| Along with the rising prices in housing and stock market,a series of policies to stabilize prices such as market restriction,curb speculation and resist high housing priceswhich have been introduced continuously.Contrast the hot selling in eastern real estate,there are related research institutions to carry out the analysis on the real estate market and industry pointed out: since 2017,the situation in the real estate market is goodbecause thatthe housing prices rose in the Midwest in the recent years,the absolute value of the eastern region is relativelylow,there is a larger gap between the central and western regions,because of the growth in southeast coastal areas city migrant workers income,so they have the strong purchasing ability in their hometown.Therefore,in recent years,brand developers increasingly concerned about the expansion of the Midwest urban market,to bring quality housing products in these markets,and promote housing consumption in the Midwest upgrade.The Midwest is hot in the process of housing,Chengdu government issued a "land purchase order" requirements,"land premium rate" if it exceeds 60%,within 3 months to recover the full amount".The industry believes that,This restriction order for the Chengdu real estate industry is to improve the access threshold,some small and medium-sized Real Estate Company in this land purchase order will gradually withdraw from the Chengdu real estate industry.Comparison of small and medium-sized Real Estate Company,brand Real Estate Company in Chengdu real estate development prospects,more and more famous brand real estate stationed in Chengdu,including RC,Real Estate Company.RC company is the top 10 enterprises in the brand real estate industry,Since its arrival in Chengdu in 2015,it has succeeded in nearly 17 large projects and has laid the market position of RC Real Estate Company in Chengdu through the strength of the industry.RC SP residential project,it is RC Real Estate Company based on their own accumulated in Chengdu brand reputation and real estate development marketing experience,to create another high-end real estate projects.This paper introduces RC company's SP project market positioning to carry out research,explore the SP project since the project RC company since the implementation of the market positioning work.As a member of RC company,In the process of following up the SP project,the author learned that RC has deeply understood theconsumer demand of Chengdu before implementing the SP residential project,and subdivided the consumer groups with the characteristics of the project.For example,the introduction of market research company,the positioning of consumer groups to carry out a questionnaire survey and investigation and analysis.According to the analysis results,combined with the target consumer demand,and ultimately determine the design of the project and the corresponding product pricing strategy,marketing strategy,and so on.Through the early marketing practice to determine the market positioning of the project,SP residential project for the final success of marketing to lay a solid foundation.The author hopes that through the research of SP project based on the practice of residential market positioning,marketing case,general analysis,summed up the real estate project market positioning marketing experience,in the context of the current real estate market regulation,how to inspire other real estate industry enterprises to meet consumer demand in the grim situation better,to carry out the market positioning marketing project the real estate enterprises,so as to promote the steady and long-term development,and achieve the ultimate goal of promoting the sustainable development of the real estate industry. |
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