Study On Marketing Planning Scheme Of B5 Commercial Real Estate Project In Suzhou

With the rapid development of our country's real estate industry,commercial real estate become the biggest boost to the national economy growth in these years.Due to the rapid and unordered development of the commercial real estate,so many commercial projects have been in deep trouble.With the increasingly fierce market competition,the real estate market planning gets more and more important,only with a thoroughgoing market research,project analysis,project positioning and reasonable marketing planning can developers achieve success.B5 commercial real estate project is located in the Yuexi deputy city center where is in the Newtown of Suzhou's lakeside.According to the actual development status of B5 commercial land,the author stands in the developer's position.Firstly,using the basic theories of marketing and combining the market data with related analysis,this thesis analyses the macro-economy market environment,the competitive environment and consumer situation detailedly.Secondly,the thesis analyses the regional situation,present situation of land,traffic,architectural style and space form,function layout and the movement of human and traffic stream to make the SWOT analysis.The essay also clarifies the market orientation in the aspect of design,management,product,customer,brand and image to ensure the project for the community commercial and apartment hotel is reasonable.Based on the above research and analysis,the author presents an innovative mode of commercial real estate operation,elaborats the targeted marketing planning in detail,including the business invitation,marketing planning,sales work,operating management and so on.In this portion,the author also expounds the marketing planning from the aspects of product,price,place and promotion.The target is to solve the problems occurred in the process of the commercial project development,such as capital reflow,commercial plan,leaseback problem and operations management to fudge on issues reasonablly,to fire on all cylinders by combination optimization,to make the project benefit maximization.The essay is focusing on the research on the B5 commercial real estate project,involving marketing,managerial economics,strategic management and other basic theoretical methods;it may also be very useful for example company and other enterprises and bring us the practical application value.