The Marketing Positioning Research For XFC Project

Chinese real estate market gradually into the second half, from the ocean to the red seabattles, project pre positioning precision for developers to win in the fierce competition inthe market is very important. The XFC project is located in Langfang City, Hebei provincenorth of the three line of the city, north of Beijing, Tianjin, the geographical position issuperior. From the real estate perspective can be divided into the urban area of Langfang,Xianghe, Yanjiao, Guan four plate. Development projects to start in the second half of2010,with the new "country of eleven" promulgated, the whole market heat drop, along with thecountry from the real estate policy and economic policy work along both lines, Langfangmarket into the freezing period. In the macro regulation and control of the large, the projectfrom development into the city, there is tremendous pressure to the back.In this paper, applying the relevant principles of market positioning, according to theXFC project, the special geographical location, the macro environment of time nodesaccording to the successful experience of other projects are fully analyzed, summarize thepositioning points of the XFC project, from the four aspects of customer groups, producttype, product apartment layout, product prices, the implementation of strong, positioningscheme the city, determined the market development pattern. In this paper, the real estateproject location provides a vivid case, the final positioning of XFC real estate project, thetotal construction area of nearly1500000square meters, Langfang is currently the first run,can be built to accommodate about ten thousand more than6000homes, nearly50000ofthe city residents. The entire sales cycle from11years project into the city, to the residentialsales completed by the end of13, two and a half years of time, once the market sharereached30%-40%, successfully led the Langfang market prices, further established theleading position in the regional market developers.Practice shows that the successful positioning for the developers to achieve growthwith prerequisite action project, positioning method in this paper can also provide areference for similar similar real estate development project.