Research On The Revision Of The Market Positioning Of The "Ge Tiao Song Jian" Project

Since the housing system reform was implemented in China in 1998,over more than 30 years of development,the real estate industry is still the pillar industry of pushing national economy sustainable development at present and for a long time.How can a real estate developer remain invincible in the market environment of “fierce fighting” and “change of control”.At the beginning of a real estate project,how to achieve the market positioning which is scientific and reasonable in the whole process and all-round? Especially for projects with a long sales cycle,spanning three to five years,how to make good market positioning amendment and precise marketing in the later stage,maximize project profits,and achieve the highest customer satisfaction are the key problems that the real estate enterprises need to solve at present.Therefore,scientific and reasonable market positioning is particularly important and critical.This paper takes the ninth work “Ge Diao Song Jian” developed by Tianjin real estate benchmark enterprise “Tianjin TEDA Construction Company” as the research object,First of all,according to referring to relevant literature and information,it summarized and sorted out theories such as real estate market positioning and customer purchase intention,which provide theoretical basis for analysis and research;Followed by the introduction of current situation of real estate and the project profiles and existing disadvantages of “Ge Diao Song Jian”;Thirdly,by using the method of questionnaire survey and analyzing the customer group characteristics of the purchased project consumers,the market positioning suggestions of the project is further clarified.By analyzing the correlation between customers' purchase intention and influencing factors the paper is found that “customer demand” is the most important factor that influencing customers' purchase intention,and provides decision basis for the follow-up precision marketing of the project by focusing on the four most relevant aspects of accurate marketing strategy improvement recommendations;Finally comes the conclusion and prospect,the purpose of this study is to help and support real estate enterprises in their project investment decisions in the new environment by the method of combining theory with practice.Due to the lack of personal ability and work limitations,many problems need to be further explored in the future research.