The Positioning Research On Real Estate Projects Of Old Industrial Areas In Xi’an

As an old industrial city,Xi’an still remains a significant number of industrial factories and matching worker communities.With the acceleration of urbanization in China,these communities have been integrated by the city and faced with a series of updating and rebuilding problems.Due to the enterprise benefit and location,and many other factors,communities represent their particular appearance.With the great promotion of reform on old industrial areas by market economy and government,developers begin to flock to these areas for transformation.However,with the rapid development of real estate industry,the positioning of project is becoming more and more important,which has been considered as the key to the success of project.Combined with the project called Huaxia Century Square,this paper introduces the environment of old industrial community and consumer market in Xi’an in details,researches that how to effectively conduct market positioning of real estate projects in these special areas.Firstly,the connotations of some terminologies such as old industrial residential area and real estate project positioning,etc.,were introduced through the study of literature.And by comparison with the ordinary real estate project,the localization characteristics of real estate projects in old industrial residential areas were obtained.Based on this,I selected the environmental analysis theory,STP theory and comprehensive evaluation theory as the theoretical support of this article and elaborated in detail.At the same time,11 positioning evaluation indexes and connotations of real estate projects in Xi’an on old industrial residential areas were determined according to the comprehensive evaluation theory,and based on a comparative study,I selected the objective value assignment method to determine the index weight,and the valuation method which combines AHP and FCE.Then,based on Xi’an Huaxia Century Square Project,an empirical research was conducted with the above theory.The research consist of four parts.The first part is the brief introduction of the project and the basic overview of the lots and development enterprises.The second part analyzed old industrial residential quarters in Xi’an from the five aspects of policy and law,location,economic development,social culture and the real estate market,especially the environmental characteristics of the Textile City area and its impact on the project positioning.In the third part,I selected the survey factors of the population,geography,psychology and behavior in the project,made a questionnaire and completed the consumer analysis.In the fourth part,combined with the enterprise itself,the target market selection was achieved on the basis of environmental and consumer research,with the method of SWOT,and then,the customer orientation and final product positioning were completed.Finally,the verification and optimization of the positioning results were completed by the application of the modern comprehensive positioning evaluation system established in the preceding chapter and the computer technology,and combined with the ranking of factors affecting project development and the product grades,according to the investigation of experts.