Marketing Strategy Study Of The Anport International

As the global economy is in a slow recovery overall, and China’s macroeconomiccomes into a medium-speed growth period. The real estate market of China remainsin a relatively rapid development in the under the adjustment. As the price of thehousing market of Xiamen is as high as the first-tier cities. The implementation of thehousing market purchasing, credit and price limit policy is more and more severe.With the strict adjust and control policy, some of the investment and speculation ofthe real estate has been contained, while some investors turn to the office building andcommercial real estate products. And the office building market has gradually becomea new round of the stage for more real estate developers. As the development of thenew town and the new commercial area, the supply of office building is have shot up,supply exceeds demand, and most of the product are the same. And the marketing ofoffice building is still in its infancy, lacking the market position and strategy guidance.So the research of the office building marketing model in the fierce competitionmarket is full of value in theory and practice.The Anport International is located in Xiamen airport logistics park, it is a mediumlevel office building. The problems of the Anport International project is typical inXiamen. With the analysis of the characteristics of Xiamen office building marketing, andinvestigate and survey the Anport International building and its developer, it turnedout that, there are four main reasons for the failing sales of the project. Including thelack of the market position, the unreasonable of the product design, the price is toohigh and the marketing channel is too few and the serious shortage of marketingpromotion.The thesis analyzes the marketing environment of the Anport International project,and do the SWOT analysis. With the guidance of the strategic marketing managetheory, the thesis first put forward the marketing target of full sales in two years; afteranalyzing the marketing segmentation from the angles of purchasers, purchasingpower, purchasing motives and the industry categories, then confirms the targetmarket for the Anport International. At last, after analyzing the interior and externalenvironment of the Anport International, the thesis puts forward the difference market positioning and strategic direction of the project. That’s The North bay of Xiamenharbor, airport dual-core first level business center.The main influence factors of the sales of the Anport International project includingproduct, price, place, popularize and the customer. So the thesis builds up a marketingstrategy system with the factors named4P1C. In the respect of product, it can makesome product transforms, function combination and product packing strategy. In therespect of price, except the formulation of price, it can draw up price discount andadjustment strategy. In the respect of place, except the direct sales way, entrust agentor unite the second-hand property agent. While as the customer resource field,through reorganizing the customer resource in other cities, chambers and associations,especially big customer resource, it can form big and powerful customer resourceadvantage, in order to realize the marketing goal.