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The Marketing Positioning Research for LUO Yang "Pearl Peninsula" District

Author: SunXiaoPeng
Tutor: LanFeng；FanXiuLan
School: Xi'an University of Architecture and Technology
Course: Business Administration
Keywords: STP theory SWOT analysis Market segmentation Target market selection Market positioning
CLC: F293.3
Type: Master's thesis
Year: 2011
Downloads: 101
Quote: 0
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Abstract


Philip Kotler (Pphihp Kotler) STP theory as a guide , a comprehensive exposition and analysis of the the STP theoretical development process and its market positioning work in real estate projects played an important role . Portfolio analysis SWOT analysis Analytic Hierarchy Process (AHP) method , the STP theory in the market positioning of the real estate projects carried out systematic empirical research . On the basis of a comprehensive market survey Luoyang Peninsula Pearl district , the consumption characteristics of the potential consumers the segmentation variables accurate market segmentation of the implementation of the project , in turn Michael Porter (Michael E. Porter) five Forces model theory is applied to the selection of the target market of the project , the assessment of the various market segments and determine the project 's target market . Market position in the last stage , the SWOT analysis and AHP for portfolio analysis , internal and external factors on the impact of the project system qualitative and quantitative analysis of Luoyang Peninsula Pearl district accurate market positioning and positioning system . This article provides a quick and easy line of work -depth empirical study , conducted by Luoyang Peninsula Pearl District project market positioning for the market positioning of the real estate projects enhance the effect of the real estate project market positioning .

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CLC: > Economic > Economic planning and management > Urban and municipal economy > Urban Economics and Management > The real estate economy
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