Study Of Intergraded Marketing On Commercial Complex Based On Urban Transport Hub

As Chinese economy develops and living standards increasingly rise, Chinese real estate enterprises are facing new opportunities and new challenges. Modern transport-hub-business is a new type of business under the condition of developed city, expanded population capacity, increased consumption and improved urban road networks and rail transportation, which gradually develops relying on the transport hub and roads. Convenient transportation can contribute to the formation of a business district and prosperity, poor traffic conditions and unscientific traffic planning will stifle the vitality of the business district. Business is playing traffic-effective carrier. Commercial development and prosperity can trigger transport efficiency, increase transaction opportunities and reduce transaction costs. Additionally it facilitates household consumption and helps to improve the efficiency of social resources and the optimal allocation and utilization of land resources.Commercial complex has many characteristics, such as functional cooperation, compacted space, and strong risk-resisting ability. It shows great vitality and plenty of development potential. Because of its large-scale and multi-functions, commercial complex is often called as the "city within a city". When the complex development booms, they expose a number of issues. For example, capital scarcity, non-rational planning, investment difficult, etc. The "Pains of the Growing Ages" starts to haunt developers and investors. There are some phenomenons that developers do not understand the business rules and development model is premature. Simple copy and blind development results in low-success- rate of many urban complex development and resources wastes. This paper mainly bases on the theory of Integrated Marketing Communication (IMC), makes the effect of urban transport hub of commercial complexes to the best state with Integrated Marketing Communication and hopes to promote urban economic development and has played an important role in operations.This paper illustrates the current situation of commercial real estate at home and abroad on issues of integrated marketing, and then proposes research methods and content of this article. First of all, the concepts of integrated marketing communications, urban transportation hub and commercial complex are defined. Then the article introduces the theoretical basis, the core of 4C theory of integrated marketing theory, and transportation hub, commercial complexes feature, etc. Finally, under the guidance of above principles, frameworks and ideas of urban transportation hub commercial complex integrated marketing communication are designed.The relationship between transport hub and commerce is analyzed, it's analyzed how the transport hub influences commercial complexes and a mode (HOPSCA) is formed which fits transport-hub-business very well. The paper takes the example of Harbin Xi Ke Zhan Commercial Complex, introduces the background and analyzes market detailed from the location surroundings to business districts'division, besides consumption structure and operators. Through the comparison of its own strengths & weaknesses and competitive projects around, the right market orientation is found. After using 4C market strategy, the Integrated Marketing Communication of Harbin Xi Ke Zhan Commercial Complex is designed more generalized from the benefits of consumers.In the process of the research, with the core of 4C market theory and depending on IMC, urban transport hub and commercial complexes are combined to set a integrated IMC scheme. Therefore, it makes the paper creative in the theory and useful in the practice, which combines theory with practice. This sets a reference and an example for the following similar project of transport-hub- business.