Researching On The Market Positioning For Realestate Projects Of BW(3RD Stage)

Real estate industry began to emerge in the early eighties of last century,with the reform of housing system.Real estate market has been developed prosperously because of the acceleration of urbanization and the support of national policy.Due to the keen competition of the real estate market,how to accelerate capital return and how to gain the maximum profit are key factors for the development of industries.Market positioning of real estate project has become compass of industry.However,a series of problems has appeared during the positioning process,such as unclear target market,similar product types,inaccurate positioning,etc.These problems result in mismatch between products supply and market demand directly,slowing sales,and also influence management benefit of real estate industry,which will lead to the rupture of the capital chain.Hence,accurate market positioning research has great practical significance for the development of industry.In this paper,based on the BW(3rd stage)project,external environment in Tianjin was analyzed with PEST method,and superiority,inferiority,opportunity and threat in this project were summarized with SWOT method.Real estate markets in Tianjin and Beichen District,and surrounding clients were classified systematically to understand competitors.Based on mass data,clients positioning,products positioning,prices positioning in this project were determined.It provides not only a reference for this enterprise in the positioning of their other projects in Beichen District but also a decision basis for all the real estate enterprises.