An Analysis On The Marketing Planning Of Zhengzhou Powerlong City Plaza

From 2004, China Retail Sector has been totally opened to foreign companies. Accompany with the top international retailers' coming and the changing of shopping mode and consumption principle, investment in commercial property has also seen significant increased. We can see this from its high growth rate and the spring of large shopping center and city topic community. However when considering this phenomenon dispassionately, we can find that behind the glorious prospects there are also many severe problems that are enough to block commercial property' healthy development, such as incorrect market orientation, shortage of human resource and professional design-plan companies in commercial property, touting out of market, lack of systematical operation model and so on.Unlike the housing market in which sale volume is the criteria for evaluation of success, the commercial property attaches more importance to long development and market cultivation. The successful commercial property developers have to pay attention to making a reliable feasibility study before investment, to decide which kind of developing way should be chose, how to make an accurate decision and the choice of marketing strategy. With the steady growth in China's economy as well as the people' living standard, it's sure that the industry of commercial property will keep rapid developing. But at the same time competition will be more and more furious and consumers will be more and more rational, on this background, marketing plan of commercial property also will be more and more important. This paper, based on the case of Zhengzhou Powerlong City Plaza, applying marketing theory, studies marketing environment, need feature and competitive characteristic, meanwhile, the study satisfy target market needs by means of the correct market position and the effective marketing strategy in order to provide guide for the marketing of the Commercial Center, and provide inspiration for other enterprises engaged in commercial property marketing.