The Marketing Plan Of "Da Tong Shang Jun" Commercial Square

In the current intense real estate profession industry, the innovation marketing pattern, to seek one kind of unique promoted form according to own actual situation, by satisfies the consumer day by day multiplication unceasingly the demand, already became an important topic which real estate business first needs to study. Based on this, this thesis takes the "Datong Shangjun" commercial square as the main analysis. Based on the full research of the project, the thesis analyzes its marketing environment and plans the marketing implementation program. It hops to provide some guidance to commercial real estate marketing plan. Thus, this study for the real estate industry has a strong practical significance.On the study of marketing theory, such as STP marketing theory, promoting theory, pricing theory, and some basic theory of community business, through literature search, field investigation, induction and deduction, this thesis analyzes the "Datong Shangjun "project. In the planning of marketing programs, based on the facts in the premise, the thesis analyzes the marketing environment and develops marketing strategies, and proposes marketing methods based on the marketing mix theory, and takes the risk analysis and security construction.Results of this study include the following:Based on the status quo of the project, from the macro environment and competitive environment, this thesis analyzes its marketing environment. And according to a comprehensive SWOT analysis, it understands the project's internal and external departmental standards and weakness, opportunities and threats, which lays the groundwork for the following planningThis thesis applies to the STP theory to formulate the project's marketing strategy, including market segmentation to determine the project of a commercial real estate; target market selection and market position, and the project is to meet the basic needs of residents.The thesis proposes marketing methods. It takes the 4P theory as reference, including product methods, pricing methods, channel methods, promotion methods, incentive methods, investment methods and the segmentation methods.This thesis analyzes the risks of the project, and finds that in the course of the project operation, there may be policy risk, market risk, operational risk and property risk engineering quality. From the organizational structure and investment organizations, the thesis describes organization security system of the project. In the conclusion of the study, the thesis evaluates the marketing plan, and analyzes the successes and weaknesses of the program. On the existing problems of government's planning and management of real estate, this thesis puts forward its views and recommendations. And it also puts forward the innovation of this paper and future research prospects.