Research On The Residential Real Estate Project Positioning

With the improvement of the real estate markets' institutional,the real estate industry developed gradually stable and healthy,but in face of the industry structure adjustment and increasingly marketing fierce,developers should have forward-looking visions in the market,realize that the project location is the key to success,correct the objective deviation of project location in the past,only in scientific analyzing method and countermeasures,can the company gain a firm foothold in the fierce competition.This paper is intended to look for how to use marketing knowledge,real estate economy theory,combined a case,to locate real estate projects in order to achieve the expected profitability of the project.This paper take Nanda Pukou project as research objects,teasing out the backgrounds and significances,research methods,analysis tools and relevant theory firstly.secondly,analysis Nanda Pukou project survey,macro environment,regional competitive environment and competitors,and using SWOT to analysis Nanda Pukou project comprehensive internal and external environment.then,through competitive strategy model,follow the three demands of the project location to specific projects targeting customers,products,pricing,marketing and image of Nanda Pukou project;Finally,raising funding,risk-averse,marketing management measures to ensure the smooth implementation of project location.