Marketing Planning Of The Commercial Zone Of TC Water Town

Commercial real estate is the combination of real estate and commerce. Its history in china is very short, whichl only lasts about 20 years till present. The topic on how to make the development of commercial real estate successful has been the focus of research in recent years. This paper analyses some classical successful and failed cases of commercial real estate in China, and concludes the key sucessful factors of commercial real estate. Setting Sichuan XH Construction Engeering Company's Commercial Zone Project of TC Water Town, which is located in ST county, as research target, based on market research, applying the basic theories of strategic management and marketing, it analyses the opportunities and threats in the external environment and the company's strenths and weaknesses, and then make the basic strategies which the company should implement. It establishes the positioning strategy of the project through STP theory, demonstrates the author's point of view that commercial real estate's direct target customers are investors and business runners, while indirect target customers are consumers, and confirms its marketing target and marketing concept. Utilizing the 4Ps theory, it establishes marketing polices in details, particularly in view of advertisement and public relations, plans detailed implementation tactics.