A Research On Marketing Strategy Of TF International Center

With the government’s increasing regulation and control of the housing market, the office market has recovered. The developers found opportunity in the market, and invested in office projects in succession which leads to the highly growing supply of office buildings in Xiamen. The supply of the office building in Xiamen is about2917000square meters per year for the last five years. Under this circumstance, the Twin Towers, the first pure and top-end5A Class office building---Tefang International center project which is developed by the State-owned Tefang Group will enter the market in2014. Being long engaged in real estate development, setting appropriate marketing mix strategy that adapts to the local market becomes a important subject to Tefang Group. For the marketing subject of real estate projects, developers and planning agencies often emphasize on "how to sell" rather than "what’s selling". The paper will firstly study the characteristics of Tefang International center project, and analyze the internal and external environment of Tefang Group. Then, it will move on to the present situation of the office market in Xiamen and the positioning of those projects. Finally, under the guidance of relative marketing theories, the marketing mix strategy of Tefang international center project--product strategy, pricing strategy, promotion and distribution strategy will be proposed in the paper.