Research On Marketing Strategy Of A Community Synthesis Project

Within China’s new historical development stagement,community synthesis is one of the key ways to promote urbanization and urban upgrading.For Chengdu,it is a community scene to meet the preferences and quality needs of all kinds of people.However,along with Chengdu community synthesis has entered the operation stage,some problems has been explored,which are embodied in,the overall volume is excessive,the government don’t feel up to labour power and financial resources for long-term operation.The entry threshold of enterprises is high,and the input-output ratio is difficult to coordinate.The needs of residents are not met.A Community Synthesis,which is located on the 3-4 floors of a commercial synthesis in Gaodian Community,Pidu District,Chengdu,is a public construction supporting facility handed over by the developer to the government,bearing the functions of community service and community commerce.There are many problems explored out during the operation process.Firstly,the operation of community synthesis is usually a medium and long-term operation of 3-5 years.Its high input and low return characteristics make it difficult for the operator to balance the project input and output.Secondly,residents have a strong demand for commonweal shared space such as activity room and co-creation space,for operators,it is difficult to coordinate the proportion and benefit distribution of commercial and commonweal space.Finally,at present,the rental capacity of the space above the third floor of Project A is poor,which faces problems such as mismatched demands,high comprehensive costs,poor convenience,and single communication channels.Based on a study of the comprehensive manifestations of commercial synthesis at home and abroad,thesis takes Project A as the research object,combining PEST analysis and comparative analysis methods,to sort out the current market and marketing situation of A Community Synthesis.Then,through questionnaire research and in-depth interviews,to discover and analyze its existing problems,and finally proposes improvement plans for the above issues.Using 4C theory to find market opportunities for the project,create core competitiveness and differentiated marketing strategies,at the same time,it has explored a business model with the development direction of commercial feedback for public welfare.The specific conclusions are as follows,in terms of demand,the setting of public service space and commercial formats meets the real needs of residents,in terms of cost,the compound business model distribute operational risks and balances operating costs with multiple incomes,at convenience aspect,improve the accessibility of the community synthesis,in terms of communication,create diversified communication modes such as online intelligent scenes and offline cultural atmosphere.In front of favorable national policies and internal problems,Project A faced up with opportunities and challenges.Thesis hopes to guide the sustainable operation of other subsequent projects of the company,while providing some reference suggestions for research on the selection of business types and marketing mechanisms of community complexes to a certain extent at the same time.