| Commercial real estate is a very short time in our country’s development, along with the accelerated process of urbanization brought prosperity and development to the city commercial, more urban target of "economic powerhouses","economic city" slogan, business real estate as the main material carrier of urban commercial development, the level of development and urban economic development level and enhance the image of the city is closely related to the marketing of the commercial real estate developers and the community as a whole has an important significance. For developers, you can improve to enhance the brand and its development to enhance the value. Commercial real estate and residential real estate projects on the development and marketing of unique features, commercial real estate generally as the city’s business center, is the gathering place of the city’s wealth, but also a symbol of the brand image of the urban economy. Compared to the commercial real estate residential real estate projects more attention, but also more complex, higher industrial chain. Although China’s commercial real estate market as a whole on the rise, but there are some problems. Commercial real estate projects is a capital-intensive, talent-intensive, high-profit industries, high-risk brings high profits, it is different from the traditional industries of the past, as well as by the policies and the impact of changes in people’s consumer psychology are very large. Therefore, a forward-looking vision of commercial real estate marketing, market-oriented, advanced marketing concepts to enhance the commercial real estate, so that the brand has been sublimated.Forest Group, since the restructuring in2003, after nearly a decade of development, with strong financial strength and strong network of relationships in Lanzhou, by the power companies to gradually shift to residential property and commercial real estate industry in recent years related to through the middle of many twists, but the design and implementation of the company’s business strategy has always been highly concerned about. Combined with the actual situation of the Forest Group, commercial real estate, commercial real estate marketing strategy of analysis, SWOT analysis, specific marketing strategies based on market-oriented philosophy of Forest Group, to support the smooth implementation of the corporate strategy.Chapters Ⅰ and Ⅱ of the thesis literature research, read the relevant literature, initial grasp of the basic concepts and theories of the basic concepts of the commercial real estate as well as market-oriented. Chapter Ⅲ, based on the relevant marketing theory leaning Group commercial real estate field surveys and data references, using the five forces model and SWOT analysis comparison between the company and the competitors from the internal environment analysis of the advantages and disadvantages to the external environment, and the company’s target market positioning. Chapter4, on the basis of environmental analysis and SWOT analysis, based on market-oriented development of Forest Group, the commercial real estate marketing strategy and concrete measures from the customer-oriented, competition-oriented and cross-sectoral coordination, so that the company can fully play their own advantage of fully developed.Forest Group, the commercial real estate to explore fully operationalized in practice, and commercial real estate marketing planning marketing strategy has guiding significance. At the same time provide the necessary practical and theoretical study for the future development of China’s domestic commercial real estate, enrich China’s commercial real estate research system. |
PDF Full Text Request