Research On Positioning Of G Project Of JL Company

Chinese real estate industry after more than ten years of rapid development, is from the high-speed operation to steadily push forward economic development situation, China change is changing the real estate industry China existing pattern, China real estate industry faced the present situation countries round of austerity policies and industry structure adjustment,"the promotion transformation" has become the real estate industry to explore the proposition. In the development of such a policy and industry trends, and real estate developers should be aware to arm their minds with management knowledge, to look at the market with a forward-looking consciousness, by analyzing the method of scientific ideas, countermeasure research, looking for direction, in the new environment to preserve the strength, develop their own, to gain a firm foothold in the market competition, and realize the great leap forward development!The objective of this thesis is to explore the development of real estate enterprises, how to use the marketing theory and analysis tools to develop business strategy project positioning, accomplish "strategy and means of gain and loss account", so as to realize the real estate development company to the project management plan is expected to.This paper selects JL Real Estate Company G project as the study object, applied firstly relates to positioning theory, project positioning theory in the field of real estate, and the related analysis tools were introduced, the theory basis of the demonstration, and the real estate project positioning meaning, dimension and the development process of carding and summarized; there next to the present situation of the development of JL company and G project’s basic information and positioning of the project work are presented; thirdly, this paper analysis model by STP theory, this paper analyzes the present situation of local industry and competitors, and the JL Real Estate Company G project conducted a comprehensive analysis using the SWOT analytic method; then, according to comprehensive analysis of environment and G project according to the project location, three requirements to optimize the conditions, value maximization, shaping the competitive advantage, to develop specific project market, products, customers, price and other aspects of the positioning for JL Real Estate Company G project; finally, according to the conditions and measures to ensure the smooth implementation of the project location and puts forward the author’s suggestions and come up with Feasible solution.