Research On Marketing Strategy Of WH Project Of Shandong BJH Company

According to Mencius' Teng Wen Gong I during the Warring States period,"the way of the people is this:If they own a real property,they will have a fixed heart;if they do not own a real property,they have not a fixed heart.If they have not a fixed heart,there is nothing which they will not do in the way of self-abandonment,of moral deflection,of depravity,and of wild license." Before the Republic of China,China has always been a farming civilization,and the general way to describe a person's wealth and fortune is by using "big and luxurious houses","vast farmland connected by crossroads in fields" and"owning a number of houses".For a person who becomes wealthy,the first and foremost thing is to buy houses and farmland.In literary works,the way to depict a declining family is that it impawns the house and sells the land,until selling away all of its properties.Then it turns extremely poor,"no tile to cover,no place to stand." Of the most malicious curses is "to die without a burial place".This fully shows the paramount position of real estate in the asset portfolio of ancient Chinese people.Even today,we often see on the newspaper that some corrupted officials own dozens or even hundreds of houses.This fully demonstrates the key role of real estate in the Chinese people's asset portfolio.The period from the founding of the People's Republic of China until the reform and opening up is a special period,and not covered by this paper.With the reform and opening up and the development of market economy,China's comprehensive strength has been improving rapidly,while the GDP per capita and per capita purchasing capacity have also increased.In this process a variety of high-growth and rapidly developing industries emerge,and commercial real estate industry is one of them.The recent development of the industry in China has seen great achievements,contributing significantly to increasing jobs and driving relevant industries.But with the gradual improvement of the market,increase in internationalization of China's economy and industrial upgrading,the development of commercial real estate is confronted with new challenges and opportunities.In the new situation,in order to enhance and maintain competitive advantage,it is necessary for commercial real estate companies to strengthen branding.However,in group companies with diversified business,they have a variety of brands under management,and the relationships among sub-brands are particularly complex.Based on the current status of China's commercial real estate,this study analyzes the brand building and management of commercial real estate group companies with diversified business portfolio.Starting from reviewing the development history of our commercial real estate for more than 20 years,this paper comprehensively analyzes the great development of commercial real estate industry,and focuses on the development of commercial real estate industry in order to gain new knowledge.In the early stages of development,to maximize the commercial real estate companies are more likely to pursue a number of development mode is piecemeal,and the product structure is relatively simple;with the development of the commercial real estate,commercial real estate companies have also begun to show different characteristics,began to pursue unity of quality and quantity,and seek to win in the scale,product types of products.The construction and management of commercial real estate brand is necessary and realistic.Whether it is industry requirement or consumer demand,it provides the prerequisite for the marketing planning of commercial real estate enterprise.Secondly,this paper summarizes the relevant research variables,and analyzes the necessity of planning and management of commercial real estate marketing from the theoretical point of view.At present,many researchers begin to pay more attention to the marketing planning of commercial real estate enterprises.This research will start from the previous human base,deepen the relevant research,and expand the relevant framework.Thirdly,this study will focus on the real estate enterprise marketing planning,from the purpose,principles,market positioning,market segmentation and market selection system and other aspects of the system.With the continuous development and expansion of the commercial real estate industry,real estate marketing planning will directly affect the strategic objectives related to commercial real estate enterprises,in the process of development,commercial real estate marketing business planning will help us to reveal the commercial real estate project marketing strategy implementation process.The related theory of marketing based on the commercial real estate marketing planning and implementation issues of real estate project operation situation,to construct a comprehensive and practical system,marketing management system,discusses issues related to marketing planning in the field of commercial real estate industry,and find out the commercial real estate enterprise related mechanism effect of marketing planning factors for its products in.The study of commercial real estate development and management of this special commodity,as well as commercial real estate marketing operation of the specificity of a full understanding of the search for China's commercial real estate marketing planning the right way to have a certain reference.This paper discusses the maintenance of long-term and stable customer relationship,to control the quality of goods,commercial real estate,pay more attention to the combination of material goods and the spirit of the factors of the implementation of scientific marketing strategy and correctly handle the product marketing strategy to help the group to better improve marketing planning and marketing strategic management of commercial real estate in the diversification,and then maximize the group's business and social benefits.