Marketing Strategy For Office Building In Chengdu

With industry development, China real estate market competition is getting fiercer. Especially for office building sales, it is facing great challenges from various changes, including sector saturation, individual consumption behavior and state macroeconomic policy.HZ center, a new top-rated office building, is located at1st Section of1st Ring Road South of Chengdu city, adjoining Yi Guan Miao district. First, the author applied theory of STP of Marketing Business to study its market issues, related to research history of building office development in China, to investigate market status and demand, to compare business methods with different developers, to explore market development trend, to conduct market segmentation from the aspect of consumer and product, to select target market and define its market position. Second, the author used SWOT tool to summarize basic data of the building, calculate its strength and weakness with others, analyze its opportunities and threats from market and rivals. Last, the author adopted the theories of modern business administration to make a marketing business strategy, involving product, price, channel, management, promotion and public relation.The paper focuses in particular on the core mission of marketing, which means to attract customer, to raise customer’s loyalty to enterprise, set up a conception of comprehensive marketing based on relationship marketing, integrated marketing, internal marketing and social responsibility marketing. According to a balance between competitiveness and client first which be found by competition research, product research and price research, the paper concludes some efficient measures of marketing to promote the real estate project...