Research On Planning Of Real Estate Project Based On Position Theory

As a result of the real estate project development cycle becoming shorter and the product updating faster, for real estate projects the accurate market positioning and strong pertinence of product are required. At the same time, as the center of gravity of consumer demand transfers, the positioning requirement of precision is presented for the development and marketing strategy of the real estate project. In this situation, it is particularly important to study the real estate market environment, carry on the accurate market positioning for the project according to the main customer group, and take planning design and advertising planning on the basis of positioning. Thus, planning of real estate project in real estate project development plays an important role in the whole process, and gets more and more attention of the developers.With Qiangyou·Qinghe project as an example, this thesis summarized the related theories of real estate project planning, including the content of real estate project planning, the main existing problems, and the theory of project positioning; Secondly, the market positioning of Qiangyou·Qinghe was analyzed, based on analyzing the characteristics of the project geographical position and the characteristics of the surrounding enviroment, the preliminary positioning of the project was carried on, and the project was located in high-end cultural knowledge. Futhermore the characteristics of target market groups were analyzed, and the basic requirements for real estate products were more clear; Then the innovation of the project design was put forward based on the positioning analysis, mainly including of the basic design, landscape design, the fire protection design and applying of construction technology; At the same time the thesis also put forward the corresponding advertising strategy based on the positioning analysis, including of differentiation advertising strategy and differentiation advertising.This thesis helps from specific case to abstract unversal concept and method, and provides case material for related research, at the same time, through the example analysis, the thesis can better guide the project practice, and build foundation for improving sales and project reputation.