Commercial Housing Development Projects, Market Positioning

The positioning research of commercial residence development project has close relationship with the development of our country's real estate. As the commercial residence development project, empty house and the price of housing are increasing quickly. The national policy appears publicly. The positioning research of commercial residence development project has become focus of our society. Some of the present researches pay more attention on the normal theory but not practice segment. Some of them do not really understand what is positioning.The preface states the research background, contact, structure, methods, basic views and innovations of the paper. The first chapter introduces some basic theory. The second chapter analyses some factors which affect positioning of commercial residence development project. The third chapter analyses modern situation then obtains the conclusion. In the last part, I use case analysis. Through real diagnosis methodology which is based on theoretical analysis foundation to realize unification of theoretical research and reality operation.The key point in positioning of commercial residence development project is to seek difference. You can seek it from the enterprise (what are the actual solutions), market (including consumer, demand, use and situation) or even production combination (product, price and so on). As the housing market is maturing, the formation of buyer market, the developer's image is becoming more and more important. Therefore the paper seeks difference mainly from client base, price, product and brand. It establishes one kind of positioning frame according to the positioning principle which was proposed by two consultations Michael Tracey and Fred William.At the same time it inverses the tradition thinking mode-the market subdivides, the segmentation, targeting consumer, positioning. When opportunities cannot be found from the consumer and the competitor, you can use the mode which establishes a new localization theory frame based on the horizontal marketing. It will carry on the difference reorganization: seeks the targeted customer's need, then from macroscopic to microscopic aspect to proof the feasibility of the method.