摘要Abstract第1章引言1.1研究背景 4
1.2研究意义 5
1.3研究方法 6
1.4创新点 ...7
第2章相关理论概述2.1定位理论 8
2.2房地产定位理论第3章住宅类房地产设想一验证一结论的三段定位流程3.1吉段定位流程的逻辑关系3. 2 H段定位流程的基本内容
:第4章设想一验证一结论的案例研究4.1潍坊大观天下项目概况4.1.1大观天下项目整体概况4.1. 2大观天下H期项目概况4.1. 3 H期定位初步分析
巧
4. 2 H期住宅的定位设想4. 2.1潍坊市住宅类房地产市场分析4.2.2目禄客户分析
23
4.2.3大观天下项目H期住宅定位设想
巧
4.2.4基于定位设想的规划设计方案
33
4. 3 H期住宅的定位验证
34
4. 3.1设计方案与定位设想的对比验证
34
4.3.2户型设i十的置业顾问验证
%
4. 3. 3户型设计的客户验证
38
4. 3. 4户型设计的的竞争验证
42
4.4兰期住宅的定位结论
43
第5胃总结及展望
45
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山东大学硕±学位论女
5.1 S段论定位流程的总结
45
5. 2存在的不足及后续探讨
45
附S表 47
参考文献
48
致谢 50
山东大学硕±学位论文
Contents
Chapterl introduction.....1.1 research background1.2 research significance1.3 research methods1A research innovationChapterl literature review2.1 positioning theory...2.2 real estate positioning analysisChapters ^vision - Verification - conclusionf, of the three segment3.1 the basic content of the three segment positioning process3.2 the basic content of the three segment positioning contentChapter4 empirical research4.1 Overview of the Weifang grand world project4.1.1 General situation4.1.2 Project overview three4.1.3 Preliminary positioning analysis4.2 Positioning assumption4.2.1 real estate market analysis4.2.2 target customer analysis
23
4.2.3 The three phase of vision
29
4.2.4 Planning and design
33
4.3 Location verification
34
4.3.1 Contrast verification
34
4.3.2 Sales verification
36
4.3.3 Customer verification....
38
4.3.4 Competitive verification
42
4.4 Positioning conclusion
43
III
山东大学硕±学位论文
Chapters Summary and Prospect
45
5.1 Summary of positioning process
45
5.2 Deficiency and follow-up discussion
45
Attached chart
47
Reference .48
Thank
50
IV
山东大学硕±学位论文
摘要
中国房地产行业正逐步从黄金时代迈入白银时代,在这个转变过程中,消费
者日趋理性和成熟,开发企业之间的竞争也越来越激烈,定位是项目成功之关键
因素的理念已经为广大开发企业所认同。然而在现实中,不科学的定位流程大
行其道,更危险地是,经过一番内部闭环的定位报告、规划设计、开工建设等线
性流程,待到开始销售时,却发现产品不符合市场需求,造成许多项目的滞销甚
至失败,正如彼得德鲁克所说:没有什么比高效地做一件根本不该做的事更加
徒劳了 。如何提高定位水平iu提升项目成功机率已经成为一项重要课题

针对传统定位流程不足,在批判继承的基础上,本文提出了定位设想一定
位验证一定位结论的H段定位流程。本文潍坊中海大观天下H期住宅项目为
研究对象,对H段定位流程进行了详细阐述。在设想篇中,在项目目标的指引下,
对项目地块、片区竞争和潜在客户等进行了详细分析,得出客户定位、形象定位、
档次定位、楼型定位、户型定位、配套定位等六大定位设想,并将定位设想转化
为规划方案。在验证篇中,采用定位设想与设计方案对比、置业顾问验证、客户
验证、竞争力对比等四步法对规划方案进行检验。第一步通过设计方案与项目定
位设想的对比验证,最终确定户型为需进一步验证的内容。第二步召开置业顾问
座谈会,发现原有产品的缺点,对比新产品是否有改善,从而发现95平和105平
户型的替代性问题,需要验证二者的需求关系及市场接受程度。第H步采用成交
客户调查问卷法和意向客户访谈法进行验证,确定两种户型的比例,确定设计方
案需要进一步修改的内容。第四步,利用竞争楼盘PK来确定户型是否有竞争力

在结论篇,将六大方面的定位设想的验证进行总结,形成最后结论并反馈到设计
方案中,最终形成符合市场需求的方案,并付之建设

在住宅类产品定位之时,采用H段论定位流程,通过将定位设想转换为设计方
案、对设计方案进行验证W获得认知,从而进一步修正产品,这种反馈循环式的
定位流程始终W客户需求为中屯,能够创造出鲜明的产品个性,建立楼盘的差异
化竞争优势,可W较好地提高房地产项目的成功率,起到了进一步丰富了房地产
定位理论及方法的作用

关键词:住宅地产项目;定位;定位流程山东大学硕±学位论文
乂 bs 化 act
China&39;s real estate industry is gradually entering the silver age from the golden age. In
this process, CO打sumers become more ratio打al and mature,and the competition among
enterprises is becoming more and more fierce. Positioning is the key factor of the
success of the project has bee打 recog打ized by the majority of the development of
enterprises. However,in reality, the popularity of positioning method is not scientific,
even 111〇化 dangerous is the locatio打 report,a closed loop internal planni打g and design,
construction and other linear processes, until at the start of sales, but found that the
product does 打ot meet the market dema打d,resulti打g i打 slow-movi打g many projects or
even failure,as Peter Drucker said; not what than,do a thing not to do more i打 vain.
How to improve the level of positioni打g i打 order to improve the success probability of
the project has become an important issue.
I打 view of the shortcomings of the traditional positioning methods,based o打 the critical
inheritance, this paper puts forward the three positioning process of positioning vision
positioning verification - positioni打g conclusions. This paper takes Weifang grand sea
worl过 three residential project as the research object,to the three positio打 of the process
i打 detail. As e打visaged in the article,the project objectives under the guidance of the
project site, the area competition and potential customers are analyzed in detail, the
customer positioning, image positioning, grade positioning, building type positioning,
positioni打g,positio打i打g a打d supporting apartme打t layout six positioni打呂 ideas, and
positio打ing ideas i打to planning. I打 the veri打cation section,the author uses the four steps
of the bcatio打 and the design plan, the home CO打sultant,the customer verification,the
competitive power and so on. The first step through the design of the project and the
positioni打g of the project to verify the contrast,the final ddermination of the unit for
flirther veri扫cation. The seco打d step held property consultant forum,found the original
product defects, whether there is improvement in contrast to new products, so as to find
out the problem of alternative 95 level and 105 level apartment layout, accept the
demand and market nee过 to verify 也e two degree. The third step is to use 化e customer
questionnaire survey method and the intention of customer interviews to verify,
determi打e the proportio打 of the two types of units 化 determine the design needs to be山东大学硕±学位论文
further revised. The fourth step, the use of competitive real estate PK to determine
whether the competitiveness of the apartment In the conclusion, the author puts
forward the conclusion of the six positioning ideas, and forms the final conclusion and
feedback to the design scheme.
In the residential category of product positioning,the positioning process^ by locating
the idea into the design scheme, design validation in order to obtain the cognition, thus
fiirth知 modified products,the positioning process of cyclic feedback has always been 化
customer demand as 化e center, to create a distinctive pr
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