Market Environment Analysis And Positioning Research Of Z Real Estate Project

With the steady development of macroscopic economy, the real estate industry as an important pillar industry of the national economy is developing in the direction of the market, the real estate market gradually return to rational, increased competition in the industry of real estate development enterprises competitive power demand is higher and higher. More and more real estate development enterprises realize the importance of real estate project positioning, real estate projects positioning as the premise and foundation of real estate project development and construction affects the success or failure of the project development. To promote the success of the project development, on the basic of only market research, the real estate development enterprises grasp the direction of the development of the market and the real demand of consumers, and seek the exact project positioning, can effectively avoid market risk.On the theoretical basic of the theory of market research and the theory of market positioning, with the research object of Z real estate of Kaibofeng real estate development co., LTD. in Zhangjiakou City, the integrated use of macro environment analysis, SWOT analysis, questionnaire survey and other research methods and means of national macroeconomic policy environment, the real estate market conditions, the zone environment of Z real estate project in Gaoxin District of Zhangjiakou City, consumer demand, competitive real estate and the actual situation of the competition has carried on the investigation and study, and on this basis to determine the specific content of the Z real estate project market positioning, customer positioning, product positioning, price positioning, image positioning, brand positioning, for Kaibofeng real estate development co., LTD. in Zhangjiakou City successfully for laying a foundation for the project development and marketing planning, at the same time, hope that this article research results to the real estate development enterprises of the same kind or similar real estate development project has a certain reference value.