"xx Mansion" Office Building Item Positioning Research
|Keywords||marketing research Targeting market positioning|
Along with the drastically competition and rational development of domestic real estate market, the real estate industry especially the office building market has become the "buyers’ market" . The competition in real estate market is more and more boil. By introducing and applying marketing placement theory, by making in-depth market research, finding target market and creating otherness products have become the important guarantee for the real estate companies to maximize benefit and minimize the risk.This article e. g. "xx mansion" to expatiate how to use market positioning theory to make office building market placement.In Part I, I introduced the general situation and background of this item and the aim of my research.In Part II, basing on the process of practical placement, I explained the theory and method using in the item placement.In Part III, I firstly made exhaustive market research on the situation of macro-economy condition, real estate industry, especially the office building market of Chengdu by referring to the second-hand stats and making on-the-spot investigation; Next, I micro-analyzed on the area condition and development trend of this area; Finally, combining with the actual needs of samples of existing office buildings and the competitors, find the vacancy of current market.In Part IV, I used SWOT analyzing method to find the target clients and the placement of our item. After that, gave the advice on scale, function, appearance and collocation. I also analyzed on the price fixing and gave an advised-price. I hope my research can help the company to find the appropriate market placement, reduce the risk of market and provide valuable reference to other real estate companies in the process of developing the office buildings.