房地产项目目标市场定位研究土木工程规划与管理专业论文.docxVIP

ABSTRACTIn ABSTRACT In order to obtain the superiority in competition,the real estate development enterprises must subdivide the market，then choose the most profitable goal market， and concentrate the resources of the enterprise，lay out the effective competition strategy to carry on the accurate localization．Although real estate market in many city ofour country is at the fast developmem phase continuously and the competition also gets stronger and stronger,the market subdivision theory is not yet mature when it applys to the practice，and the study on it is also comparatively lack．Moreover,we basically use the qualitative method to choose the goal market and locate the market, which respond subjective view of decision-maker,and practically have not held the customer and the potential customers demand． The paper USeS the method，which unifies the theoretical analysis and the practice analysis，as well as the qualitative analysis and the quantitative analysis．The paper is based on the Science of marketing，real estate investment and development project management and SO on．After researching sufficiently on the market,the paper studies the market environment of a real estate project in city丸and subdivides the market,then designates the goal market，finally make the market localization ofthis project． In the market subdivision stage，the paper has classified and filtered the subdivision variable of the residence market by using the method of three level subdivision models with system cluster analysis．In succession,the paper sums up certain universal subdivision variable for the purpose of subdividing the real estate market and describing the characteristic of every subdivision market．When doing the cluster analysis，the paper has used the SPSS software，which makes the computation process quicker and the result clearer． In the goal market choice stage，the article has been analyzed the essential factor ofevaluating goal market,scope strategy ofthe goal market and the marketing