| At present, the domestic real estate industry has entered the era of intense competition. Real estate developers are increasingly aware of the key market positioning work. Real estate projects to be carried out market positioning, the first thing to do is pre-project preparation work related to market positioning. Into consumer-oriented business model, the real estate development projects regardless of pre-design, construction or sales process, all stages are built on the basis of market positioning. It can be said, the level of market positioning work to some extent determines the real estate project development success or failure. At present, the domestic real estate projects are not entirely accurate positioning existence of the phenomenon, leading real estate projects in the sales process of the market matches compromised.This study is based on the project’s market positioning and Aromatic marketing strategy research, basic research contents are as follows: firstly introduces topics in accordance with the present study, the significance, the market positioning of the domestic research overview and describes the framework of this study; The second chapter introduces the basic theory and methods, this chapter focuses on market positioning, market positioning of real estate projects with the basic content of the basic principles; Chapter internal and external environment for the project analysis, first introduced the company and business operations, then down to the project’s macro environment(economic policy, economic development, political environment), the project addresses the situation with the financial strength were introduced; Chapter SWOT analysis method based on market positioning project Aromatic content. This section first resort on the basic situation of Aromatic including parks, residential and commercial planning and basic conditions were introduced. Next, the traffic situation on the project was introduced. Based on the above, the project’s strengths, weaknesses, opportunities and threats carried out a detailed analysis of each. SWOT analysis combined with the contents of the project to determine the market positioning of content. Chapter five planning research, mainly from project design, build market competing products, marketing strategy development and property services four aspects. The final part is conclusions and outlook.This research project was carried out on G project real estate market positioning and marketing strategy research. This study is based on the actual situation of project basis, for the marketing and management of real estate projects Aromatic played a guiding role. Articles in determining the real estate market positioning process utilized in the methods and ideas also apply to the same industry enterprise marketing management process. |
