been made for "Xianghe Hua Fu" project in processing and scheming of market positioning. Via analyzing the external environment and internal environmental factors such as the project developer-possessed resources and capabilities, the competitive advantages of the example project were established using PEST tool. At the same time, in the view of competition and market segmentation we also presented a deep analysis in the market situation and development trends, customer characteristics and segmentation, competitors and other real estate projects of the regional environment. Also, the project’s competition strategy was further outlined through SWOT analysis, and finally formed a global positioning scheme. Furthermore, upon the guidance of this global positioning scheme, sub-project positioning schemes were programmed, including how to select target market through customer positioning, to satisfy customer through product positioning, and to transfer the products using image positioning according to the understanding and preference of customers. It was demonstrated that the formed positioning scheme had played a crucial role in the final sales of the "Xianghe Hua Fu" project.The present study showed a market positioning method of Zhonghe Property Company in scheming its real estate projects. However, this method still can be improved and it is thus expected to be one of the core competences of the company.