住宅类地产开发项目市场定位分析

住宅类地产开发项目市场定位分析摘 要房地产业发展至今已然成为我国的关键性行业。近几年国家为了防止炒房现象的加剧，国家不得不出台一系列的政策来限制房价，而正因为这一系列的动作，也使得房价趋于稳定，然而与此同时房地产企业在其中的利润不断跌落。在如此激烈的环境下，开发商想要取得项目的成功，必须从政策、市场情况、客户群体等多方面进行分析。项目成功的关键与否市场定位占主导作用，在市场定位不准确将会使得项目以失败告终，此论文将从发现问题到解决问题进行阐述。通过对房地产项目市场定位相关论文作为基础，随后结合本人接触的项目进行深入研究。本论文将以收集资料进行理论论证，同时运用项目进行分析，将从项目当地的文化、经济、政策以及项目周边情况进行分析，做出一个全面的项目市场定位。在这次论文攥写中，本人将通过观察法、访问法等方法进行调查研究，采用 STP 理论以及 SWOT 分析方法为此项目市场定位提供帮助。关键词：房地产行业 市场定位 STP理论 SWOT分析IAbstractThe development of real estate has become a key industry in China. In recent years, in order to prevent the aggravation of the phenomenon of property speculation, the country has to issue a series of policies to limit the housing price, and because of this series of actions, the housing price tends to be stable, but at the same time, the profits of real estate enterprises in which continue to fall. In such a fierce environment, the developer wants to achieve the success of the project, must from the policy, market conditions, customer groups and other aspects of analysis.The key to the success of the project is whether the market positioning plays a leading role. If the market positioning is not accurate, the project will end in failure. This paper will elaborate from finding problems to solving problems. Through the real estate project market positioning related papers as the basis, then combined with the project I contact in-depth research. This paper will collect data for...