Research Of D' LONG·Holiday Capital Marketing Plan & Promotion

The project this thesis is focused on is D' LONG ?Holiday Capital, which is a main Changchun municipal extended project located at No.818, Caiyu Street, at the merging point of Changchun Jingyue Tourism Economic Development Zone and Changchun Economic & Technical Development Zone. Caiyu Street is opposite to Gardener's Garden and Adjacent to Fawer's Garden IV which has not accomplished yet. This is one of the important region surrounded by circle ring road and shortest distance less than 1.5 km to Changchun International Exhibition Centre and CETDZ's Stadium, which greatly supported by the municipal government.The total land area is 300 thousand square meters with planned construction area 400 thousand square meters and Capacity rate 1.33. Construction consists of 5 to 6 story building, 11-story mini-skyscraper and jointed or separated villa. The development stage will be carried out at 3 steps, of which first step possesses 103.5 thousand square meter land area and 117.5 thousand square meter construction area whose nature is 5 to 6 story building with capacity rate of 1.14.During the course of the thesis preparation, I knew the fact that in 2003 there was a promotion project named "Capital City" which costs RMB 2.5 million and gained no significant result. Upon which I would like to focus more on practical marketing research & operation, which makes my thesis is an integration of theory and real marketing practice.The research of this thesis will not only be a decisive factor forthe decision-making of this project, but also be a reference for the future development of Changchun urban construction and real estate investment. Meanwhile it will also promote real estate enterprises to improve operation & management.