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1、ABSTRACTTherealestateindustryinChinahasdevelopedintooneofpillarsofnationaleconomysinceithasmovedtoamarket-baseeconomyinthe20thCentury.However,duetoincreasedcompetitionandimmaturemarket,problemsexistsuchassimilarproductdesign,customizationbyexperience,andthemismatchbetweenprofitmodelandthemarket
2、developmenttrend.Infact,theindustryhasshifteditsfocusfromresidentialhousetobuildingcomplexunderthecomprehensiveimpactofrapiddevelopmentofeconomy,accelerationofurbanization,aswellasscarcerlandresourcesandpersistentgovernmentconstraints.Allthesefactors,increasingtheinvestmentriskanduncertainty,dr
3、awahigherrequirementtoahealthyrealestatemarket.Asaresult,itisrecommendedtobefullypreparedbeforetheinvestmentinordertominimizetherisks.Therearesomerulesintheoperationofrealestatemarket,butinsteadofbeingsuperficialandapparent,theyareinternalandcovert.Toavoidtheriskandprovidebasisfordecision-makin
4、gofprojectpositioning,adeepmarketresearchandanalysisonthevalueoftheland,theinvestedenvironment,themarketsupplyanddemand,andthecompetitionlevelisneededintheearlydevelopmentofrealestateproject.Thisisespeciallytrueforthelargecommercialbuildingcomplex,becauseofproductdiversification,specificcustome
5、rdemand,uncertaintyofprofitmodel,anddiversificationofinterestcoordination.Throughtheinformationofmarketsegmentationanalysis,wecandrawaplanthatsuitsforthemarketdemandandproductpositioningwiththedevelopmenttrendofrealestate.Onlyinthatwaycantheprojectcomplywiththepolicyandsatisfythesociety,governm
6、ent,enterprisesandconsumers.Underthetheoriesoftherealestatemarketanditsprojectorientation,thisarticleinvestigatesindepththeChaoyangNewtownXiHuDistrict,includingthecityofproject,itsregionanditsproduct,especiallyitsrelatedeconomy,policy,competitionlevel,anddevelopmenttrend.Theresearchandanalysisc
7、onfirmtheprojectorientation,enhancethemethodofmarketresearchandorientation,exploretheimportanceofsurveyinpre-workprojectdevelopment,andofferaprerequisiteforreasoningestablishmentofprofitmodel.Keywords:marketresearch,projectorienta
