中文摘要
中国的房地产业越来越成熟，市场的竞争越来越残酷，政策的调控愈来愈严
格和不确定。所以在房地产开发，项目的定位需要更加的清晰以及准确。房地产
企业通过准确的市场定位，使房地产商所开发的项目准确锁定目标客户，是房地
产开发项目取得市场优势的先决条件。准确的市场定位，才能帮助房地产项目找
到所定位的客户群，通过有效的营销、价值传递，从而获得良好的销售业绩
为此，本文以中新生态城别墅项目为例进行实证分析。首先，从项目所在地
区的社会经济宏观状况，周边环境，本身开发潜质等方面进行研究，探讨各个因
素对项目开发的影响及如何规避市场开发风险。而后，对当前房地产市场在售项
目进行分类比较，采用 SWOT 分析等技术手段，对所要开发的产品进行准确的
定位。最后，在客户调查的基础上，进行客户定位
本文的研究目的是指导中新生态城项目在设计、建造、规划能更有效的迎合
和满足潜在目标客户的心里预期，在市场上取得竞争优势。企业通过市场定位研
究能够开发出更加富有个性的产品，在市场竞争中能独树一帜，从而处于不败之
地
关键词：房地产项目；房地产项目市场定位；房地产营销；SWOT 分析
ABSTRACT
With the development of real estate in China, the competition in real estate
market was really harsh this time and the government policy towards the real estate
become tough and unpredictable. It was much more necessary the positioning of
real estate need to be more clear and precise. To win in this real estate market the
company must rely on good marketing positioning and to reach the customer, and this
will help the real estate developer create advantage in this market. Through the real
estate positioning, to reach the potential customer, help the sales pass the value
through effective marketing way, to create great sales.
This thesis work through the Sino-Singapore Eco-City real estate positioning,
and through the study high standard residential project, the project characters, the way
to success, customer source, customer needs etc. And work through the
Sino-Singapore Eco-city market environment SWOT analysis.
To guide the eco-city project prepare from design, planning and construction to
satisfy customer expectation and gain advantage in the market. So the project
positioning was necessary and going through the development whole process. The
developer create customaries project through the marketing positioning study, to
create unique project and to win in this market.
Key words：Real Estate; Real Estate Market Positioning; Real Estate Marketing;
SWOT Analysis