A Study On Office Building Marketing Strategy In Wuhan

In recent years, with the constant development of the economy in Wuhan, the real estate market, especially the office building market, changes the depressing situation which have maintained for many years, and appears the flourishing trend: production and sales is prospering, sales volume and the price is also increasing. In order to promote the prosperity of Wuhan's office building market better, real estate developers have to deal with the important subject that how to work out the marketing strategies of office building so as to meet the local characteristics. First of all, this paper demonstrates such influence factors on real estate market as the macroscopic policies, economic environment etc. The field investigation about the important component of the real estate market——office building has been carried on. The result shows that the office building market of Wuhan demonstrates the characteristics of diversification, area-division, great potentiality and strong competitiveness in the last two years. Secondly, this paper analyses the current situation concerning development and investment of the office building market of Wuhan. And through utilizing the relevant marketing theory, it analyses the market segments, market choice and market positioning strategies according to the diversity of different office building demands. According to the present market situation, the office building market of Wuhan can be subdivided into three grades: Grade Top, Grade A and Grade B. And at present the office buildings of Grade A and Grade B are mainly demanded. On this basis, this paper proposes marketing strategies of office building, which including office building products and price, promotion and distribution strategies. It is also proposed that office building developers should make efforts to avoid the existing problems that someone only pays attention to selling on later stage, not making a position in earlier stage. Finally, combining with Jinghan mansion of science and technology which is developed and built by Developing Company of the Real Estate of China State Construction Engineering Corp (CSCEC), this paper analyses the company's internal and external environment, especially focuses on its rival, carries on SWOT analysis, and then draws the pertinent marketing strategies which enriches the marketing strategies of Wuhan office building market with the instance.