Research On The Marketing Strategy To Lease Of Office Building In Beijing

In recent years, as the global economy gradually out of the recession, the domestic economy continues to grow, multinational corporations and domestic enterprises maintained a huge demand for office space. Order to meet with the gradual integration of the Chinese economy and the international economic system brought about by the large number of market-oriented business activities needs, Beijing’s office market has been rapid development, the formation of the situation everywhere, not only for Beijing to the international metropolis the development f the necessary hardware support, and its own development has brought an important role in boosting economic development in Beijing.In this paper, real estate development and management, the theoretical knowledge of the real estate marketing, management, marketing strategy to a Beijing office rental market, for example, first an overview of the development process of the Beijing office and Beijing office marketing environment, customer base to conduct a detailed analysis, supplemented by office STP marketing strategy theory and4P marketing strategy theory, marketing strategy and tactics for Beijing office space, office in Beijing and other areas of marketing strategy in order to learn from.The office leasing is the way of property owners to lease the right to use the office in a certain period of time delivered to the tenant customers, and on schedule to receive the rent, the lease of real economic value in use of the sporadic sale.The office leasing in general preparation period, with strong sales and maturity of the maintenance period in three stages.Mainly for its leasing and management features:the shorter of the lease term, the timeliness of the rental price is relatively strong;rental prices and occupancy rates best meet point that rents are the highest total receipts;lease pay more attention to long-term gains; multi-property rights compared to a single property the lease at a distinct disadvantage low; leasing, depending on customer demand in the short term.Finally, this paper uses a combination of theory and practice, an office project in Beijing as a case study, use of SWOT analysis, a comprehensive analysis on the internal conditions and external conditions and the competitive environment of an office building, and targeted marketing strategies, with examples of rich marketing strategy of the office rental market.