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
Real estate development project positioning theory and practice
ABSTRACT
At present, China’s economic development, people’s living standard is getting better and better, in the housing above, people also began to seek spiritual breakthrough. Law of the jungle, which is a synonym for today’s market competition of real estate enterprises, in this competition, the marketing position is pulled up sharply. Project positioning is the key to the success of the real estate development projects, similarly to the shantytowns project is equally effective, worthy of study. The author reviews the research status at home and abroad for the shantytowns, study the practice of the author proposes the market analysis and positioning of shantytowns, and to Xi’an City twenty-six street the Milky Way Fang weft studio to change the project of empirical research, the author conducted a SWOT analysis of the project, from the angle of market positioning, the product positioning, customer positioning, and positioning of the housing price in the price positioning, price positioning of commercial housing, office building, hotel price positioning, price positioning and price positioning underground garage was calculated. This has important guiding significance and reference value for the study of the theory and practice of the real estate development projects in china.
KEYWORDS：shantytowns, project positioning, market analysis, Xi’an City
目 录
2 棚户区改造项目项目分析及市场定位研究……………………… 5
2.1 纬二十六街银河坊棚户区改造建设项目SWOT分析…………. 5
2.2 纬二十六街银河坊棚户区改造建设项目市场定位………….. 6
