Research On The Market Orientation Of Chengdu FCGY Real Estate Project

After more than 20 years of rapid development,China’s real estate market has become a pillar industry related to the national economy and people’s livelihood.In recent years,the macro-control policy of the real estate market has been strengthened by the state and local governments.The competition between the real estate industry is becoming increasingly fierce.Therefore,reasonable market positioning should be carried out in the development of real estate projects to meet the market demand and improve the competitiveness of the project.Under the background of macro-control policy and STP theory,this paper conducts an in-depth empirical study on FCGY real estate project.Through the study of land location,market environment,supply-demand relationship and competitors of the project,combined with the future development strategy of the development enterprise,it carries out market segmentation,target market selection and market positioning.In the process of argumentation and analysis,SWOT analysis and Porter’s Five Forces Model are used to carry out specific analysis and evaluation to demonstrate the structural attractiveness of market segments.This paper has achieved some results in the following aspects: first,the development enterprises must combine their own advantages with market opportunities to optimize resources to better select the target market;second,in the real estate market segmentation,the analysis of the relationship between supply and demand of the market as a measure of the weight of the market segmentation.Thirdly,the residential function is deduced from the analysis of market demand,and the market opportunities are deduced from the residential pain points of consumer groups.Feedback the pain point to the market positioning of FCGY real estate project and provide suggestions and directions for how to orient high premium real estate project and develop real estate products that can meet the market demand.