Research Report On The Marketing Orientation Of A Land Project In Chengdu And South City

Under the background of the real estate development and construction industry which the National people pay close attention to in our country,this paper takes the marketing orientation analysis of Chengdu City South A Project as the research object,mainly from the marketing environment analysis(including industry policy analysis,market supervision policy analysis,land policy analysis,the country's recent long-term planning and so on),economic environment analysis(Including fixed assets investment analysis,residents living standard analysis and other aspects),land storage Situation analysis,Chengdu Real Estate Current situation analysis,Project location area analysis,project situation analysis and other aspects of specific analysis and research,in view of the project's advantages,disadvantages,threats,Opportunities and other related issues using SWOT analysis method to carry out a very specific,comprehensive analysis and research,and finally synthesize all aspects of the factors,avoid risk,protruding advantages,and reached the overall development direction of the project and key construction strategies and product recommendations;Aiming at the shape and function configuration of the project monomer,this paper makes a detailed and comprehensive combing and analyzing the method of the Project peripheral competition analysis,and obtains the suggestion conclusion of the monolithic building form and function configuration of the project,the above kinds of analysis methods are aimed at all aspects of the project(such as industry policy situation,economic development situation,Land reserve,etc.)to carry out combing analysis,in order to ensure the successful development of the project on the basis of improving the development value of the project,to achieve the more valuable goods.The research content of this paper is to carry out a series of analysis and research around the marketing orientation of a project,including the explanation of basic nouns in real estate industry,the analysis and research of marketing environment,the current analysis of real estate market environment in Chengdu and the high-tech zone where the project is located,the analysis of project peripheral projects,the Project Profile analysis of this project Project SWOT analysis,marketing research and analysis research,project overall monomer positioning analysis and demonstration,marketing positioning analysis and so on.The research logic is based on the basic logic from macroscopic to microscopic,from the whole to the monomer to carry on the research,the theory combines with practice,all the conclusion is supported by the theory,the market research questionnaire data supports the project monomer positioning conclusion,the questionnaire design carries on the project research purpose to carry on the compilation,the policy analysis to support the project overall positioning conclusion,Project SWOT analysis supports the overall positioning of the project and the conclusion of marketing positioning.This paper first introduces the history of the development of the real estate industry and the development of the real estate industry in each typical region,on the basis of which the real estate project marketing market positioning is derived.At the same time,the paper introduces the product positioning strategy and marketing and price strategy of the project which is competitive between the real estate project product and the project surrounding area.At present,China's real estate industry project marketing positioning is mostly too commercial,positioning analysis methods and models are diverse,the study used literature research method,data analysis method,case analysis method,questionnaire survey method,summary induction method and other methods,This paper solves the problem of how to locate the project effectively and accurately and put forward the unified way and method of project positioning.