Study on Positioning of BlueScope Steel Residential Division
|School||East China University of Science and Technology|
|Keywords||light steel structure residence market segmentation competitive advantage positioning|
With the rapid development of Chinese real estate, Construction Marketing in China develops explosively. As one of new solutions for new construction, the light steel structure residential system has occupied a certain position of the market gradually, relying on its structural safety, energy saving, environmental protection, high efficiency, and industrial development. But the light steel structure residential system has not developed smoothly in domestic market. Especially, the development of the light steel structure residential system was restricted usually by the national norm setting, cost controlling, and consumer acceptance. The light steel structure residential system has developed in domestic for ten years, at the same time, Chinese general contracting enterprises in response to the call "going out" by Chinese Party to participate in the international investment and the contract project for ten years. It should be said that the light steel structure residential market is expanding, and the demand is increasing.We have a special study for marker positioning of BlueScope Steel Residential Division. Firstly, we introduce the background, product system, marketing, technology capacity of BlueScope Steel Residential Division to know about the present situation of the company. Secondly, we analyze the social, political, economy, technology which met of BlueScope steel Residential Division, with regard to business environment and industry environment, and study the industry status, industry structure, major competitors emphatically. Thirdly, we clear the competitive advantage of BlueScope Steel Residential Division by through internal and external research and interviews, questionnaires and investigation, satisfaction survey, etc., Finally, we make a market segmentation of BlueScope Steel Residential Division, and choose the right target market by methods of qualitative and quantitative, and propose the market positioning of BlueScope Steel Residential Division by positioning method.The research conclusion combined positioning theory and business practice will be reference value for BlueScope Steel Residential Division. It could be possible to clear the market positioning of the industry and other industry enterprises..