The Exploitation Positioning Research For Shuxiangmingdi Real Estate Project Jianhu Countyt

In 1994,the State Council promulgated "The decision of urban housing system reform",opened a formal road of urban housing system.The State Council issued the "The notice on the further deepening reform of the housing system to speed up housing construction", "Abolit the welfare housing,the residential put into monetization, privatization" as the core of the reform of the housing system. "market" has become the main inscription of housing construction.The real estate industry has made make a spurt of progress of development.Especially since 2000. China's real estate investment and increase the value of the annual average of more than 15% growth rate, far more than the GDP growth of 10%.Housing price of Beijing, Shanghai,Guangzhou and other first-tier cities increased a factor of five In ten years. Real estate has become the domestic demand and a pillar industry of national economy. Also contributed to the development of iron and steel, cement,construction, decoration, chemical industry more than 50 related industries. Huge profits temptation, a large number of non professional real estate enterprises enter the real estate field, leading to the real estate market Lang bad. In order to ensure the healthy development of the real estate industry, the state has promulgated a series of regulatory policy since 2005. Such as the credit limit, the purchase of housing, recognize, recognize credit policy, the real estate market gradually cooling down.Many small-medium-sized enterprise development funds nervous, some enterprises are facing the danger of collapse, how scientific, reasonable market orientation becomes a serious problem in front of the small and middle enterprise. This paper firstly analyses the basic theory of market positioning, and summarizes the basic concepts of real estate project positioning and the method of the combination of the real estate industry characteristics. And then take the market positioning of Jianhu County "Shuxiangmingdi project" as a case to analysis, combined with the theory of market positioning and Jianhu Country real estate industry background, the project positioning ideas and methods are described, and the combination ofmarket segmentation, market research of orientation, the project product positioning and brand positioning the analysis, verify the practical role of market positioning theory and method in the development of real estate. In this paper, the main content of each chapter is as follows.The first chapter is introduction.The second and third chapter is the framework construction. The fourth chapter is the core of the paper. The fifth chapter is the result and prospect.