| The efficient demand for commercial property is increasing rapidly with the improved income of people and developing society which in result accelerates the evolution of marketing service for commercial product. At the same time, investment in commercial property has also seen significant increased. Whereas, many existing and new-built commercial property are still in vacancy. There are many reasons for this phenomenon, such as: incorrect market orientation, shortage of human resource and professional design-plan companies in commercial property, touting out of market, lack of systematical operation model and so on. Unlike the housing market in which sale volume is the criteria for evaluation of success, the commercial property attaches more importance to long development and market cultivation. The successful commercial property developers have to pay attention to make a reliable feasibility study before investment, to decide which kind of developing way shall be chose, how to make a accurate decision and the choice of marketing strategy. So far, there is little research in this respect in domestic market, foreign experience and theory is not accustomed to domestic market and the cost for consultancy is much expensive. It is under such circumstance that the author chooses market planning of commercial property as research object and focuses on how to build up a marketing plan model which is practicable and efficient in enlightening domestic commercial property developers to make out specific marketing method. This research does make sense in reducing blindness and investment risk in domestic commercial property development. Based on the principal of "Being beneficial to successive operation of commercial property" and focusing on the core of "Developing way of commercial property", the author refers to theories about marketing, layout and commercial circle evolution of commercial property and research results of foreign commercial property industry, innovatively introduces the commercial marketing conception into the whole process of market plan for commercial property: project location, orientation, product plan, sale and advertisement strategy. It provides a set of scientific and systemic operation method for successful development of commercial property.In the chapter of commercial property orientation, this paper innovatively introduces the orientation model for aimed market and so provides the more reliable support for competitive market orientation. In the chapter of sale planning, the authoranalyzes the present situation of domestic commercial property whose using right and ownership is separated, and introduces the sale method of risk fund. This will be helpful for solving the problem of commercial property developer's getting away out of responsibility for later operation of the property. |
