Research On Commercial Real Estate Marketing Strategy Of Guangzhou ABC Business Consulting Company

Since the reform and open policy,China's economy has sustained rapid growth,incomes of resident have constantly risen,and social wealth has continuously accumulated.Since 2003,the real estate business has entered into a high growth period,accompanied by the country's policy of promoting real estate development.Followed by more than ten years,the prices of land and houses in the center city of our country have soared.To some extent,it indicates that the real estate bubble forms.In the same time,the vacancy rates of commercial offices of first-tier cities rises as house prices rise.This article will minutely analyze the commercial real estate case of Guangzhou ABC Business Consulting Company in the transformation period of commercial real estate with the 4R theory of marking and the PEST model which introduces the function of the different development stages of office location and characteristics.This company faces many challenges.On a macro level,it includes a large supply of commercial and office competitive industry homogeneity and overall lower rent in commercial and office markets.On a micro level,it includes low brand awareness,higher product cost,the uncertainty profits in innovation mode,targeted crackdown from rival and higher leasing cost.However,the company also faced with good opportunities for development.From the macroscopic angle,it includes the policy of the government which encourages private entrepreneurship,the increasing proportion of tertiary industry in the national economy,city industry transformation,etc.From the microscopic angle,it includes the novel design of enterprise products,high level of hardware configuration,the high standard service level and the competitive product ideas,etc.This paper will use SWOT analysis tools and methods such as survey method,case method to analyze the challenges which Guangzhou ABC Business Consulting Company faced in its establishment and operation.The paper will apply the 4R theory of marking to discuss how ABC Business Consulting Company in the process of commercial real estate marketing actively create customer demand,integrate resources based on the idea of optimization and system,build strong relationships with customers through the association,reaction,returns and other forms,and finally linked with the interests of company and customers.In a result,the company develops continuously and obtains ideal returns in creating value for customers.In this paper,the author will pick up some advice for Guangzhou ABC Business Consulting Company in the future marketing strategy,including creating standardized products before the expansion,speeding up the user feedback,setting up the company members ecosystem system,perfecting the enterprise core idea of customer returns,attaching importance to personnel training and reserves.