Small And Medium-sized Cities Building Complex Development Model And Marketing Strategy

Complex buildings are well known as difficult developing, long cycle, and high capital requirement projects in property industry. Comparing with single function projects such as regular houses, office buildings, department stores, complex buildings have to pay more attention to the relationship of the areas with different functions, all the areas should be interrelated and complementary to each other. At the mean time, timetable for different areas should be in a good order and also developing one of the areas can drive the others' selling. Moreover, balance the cash flow is very vital during the developing cycle. The history of the construction for large complex buildings is not long in China, beginning at the end of 1980s. Research articles or works in this field are so rare that many complex building developers have no idea or experience. They have to study at the same time developing. The author of this article has experienced in developing and sale a complex building concentrated on hotels, office buildings, apartments, special commercial streets and high end houses in a flourishing county city. This article will be a good lesson and also detailed reference for the similar projects about project setting up, design, marketing analysis, advertising, recruiting and sales.This article introduces the characteristic and developing courses of complex buildings, presents the problems of complex building in medium-small size cities, and also suggests some solutions to these problems according to the author's combination of experience and theory.The complexity of developing complex building projects is because of its speciality. In order to succeed in this kind of projects, systemic marketing research, reasonable function areas partition, refined and...