Research On Tianjin Binhai New Area Tr Project Planning And Implemented

The purpose of this article is to improve the market research, market positioningand marketing system of Tianjin TR project. Based on the analysis of marketmacro-environment, focusing on the deep analysis to surrounding market of projectand competitive project, correctly making a location and price according to the projectdevelopment environment, it then makes a whole set of promotion sales system thatbalances the market as well as conforms to the development benefits.The focus of this article is the positioning and pricing analysis of project, and theidea is that: understand the city, i.e. Tianjin Macro-environment, Tianjin Real EstateEnvironment Analysis—understand regions, i.e. Macro-environment of Binhai NewArea, Binhai New Area Real Estate Environment Analysis—understand the project,i.e. Competitive Environment Analysis, SWOT analysis of project, positioning ofproject, positioning of customers, etc—pricing of project and sales system, i.e. projectprice research, sales strategy, promotion strategy, etc. Based on this idea, we build acomplete feasible developing research method for project, start from the needs ofcustomer to seek core value system of project to mode the perfect combination ofproduct force of project and breakthrough point of price, and support and guaranteethe sustainable development of project.Based on the above analysis, we find some problems in positioning and operationof project. Market transaction is relatively poor under the newly released policy;supply of competitive products of project is increased in the latter half of the year;customers have a certain resistance to project regions; and there are some difficultiesin positioning and post-marketing operation. And we also propose the solutions tothese problems, such as accurately predict the market, adjust it flexibly and"changehomeopathic marketing strategy into contrarian marketing strategy"; comprehensiveupgrade and optimization of the product; accurate positioning of customers;high-price and high-discount opening price strategy in top communities.