HQ Real Estate Project Market Positioning Based On STP Theory

In recent years, much attention has been raised to the real estate industry, marketcompetition became even fiercer, and the project development playing an increasinglyrelies on project planning, product positioning and technical support.This papersystematically expounded howthe STP theory emerged, and give the in-depth analysisof the impact while STPtheory in the real estate project.From project marketsegmentation, target market selection, market-positioning and other aspects elaboratethe impact on real estate project implementation, focus and research on project marketpositioning in STP.Start from development and status quo of the real estate project positioning, thispaper analysis on market segmentation, target market selection and market positioningaspects with the combination of regional characteristics, cultural advantages, resources,and other actual situation of the HQ project. This paper also use the fuzzy mathematicstheory to analyze project forecast, expounds the STP theory in the real estate projectmarket positioning of the actual application process. Thus, implement marketsegmentation and determine the target market through supply and demand of HQproject and market analysis evaluation firstly.Then make the accurate marketpositioning to HQ project by using SWOT factors analysis method and integrate ofvarious influence factors of the project.This paper give a depth empirical research on the HQ project market positioningwith STP, and also provides some references of further analysis and study of real estateprojects positioning based on the STP, thus, provides a convenient route to work outoperabilityand specialtyfor real estate projects positioning.