Strategy Study Of Life-cycle Marketing And Brand Building-up For Beijing D.C.

Beijing Diplomacy Compound ( Beijing D.C.) is a real estate project operated by Beijing Service Bureau for Diplomatic Missions (DSB). Beijing D.C. provides residence for the foreigner from all diplomatic missions based in Beijing.DSB is a comprehensive organization for diplomatic service under the Ministry of Foreign Affairs, which is introducing the modern system on managing enterprise into its reformation. This paper analyses the operation progress of Beijing D.C. project, with the purpose to improve DSB, in theory, on its project management ability. This research starts as the understanding of the background of the Beijing D.C. project, with analyzing the normal working-flow of the operation to this certain real estate project. Resort to some marketing theory, this paper proposes the life-cycle value chain strategy for the management on new Beijing D.C. projects. Meanwhile, this paper also suggests some detail methods for DSB to implement on each activity during the whole value chain.Branding is a major issue in strategy, and it is very necessary to build up a famous Beijing D.C. brand. This paper concludes with some discussion on the brand management of Beijing D.C..