The Research On Marketing Strategies Of The Commercial Real Estate Of Shi Sun Li At Xinchang By Shanghai Pudong Land Company

With the rapid development of market economy in China, the real estate industry has become a pillar industry of the nation and accounts for nearly one to fifth part to the national GDP. Meanwhile, the scarcity of land、housing and the traditional concept of preference for real estates give rise to the problem that the level of housing price in China speeds up much more than the growth of people’s incomes and result in a large number of social contradictions consequently. Therefore, the administration promulgates a series of policies to regulate the residential real estate market, however, the commercial real estate market has not been listed in the control category. One aspect wanes, the other waxes, the commercial real estate market has become a new investment hot spot, and its development has stepped up to a new stage. This paper studies a small-sized commercial properties called the Xinchang Shisunli, acquired by the Pudong Land Company, a state-owned property entity. Due to a huge amount of the contradiction between the agent of the Pudong Land Company and tenants, the company decided to stop the leases and push the shops to the sales market. However, because of the negative impacts of the leasing problems and the authorized sales agent gets into trouble, the company decided to withdraw the right of selling and do the sales-work in person.On the basis of S.T.P theory, the paper conducts the research of the sales strategies which are likely to applied to the Xinchang Shisunli, and concludes the competitive advantages in terms of cost, location and other aspects of the Xinchang Shisunli by Potter’s five forces model; and points out that the Xinchang Shisunli will run into the external factors such as the open of the Disney Land, the massive development of the Xinchang ancient town and the strict regulations of residential real estate market in light of opportunity and leasing contradictions, a part of sold properties with respect to risk, internal factors like cost, location, ancient town development orientation with regard to advantage and big room areas, lack of experiences, short-term usage in light of disadvantage by SWOT analysis. Finally, it’s concluded that the Pudong Land Company must use the strategy of cost leadership and differentiation in target segmentation to achieve the goal of sales of the property based on the comparative analysis of the competitors and the property itself.On the basis of the differentiated marketing theory, the paper points out that the Xinchang Shisunli needs to adopt a low-price competitive strategy, build a bussiness form centered with the culture of tourism and leisure culture and the selection of medium and high income groups as well. And thus draws up concrete promotion plan, sales activities, advertising plan, field solution and price scheme according to the above differentiated sales strategy to ensure the implementation of the Xinchang Shisunli. Finally, the paper studies how to ensure the implementation of the sales of the Xinchang Shisunli in order to achieve the sales target through the research of internal security like human resource configuration, property services and external security such as financial institutions, legal units, government departments and so on.