The Positioning Research On Shijiazhuang Shengbang Group Sun Village Project

With the rapid development of the urban complex project, urban complex has become an important part of urban development in our country. Nowadays, many cities like Beijing, Shenzhen, Shanghai, Guangzhou and Hangzhou have developed multiple urban complexes, which conform to the new trend of city development in China, and promote international and urban economic development. As the trend of commercial real estate, urban complex project not only a test for the real estate enterprise strength, but also a reflect of high-end development. As the most important aspect of project development, urban complex determines the project development direction, development model, development pace, marketing strategy and benefit level, which is also the foundation of planning and design, development strategy, resource integration and marketing planning. Only by positioning accurately can we grasp the development pace in the construction and operation phases, and only by this, can the project attract more target customers.This paper introduces the basic overview of the project, and then studies the positioning of Shijiazhuang Sun Village project combined with the urban complex positioning theory and practical experience in successful cases. The first step is to do market research and analysis, including project specific macro market analysis, environmental analysis of the project area, and the project competitor analysis in three aspects. Secondly, four kinds of urban complex project development models were analyzed combined with SWOT analysis of the project, positioning the development model. Finally, from a market positioning, function positioning, price positioning, product positioning and image positioning five angles gives the overall positioning of Shijiazhuang Sun Village project.In this paper, through the specific studies and operation of Shijiazhuang Sun Village project can hope to establish a standardized and efficient positioning process for urban complex project in our country. As a successful case at urban complex previous positioning, the project can provide some useful help and enlightenment for the further studies, being an effective solution to the regional project positioning practical application problems, reducing the urban complex project blind development, waste of resources, affecting the survival and development of enterprises.