| As a large agriculture nation, China started late on the real estate market, becauseof the effects of history, economy and policy etc. However, along with the reform andopening policy, the real estate industry has played a large part in people’s heart today,and already is an important mainstay industry driving economic growth. The era forproject development and operation just by personal thoughts and experiences is fargone. Today, more and more real estate development enterprises begun to emphasizethe research of the real estate market and positioning research of the project itself.To make the project to bring greater benefits, the current development enterpriseswill make comprehensive consideration with integrating the characters of the projectitself closely with the current national economic policies and the choice of thecustomer group, then to make precise positioning and marketing planning of theproject..The thesis mainly focused on the04subunit project of Huawei Tech City,surveyed the surrounding competitive property in depth, and made overall positionand analysis of the project itself. With guiding the development with intelligencecommunity theory, the project will be constructed as the “Pioneer and Role Model”for the further development of Shenzhen Special Economy Zone, as the requirementof “High starting point planning urban development, high standards promoting urbanfunctions, high quality speeding up urban renewal”.First， the thesis expatiates the meaning, characteristics, function, main contentand method of the real estate market search, and expatiates how to collect informationto the real estate market search, expatiates the problems should be pay attention toduring the research. At the same time, set the basic ideas and the direction of theresearch.Secondly, in this thesis the concept of real estate project positioning, methods,principles, project positioning, analysis system process based on the STP and projectrisk and coping strategies are discussed, put forward the content of the projectfeasibility analysis and SWOT analysis.Finally, through analyzing overall market research and project a variety of properties (including project analysis, project communications, project analysis,SWOT analysis, etc.),the thesis conducted a series of precise positioning of04subunits of Huawei Tech city in Shenzhen. |
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