Research On The Positioning Of A Company’s All-age Community Products

The price real estate has been soaring in recent years and there is an extensive attention in the society.The soaring price affects the income distribution,consumption expenditure and housing purchase decision of consumers.At the same time,the preference of consumers on the housing would be influential to the marketing decision of real estate enterprises.There is also critical impact on the product design of the housing.Along with the population migration and the extension of traffic circle,the change of the family structure of consumers and the transfer of working area equip the housing with diversity of demand.Including the important trend of the aging and fewer children in the city,a series of changes imposes huge impact on the consumers in the selection of housing.Facing with the dilemma that there has been aged before being wealthy in the society,government and enterprises spare no effort to find the breakthrough.Government handles the development mode of 9064 with three modes,including introducing medical service in pension institutions,setting geriatric ward in medical institutions and implementing medical service in the housing pension.While the real estate enterprises shoulder the mission to increase the total supply of housing to meet the demand of aging society so that the supply structure and supply-demand relationship could be improved.Jiangmen is a medium aging society,but the aging is the most serious in the entire Pearl River Delta.The A company is small and medium real estate development company in the area.Under the situation that the real estate industry entering silver age,the transforming development should be found urgently when it faces with the aging issue.The paper would be a research of the housing demand of residents in the aging society.The A company would be the representative of small and medium real estate development company to have narration on the change in usability requirements of urban residents in the demand of housing purchase.Combined with the reality of the change of the development of residents’ real demands,the dislocation positioning theory would be adopted to help the Company to find out reasonable product positioning so as to improve the fitness between its products and the market and the competition.Therefore,A company could keep pace with the policy to design the housings that are suitable for living with the premise of making profit reasonably.Consequently,the housing would be back to the living value to achieve the long-term target,and the Company could develop to the direction of high-end,intelligent,green and service,so that it could win the favor of customers and increase the market share as well as building better enterprise image.