Research On The Innovation Of Residential Real Estate Project Positioning

China's real estate industry is gradually entering the silver age from the golden age.In this process,consumers become more rational and mature,and the competition among enterprises is becoming more and more fierce.Positioning is the key factor of the success of the project has been recognized by the majority of the development of enterprises.However,in reality,the popularity of positioning method is not scientific,even more dangerous is the location report,a closed loop internal planning and design,construction and other linear processes,until at the start of sales,but found that the product does not meet the market demand,resulting in slow-moving many projects or even failure,as Peter Drucker said:"not what than,do a thing not to do more in vain".How to improve the level of positioning in order to improve the success probability of the project has become an important issue.In view of the shortcomings of the traditional positioning methods,based on the critical inheritance,this paper puts forward the three positioning process of "positioning vision positioning verification-positioning conclusions".This paper takes Weifang grand sea world three residential project as the research object,to the three position of the process in detail.As envisaged in the article,the project objectives under the guidance of the project site,the area competition and potential customers are analyzed in detail,the customer positioning,image positioning,grade positioning,building type positioning,positioning,positioning and supporting apartment layout six positioning ideas,and positioning ideas into planning.In the verification section,the author uses the four steps of the location and the design plan,the home consultant,the customer verification,the competitive power and so on.The first step through the design of the project and the positioning of the project to verify the contrast,the final determination of the unit for further verification.The second step held property consultant forum,found the original product defects,whether there is improvement in contrast to new products,so as to find out the problem of alternative 95 level and 105 level apartment layout,accept the demand and market need to verify the two degree.The third step is to use the customer questionnaire survey method and the intention of customer interviews to verify,determine the proportion of the two types of units to determine the design needs to be further revised.The fourth step,the use of competitive real estate PK to determine whether the competitiveness of the apartment.In the conclusion,the author puts forward the conclusion of the six positioning ideas,and forms the final conclusion and feedback to the design scheme.In the residential category of product positioning,the positioning process.,by locating the idea into the design scheme,design validation in order to obtain the cognition,thus further modified products,the positioning process of cyclic feedback has always been to customer demand as the center,to create a distinctive product personality,establish market differentiated competitive advantage,can effectively improve the success rate of real estate projects,to further enrich the theory and method of real estate positioning function.