Research On The Marketing Strategy Of Chengdu XX Urban Complex Project

After gathering ideas,people and goods,a city appears in a comprehensive form.Along with economic development and process over time,urban construction makes a comprehensive pattern characterized by complementary functions,industrial aggregation and orderly planning take the place of the former pattern with simple dispersion,rough planning and single concentration.When a city grows to a certain stage,an urban complex integrating a variety of urban functions emerges as the times require.Urban complex has been attracting more and more attention from the society as it represents the innovative pattern for optimizing the allocation of urban resources and a new carrier for modern urban development.The paper systematically elaborates the concept of urban complex and relevant marketing theories,analyzes the development of urban complex both at home and abroad,and ultimately discusses the content framework and operation process with the case of XX urban complex program in Chengdu,analyzes the marketing environment,strategy making and marketing strategies.Based on the analysis above,the paper concludes that an urban complex should have consciousness of leading product positioning,and then can calmly cope with the varieties of the current urban environment and cater for customers' demands;apart from the use value of the product,urban complex often has a lot of added value which can gain more benefits for the enterprise,thus reasonable premium should be considered in price setting;the plan of urban complex marketing and sales should be targeted to make accurate marketing according to product positioning and customers segment.At the same time,marketing channels should be made combining online service and offline service.The paper conducts market analysis and ontology analysis aimed at Chengdu XX urban complex,and offers beneficial help to marketing strategy making for enterprise.Although it is a case study aimed at one of the urban complex in China,it definitely makes sense to the development and construction and marketing strategy making for other urban complex in China.