| From 1990s, China made striking achievement in residential housing construction. Coupled with this, are some serious problems that should not be neglected, such as supply of luxurious house exceeds market demand and that of economical house just the reverse. Theses problems resulted from a lot of sources, some from supply party, some from demand party, and some external influence. But finally, all these problems can be attributed to incorrect market positioning during predevelopment phase. There problems need urgent resolution to meet with market demand. The key issue is to position commercial property market exactly and to startup it roundly.Established in the macroscopical background of the commercial property market in China, this thesis discusses the correlative theory about market positioning of commercial property. Aim at the problems, writer collect much useful information, base on the study, find out the chief influence factors of market positioning. Then give a market positioning model (especially aim at consume grade positioning), which build on the conditions of consumers, real estate developers and the outer environment. By successfully use the model in a case, we prove the validity and practicability of the model.This thesis is divided into six chapters. The first chapter is the instruction. In the second chapter, we give some comment related to market positioning of commercial property market. In the third chapter, we discuss the problems of market positioning of our commercial property market. A comprehensive market positioning model, which is used to decide the level of project development, is established in the fourth chapter, By means of this method, the positioning is quantified to decide the level of the target market through the integration of demand market, supply market and the external environment. The fifth chapter is acase study. In this chapter, the "Resplendent Community" project in Kunshan cityis researched on basis of the market positioning model to prove that the model is a good complement of project feasibility research. And the last chapter is mainly illuminated the extension and limit of the marketing positioning model. |
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