Market Positioning Study Of Real Estate Development Project

With developments of national economy and changes of political policies,Chinese real estate market has been growing rapidly over the past 20 years and gradually becoming the pillar of national economy and significant economic growth point,real estate industry flourishes and changes with each passing day.Chinese real estate has a rather late start,but along with continuous improvements on reforms of market-oriented economy,it grows gradually.With the continuous improvements on real estate industry,rising of consumer demands and fierce competitions within this industry especially in recent years,it is quite important to put emphases on researches of real estate development projects’ market positioning.First 2 chapters of this thesis mainly analyzes relevant concepts of real estate development projects’ market positioning,discussing its practical functions and illustrating analysis system of it.The illustrations include 4 aspects: consumer demands,competitions,projects,enterprises.These two chapters also contains principals of market positioning.Chapter 3 focuses on analyzing problems caused,setting out 5 common mistake areas based on research of analyses when positioning real estate projects.And then figures out major influencing factors of market positioning.Chapter 4 combines theories and practices,taking Beijing’s real estate development as an example,presenting situations of real estate of Mentougou District,focusing on project Lijing Changan’s market positioning.This thesis ends with a conclusion of strategic researches and applications of real estate development projects’ market positioning.