Research On The Product Development Positioning Of "Taihe International Health Town" Under The Background Of Healthy China

Under the dual background of the increasingly aging population situation in China and the comprehensive promotion of healthy China construction,this paper chooses the old-age real estate located in Haihe City “Taihe International Nursing Town” to analyze its product development and positioning.This paper is based on market positioning theory and real estate project positioning theory.Based on the situation of the company,a comprehensive analysis of the current product positioning of “Taihe International Nursing Town” was conducted.Firstly,the related concepts and theoretical basis were introduced,a clear demonstration of the theoretical basis for the article.Secondly,it introduces the general situation of Taihe Group,the basic introduction of the project “Taihe International Nursing Town”,and the problems existing in the current development and its causes.Thirdly,starting from the basic situation of the “Taihe International Nursing Town” project,the parcel data,macroeconomic,regional market and regional competitive product analysis will lay the foundation for accurate product positioning;this part focuses on “Taihe International Nursing Town”The positioning of the product in the town analyzes the product positioning status from seven aspects: product positioning,function positioning,market positioning,price positioning,promotion timing,sales method positioning and property service positioning.Fourth,from the country policy,project concept and the company itself,the safeguard measures for the “Taihe International Nursing Town” project are guaranteed.Finally,on the basis of the analysis of the comprehensive article,summarize the full text.This paper draw some conclusions : First,the aging of the population and the promotion of healthy China have brought unprecedented opportunities for the development of old-age real estate.The old-age real estate market will become the main market for real estate developers in the future.Second,“Taihe International Nursing Town” With the development concept of healthy ecology,healthy industry,healthy living,low-carbon slow-moving and smart towns,it has different advantages compared with existing pension real estate.Thirdly,this paper comprehensively locates Taihe International from seven aspects.The development of Nursing Township not only has guiding significance for the development of other real estate products,but also provides a reference for the overall development of Hainan Province's pension real estate.