房地产开发项目定位的理论与实践——基于西安市纬二十六街银河坊棚改项目的实践研究摘要目前，我国经济不断地发展，人们的生活水平越来越好，在住房上面，人们也开始寻求精神上的突破。弱肉强食，这是如今房地产企业市场竞争的一个代名词，而在这场竞争中，市场营销的地位被急剧的拉升。项目定位是房地产开发项目取得成功的关键环节，同理对于棚户区改造项目亦是异曲同工，值得研究。笔者综述了国内外对于棚户区改造的研究现状，结合笔者的实践提出对棚户区改造项目的市场分析及定位的研究，并以西安市纬二十六街银河坊棚改项目进行实证分析研究，笔者对项目进行了SWOT分析，从市场定位的角度，进行了产品定位，客户定位，并对价格定位中的住宅价格定位,商业用房价格定位，酒店价格定位，办公楼价格定位以及地下车库价格定位进行了测算。这对于研究我国房地产开发项目市场营销的理论与实践都具有重要指导意义和借鉴价值。关键词：棚户区改造，项目定位，市场分析，西安市RealestatedevelopmentprojectpositioningtheoryandpracticeABSTRACTAtpresent,China'seconomicdevelopment,people'slivingstandardisgettingbetterandbetter,inthehousingabove,peoplealsobegantoseekspiritualbreakthrough.Lawofthejungle,whichisasynonymfortoday'smarketcompetitionofrealestateenterprises,inthiscompetition,themarketingpositionispulledupsharply.Projectpositioningisthekeytothesuccessoftherealestatedevelopmentprojects,similarlytotheshantytownsprojectisequallyeffective,worthyofstudy.Theauthorreviewstheresearchstatusathomeandabroadfortheshantytowns,studythepracticeoftheauthorproposesthemarketanalysisandpositioningofshantytowns,andtoXi'anCitytwenty-sixstreettheMilkyWayFangweftstudiotochangetheprojectofempiricalresearch,theauthorconductedaSWOTanalysisoftheproject,fromtheangleofmarketpositioning,theproductpositioning,customerpositioning,andpositioningofthehousingpriceinthepricepositioning,pricepositioningofcommercialhousing,officebuilding,hotelpricepositioning,pricepositioningandpricepositioningundergroundgaragewascalculated.Thishasimportantguidingsignificanceandreferencevalueforthestudyofthetheoryandpracticeoftherealestatedevelopmentprojectsinchina.KEYWORDS：shantytowns,projectpositioning,marketanalysis,Xi'anCity目录引言................................................................11市区域经济发展状况................................................31.1西安市房地产投资宏观背景....................................31.2区域市场分析................................................32棚户区改造项目项目分析及市场定位研究..............................52.1纬二十六街银河坊棚户区改造建设项目SWOT分析.................52.1.1优势分析...............................................52.1.2劣势分析...............................................52.1.3机会分析...............................................62.1.4威胁分析...............................................62.1.5结论及对策.............................................62.2纬二十六街银河坊棚户区改造建设项目市场定位..................62.2.1产品定位...............................................62.2.2客户定位...............................................72.2.3价格定位...............................................7参考文献...........................................................16后记...........................................................18引言随着城市经济发展与扩张，旧城区内遗留下来未被改造的环境设施差、人员结构复杂、房屋多为简易平房的棚户区已经严重影响了城市居民生活水平的提高，对城市各方面的发展产生了制约[1]。为促进城市建设与经济的协调发展及改...
