第1个回答 2009-11-30
Fourth, the regional market, target customers and product market positioning layer positioning.
(A), is targeting
A successful Project in the target customer base is not limited to a single lock on the target audience, but rather to expand the goal of diversification is not broken consumer groups, to broaden the scope of Project and tourists. This will help build a huge customer base Project, a Project can be beneficial to sell well, sell fast, sell the brand. Therefore, the Project target audience should also be divided into two section: the mainstream (core) customer base, customer base + helper
1, the core customer base (80%)
In recent years, urban planning and urban development by factors such as positive effects of Foshan Real estate market also will be rapid development. As the Guangzhou-Foshan metropolitan area of the building, Foshan City, District 5-one, cross-regional home buyers into the property market, Foshan, a new look. As the Zen Guangxi region is the future new city, Foshan district, the city of its distinguished position and good prospects for development, attracting a large number of elites in this home. Young white-collar workers and civil servants outside income because of economic stability and want to have their own set of housing, they will usually consider the purchase and requested the convenient transportation within the city limits, it is also likely to live in urban areas within the buyers to meet their housing needs. Private entrepreneurs, foreign, young white-collar workers and civil servants in large numbers, they have strong economic strength, and both the pursuit of high-quality, high-quality of life, awareness of environmental and landscape design, will be the Project's main customer base. Here we will call this group of people: urban Choi Chi upstart
1) that they come from?
★ upstart urban returns (35%) - cities and towns periphery profit personnel (including investors, rural business owners)
They are urban wealth and creators of this they do not necessarily have high academic qualifications, but they have a strong profitability, be able to create more wealth, so that the city's assets, a more abundant, so that more affluent cities. In order to take into account children's growth and education, home ownership and urban households in the South China Sea for the children to create opportunities for growth skies;
★ Chihpen upstart (25%) - the city's public officials (such as teachers, civil servants, business Unit workers, etc.)
They do not want to be someone else's control, their own affairs themselves, and their culture of high quality, has a strong cultural atmosphere, so that cities are more content, more personality.
★ City pay expensive (20%) - a family of the young white-collar workers (white-collar workers and foreign private enterprises and Management staff)
They grow together with the urban family of a young white-collar workers, such as finance, IT computers, science and technology industry elite have the power to control, Management, and guide the lives of others, they can make cities more structured, standard, making the city more beautiful, neat, clean.
2) their common features
■ Age Characteristics - 25-50 years old, Among them, the middle-aged as a key consumer group.
■ Industry Characteristics:
▲ stable income intellectuals, such as teachers, civil servants, workers and other business Unit, culture of high quality;
▲ private enterprise owners, owners of private enterprises, and foreign white-collar workers, senior executives, advertisers, designers, IT, securities, banking and wait until sunrise industry expertise, and concentrated in the South China Sea, Chancheng area to work, activities.
■ Consumer Features:
▲ to the ideal home in the near Guicheng demanding product price is reasonable;
▲ in order to facilitate the work of the first starting point, a clear expression "time is money" will not tolerate wasting time on the road the same time, they hope that the ideal living environment;
▲, like other consumer products for home, like, have brand-name consumer awareness;
▲ "in the city apartment, a villa outside the city," city traffic convenient, complete and perfect the outside environment, quiet comfort, therefore, does not rule out the potential consumption second home ownership;
▲ possess the necessary foundation and the cause of considerable economic strength, long-term and stable income;
▲ wide range of social circles, consumer often influence the direction of a group of people.
■ demand characteristics:
▲ aspire to live and work in pairs to facilitate the life style;
▲ showing the identity, the pursuit of high-grade high-grade life and psychological needs of the cultural field;
▲ In addition to basic living functions, want to be able to give their property to enjoy more of life and spirit of enjoyment, such as health needs (environmental + air), and cultural diversity.
2, to help customer groups (20%)
Include: - Investment-off;
- Move Up, or demolition of the old city populations;
- Local Chinese;
- Local residents and the local foreign new "immigrants."本回答被网友采纳
第2个回答 2009-11-30
Fourth, the regional market, target customers and product market positioning layer positioning.
(A), is targeting
A successful Project in the target customer base is not limited to a single lock on the target audience, but rather to expand the goal of diversification is not broken consumer groups, to broaden the scope of Project and tourists. This will help build a huge customer base Project, a Project can be beneficial to sell well, sell fast, sell the brand. Therefore, the Project target audience should also be divided into two section: the mainstream (core) customer base, customer base + helper
1, the core customer base (80%)