论商品住宅的定位

A Three Levels Positioning Method For Housing Product

住宅产品的三层次定位方法即功能定位、形式定位和服务定位。住宅产品的功能定位包括定位的考量点、定位的基准点、定位的参照点。形式定位和服务定位应有利于功能定位的实现。

From the entire product concept of marketing science,This paper puts forward a three levels positioning method for housing product,that is function positioning,tangible product positioning and service positioning. and analyses the function positioning concept,the function classification and working flowchart of function positioning of housing product. Furthermore,the process of tangible product and service positioning are discussed. It also points out the tangible positioning and service positioning should benefit for realization of function positioning.