The Research On Marketing Strategy Of Commercial Complexes With High-tech Business Incubator Pattern

Current companies having commercial real estates in stock,especially commercial complexes have great stock and their homogenization is very serious,and has seriously affected the healthy and orderly development of urban economy and society.Under the big background of the real estate industry destocking,that commercial complexes destock is not only the basis of taking back investment and profiting for projects,but also directly has an impact on “skin and body” of enterprises,even the whole industry.Therefore,innovative business mode and marketing strategy must be the focus that all developers research and pay attention to.In order to destock,many commercial complexes depended on their own and government's resources to create High-tech business incubator,through the combination of “starting business” and “commercial real estate”,they built the commercial complexes with High-tech business incubator pattern,which alleviated the difficulties of investment,operation and sales to some degree,and acquired certain marketing advantages,but destocking needed not only innovative business mode,but also a set of matching marketing strategy.This passage sets commercial complexes with“High-tech business incubator” pattern as object of study,and then puts forward a set of matching marketing strategy to exert the full advantages of commercial complexes' marketing,and then destock.Based on the 7P marketing combination theory,this paper uses literature research,field investigation,SWOT analysis,case analysis and other methods.First of all,it puts forward the problems that need to research,gives the background and significance,and combs research progress and achievements of real estate marketing and High-tech business incubator at home and abroad,with this basis,the contents of research can be confirmed,and their framework can be constructed;secondly,defines the concept and connotation of commercial complexes and High-tech business incubator pattern commercial complexes,in the meantime,summarizes the development and evolution of SWOT analysis theory,7P marketing combination theory and marketing theory used in the study,which can lay a theoretical basis for this paper's research;thirdly,taking the project of Xinjia City as an example,this paper conducts macro marketing environment analysis,regional market analysis and project positioning analysis,makes use of SWOT analysis model to analyze and summarize the advantages and disadvantages of the project,and determine the direction of marketing strategy;fourthly,applies 7P marketing combination theory,andclearly puts forward 7P marketing combination theory of commercial complexes;at last,summarizes the contents of research and achievements,raises the conclusion and management implication of this paper,summarizes the shortcomings and have a prospect for subsequent studies.Research in this paper is of positive reference to the marketing of commercial complexes with High-tech business incubator pattern,the raised marketing strategy is not only the active adjustment of commercial real estate marketing strategy under the background of national real estate destocking,but also an important strategic transformation that commercial complexes expand business and seek breakthrough point of marketing.