Research On Repositioning Of ER-H Company's Nansha Project

The positioning theory has been applied in the real estate market in China for over one decade.In the process of practice,the real estate market positioning theory has achieved a lot of development and progress and played a significant role in real estate marketing.However,the real estate projects differ in project positioning manner and strategy due to the nature of development company and land utilization purpose.In many cases,we should not copy others' models.Instead,we shall analyze,probe and study applicable positioning strategies and procedures according to the operation purposes of companies and specific conditions of projects.ER-H Real Estate Development Co.,Ltd.was established on the basis of a diversified enterprise owned by a state-owned enterprise.For many years,its development and operation is conducted in the planned economy model,so it lacks the experience of positioning real estate projects under the conditions of market economic system.However,when it receives directives from the enterprises at a higher level to require its Nansha project to carry out transformation of operation model,the project planning documents formulated in the planned economy model diverges from the operation demands after transformation,so the development of Nansha project in ER-H company encounters a plight.This paper integrates theory with practice.Through studying and researching the marketing theory,positioning theory,consumer behavior and enterprise project management,etc.,it adopts the research approaches of literature collection,data analysis,case study,market investigation,etc.,repositions Nansha project of ER-H Company in order to address their problems through analysis,comparison,summation and reorganization based on real examples.The specific procedures are as follows.At first,this paper analyzes the external environment of Nansha Project,and defines the competitive advantage of Nansha project in the market according to the internal factors such as advantaged resources and capability of ER-H Company.This paper probes the value of lands,analyzes the demands of beneficial groups on its products,conducts overall repositioning of project,including product attribute,function composition,composition proportion and product grade,etc.Second,the paper tries to find the target customer groups through market investigation and analysis,studies the composition and features of target customer groups,and conducts customer repositioning.Third,the paper conducts product repositioning according to overall positioning and customer positioning.Including product composition,investigation on the demands of target customers for products,differentiation strategy is used to increase product added value,etc.Then the paper lays out the design requirements of planning,buildings and garden design for projects.Finally,it conducts image repositioning and price repositioning.This paper defines clear positioning goals and direction for future development and construction of this project.The basic approaches and procedures of real estate market positioning,developed in this paper,not only effectively addresses the problems of Nansha project,but also lays out an initial model of project positioning for ER-H Company in the future,which can be applied in development and construction of new projects in the future.In the future,it will be complemented and improved in practice,which probably becomes a work model of project positioning in the company and constitutes the core competency of ER-H Company.Meanwhile,it can be also used as guidance and reference for counterparts in this industry.