Research On The Marketing Strategy Of Shandong Hi-speed Plaza

In the last twenty years,commercial real estate developed rapidly in China.During this period,a large number of successful commercial real estate projects and specialized commercial real estate developers appeared in the Chinese market.They achieved high profits through commercial real estate development business,and attracted many enterprises which had done well in housing development to step in commercial real estate.Especially,in the last few years,as the residential property market entering a high inventory age,and the government introducing a range of regulatory policies,the housing development business showed higher risks and lower profit margins.All the facts above resulted in many real estate developers focusing commercial real estate business and inspiring a trend of commercial real estate development.At the same time,experts and scholars began to discuss and search on the subject of commercial real estate development and marketing.In recent years,the economic growth has slowed down in China,and the marketing requirement of commercial real estate has decreased.The newly added commercial buildings keep more than the quantity demanded,causing the risk of oversupply.Under this trend,commercial real estate in Jinan performs a high inventory,and the potential supply in the near future is sizable.In comparison with the huge supply,the turnover rate of commercial real estate keeps declining for quite a few years.With the coming of high-speed rail era,the west-railway-station area becomes one of the key regions of Jinan.The development of regional economy depends on the prosperity of commerce,thus depends on the construction of commercial rea estate.Under this background,Jinan western region government establishes a successful partnership with Shandong Hi-speed Group Company,which invests in the construction of Shandong Hi-speed plaza.Shandong Hi-speed plaza,a huge commercial building in a new urban district,is facing an important problem about how to design a marketing strategy depend on the dynamic business environment.This problem is relevant to the management and future of the company.In this dissertation,the researcher will attempt to prepare a series of marketing strategy for Shandong Hi-speed plaza,so as to promote the process of marketing of this commercial property.