The Study About The Strategic Positioning And Marketing Pattern Of Yuguang Wanhe City Project At The Pingfang District In Harbin

Time to enter the second decade of the 21 st century, with China's reform and opening up 30 years occurred in gross national product(GNP) huge growth,increasing economic income level of our national, foreign exchange of deepening the concept of national wealth also gradually change, real estate residential property as an important part of, in addition to the value of living beyond its investment value has been paid more and more attention, which prompted our country real estate continued rapid development. The large-scale development of the city, the increase in the number of foreign residents, housing prices continued to rise, causing a high degree of concern of the whole society. In order to make our country's real estate market can continue to play a role in the socialist market economy, stimulating economic growth, the state introduced a multi-level three-dimensional real estate regulation and control policy, give full play to the market economic means of regulation, follow the laws of the market, from the demand, supply, tax, regulatory and other aspects of a comprehensive specification to regulate and control the real estate market.In the face of China's real estate market from a seller's market to a buyer's market transition trend, the small and medium-sized real estate enterprises how to under the background of policy tightening achieve rapid and sustainable development, will be China's small and medium-sized real estate business over the next few years to face problems. As smart real estate developers have to pay more attention to marketing problems, research the laws of the market, the marketing management rise to the strategic height of enterprise development, to meet consumer demand for the purpose of making marketing strategy.Facing the change of market environment, small real estate business had to change the idea of real estate development from "I want to cover what kind of housing" for "potential home buyers need what kind of houses", from I to this change for the customer first, to meet the vast number of consumers, the maximization of enterprise value. To this end, in the project before the project, a comprehensive marketing analysis of the importance of its real estate development projects in the early stage of the work.This paper first analyzes the project location, the city's economic development situation, the real estate market and plots conditions and other background factors, and based on further research on the regional market environment,economic level and competitive projects, in order to have a comprehensive and accurate grasp of the regional development in the market prospect of the project.And then based on the above research results, analysis the market analysis and forecast; and fully consider the function positioning, price positioning, the product of the projectobject location and other factors, put forward the suggestions for planning theproject product. Finally,, in order to be able to play a positive role in promoting of the developing of Huarun Triumphal Arch project.