The Research On The Marketing Strategy Of “Rent Not Buy” Mode City Commercial Complex

The city complex development has gradually become the mainstream choice ofreal estate developers with the domestic real estate market competition intensifying,especially the state’s macroeconomic control policies. It has serious copyphenomenon， nonstandard management， redundancies and competition in theoperation. As the development time of city complex is not long and it is in the processof exploration. Marketing is the key to realize the project profit. It has an importantinfluence on the complex marketing investment projects and later operation in thetime of changeable policy and the intense market competition. According to practiceexperience of the city complex, especially the complex which is mainly for shoppinggenerally adopts the "rent not buy" mode. This mode has been paid more and moreattention, is used widely by developers and is the main mode of future city complex.Therefore, this research study mainly on marketing strategy of "rent not buy"mode commercial complex. This study takes STP strategic theory as a guide andcombines strategy of integrated marketing concept together, to do a systematic studyon "rent not buy" mode city commercial complex, using methods such as the literatureresearch method, inductive method, case analysis method, field survey method andstatistical analysis method.This study is divided into five parts:The first part leads the research background and significance, research advances,research ideas, research methods and technology roadmap of the paper.The second part defines concepts related to the study and then analyses thetheoretical basis of the research. Firstly, it defines the concepts of city commercialcomplex and "rent not buy" mode city commercial complex. Secondly, it elaboratesthe STP strategy theory and the integrated marketing theory related to the study.The third part analyses the marketing status of city commercial complex, andsums up its main marketing model and successful marketing experience, then analysesmarketing problems of “rent not buy " mode city commercial complex.The forth part takes Fu Chuang Century City for example, basing on the previous analysis and research. It analyses and proposes some appropriate marketing strategiesusing STP strategic theory and the integrated marketing theory.The fifth part summarizes the conclusions of this study, and explores thelimitation of this study, finally put forward the outlook for the research.