The principle of real estate project image positioning The project image positioning should follow the following principles: 1 project image is easy to display and spread; 2 project image positioning should be consistent with project product characteristics; 3 project image should be consistent with the project's surrounding resource conditions; 4 project image and The demand characteristics of the target customer group are consistent; 5 The project image positioning should fully consider the factors of market competition, and there are obvious differences and differences with other real estate.

Real Estate Pricing Strategy Real Estate Pricing Objectives Pricing strategy is a very important and unique component of the real estate marketing mix. Price is usually the key factor affecting the success or failure of real estate transactions. At the same time, it is the most difficult factor to determine in the real estate marketing mix.

The real estate price includes not only the general real estate transaction price, but also rents and discounts. It also includes the seller’s preferential loan terms, sales conditions, property management and property management fees.

The pricing target of a real estate company must obey the marketing goal and the marketing goal must obey the company's overall business goal. According to the company's overall business objectives to determine the company's marketing objectives, according to the marketing objectives combined with the company's marketing environment and the company's own conditions to further determine the company's pricing objectives. Real estate companies can have multiple pricing targets based on the market environment and the internal conditions of the company. Specifically, the pricing targets include the following:

1. Profit-centered pricing objectives (1) The maximum profit target: that is, real estate companies aim to obtain maximum profits. Profit maximization depends on the scale of sales driven by reasonable prices, and the goal of maximizing profits does not simply mean that companies must set the maximum unit price.

(2) Expected rate of return on investment: It is the lowest rate of return that real estate companies must achieve through real estate investment, and it is an expected index. After the completion of the project, the actual rate of return may be higher than, equal to or lower than the expected rate of return, and it is also a manifestation of certain risks in real estate investment. For this reason, the expected rate of return usually includes the safe rate of return, inflation rate, and risk rate of return for compensation for inflation and risk.

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