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The Marketing Strategy Research On Shenyang B92Culture Creativity Galleria

Posted on:2015-01-13Degree:MasterType:Thesis
Country:ChinaCandidate:T YuanFull Text:PDF
GTID:2309330467484682Subject:(professional degree in business administration)
Abstract/Summary:PDF Full Text Request
After a decade of regulation and control,the real estate market is getting more and more standard and professional, the overall level of the industry is increasing, real estate development enterprise is also constantly adapt to the changing environment, and make enterprise development planning and adjustment, and seek their own development path in the new market environment.The direction of Real estate enterprise’s operation and development is no longer a simple development and construction to sell profit now, the development of the single direction is greatly influenced by regulation, Now the real estate business direction fusing peripheral various resources and win-win development mode.For example, Vanke will become the city operation service, set up their own business operation team, will make the business value-added profit and operating profit as the focus of the late project profit.Country garden focus on expanding overseas markets, realize the study abroad, tourism, real estate, investment and other one-stop service, satisfy the corresponding market demand for high-end customers.Bao ye&Shi hong company is adapt to the industry development, looking for their own breakthrough point of the project, implantation of cultural creative industry is a new attempt.Therefore, the enterprise strengthen the key competitiveness of enterprises, develop the right marketing strategy, can be in an impregnable position of the fierce market competition.In this paper, we study B92galleria, from two aspects of theory and practice to explore marketing strategy of commercial real estate into cultural creative industry.Paper first briefly introduces the B92galleria general situation and the problems existing in the marketing, and then analyze the macro environment, then for B92streets, area of the commercial product market demand and its own resources and capabilities were analyzed, and find new market situation facing the opportunities and threats, clear the advantages and disadvantages of the company.Then according to the actual situation of individual customers and corporate customers to market segmentation, the segmentation on the basis of reasonable positioning.Finally, take the market marketing and strategic management as the main theoretical basis, basic theory, basic method combined qualitative and quantitative, the analysis method of combining theory with practice, according to different target markets take differentiation marketing strategy, formulate the corresponding product, price, channel, promotion and other marketing strategy combination, in order to press the Bao ye&Shihong company continuous innovation in the future change of market competition to provide the feasible ideas and strategies, and finally, according to the current situation put forward enterprise culture stick with the innovation strategy, the Marketing Department, the marketing personnel training and examination, reception of process optimization, and a series of improvement measures, to ensure that the enterprise marketing strategy can be implemented effectively.Through this paper research and analysis, provide the feasible marketing strategy for B92galleria in the increasingly fierce market competition, so as to establish a new mode of real estate development culture, improve enterprise well-known, increase the profit of commercial real estate development, implement differentiated competition, keep the enterprise exclusive competitive advantage, and also provide reference value for other cultural property development enterprises.
Keywords/Search Tags:Commercial real estate, Shenyang area, Cultural creative industry into, Marketing strategy
PDF Full Text Request
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