Jian Gui Yuan Project Positioning

The author proposed three suppositions: First, land is the necessary constituent for a real estate development. Because of the scarcity of the land and the restriction of the land market conducted by the government, it is very hard for many real estate development enterprises to buy some suitable land for development. Base on this status quo, the problem of the Positioning in this paper have the precondition of a special land. Second, with the market competition, the real estate enterprises will increasingly put the emphasis on the market investigation and positioning, the proper market positioning becomes the critical part for the successful of a development project. Third, the purpose of the Positioning is to find a target market, so the market positioning should incarnate the design of real estate's type, acreage and the level of fitment of real estate product.This paper firstly introduced the concept and practices of real estate positioning. In the process of the zhongjianguiyuan project, we conduct the particular market research through the practice of the theory of market investigation and forecast. The purpose of the market analysis is to find an exact position in the market, so it is necessary to partitioning and the analysis of the project itself. Though the inner and exterior analysis, we can find the most suitable target market. The author then overall explained the process of the zhongjianguiyuan's positioning, introduced the three stages of the analysis method. In the last part of the paper, the author introduces the type, magnitude, marketing and some other part of the zhongjianguiyuan. It can be profitable though particular market analysis and exactly positioning.