Content area
Abstract
Translation from original language as provided by author
The real estate industry in China in the 1980s, although already started three decades of experience, but the development road of winding is not yet mature and norms. Especially in marketing strategic positioning, real estate developers are still exist many problems.So far, the real estate marketing research aspects of strategic positioning, but not real estate is a special kind of commodity, business process may not be completely copy marketing some principles, At the same time as the heterogeneity of real estate project, not completely copy, therefore, the strategic positioning of real estate marketing research has important theoretical significance.Based on analysis of literature and market research combine qualitative analysis with quantitative analysis, combined with case analysis theory, the research methods, combining the orientation of real estate marketing strategy paper conducted a comprehensive theory. In real estate marketing strategy theory, real estate marketing mode, market segmentation and target market, market positioning and product positioning theory and based on the analysis, combining with an actual case of real estate project marketing strategic positioning, expounds and demonstrate the real estate marketing strategic positioning.Real estate marketing strategy is a building, a real estate development enterprise can be the key to success. Real estate marketing strategy formulated based on the orientation should be DSTP process value-added mode, namely in market research, on the basis of reasonable fractionizing market, choose good target market, and then the market orientation and product positioning. Only fractionizing market, develop business to select good target market, Only choose good target market, develop business to be their expertise and the needs of the market, the better to combine development.The real estate market segmentation, starting from the difference image to the real estate market is divided into several similar needs and desires of the consumers. The target market selection decisions, to segment the feasibility and validity were fully assess. Real estate projects from various market positioning is to cultivate building features, establish certain market image, in order to form in the target market is a special kind of consumer preference. A project is the core of the project development concept, basic market positioning may not use a market positioning to express, but must be clear and definite.Real estate marketing strategy, the practical value of the research orientation lies mainly in the real estate marketing strategic positioning help developers, grasps the market pulse, locking target market, Real estate marketing strategic positioning help enterprises to improve management, enhances the market
