Xuan Crescent Marketing Development Model Research

June 11th,2009, in the state-owned construction land use right list and transfer activity held by Shanghai Land Transaction Market, MCC Xuanhe Investment Co., Ltd. won the developing right of the west side commercial parcel on Xinfeng Road, Zhujiajiao, Qingpu of Shanghai (Plot Bulletin No.200903507), and named it as "Xuanhe Fang" (hereinafter referred to as "Xuanhe Fang."). This is 11th plot that the author has been involved in bidding since land of Shanghai is open for public bidding, as well as the smallest one with area of 2945.8 square meters. As this plot belongs to conservation area of Zhujiajiao Town, the Government is strict on building appearance and transfered together with the retention of existing buildings to protect the town character. Since this project is in the period of national regulation toward the real estate industry, it, to myself, is not only profitable but also able to build the unique brand of"Xuanhe Fang", which has been my dream lasting over 10 years since I graduated from college and engaged into the real estate industry.As "Xuanhe Fang" project contains multi-nature of business, attractions and corporate brand, three typical existing domestic commercial real estate development model can not be fully applicable to it. Therefore, I expect to use marketing management knowledge which I have learned in EMBA, open up new ways of marketing to achieve win-win for customers, to improve the domestic commercial real estate development model and to demonstrate the feasibility and limitations of this new model. The study will be practiced to "Xuanhe Fang" project, to establish unique brand and marketing advantage of small and medium commercial real estate's, and enable this advantage over long term business competitiveness.Under the "Xuanhe Fang" marketing development mode, although profit still comes from sale, the unique value chain of commercial real estate will not be cut during the whole process, to treat as the core of achieving four levels of customer value, to take the terminal consumption and the common business research as a starting point, and to achieve win-win as the ultimate goal. And thus establish a corporate brand image, foster investors that trust and willing to follow with the corporate, establish a relationship marketing network.