Shanghai Office Market And Marketing Strategies

Shanghai's office building market has been to the most prosperous and grown-up market in China after around more ten years development. Office market is a critical branch of real estate market and an indicator of city real estate and economy state. Shanghai's office market had experienced unprecedented development and also slow-down since 1990's. With the development of market, the growing hard competition stimulates the risk and unexpected trait of office building operation. Especially due to the economy downtown, how to avoid risk and execute right marketing strategy is the key to office building developers, therefore it's necessary to come across the research up to this market's marketing strategy.The thesis will analyze and discuss the office building development from overall to micro-environment with emphasis of marketing strategy research. Meanwhile, it will be involved into a self-experienced project, Century-Tower, in order to summarize lessons and experiences of this field, it's hoped, which can provide reference for the future or processing office building marketing execution.It applies to acknowledge of MBA, with the research of Shanghai office Market and a real case, resulting in theories linked to practice. It also applies to some marketing theories, for instance, consumer behavior, psychology, 4P, SWOT analysis, PEST analysis, and so on.