Study On The Villa Project In The Early Stage Positioning And Planning

The real estate has entered the era of silver for ten years,the market has entered the market by the seller’s market,addition to the North Canton and other cities in China.most of the regional and urban real estate market are currently in over supply situation,the real estate marketing competition in the second market increasingly exciting.Real estate project development or construction of the pre positioning planning role is increasingly apparent,which is directly related to the project development process,business objectives,and even the success of the project operation.Villa project as a high-end,improveing living products,the audience is small,with the purchasing power of the customer base,while the current market suppling is far greater than demanding,only Shenyang board of the mountain villa inventory,in the absence of new supply,the need for about 4-6 years to complete.There are many reasons for this situation:the economic slowdown,the national anti-corruption,the industry downturn,and so on.But the important and key reason lies in the project pre positioning plan.From the current villa project supply situation,the homogeneity serious,supporting the lack of audience,the development of a narrow,the development of planning,marketing strategy is not system,which is directly related to the project planning and positioning.According to the current situation of the villa market,this paper summarizes the existing problems,including:the market development trend is not allowed to judge,product homogeneity serious,project site selection,design and construction of the pre positioning,construction style selection,product configuration and customer base is not the same,the park is not differentiated,garden value is not recognized,marketing strategy is lagging behind,positioning planning results.In view of the above problems,this paper uses the theory of positioning planning,using theoretical analysis and empirical research,qualitative and quantitative research methods,a systematic study of the villa project pre positioning planning,a systematic solution to the idea.The article sets up the logical framework of the villa project pre positioning,and ensures the implementation of the planning and implementation,and the results and specific content of the early stage of the villa project,effectively guide the project development and operation.In order to enhance the market competitiveness of enterprises in housing prices,so that customers buy products that meet their needs,optimize the allocation of resources,and promote the healthy development of social and economic.