Research On Product Strategy Optimization Of Chengdu B Project Based On The Purchase Demand Of Multiple Families

The implementation of the comprehensive three-child policy can effectively increase the natural growth rate of China’s population,and the change in family structure will also make the national demand for housing rise gradually.Future real estate project planning needs to include the real estate needs of multi-child families into the project planning scope,and better meet the housing needs of multi-child families by optimizing the project settings of real estate products.The implementation of the three-child policy will require corresponding childcare resources,such as education,medical care,and entertainment,to meet people’s childcare needs,and the industry closely related to the construction of these resources is mainly the real estate industry.In the background of the three-child policy and the demand for talent attraction enhancement,the corresponding education facilities and living facilities of real estate need to be adjusted accordingly,especially for some new housing construction real estate projects,it is necessary to grasp the current demand hotspots,according to the three-child policy and people’s demand for quality of life enhancement for real estate product project planning and project optimization.Thus,how to meet the demand for housing products for multi-child families is the main problem facing real estate enterprises.Chengdu B project,the latest residential project in Chengdu High-tech Zone,has already carried out the overall planning of real estate products for the projects of location planning,product strategy optimization research of residential support,and architectural style based on the demand of multi-child families to purchase houses.This thesis first analyzes the current research background such as three children’s policy and real estate development trends and summarizes the current research related to real estate demand and multi-child family residential demand by using the literature analysis method.The specific housing needs of multi-child families were investigated by using a questionnaire survey method,and based on the research data and the current product strategy of the Chengdu B project,the degree and difference of the Chengdu B project to meet the needs of customers with multi-child families were explored.The research results show that the product strategy of the Chengdu B project is currently unable to meet the product needs of customers,mainly at two levels: product design and product support,mainly because the product positioning,product level,and strategy of B project are not accurate and perfect.Based on the discovery of the project’s problems and causes,targeted suggestions are made to enhance product planning and design and improve the product’s surrounding support.