The Integrated Marketing Strategy Analysis Of Chongqing 68 Square

With the development of market economy, the industry is changing the silent and soundless. Traditional retail business shopping center is experiencing unprecedented severe test. How to carry out the integration of marketing planning work, not limited to their own product quality and service level, to create a suitable for the enterprise itself is the integration of marketing strategy is now the focus of all commercial shopping centers. Although some shopping center has highlighted the siege, through their own resources to temporarily occupy part of the retail market. But to make the whole of the retail market is thriving, we must know how to product positioning, how to use advertising and other promotional techniques to achieve the effective delivery of information, and timely access to the needs of consumers or interest groups, and these needs to be integrated into the business of marketing planning. This article first carried on the discussion and the summary to this topic, from each angle analyzed Chongqing star 68 square integrated marketing strategy, proposed own suggestion, has the certain forward-looking and the operational. In the Chongqing 68 square such shopping center to implement such integrated marketing strategy, has important practical significance.This thesis gives comprehensive overview of the theory of integrated marketing to make a rational analysis by use of marketing, communication, economics, and other theoretical knowledge, the integration of marketing strategy and objectives of the meaning. 68 square of the background and positioning of the more detailed introduction, focusing on analysis of Chongqing’s business environment and business layout, Chongqing’s consumer characteristics and consumer prospects, analysis of the star 68 brand positioning, according to the 68 square of the market positioning and target customer positioning, from the strategic and tactical two levels of integrated marketing ideas, improve marketing capabilities, optimize the integrated marketing strategy, improve marketing efficiency of some specific practices and recommendations.The main work of this thesis is to design a practical integrated marketing program for the 68 commercial real estate projects according to the theory of integrated marketing. It is hoped that the research and exploration of this thesis can be a reference for similar commercial real estate projects.