Research On Marketing Strategy Of Commercial Real Estate Projects In The Hunan Wan Tian Industrial Co., Ltd.

The urbanization process will bring the expansion of consumer market, manyinvestors, businesses, the operator turned to commercial real estate, so as to promotethe rapid development of commercial real estate. But after all these years of practicehas proved, there has been a series of problems during the development of commercialreal estate, such as housing rental rate is low, the homogenization of seriouscompetition, potential needs are not being met. The main reasons of these phenomenalie in not considering the dual attributes of commercial real estate and commercial andreal estate, the inaccurate positioning of commercial real estate projects, productdesign can not highlight the features, the delay of the marketing strategy.In this paper, researching on Hunan Wan Tian Industrial Co., Ltd."Wan Tianinternational building materials market" commercial real estate project.First, throughthe field survey of consumer demand and industry competitors, to obtain a largenumber of first-hand data, and use the SWOT tool to analyze the advantages,disadvantages and project in the external environment opportunities, challenges.Secondly, combined with the theory of STP positioning to the market is subdividedinto four consumer groups, at the same time, building materials manufacturers andbusiness customers as the main target market, put the project strategic positioning forthe "global building materials Hunan regional marketing headquarters", function as aset of product trade, brand display, storage and processing, l ogistics, e-commerce,information promotion, business matching functions in an innovative service platform,management mode positioning the wholesale, retail as a supplement. Then accordingto the theory of4P, the product adopts differentiation strategy, from the overallplanning, functional zoning, Yetai distribution to market supporting public facilitiesreflects rationality, are good; the positioning strategy on the property and rental shopsare selling, leasing type design type pricing in two ways; channel strategy on the basisof the current situation the company and the direct and indirect marketing combinedmode; promotion strategy mainly uses the personnel promotion, advertising, salespromotion and public relations. Finally in order to ensure the e ffectiveimplementation of marketing strategy, and gives the corresponding measures fromfour aspects of the perfect marketing organization, strengthen the marketing teambuilding, incentive mechanism, capital guarantee.Through this research, to provide targeted, practical and operational guidance forthe marketing strategy of the company to make, also hope to provide reference andreference for the suburbs and policy planning of the same type of commercial realestate project marketing.