The Analysis Of Planning And Positioning On "JiaZhou International" Office Building

In recent years, with the constant development of the economy in Chongqing, the real estate market, especially the office building market, changes the depressing situation which have maintained for many years, and appears the flourishing trend. Chongqing office blocks market develops very quickly in recent years, but compares with abroad and other developed regions such as Shanghai, Peking etc., there still has a large gap, especially in marketing strategies, which usually copy the advanced regions', and has not formed native mode.Therefore, Chongqing office blocks project of wealth center has typical competitive characteristic of homogeneity, it has low efficiency in marketing management and influences developer' management deeply. So, probing into the marketing strategies of Chongqing office blocks project of wealth center under the competitive environment of homogeneity to create better economic performance and obtain sustainable competitive advantage has very important meaning.The related marketing management theories are introduced firstly. The macro and micro influence factors of Chongqing office block market areinvestigated; the result shows that this project has a promising future. Then, using the qulititve methods(SWOT), the marketing management operation is analyzed and researched comprehensively, the main reasons of bad sales, which areunreasonable design, higher price and single promotion means, are found out.The key factors influenced the project's marketing, which are product, price and promotion, are analyzed.According to the characteristics of office blocks, segment variants of the target market are defined; the target customers of the project are selected based on the statistical primary futures of target customers. On this basis, products tactics, price strategy and promotion strategy of the project are made. finally, to ensure the marketing strategies implementing smoothly, the implementers schemes of introduction period, pack on the spot and construction and training of sales team are established according to the marketing strategies.