The Real Estate Development Project Orientation Research

As the national economy development, China’s real estate industry swift and violent development seems to have become a pillar industry of the national economy. At present, China’s real estate market, the government management, a number of policy regulation, the real estate enterprises put forward higher challenge. At the same time, customer’s investment was affected by the policy, and gradually to the demand of heart regression. In such a complex background, small and medium-sized real estate enterprises will be faced with the choice of life and death. Real estate development project in the cruel market competition, how to adapt new situation, to adjust the policy of the country, looks for the own localization is crucial link.This paper based on the current situation of the theory and combining the actual situation, the concrete analysis of concrete problems of principle, to find real estate positioning of the new vision. The article from the positioning of the necessity and importance proceed with, analysis of location deviation, put forward error correction measures. In Tianyang commercial and residential projects as an example, to the project around the district advantage and cultural heritage of the actual situation, first of all, through the theoretical part of the review and research, put forward estate localization of three steps of STP theory in Tianyang commercial and residential project,based on the study of the implementation of the project, market segmentation, will Potter five-force model applied to X project selection of target market, at last, through the SWOT analysis and business circle theory combination analysis method, based on the reality of the situation, in the light of the project itself, situation of the real estate market segmentation and positioning scheme, and systematically elaborated in the new situation of market positioning method characteristic and applicability.In this paper, the current situation of Tianyang commercial and residential project itself and the real estate project overall planning combining the in-depth study, as the real estate market position in overall planning work of the professional, comprehensive and operable to provide application tools, for the healthy development of the industry, investment of scientific analysis provides a simple way to work.