| With the new century coming, Chinese economy keeps growing. The real estate industry, one of leading industries, positively contributes to the fast-growth. With entry of WTO and the strategic execution of the West Exploration, the real estate in Chengdu receives a best developing opportunity in history. Just at this moment, I worked in a real estate joint venture as a vice-general manager in charge of marketing, and executed the marketing planning of Shuangnan Commercial Center. Based on the above-mentioned case, the essay is designed.The purpose and importance'China Real Estate Development and Management Research', one of projects of State Natural Scientific Fund, initially points out three-stage theory of real estate market development. In the first stage surviving need is more important than improving need. In the second stage both are important. In third stage improving need is more important than surviving need. In general, the current real estate market in China is still in the first stage. The research reveals the real estate market in China is immature. Therefore it is really significant to study the real estate marketing.This essay, based on the case of Shuangnan Commercial Center, applying marketing theory, studies marketing environment, need feature and competitive characteristic, meanwhile, the study satisfying target market need by the means of the correct market position and effective marketing strategy in order to provide guide for marketing of the Commercial Center, and provide inspiration for other enterprises engaged in real estate marketing.Basic thoughts and logic structureThe essay applies STP marketing theory, through analysizing the current state of domestic and Chengdu area economy, the current state ofreal estate development in Chengdu, through analysizing the need and competition to confirm the target costumer group and market position of the Commercial Center. Meanwhile the essay still applies 3c marketing theory to stipulate the price strategy. On the basis of the analysis of target costumer need and price strategy of the other enterprises in the same field, the essay builds up the price system, accordingly stipulates sale promotion strategy, putting out the programme of personnel center sale and stimulating the seller by praise and punishment. In the end a complete marketing planning of Shuangnan Commercial Center is formed successfully.At last the author points out the comment and suggestion on the planning.Major contents,views and contributionThe first chapter focuses on the marketing environment analysis of Shuangnan Commercial Center Project. After a brief introduction to the project, the essay studies the macro-marketing environment of the project and recognizes the project state of the economy and industry environment by analysizing national economy and real estate industry development by analysizing the current state and future of commercial development in Chengdu area. Next the essay studies the micro-marketing environment: competitor analysis, competitive strategy, competitive feature and requirement feature, especially emphasizes the requirement feature: the traffic, the population, the income and purchase power. At last, the essay studies the self feature of the project. Based on the comprehensive research, by SWOT analysis, the essay provides the developing opportunity, threatening, superior and inferior.The second chapter emphasizes the market positioning and target consumer choosing. It positions Shuangnan Commercial Center as a district service commercial center which focuses on sale retail, including relaxation, entrainment and physical exercises. Its target consumers areshop companies, supermarkets, famous restaurants and entrainment enterprises.The third chapter pays more attention to comment on marketing planning. Initially, the essay makes a statement on project price decision. By counting cost, investigating the relative buildings' rents and property management fees, it's vital to work out the rent price... |
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