| The profound changes of real estate industry took place in the new normal of Chinese economy,development of industrial real estate projects have received more attentions in this industry.Modern and innovative industrial parks have sprung up across the country,promoting the sustained and healthy development of the local economy stronger as powerful engines.By use of market-based approach,through cooperation between local government and large enterprises,the construction and management of industrial parks continue to emerge,and to some extent cultivate industrial clusters and scale effects of economy,improve the economic efficiency of enterprises which settled in the park and establish market competitiveness,gradually become the mainstream model of industrial real estate development.In this paper,research methods of modern marketing theory,literature research,comparative research,personnel interviews,and field research are applied to in-depth analysis the problems of Changsha innovative industrial park marketing practices,and to draw the solution of marketing programs and feasible Suggest ions.Study summarizes the risks and opportunities in the new situation which the industrial real estate projects have faced,discover the development trend of the industry at the same time,and put forward replicable portable new pattern of industrial real estate marketing.The paper analyzes the development of industrial real estate in domestic and abroad,combined with literature review to describe the theoretical basis for the development of marketing programs.Through the project properties Changsha innovative industrial park project,the market capacity,customer needs and project market positioning analysis,describes the marketing goals of the project,planning programs,outreach programs,on-site packaging solutions and programs and other activities,innovative proposed a project to promote safeguards marketing activities,and to predict the effects of marketing strategies.The research on marketing model new industrial park project based on the practical cases of Changsha innovative industrial park project.The mode between the industry-city was cultivated to improve public services and industrial policy supporting intergrated as a whole basis,constantly optimize the rental subsidies,credit supportable policy,personnel recruitment,quality and level of daily operations service system,by creating a marketing intermediary busin ess platform,HR services platform,investment and financing platform,enterprise s communication platform,innovation and entrepreneurship platform,docking platform and professional resources to provide integrated service solutions for enterprises in the park,into the park for the duration of the various types of enterprises to provide professional and efficient resources and security personnel,improve the core competitiveness of enterprises in the park.Through organic match between the industrial elements,human elements and urban functions,the sustainable health development and positive interaction can be achieved between enterprise owners,industry and city. |
