The Marketing Strategy Study Of Hengqin GL Proje CT

2009,Hengqin New Area was officially established,Hengqin district has issued many m ore favorable policies,and in the meantime,a large number of real estate projects have started construction one after another.Today,a lot of commercial complex projects are in a spurt of development in Hengqin district.The built-up area for office,commercial and hotel buildings will reach about 3,750,000 square meters in the next five years.Hengqin is exploring and de monstrating the new modes of cooperation among Guangdong province,HongKong and Mac ao under the "one country two systems".Hengqin will vigorously promote the integration and development of Hong Kong,Macao and Hengqin.Hengqin issued the "11 measures" for Mac ao enterprises and Macao individuals to invest in land,infrastructure construction and industri al enterprises.At the same time,for the projects invested by Macao enterprises and individual s,it requires more than 50%of the property must be sold to Macao enterprises and Macao ind ividuals.S group is one of the first batch companies that are recommended by the Macao gov ernment to invest and develop in Hengqin district.As a result,it is little experience for referen ce,but the Hengqin commercial real estate competition is fierce;therefore an excellent mark eting strategy for the GL project is significantly important for the S group to have a benign de velopment on GL project and the S group's investment income.This article takes commercial complex GL project in Hengqin district by Macao S enterp rise group as the research object,and analyzes its politics,economics,society and technology,through the use of PEST theory.Potter's five-force model theory is used to analyze the bargai ning power of suppliers,the bargaining power of customers,the threat of alternative products,the threat of new entrants and the competition level.The theory of SWOT is used to analyze the competitive advantages and disadvantages,opportunities and threats.The theory of STP i s applied to determine the project market segments,the target market,and the market position ing.According to the Hengqin New Districut rule that at least 50%of properties of the project s by Macao enterprises must be sold to Macao enterprises and Macao individuals,combining t ogether with the environment analysis,the 4P theory is applied in product,price,channel and promotion to formulate a set of suitable GL project marketing strategies.At the same time,it will provide valuable reference in marketing strategy for other commercial complex projects t hat requires more than 50%properties are solde to Macao enterprises and individuals.