Research On Chang Sha Aux Square Marketing Tactics

After high-speed growth in the past20years, the present real estate of residence,commercials or single office has shared the mixed development with urbanization,transportation and even internet. The growth boom of the property of the city complexis created by the mixed development as well. Under the above background, with theChangsha AUX Square as the research object, it is to explore the marketing planningmodel by employing case study method in this paper.Firstly, some theories and its development of city complex and some marketingtheories of real estate are reviewed, and then the research technical route is schemedout. Next the marketing enviroment including the PEST macro-enviroment andindustry enviroment of Changsha real estate is analyzed, and then the advantages anddisadvantages are pointed out and summarized by adopting SWOT model. FollowingSTP model, the market segmentation,targeting and positioning are done as well.Finally, the marketing mix tactics and some supporting measures to enforcementincluding human resource, finance and others are figured out after the positioning ofattributes,interest and value of the Aux Square is made.Through this research, the theoretical framework of marketing planning of citycomplex systematically is constructed and the scientific&feasible marketingplanning ideas of city complex is concluded as well. The rerearch of this thesis isexpected to provide guidance theoretically and practically for the development andmarketing of city complex in the future.