Marketing Communication Design In 2014 In The Second Half(From June To December)of Duhui Internation

This design is based on the relevant theories of marketing communications planning,such as brand marketing,relationship marketing,the STP theory,SWOT analysis,etc,the project makes a preliminary marketing plan in the second half of 2014.First of all,through the project area and the basic conditions of the project itself is introduced,the overall image of the key research object to the case is outlined.The project is divided into residential,commercial and office properties of three types,doing the macro market analysis and the regional market analysis respectively,in order to seek new market opportunities,avoid environmental threats.Some projects in common with this project under construction are made specific marketing research activity,from the aspects of building section competition and the building case competition,analyze respectively in residential,commercial,office,understand the related real estate sales situation,the main factors of main selling point and attract consumers,it can provide certain reference basis for the location of this project.According to the project,the final consumer market analysis,named the target customer analysis,has been given.Conclusion for residential target customer is these people priority to just and first change,and the first change has an increasing trend;Commercial and office type of target customers priority to personal use and investment,area business customers are mainly from this region,part customers from the southern township.Through the above analysis conclusion,this case gives the overall market positioning of the project,namely south haishu,metro subway,integrated business community,specific location is the housing market is a good quality community on the subway,the business market is a complete set of business combination which has the catering,entertainment,retail and so on.According to the project marketing value and before the opening of the total strategy,this paper divides the focus on marketing communication in the second half of 2014 into two stages,image laying period and product release period,do the specific marketing communication work from the media,channel,and making public relations activities,to implement the marketing communication design.Finally the marketing goals in stages to the case is given.