The Marke Positioning Research For The B4Project Of Gaoqiao New Town

Abstract:By studying the market positioning of the B4project of Gaoqiao New Town, with a land area of93600square meters and a construction area of153000square meters, the article analyzes that against the background that property tightening being long-term, the property sector relatively mature, the profitability of the property sector flat, and consumers becoming rational, how to find the projects not existing in the regional property markets by fully researching the property markets in Shanghai and at the regional and national level, having a correct view on the Project and reasonably setting the financial goals for the Project. Therefore based on the needs of target customer group, using differential products with good price-to-value ratio to win the target market, making the company maintain a healthy level of cash flow and get average and above-average market profits, realizing the preservation of state-owned asset value.The thesis adopts a market positioning research method in real estate projects, using six steps to study the market positioning of the B4projects、analysis on the client group within the region of the B4project and the buyers for other real estate projects, thus determining the positioning for the target client group; the positioning is determined based on such aspects as the overall layout of the B4project of Gaoqiao New Town, the layout for communities and shopping areas and for the residential areas.This article set the market positioning for the B4project as follows: the B4project should be positioned as apartments for self-living demand in this region, raw apartments with two-plus-one and three-plus-one types as its core types, for sale in2014, differentially competing with premium-decorated apartments and villas, to guarantee the minimum risks, take back money quickly and achieve stable returns.The research results of this thesis clearly set the positioning for the B4project, laying a foundation for the successful implementation and execution for the B4project; meanwhile, the results can provide useful references to the development of future projects in the Gaoqiao New Town, the project development in the Waigaoqiao region and the developers planning to enter the Waigaoqiao region.