HC国际房地产开发项目定位策略研究_房地产经营管理.doc

摘要:随着经济的飞速发展和城镇化水平不断的加快，房地产业在我国经济发展中的作用越来越明显，但房地产行业仍然存在很多问题，比如企业之间的产品同质化比较严重，没有从根本上解决产品的创新和定位问题。本文立足于房地产当前的市场环境和发展方向，紧紧围绕“市场定位策略”这个主题，首先介绍了市场定位的相关理论和发展背景，对市场调研做了比较全面的研究，再结合房地产行业的实际情况分析市场定位在房地产市场的方法和运用。市场定位，作为房地产项目前期策划的关键，是房地产营销中的重要一环，尤其是定位中合理策略的选择更是对项目的开发起着承上启下的重要作用，使房地产企业从本质上改变产品形象，做到从量变到质变的转变，不断走向成功。在前面的背景下，以华晨地产的“华晨国际”项目的市场定位为案例进行实证分析，结合市场定位理论和株洲市房地产发展综合情况，就项目的思路与具体做法做了阐述与分析，并结合市场细分和调研对项目的产品策略、价格策略和品牌策略进行了分析，验证了市场定位策略在房地产开发中的重要作用。

关键词 房地产；市场定位；策略；SWOT

Abstract:With the rapid development of the economy and the level of urbanization continue to accelerate, the role of the real estate industry in China's economic development is more and more obvious, but the real estate industry, there are still many problems, such as the more serious product homogeneity between enterprises, from fundamentally solve the problem of product innovation and positioning. Paper, based on the current market environment and development trend of the Real Estate, closely around the theme of market positioning strategy, first introduced the theory of market positioning and development background to do a more comprehensive study, market research, combined with the real estate industry analysis of market position in the real estate market and use. Key market positioning, as a real estate project planning stage is an important part of real estate marketing, especially positioning the choice of reasonable strategy is the development of the project plays an important nexus in the real estate business from the fundamental change in the product image, so that the transition from quantitative to qualitative change, continued success. Brilliance Brilliance of the real estate market positioning in the context of the previous case empirical analysis, combined with market positioning theory and Zhuzhou City Real Estate Development, project ideas and practices described and analyzed, and combined with market segmentation and research on the project's product strategy, pricing strategy and brand strategy analysis, to verify market positioning strategy an important role in the real estate development.

Keywords  real estate  market positioning  strategy  swot

　　　面对越来越激烈的市场竞争和日益严峻的外部政策环境，如何制定出有效合理的策略脱颖而出，成为每个房地产企业不得不思考的问题。在内外环境的影响下，房地产企业逐渐开始了冷静的思考，同质化的竞争只有使市场更加僵化和激烈，只有通过市场定位，利用自身的优势，进行市场细分和目标市场选择，开发出有针对性的产品，才能形成差异化的竞争。房地产企业只有符合市场规律、引导市场，方才会得到较高的利润，甚至超额利润，只是迎合市场未必会成功，占领市场的都是具有战略发展的眼光，站在市场的前沿，并能准确把握引导市场的开发商。同时，房地产业也是资金密集型行业，在市场大环境整个提速的背景下，如何通过准确定位打造出一个受市场亲睐的产品，迅速回笼资金，逐渐成为了开发商迫切需要解决的问题。

　　　在行业日益规范、市场日益成熟和消费者理性化、个性化需求程度的提高今天，我国地产企业需苦练内功，以迎接这样的挑战。准确的市场定位有助于企业扬长避短、发挥优势，走出竞争误区，将目光从竞争对手身上转移到消费者身上，致力于开发差异化产品或从现有产品中提炼出与众不同的特征，以迎合消费心理和市场需求，取得竞争优势，才是企业做大做强的必由之路。