Study On Marketing Strategy Of The Mixc Xiamen Project

Urban complex is a carrier of urban culture matched with urban scale,with huge spatial scale,which can accommodate large architectural groups and numerous living Spaces.Compared with developed countries,the research on the comprehensive development and marketing strategy of our country has a late start and slow development.As a concentrated urban complex embodied in modern urban civilization,it has a direct leading role for the advancement of urbanization construction in China and the construction of regional core cities in China,for the renewal and upgrading of old urban areas and the expansion of emerging core regions.The research and exploration of this topic is undoubtedly of remarkable academic value.At present,there are many problems in the development of urban commercial complex project.For example,the limited strength of developers,local policy mistakes,lack of professional teams,lack of sufficient long-term development experience and so forth,these existing problems have become the resistance to the development of commercial real estate in the urban complex of our country.In addition,there are the following problems that can't be ignored at the same time:errors in business model and investment promotion,lack of reasonable and accurate investment promotion plans for planning and design,lack of purpose in the process of investment promotion,and problems such as fewer tenants and fewer tenants with similar interests.This paper takes the project of "The MIXC Xiamen" city complex as an example,through the study of three aspects of urban business complex,marketing strategy and urban complex marketing,combined with the relevant STP strategy theory,using the real estate marketing planning theory and methods,analyzes the market status of Xiamen city complex and the marketing environment of The MIXC Xiamen project,then explores the positioning of the urban business complex and its business strategy.At last,the paper formulates the marketing strategy of The MIXC Xiamen in Xiamen and puts forward suggestions for the implementation of the strategy of the project.