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摘 要近10年来，我国住宅市场发展过于迅猛，即使在国家各种调控手段下，房价依然高涨不止。然而在2014年伊始，全国房地产市场出现销售大幅度萎缩，这次与以往不同，没有调控政策情况下，市场自然反应，导致增速下滑。因此，当房地产投资开发不再那么随意轻松时，房地产行业平均利润的降低，市场热度的降低，就越发体现出科学合理项目定位的重要性。
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为此，本文首先对于目前住宅行业中关于项目定位的相关理论进行了介绍，然后对于开发商普遍存在的定位盲点，问题或缺陷进行探讨。其次介绍整个具体的合理的前期定位流程，并列举例子进行佐证。从市场调研着手，搜集相关信息资料，再利用这些信息到具体的各方面定位中。最后以信阳恒大名都为案例，将此流程运用其开发过程中，理论与实际结合，做出符合现实的商品住宅开发项目定位研究。38701
毕业论文关键词：商品住宅；项目定位；具体流程
Abstract
In recent 10 years, the market in the real estate of our country has been much prosperity. Even if it is decelerated by National various control means, the average price of real estate is still rising. However, when just entered the year of 2014, the market of real estate had shrunk dramatically. Surprisingly, it was a natural action of market with no national control means, and the economic growth had slowed that year. So, when real estate investment is not too easy to do, and it has lower profits, the market is no longer a hot spot. The people will pay more attention to the positioning research of commercial residence development project.
Therefore, the paper introduces some theories about the positioning research of commercial residence development project firstly. And then, the problems or the defects of property developers in project positioning are discussed. Thirdly, the paper introduces the reasonable positioning process, and lists the examples of evidence. Collecting the relevant information from the market research, and then use these information to the specific aspects of the positioning. Finally, making Xin Yang Heng Da Ming Du as the case, and using the process in its development process. Through combining theories and practices, to make the positioning research of commercial residence development project residence development project.
Key Words: commercial residence development project，research positioning
目录
1绪论 1
1.1选题背景 1
1.2研究意义 1
1.3研究内容及思路 2
2商品住宅开发项目定位理论与方法 3
2.1商品住宅开发项目定位的相关概念与理论基础 3
2.2商品住宅开发项目定位的模式介绍 4
2.3商品住宅开发项目定位的分析方法 6
3商品住宅开发项目定位的问题缺陷 8
3.1市场定位的主体发生偏差 8
3.2对定位概念理解有一定偏差 8
3.3缺乏支撑的模糊定位 9
3.4模仿和跟风现象严重，创新性不足 9
3.5偏重国家政策，没有真正提高项目的“附加值” 10
4市场调研——商品住宅开发项目定位的前奏 11
4.1内外部环境分析 11
4.2区域市场分析 13
5商品住宅开发项目定位内容 16
5.1客户定位 16
5.2产品定位 19
5.3形象定位 21
5.4价格定位 23
5.5目标市场定位 25
6案例分析——信阳恒大名都项目定位 28