Marketing Tactic On Panda Mall Tower Building

After many years development, real-estate industry has become the one of pillar industry in china, pulling the economy greatly. The high increasing economy and income of Chinese need a new business carrier, namely the multi-purpose mall to meet the consuming requirement. Panda mall is the largest mall in west china now, and have a lots of function. The tower building is constructed according to the mall is located in the central business district of Chengdu, with many advantages. The marketing research on the panda mall tower building is very important to how the huge project can overcome the various difficulties, drawing in the capital quickly, accomplishing the project in time, operating on time.This paper totally includes seven sections, and the first section illustrate the background, status and the child project of panda mall , analyzing the tower building and the marketing problem essentially. The second section introduced the marketing status, mode, strategy and tactics on huge real-estate project. The third section analyze the outward environment of the research object —tower building of panda mall, including the policy , the developing status of real-estate in china, and the commerce real-estate in Chengdu, especially the competition structure of apartment hotel and office building. The fourth section is a analyzing part, making out the tower-building's advantages and disadvantages, opportunities and threats, and pointing the SO tactic and the WT tactic. The fifth section established the segmentation market and position of the tower building, according the analyzing above. The sixth section radicate the price, product, place, promotion tactics. The seventh section is about insurance system for implementing the marketing tactics, including the organization, personnel, and the budget of sales.This paper systematically constructed the marketing tactic of the tower building of panda mall, after analyzing the factors influenced it. It provide an example and reference value to the huge real-estate project and the project with marked advantage and weakness.