Commercial Real Estate Project Marketing Strategy

At present, the domestic commercial real estate development is rapid, but there are also many problems, because the marketing positioning of the project is not accurate, lead to some huge commercial real estate investment projects fail. For the use of the theory of marketing, there are still many insufficient. Especially the use of STP strategic theory in commercial real estate is still at the stage of learning and research. This paper analyzes the main existing problems of the commercial real estate marketing planning, according to domestic commercial real estate development of commercial real estate, combined with the inherent characteristics of the system, and comprehensively analyses how to use STP strategy in the marketing planning of commercial real estate projects.Combined with "International Health City" project, first of all, does market research, analysis the market demand and competition, the application of the five force model to analyze the competitive environment, the application of the Delphi method to forecast the market demand. According to the project development enterprise development strategy, choose areas of the crowd as subdivision variables constitute activities. To segment the market for the evaluation. Through the application SWOT analysis to analyze the project of the disadvantages and opportunity through market opportunities, threats, market conditions, the disadvantages of score choice target market application SWOT matrix to determine the target market for industry and basic crowd.The crowd to target the demand of the market for the base and starting point, application target customer demand orientation method of this project, and the business image strategy for creating dual-core, double drive (Traditional Chinese medicine industry+form a complete set of life with the industry), the food and health theme fusion commercial the theme of the new city complex. Also sets the purpose of business operation strategy, business topics, structure and eventually fell a formats brand.From "International Health City" program positioning process, we saw through the STP strategy and clever application of SWOT analysis can reduce vacancy, reduce the positioning of the one-sidedness and subjectivity;find project core competitiveness and improve the success rate of project.