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Yincheng Project Market Positioning and Marketing Research

Author: ZhangBin
Tutor: YinLu
School: University of Electronic Science and Technology
Course: Senior Management of Business Administration (EMBA)
Keywords: market positioning marketing promotion SWOT analysis method Yincheng project
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 5
Quote: 0
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Abstract


After30years of development, the real estate industry of our country has finallyentered the health and legal development stage. Since1995, numerous real estatedevelopment enterprises appeared, the industry has experienced nearly20years ofcompetition. Despite the powerful real estate development enterprises exist, but it doesnot have "all-round enterprise". As the real estate market continues to be subdivided,how to pinpoint the location of the position, position themselves and find the targetmarket is key problems of the enterprises.The market positioning of the real estate project is being developed by the SichuanYincheng real estate development limited company is a complicated work. The projectis located in Wenjiang District of Chengdu, positioning need to consider themacro-political and economic environment, the real estate situation of competitorswithin the same region. Therefore, scientific and accurate market positioning strategydetermines the success or failure of project. Based on this, the article will study marketpositioning for the project. In addition, good market positioning depends on appropriatemarketing strategies to achieve. So, formulate an appropriate marketing strategy for themarket positioning of the conclusions. Through these measures, enterprises can improvetheir ability to research practices.This paper mainly includes the following aspects: first, it introduced the topic basis,research background and significance, domestic and overseas research achievement;secondly, market positioning, the main theory of the real estate market positioning, andSWOT analysis method is introduced; next, the Yincheng project background as well asthe developers are briefly introduced, launched an analysis of Yincheng projectenvironment based on SWOT; according to the conclusion, following the principles ofplaying advantage, reducing weakness, seizing the opportunity, resolving the threat,considering the past, staying in the present and looking ahead to the future launched atargeted marketing measures. In order to verify the project market positioning strategyis effective, we launched a simple questionnaire; finally, we summarized the study andproposed next step in the research prospects.

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