Collar Show The City Project Marketing Strategy Research

Real estate in China has grown and expanded significantly over the ten years' development. And it is one of the most important elements effecting and reflecting the development level of the domestic economy. With the steps to revitalize the old industrial bases in Northeast China, the market of real estate has recovered gradually and become more and more prosperous, as both the volumes of completed real estate and the transactions on real estate are increasing. However, disharmonizing with the development of the dwellings, the situation of the transactions on the commercial real estate is often unsatisfying, especially the projects survival and growth of many small real estate entities, but would also senior shops and markets. The said situation would not only threaten and hinder the sourly waste resources. Facing the keener and keener competition in the market, the real estate entities have to find out the settlement, and make a way out of such dilemma as soon as they can. Shenyang Furniture Town of China Incorporation (SFTCI) has achieved great success from the Ling Xiu Town project, a brilliance star of real estate projects for shops and markets in Shenyang, which was invested and constructed by SFTCI in 2003 and opened for business one year later. This dissertation will first make the readers to generally understand the situation of business done and market faced by SFTCI as well as the cause of making Ling Xiu Town Project by the introduction to SFTCI. And second reveal the cause of the success of Ling Xiu Town Project, which is to break through the traditional thinking model, establish the new sense regarding the consumers as the core, and comprehensively arrange the marketing of the company with the theory of integrated marketing based on said sense, through the analyzing item by item on the characteristics, the market selection, shaping of the brand image, communication strategy of marketing, promotion and services, etc. of Ling Xiu Town Project, furnishing a helpful reference for the similar projects in Shenyang, even all over China.