Practical Application Of Market Research In The Positioning Of Real Estate Projects

The needs for marketing research emerged with the development of commodity production and exchange. However , it only become a subject or an applied subject until the beginning of the 20^th century .In China, the history of Marketing Research is very short that the application of marketing research methods can only be traced back to the 1950's, when the central authorities of government organized local statistical organizations to investigate workers' family life all over the country, Now, Marketing Research in China has become a trade with strong potentiality towards further standardization, specialization and internationalization,In China, the real estate market has resuscitated since the reformation of housing and land-employing institutions in both cities and towns. Now, real estate is the prop industry and also a very important component of the service industry during the process of industry reclassification. In the past research theories paid close attention to material production while little to the service industry. This article mainly studies applications of Marketing Research theory onto real estate.The purpose of this thesis is to study how to make the positioning of a residence project and how to supply marketing research technique on the project's positioning. There are four chapters. In the first chapter, we introduce STP strategy, the ways how to make segmentation, targeting and positioning. In the second chapter, we introduce the functions of marketing research on positioning. In the third and last chapter, applications of the theory are investigated based on the original data collected from our surveys.