Research On Marketing Strategy Of COFCO Xiangyun Town In Beijing

The urban complex is a combination of different functional areas,which is accomplished through a variety of form s and functions.As a landmark of a city,the urban com plex has the characteristics of public participation,social in tegration,andthe relatively flexible project development models.Now it has becom e the focus of developers and consum ers.Reviewing many domestic urban complex development cases,we can find that a lot of projects ignore the planning of long-term marketingdue to project m anagers' blind pursuit of benefit maximization in the early stage ofgood operati on and management,especially in the m iddle and later stages of investm ent and operation,du e to the good results ac hieved in the early stage,the project is not adjusted in time according to the changing situation,resulting in th e decrease of the traffic counts and the failure of the project.Therefore,it is necessary to discuss how to accurately target,adjust and perfect the marketing strategy.COFCO Xiangyun Town in Beijing is a com plex project devel oped by the state owned enterprise-COFCO Land Holdings Limited,and it is currently operati ng well and has becom e a local business center with regional influence.Based on the related research results of the developm ent of urban complex at domestic and abroad,this paper summarizes and analyzes the marketing strategy and marketing effect of COFCO Xiangyun Town in the early stage.Then the advantages and disadvantages of the Xiangyun Town,the characteristics and position ing of the consumers are clearly defined by combining theories of SWOT and STP.Lastly a marketing strategy is built,which is suitable for the m iddle and late development of the COFCO Xi angyun Town,and can provide reference for the m arketing of the COFCO Xiangyun Town and the sam e type of urban complex.Through the analysis,the m ain conclusions of this paper ar e as follows:(1)the formulation of the rental pr ice of the urban com plex should take into account the interdependence of the property and the function of the product itself.At the same time,the business service and the property service leve l should be greatly im proved,thus bringing more benefits to the enterprise.(2)the idea of fine m anagement should be introduced into the promotion and marketing of the urban com plex.The urban complex has a small audience,so we should com bine online activ ities with trad itional media such as T V and newspaperin promotion methods.Developers should study and excavate potential commercial customers through research,and carry out targeted marketing according to the characteristics of different types of customers.(3)we should actively embrace "Internet plus".The urban complex should actively integrate with the In ternet in m arketing propaganda,which,on the one hand,can enhance its influence,and on the other hand,will also shorten the distance from consumers and create the brand effect.