摘要：我国房地产市场与行业己逐渐进入品牌竞争时代，开发商己经认识到市场定位工作的重要性。房地产项目的前期市场定位研究，是房地产项目开发过程的起点，无论是前期的产品规划设计，还是现场的施工建设，及项目销售和物业管理，这些的工作都以项目市场定位为基础。项目市场定位关系着项目开发的成败，但是项目市场定位工作在大多数的房地产开发企业还存在着产品设计雷同、概念过度传播、定位不准或定位错误等问题，这些问题急需解决，而问题关键就在于如何准确地进行市场定位。65632

本文综合项目所处的市场环境，通过市场定位的相关理论对中南世纪城项目进行分析。同时，对项目进行了实际调研，针对中南世纪城项目这一案例，做出了SWOT分析。对该项目的市场做了细分，并为其确定了目标市场。最后，研究其市场定位，并制定出最终的定位方案。

关键词：中南世纪城，SWOT分析，项目定位

Abstract : China's real estate market and the industry has gradually entered the era of brand competition, developers have been aware of the importance of market orientation of work.Research on pre market positioning of real estate projects, is the starting point of the real estate project development process, whether it is product planning pre design, or construction site construction, and project sales and property management, the work in the project market positioning based. Project market positioning relationship between the success or failure of the project, but the project market positioning work in most of the real estate developmententerprises still have a similar product design, the concept of over spread, inaccurate orientation or positioning error and other issues, these problems need to be resolved, but thekey issue is how to accurate market positioning.

In this paper, a comprehensive project of the market environment, through to the century city south of the theory of market positioning analysis. At the same time, to carry out practical research, in this case the century city south, made a SWOT analysis. The project's market segmentation, and determine the target market for the. Finally, research on the market positioning, and to develop the final location scheme.

Keywords: Zhongnan Century City,SWOT analysis, project positioning

目   录

1  设计选题说明 4

1.1  选题依据 4

1.2  设计项目概况 4

1.3  选题目的及意义 4

1.4  数据资料的获得 5

1.5  设计的难度 5

1.6  设计实现的可能性 5

2  设计依据 5

2.1  理论与方法 5

2.2  参考文献的选用 6

3  设计的技术路线 6

3.1  主要方法 6

3.2  项目定位主要内容 6

4  设计成果分析 7

4.1  设计结论分析 7

4.2  设计可行性分析 7

5  设计的价值 8

5.1  对专业学习的作用 8

5.2  对社会工作的作用