Positioning And Marketing Strategy Of Jinan Olympic Project For Tianye Real Estate Company

In recent years, with sustained development of China’s national economy and constant improvement of the socialist market economic system, the real estate industry as the pillar of China’s national economy, developed at a high speed, and promoted the rapid development of whole national economy. The Housing crisis of2008, arising along with the global financial tsunami grew into a frenzied feast under the banner of economic recovery in2009with soaring housing prices full of financial risk. In order to assure China’s sustained and stable economic development, the government started "the most severe macro-control in history, with an unprecedented firm determination. With continuous introduction of measures of funds and land crunch, the property market experienced series of regulatory policies such as house-purchase restriction, interest rate adjustments, down payment increase, and speeding up property tax pilot project which finally lead to the great fall of the housing price and sales. And the future of property market becomes complicated and confusing.Under this background, the extensive development mode of real estate with serious homogenization of products no longer meets the consumer demands. Increasingly fierce competition promote the real estate companies to develop from the mode of "product-oriented" to "market (customer) oriented "Only to create specific products meeting the consumer demands through market segments and establish market image through various means of dissemination, can help property developers achieve success. Project orientation become foundation of the real estate marketing which is also the key to success of each project operationThis thesis set the Olympic project in Jinan of Tianye Real Estate Company as the study object to make positioning and marketing strategy analysis of real estate projects. It firstly discusses the principles, foundation, basis, function, main contents and methods of market segmentation. Secondly, it expounds the meaning, methods, principles, process and analysis system of real estate project positioning. Finally, it conducts a comprehensive analysis from both aspects of project positioning and marketing strategy of the Olympic project.