The Market Positioning Research Of XYGJ Real Estate Development Project

Since the reform and opening up, with the rapid development of China’s economy, the real estate industry has become a pillar industry of our country’s economy.However, in recent years, with the transformation of the real estate industry to upgrade the housing market shift from shortage to oversupply. Specifically, since 2014, the national commercial housing sales have been negative growth, the national real estate development enterprises land acquisition area also negative growth, China’s real estate market by the boom began to slump.Faced.With such a depressed market, H as nanchong small and medium-sized enterprises,is also facing a number of large housing prices squeeze.H real estate company as a response to market test of the project must be to clarify how to positioning and development, what is pay close attention to the construction time, or should we stay building, as well as measures taken to compete with rivals? With these questions, we carry on the research.Firstly, through the collection of the national real estate market data on the macro environment is analyzed, then for the third class city-Nanchong development status and characteristics were analyzed. Finally, the specific competitive situation for the projects in your area were analyzed to obtain external market conditions. At the same time through the use of questionnaires and interviews methods, understand the needs of a variety of housing projects accounted for Nanchong City and the surrounding consumer groups. With the help of SWOT analysis, combined with the internal conditions and external environment, to obtain the overall direction of project development and train of thought. On the basis of the general idea, this study further uses the STP positioning analysis method, to the customer for more detailed, chose the target customer group, and clearly the market positioning of the project. Based on the research of the surrounding project found that Jin Hongcheng project located very close to this project, we can put him as a competitor comparative study. To further analyze the advantages of this project and to find out the weaknesses of competitors, to develop an effective competitive strategy, and to take a series of concrete measures on the project location and competition strategy.Through research, the article basically answers the problem of the real estate company H needed to solve, while paid special attention to the comprehensiveness and accuracy of the survey data and information, therefore has been carrying out in-depth interviews with clients on plate; In this paper use of the PEST analysis principle, the external environment of the project has been fully analyzed, the project flexible by using the principle of the five models at the same time, industry competition, substitute products, potential competitors, cost control and bargaining power, and consumer groups have some analysis; herein with particular emphasis on research projects when theory must be combined with the reality, when using STP and SWOT analysis tool selection market positioning, the research can neither from the actual capacity of the company, nor from the surrounding real competition. This article is to introduce the theory of competitive strategy, develop concrete and practical marketing competitive strategy against specific competitors.There are many shortcomings of this article,but I hope this project to explore specific aspects of market positioning and competitive strategy in the real estate marketing plan will give provide a reference, promote domestic housing enterprise operation level of project development.