| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-19页 |
| CHAPTER Ⅰ INTRODUCTION | 第19-23页 |
| 1.1 Research Background | 第19-20页 |
| 1.2 Research Significance | 第20-22页 |
| 1.3 Research Methodology | 第22-23页 |
| CHAPTER Ⅱ LITERATURE OVERVIEW | 第23-37页 |
| 2.1 Positioning Theory | 第23-27页 |
| 2.1.1 Origin of Positioning Theory | 第23页 |
| 2.1.2 Development Stages of Positioning Theory | 第23-25页 |
| 2.1.3 Relevant Researches | 第25-27页 |
| 2.2 Theories of marketing and planning | 第27-29页 |
| 2.3 Consumer behavior theory | 第29-31页 |
| 2.4 Application of Positioning Theory in the Real Estate Market | 第31-37页 |
| 2.4.1 Scope of Application | 第31-32页 |
| 2.4.2 Principles of Application | 第32-33页 |
| 2.4.3 Analysis Approaches | 第33-34页 |
| 2.4.4 Specific Strategies | 第34-37页 |
| CHAPTER Ⅲ BACKGROUND OF ER-H COMPANY AND INTRODUCTION OFNANSHA PROJECT | 第37-45页 |
| 3.1 Background of ER-H Company | 第37-38页 |
| 3.2 Introduction of Nansha Project | 第38-40页 |
| 3.2.1 Main Design Conditions of Nansha Project | 第38-39页 |
| 3.2.2 Construction Protocol of Nansha Project | 第39-40页 |
| 3.3 Existing Problems and Possible Solutions | 第40-45页 |
| 3.3.1 Changes of Political Factors | 第40-41页 |
| 3.3.2 Changes of Regional Value | 第41-43页 |
| 3.3.3 Potential Problems | 第43页 |
| 3.3.4 Possible Solutions | 第43-45页 |
| CHAPTER Ⅳ ANALYSIS ON MARKET ENVIRONMENT AND CUSTOMERGROUP OF NANSHA PROJECT IN ER-H COMPANY | 第45-75页 |
| 4.1 External Environment Analysis | 第45-57页 |
| 4.1.1 Policy Environment | 第45-53页 |
| 4.1.2 Geographical Environment | 第53-55页 |
| 4.1.3 Economic Environment | 第55-57页 |
| 4.2 Internal Environment Analysis | 第57-59页 |
| 4.2.1 Enterprises Resources | 第57页 |
| 4.2.2 Enterprise Capabilities | 第57-59页 |
| 4.3 Regional Market Analysis | 第59-63页 |
| 4.3.1 Overview of Real Estate Market in Nansha | 第59-61页 |
| 4.3.2 Land Transactions in Nansha | 第61-62页 |
| 4.3.3 Supply and Transactions of Office Properties in Nansha | 第62页 |
| 4.3.4 Online Contracting Trend of Office Properties in Nansha | 第62-63页 |
| 4.4 Analysis of Office Building Market in Nansha | 第63-65页 |
| 4.4.1 Online Contracting Trend of Office Building in Nansha | 第63页 |
| 4.4.2 Analysis on Customers of Office Buildings | 第63-64页 |
| 4.4.3 Analysis of Market Demand of Future Office Building in Nansha | 第64页 |
| 4.4.4 Conclusions of Office Building Market in Nansha | 第64-65页 |
| 4.5 Market Analysis of Business Villa (Individual Office Building): | 第65-68页 |
| 4.5.1 A Case Study of Individual Office Building- ZhaoshangJinshanguyiku | 第65-66页 |
| 4.5.2 A Case Study of Individual Office Building- Hejing Kehuijingu | 第66-67页 |
| 4.5.3 Conclusions of Business Villa (Individual Office Building) | 第67-68页 |
| 4.6 Analysis of Business Customers | 第68-73页 |
| 4.6.1 Regional Distribution and Features | 第68-69页 |
| 4.6.2 Features of Investment Amount | 第69-71页 |
| 4.6.3 Features of High-end Customers | 第71-73页 |
| 4.7 Necessity and Urgency of the Nansha Project’s Repositioning | 第73-75页 |
| CHAPTER Ⅴ REPOSITIONING STRATEGY OF NANSHA PROJECT OF ER-HCOMPANY | 第75-94页 |
| 5.1 Overall Repositioning | 第75-77页 |
| 5.2 Customer Repositioning | 第77-79页 |
| 5.2.1 Customer Segmentation | 第77-78页 |
| 5.2.2 Customer Repositioning | 第78-79页 |
| 5.3 Product Repositioning | 第79-88页 |
| 5.3.1 Product Composition | 第79-81页 |
| 5.3.2 Investigation on the Demands of Target Customers for BusinessVillas | 第81-82页 |
| 5.3.3 Product Differentiation Strategy and Repositioning | 第82-86页 |
| 5.3.4 Planning, Buildings and Garden Design | 第86-88页 |
| 5.4 Image Repositioning | 第88-89页 |
| 5.4.1 Principles of Image Repositioning | 第88页 |
| 5.4.2 Image Connotation | 第88-89页 |
| 5.5 Price Repositioning | 第89-94页 |
| 5.5.1 Market Investigation of Prices of Similar Products | 第89-91页 |
| 5.5.2 Price Repositioning of Business Villas | 第91-92页 |
| 5.5.3 Rent Repositioning of Grade-A Office Buildings | 第92-94页 |
| CHAPTER Ⅵ CONCLUSIONS AND FUTUTRE STUDIES | 第94-96页 |
| 6.1 Conclusions | 第94-95页 |
| 6.2 Future Study | 第95-96页 |
| REFERENCES | 第96-101页 |
| APPENDIX Ⅰ | 第101-105页 |
| APPENDIX Ⅱ | 第105-112页 |
