1, sales target positioning
Real estate sales target positioning is an important aspect of pre-marketing. Through clear target selection, it lays the foundation for developers to make a decision on which product to locate.
How to do a good job in sales target positioning, whether planning companies, developers or consumer groups, the requirements or expectations of all parties are very different. As a planning company, this issue is a core content and the basis of the market. If the target positioning is accurate, the market reaction will get twice the result with half the effort and vice versa. Positioning should be considered from the customer's preference for the region, the choice of building grade, the requirements for building types, the satisfaction with the living environment and the service level of property management.
As a developer, the ultimate goal of real estate is to sell, and at the same time, it needs to be clearly marked with the sales target direction, which should be positioned in full accordance with the customer's economic and conceptual acceptance and the actual market demand, so as to achieve the best return on income.
Sales target positioning, from the perspective of real estate marketing, is to choose a targeted, purposeful and conscious customer base, but this is a very difficult thing, and it is impossible to have a very clear market division. Therefore, the real estate sales target can only be a decision-making, directional and linear positioning. On the one hand, it faces most target customers, on the other hand, it attracts a group of similar customers through herd effect.
The positioning of sales target is very important for the whole real estate marketing. The starting point of this positioning is based on the customer's level, ability, differences in different needs and the particularity of real estate. As a commodity, real estate has characteristics that ordinary commodities do not have and cannot exist, such as immovability of real estate, preservation and appreciation of product value, durability of products, high price and so on.
This goal is actually to choose the customer target of your own products. With the development of the real estate industry becoming more and more mature, the behaviors of developers and planning companies are becoming more and more rational. The development of real estate has gone beyond the general or more casual and pure economic behavior. Developers and planning companies have begun to pay attention to the trend of macro-view of products, as well as the micro-details of different customers, different grades of real estate, different choices and different purchasing power. Let the products have a clear goal positioning idea before they are put on the market, make the real estate market more, and the developers can get greater social effects as well as economic benefits. Therefore, the sales target positioning of this real estate product has an extraordinary probability of winning in the whole marketing process.
2. Positioning of real estate products
The construction of a real estate is divided into scale, product grade and purchase level. Therefore, the positioning of products is particularly important, and the special image of real estate must be established in the consumer group or buyer's market.
The positioning of real estate products is easier said than done, which is completely determined by the particularity of real estate products. Because doing real estate is different from doing ordinary goods, there is a problem of long sales cycle. This requires that in the process of real estate development, the design of its own products should be advanced, and products should not become outdated or unsalable because of market changes.
For developers, product positioning is closely related to the profits or returns they want. Generally speaking, the market coverage of product positioning is wide, but the positioning selectivity is limited. This is mainly because positioning is influenced by two major factors: hardware and software. Hardware generally includes planning indicators, such as height control, plot ratio, density, greening rate, parking berth ratio, etc., which are determined by * * * planning and cannot be changed. The software includes: uncertain factors such as funds, materials, construction period, technology and construction.
From the marketing point of view, the positioning of real estate products itself is an evolutionary process of pre-marketing strategy. On the basis of selecting and establishing potential target customers of products, product positioning is to fully explore the highlights of real estate among the corresponding fixed target customers through the adjustment and deepening process of pre-marketing strategy, and fully promote or publicize the most prominent highlights, so that customers can leave a good impression on the developed real estate and a good memory of "I chose", so that buyers can have a quite deep impression or a unique subject image at the initial stage of real estate development and marketing.
Product positioning has the characteristics of general commodities, but the positioning of real estate products has unparalleled characteristics and personality of other commodities. Relatively speaking, the demand side of real estate product positioning is completely different due to the comprehensive cost-effective factors such as project grade, price, region and quality. Real estate development, due to the large investment, there are corresponding risks and market uncertainties, which make developers cautious, so they are more cautious about the positioning of real estate products. They hope to have a correct and reliable product positioning.
3. Price positioning
In marketing, besides sales target positioning and real estate product positioning, price positioning is also an important factor that can affect the success or failure of real estate development projects.
Judging from the development of real estate for many years, the evolution of property market marketing has more or less restricted the overall development of the property market because of price positioning, which has been affecting the ups and downs of the "sunny and rainy" curve of the property market throughout the real estate marketing process.
Today, the competition in the property market is almost white-hot, and the competition in property price positioning is becoming more and more prominent. Whether the real estate price positioning is correct or not largely reflects the developers' grasp of the market scale, their understanding of customers' psychological needs, and whether they have a sense of competition.
How to do a good job in the price positioning of real estate, the competition result is the best witness, which can not be the wishful thinking of developers, but should be based on the most realistic trend of the market, from the perspective of doing a good job in overall marketing, to determine a goal that is conducive to the sale of their products as soon as possible and the rapid withdrawal of funds; We can also find out the special advantages and bright spots of the case in the market, make unexpected price positioning for the real estate case, and then have a successful impact on the whole marketing.
In real estate marketing, its price positioning not only depends on the inevitable price law of the market, but also is technical and operational. For example, multi-storey residential sales, it is often difficult to sell the top floor and the bottom floor, but if the developer buys the top floor and sends it to the terrace, the effect will be very different. In the sales of small high-rise elevator rooms, some developers changed the difficult-to-sell ground floor into staggered floors, changed the main entrance to the south and entered the room from the ground floor garden. This design has been welcomed by customers, and the price is more acceptable to customers than the original traditional northbound entrance design.
Regarding the price positioning of real estate, it is important to pay attention to the marketing strategy, and formulate different sales strategies according to the different locations, grades and types of cases. Under normal circumstances, the price of newly-opened real estate has a relatively natural market positioning process. In the pre-sale period, it is often low before and then high, attracting popularity through lower prices, and gradually walking slowly until the quasi-existing home or existing home period, the price is relatively stable. As for the "chicken head and chicken feet" in the liquidation period, it can be sold at a reasonable price, and the return of funds can be accelerated through price strategy to ensure the return on investment to the maximum extent.
What is the difference between market positioning and product positioning? Market positioning means that an enterprise creates a distinctive and impressive image for its products according to the position of competitors' existing products in the market and the importance that customers attach to certain characteristics or attributes of the products, and vividly conveys this image to customers, so as to determine the appropriate position of the products in the market. Its contents include: product positioning, enterprise positioning, competitive positioning and consumer positioning.
Product positioning refers to the position of products in the minds of future potential customers. It focuses on the wisdom of future potential customers. Therefore, we should study product features, packaging, services and other aspects, and also consider the situation of competitors. The concept of product positioning can be summarized as three contents: what is the positioning of the product in the target market, what is the profit of the product in marketing, and what is the advantage of the product in the competitive strategy?
Differences and connections among market positioning, product positioning and brand positioning. The so-called brand positioning refers to an enterprise's products and its brand, based on the physiological and psychological needs of customers, looking for its unique personality and good image, so as to solidify in the minds of consumers and occupy a valuable position. Brand positioning is aimed at product brand, and the core is to build brand value. The carrier of brand positioning is the product, and its promise is finally fulfilled through the product, so it must have included product positioning.
Product positioning is a process of establishing a specific image of a product in the minds of consumers through advertising or other marketing means at the beginning of product design or in the process of product marketing. In short, it is to create a decision shortcut for consumers when choosing products.
The planning and implementation of product positioning is based on market positioning, but it is more popular than market positioning. Specifically, it is necessary to create certain characteristics and give certain images to the products in the eyes of target customers to meet certain needs and preferences of customers.
Market positioning refers to that consumers or users attach great importance to certain features, attributes and core interests of competitors' existing products in the market, strongly shape the unique, impressive and distinctive personality or image of the enterprise products, and convey this image to customers quickly, accurately and vividly through a set of specific marketing combinations, thus affecting customers' overall feelings about the products. Simply put, what products do you offer in this market to meet the needs of these customer groups?
What are the market positioning and product positioning of Linda Chung Group? Linda Chung Group is a cross-disciplinary comprehensive enterprise, and different products and brands have quite accurate market positioning and product positioning.
33. What is the market positioning and product positioning of Linda Chung Group? corporate culture
Enterprise goal: optimize management, expand innovation and strive to become a world-class skin care institution. With the support of * * *, it was listed on 20 15, becoming the largest cosmetics enterprise in China.
Enterprise spirit: pioneering and innovative, sincere cooperation.
Corporate values: health, beauty, self-confidence and integrity;
Service concept: professionalism, enjoyment and sustainability;
Corporate image: strive to be a skin care consultant for women who love life and pursue health;
Core values of the enterprise: respect for employees' personal creativity; Cohesion of team strength; Strive for the enterprise goal * * *; Adhere to integrity and expand business opportunities; Firmly believe that customers are the life of an enterprise.
Business philosophy: use technology to create high-quality products and create an international corporate image.
First of all, we should answer the differences and connections between market positioning, product positioning and brand positioning.
Brand positioning is based on market positioning and product positioning, aiming at the commercial decision of specific brands in terms of cultural positioning and personality differences. -(This sentence comes from Baidu)
In my own words, if you don't like your personal opinion, please spray it lightly.
First, explain these three key words.
1, brand positioning
Where do you look? Who do you look at? What do you offer?
2. Brand image positioning:
The tonality of expression conveyed by the brand. For example, Apple's brand image positioning.
Simple design, advanced technology, expensive price and thoughtful service. Brand image positioning is an integral part of brand positioning, including regional positioning, crowd positioning and channel positioning.
(At present, we are basically talking about brand image positioning. It is determined by a comprehensive investigation of the market share of the industry, the overall brand maturity of the industry, the strength and planning of the enterprise itself. Mainly used to guide enterprises to face the image and personality displayed by consumers. )
3. Brand core values:
The status of enterprise core values in the law is equivalent to the constitution. All corporate behaviors are centered around core values, and the choice of anything should be judged by maintaining core values.
So in the end, it is not difficult to find that the core value is the soul of the enterprise and brand.
The difference between advertising positioning, brand positioning and product positioning. Brand positioning is the most important thing, which is to let the target customers remember you and your differentiation. Brand positioning is usually expressed through product positioning, that is, through product differentiation. Advertising positioning is nothing more than conveying your brand positioning to the target audience, that is, the object you want to spread information through advertising.
Mainly to do a good job in brand positioning. Some people in the industry often mention product positioning, price positioning, channel positioning, advertising positioning and so on. They are deliberately complicating the concept and making themselves look more professional. To put it bluntly, it is how to make products, prices, channels and advertising communication.
Just remember the brand positioning, the rest is as simple as that.
The difference between functional positioning and market (product positioning) The functional positioning of an enterprise is the positioning of the industry type of your enterprise.
Marketing positioning is the positioning of products in the market according to the needs of your customers.
Product positioning is what your customers want.
Step 1 Study the market demand, formulate a feasible marketing plan according to the market demand, make corresponding products according to the market demand, cooperate with the market, and then investigate the market to determine the marketing plan and implement sales.
What is the difference between product positioning, target market selection and market positioning? Product positioning means that an enterprise decides what kind of product function and product combination to choose to meet the specific market demand.
First, the basic content of product positioning:
1. basic product category positioning, that is, what basic products are produced to meet the needs of the positioning market, such as clothing or shoes?
2. Basic product grade positioning, which has been learned in market positioning, is more practical and specific in product positioning;
3. Basic product composition positioning, that is, how to make product composition decisions, similar products, but product composition may vary greatly;
4. Functional orientation of basic products, that is, what basic functions should the basic products we choose have for consumers;
5. Product line length decision, that is, how to arrange and organize product lines, whether all industrial chains do it themselves;
6. The width and depth of the product, that is, the color.
Second, the basic content of market positioning:
1, overall market analysis;
2. Analysis of competitors;
3. Market segmentation;
4. Target market selection;
5. Regional planning of the target market;
6. Description of the characteristics of the classic target market and the classic target consumer market;
7. Time to enter the target market and basic marketing strategies.
How to position real estate products? PPT: Wen Ku. Baidu, please. /view/4d 2 b 6 EB 9 102 de 2 BD 96058876。