Empirical Research On Product Positioning Of ZJ Urban Renewal Development Project

Since the national reform and opening up,the real estate industry has developed rapidly,but the market competition is more and more intense.Based on the current domestic real estate market environment,taking ZJ real estate development project as an example,from the environmental analysis of the project,the market analysis,regional environmental analysis,SWOT analysis and target customer analysis,etc.The results show that the advantages of the project environment are large size,but only the market in the area;Strong plasticity;Complete,own planning and supporting perfect;Landscape excellent,north natural mountain park,can be a certain ecological resources;Next to the pearl river new town center;Have strong development experience and product build ability.The disadvantage is that the current external traffic connection is single,only path connection;The bus route is less,far away from the subway station;Height limit and 45/90 policy,the real estate products are affected;Factory building image of the pharmaceutical project,the regional backwardness of the image only depends on the government in a short time.The key customers of the project are the Tianhe mainly home buyers,the ordinary employees of enterprises and institutions from surrounding areas and the first to improve the property of Tianhe,the middle and high management and technical staff,individual Business users,small business owners,etc.Therefore,the project positioning planning should focus on showing the project and internal landscape environment,to play down the immature disadvantage of the external region;Take cost-effective products to deal with market competition,and finally achieve the goal of seizing market opportunity and smooth sales;Integrate peripheral resources,gradually improve the regional housing function system,improve the overall value of regional ecological residential areas from the early stage,the main risk performance in the project proceeds are affected by the sales price,the construction of the early project involves the key demolition works.If the above problems can be effectively grasped,the static economic benefits of the project can reach 29.97 %.The Internal Rate of Return(IRR)of the project is 11.3 %,the key factor affecting economic benefit is sales revenue and development and construction investment.Therefore,the cost control of engineering projects and the marketing plan of active projects should be strengthened to ensure the realization of the project objectives.The project analysis provides reference for the successful operation of the same type project.