Research On Market Segmentation And Positioning Of C Project In K City

Company Z plans to develop its first project in Area C of City K.Firstly,local natural resources are abundant and secondly,the international superior resources of the health and wellness industry can be grafted.Therefore,the successful development of this project will be of vital strategic significance.Moreover,different from traditional real estate development projects,it?s endowed with the urban value of “city-industry integration”.The primary issue of this study which needs to be urgently addressed is how the project,as the first project launched in City K,makes most of the remarkable natural resources and its industrial advantages to build its core competitiveness,conduct competition with full differentiation,achieve great market segmentation and positioning,ensure viable operation and guide the blue ocean of the real estate market under the background of soaring land price in terms of per unit floorage.This paper,with a case study on Project C in City K,explored how to apply STP strategy to conduct market segmentation and project positioning for real estate development projects.Based on the STP strategy,the core and the soul of the project marketing,the author comprehensively employed a number of methods including look-up in public data,in-depth interviews with more than ten government personnel and insiders,field market survey on 25 projects being sold,questionnaire survey on and interviews with more than 180 consumers.Besides,such tools as SWOT analysis,questionnaire survey and crossover volume price analysis were adopted to carry out a detailed study in three aspects of market,project and customer group to answer questions regarding project feasibility,what products to work on and how to work on it.City K,as the capital of Province Y,is located in the middle part of the Yunnan-Guizhou Plateau,and is known as the “Spring City”.It?s the core of the Central Yunnan city cluster,a national famous historical and cultural city,an important tourism,commerce and trade city of China,and one of the important central cities in the western region.Meanwhile,it is an open border city of China,the bridgehead of the “Belt and Road” initiative,and the gateway of China to Southeast Asia and South Asia.Hence,it plays a pivotal role in China?s opening to the outside world.By analyzing Project C objectively in such aspects as planning indexes,competition pattern,segmentation options and customer group survey,this paper set forth its overall orientation of “a large-scale medium-and low-density project close to the Dian Lake resources with the theme of urban health and wellness”,and an array of sub-orientations such as a customer group orientation of “setting a foothold in City K,facing to the whole country and going global” and a functional orientation of “City K reception room · national health and LOHAS demonstration zone”.In light of product system construction,it proposed to integrate such resources as city healthy and wellness clusters,micro resort business block,K12 educational system and three ecological peninsulas,build an organic ecological chain of rehabilitation and medical tourism,and construct a healthy and lively community that incorporates complex functions including recreation,entertainment,tourism,health and wellness,medical care,education and training,and residence,etc..In this way,a project which completely transcends competition,develops the blue ocean market and leads market segmentation will be presented.It?s found in this study that City K is characterized by constantly enhanced influence,stable and favorable economy,basically established three-dimensional traffic networks and great potential for the real estate industry which is the carrier of urban development.What?s more,the current regulatory policies for real estate are relatively loose,thus providing the best opportunity for external real estate enterprises to enter the market.In addition,its unique geographical location,pleasant natural scenery and long historical culture make it stand out as a livable city with innate advantages in China.With organization of its functions such as great health and wellness,recreational resort,commercial retail,cultural entertainment and residence,City K especially Area C will be constructed into a complex functional zone which integrates health and wellness,recreation,tourism and sightseeing,culture and art,creative research and development and characteristic residence.Meanwhile,it will definitely turn into a popular real estate development area which focuses on the health and wellness industry.