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HHNXC Project Positioning Research

Author: YuLei
Tutor: JinYuFang
School: Dalian University of Technology
Course: MBA
Keywords: Real estate market Positioning analysis Positioning strategy Thedevelopment strategy
CLC: F299.27
Type: Master's thesis
Year: 2013
Downloads: 32
Quote: 0
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Abstract


With the development of national economy, the construction industry are playing an increasingly important role in the national economy, the increasingly fierce market competition environment, the development of real estate enterprises tend to be rational. In the process of project development, real estate product positioning has become the key core. Real estate product positioning is refers to through the market investigation and study analysis and innovation idea, finally determine the main characteristics of the whole real estate products.Due to the complexity of external environment, real estate projects positioning faces significant challenges. With the national development strategy, due to the long development cycle, the position of the more uncommon, and the development of huge scale, high proportion of business, a variety of factors. To enterprise’s development ability has been a major challenge. After project how to positioning has become enterprises to obtain land, primary and core of the work.This article follows the basic route of the research question, namely, analysis, and the route to solve the problem are put forward. Through huafa new town project is facing the complicated situation, from the background of macroeconomic regulation and control, analysis, shenyang muddy south and across the country new city real estate market development situation, provide the basis for internal project positioning. From customer base, land, competition situation, the economic efficiency of the factors such as positioning analysis, lay a foundation for taking corresponding development strategy.Huafa new town core positioning in the "city" of the project, and elaborates the project positioning in the value form and product form. Furthermore, analysis related to product positioning, the theme of the project product positioning of the brand, set up internal department of the Chinese product system. Late for operation of the project products, form a customer oriented positioning ideas for development, promote the benign development of real estate enterprises, for real estate enterprises in the late provide reference significance for the development of product positioning.

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CLC: > Economic > Economic planning and management > Urban and municipal economy > Municipal economic profiles of countries in the world cities > China > The local urban economy
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