摘要:随着房地产行业的发展，项目定位的作用越来越重要。近年来，中国房地产行业的平稳发展，成为了国家发展的支柱产业。越来越多的房地产开发企业知道房地产项目发展和建设的前提是项目定位，只有在市场调研的基础，把握项目的发展方向和消费者的真实需求，然后寻求一个准确的项目定位，以规避市场风险，才能促进该项目的成功，可以说，房地产的项目定位是否准确、科学，将直接影响到房地产企业的成功或失败。 

　　　本文采取理论联系实际的方法，以东方天韵房地产项目作为研究对象，综合运用SWOT分析，问卷调查和其他研究方法和手段，在房地产市场的下，根据客户购买的需求，在开展市场调研的基础上进行分析,以确定该项目的定位，为企业的成功进行奠定了基础。本文希望通过实施科学的项目定位，总结项目定位的策略，希望这篇文章的研究成果对其他房地产开发企业，有一定的帮助。

关键词 房地产；目标市场；市场调研；SWOT分析

Abstract:With the development of the real estate industry, the effect of project positioning is becoming more and more important. In recent years, with the stable development of China's real estate industry, it has become a pillar industry of national development. More and more real estate development enterprises know that the premise of real estate project development and construction is project positioning, only basing on market research, grasping the real needs of the development direction and consumer items, then seek an accurate positioning to avoid the market risk, it will promote the success of the project. The right or wrong of the project positioning of the real estate will directly affect the real estate enterprise's success or failure.

　　　This paper adopted the method of theory and practice, as the eastern Tianyun real estate projects, SWOT analysis, questionnaire survey and other research methods, in the real estate market, according to customer demand, carrying on the analysis in the foundation to find out the market survey to determine the positioning of the project, which is the basis for the success of enterprises. This paper hope through the implementation of scientific project positioning, the summary of the project positioning strategy, hoping this results of article research be able to help other real estate enterprises.

Keywords  real estate  target market  marketing research  SWOT analysis

　　　本文以东方天韵项目为特定对象，从房地产项目定位的必要性和重要性入手，运用理论分析与案例研究相结合的方法，对东方天韵项目定位进行了梳理，从本项目的市场、客户、产品、价格等几个方面进行项目定位，进行了深入研究。从企业战略的角度和资本运营的角度去衡量房地产项目定位的内容，同时达到品牌形象的创立和经济效益的实现，使得企业既能实现短期经济效益，又能达到企业长远发展的品牌战略模式，并认真分析了导致项目定位出现偏差的原因，提出了纠正“东方天韵”项目定位偏差的对策。本文采用STP 理论，结合房地产项目定位内容运用了房地产定位的ABC分析模型，解析了天韵地产项目的完整定位过程。