Research On Marketing Strategy Of H Office Building Project In Guangzhou

With more than two decades of rapid economic growth in China,the commercial real estate market continues to boom.However,in recent years,due to the slowdown of economic growth,the real estate industry has encountered unprecedented challenges,and real estate enterprises are facing increasing pressure of destocking and investment transformation.The background of this article is set at the beginning of the COVID-19 pandemic in 2020,which directly caused China’s economic downturn.In particular,the transaction volume of the domestic commercial real estate market continues to shrink,and the vacancy rate of office buildings in first-tier cities remains high.Guangzhou as one of the first-tier cities,the office market competition is fierce.The significance of this study is to provide new ideas for the development of commercial office buildings in Guangzhou.The office vacancy rate in Guangzhou climbed to 14% at the end of the second quarter of 2022,the highest in nearly five years.There are more and more unstable factors in business,which greatly affects the investment enthusiasm of investors for the office assets in Guangzhou,resulting in the contraction of the office market,which is undoubtedly a great test for the survival of the real estate enterprises in Guangzhou.In this context,this paper chooses the H office building project developed and constructed by HL Company,a state-owned enterprise in Guangzhou,as a case study.The objective is to solve the sustainable development problem of HL company and make it stand out in the fierce market competition.In addition,in order to implement the goal of preserving and increasing the value of state-owned assets,HL company strictly controls the economic benefit index of H project,which brings huge pressure to the marketing work.Therefore,in order to ensure the survival and development of H project in the competition,this paper will design and study the marketing strategy based on the existing problems,combined with the economic benefit index and business performance assessment requirements of H project.In terms of policy suggestions,aiming at the difficulty of H project’s ambiguous positioning of customers,products and images,this paper adopts STP theoretical framework and combines the characteristics of shipping enterprises to clarify the overall orientation of H project,and summarizes the characteristics,preferences and customer group positioning of target customers through customer interviews.On the basis of the above positioning analysis,using 4P marketing mix,starting from the four aspects of price,channel,product and promotion,and combining with HL company’s performance objectives,the marketing strategy of H project is formulated.In order to ensure that the marketing strategy proposed in this paper can achieve HL company’s expected operating profit target,a series of marketing strategy safeguard measures are put forward for HL company’s difficulties.Improve the project management system,team building and service,and establish the tracking and feedback mechanism of marketing strategy implementation,so as to ensure the smooth implementation of marketing strategy.On the basis of the above positioning analysis,using the 4P marketing mix,starting from the four aspects of price,channel,product and promotion,combined with the performance target of HL company,the marketing strategy for H project was developed.From the perspective of economic benefits,the break-even point of the project is analyzed and the recovery cycle of the project is evaluated to ensure that the marketing strategy proposed in this paper can achieve the expected operating profit target of HL company.Finally,a series of marketing strategy safeguard measures are put forward for HL’s difficulties.Corresponding improvements are made from the aspects of project management system,team building and service,and the tracking and feedback mechanism of marketing strategy implementation is established to ensure the smooth implementation of marketing strategy.