Research On The Marketing Strategy Of XX Chengdu Office Building Project

In recent 10 years,with rapid development of China's office markets,office developers are facing great competitive pressure.Many second-tier cities' office markets have shown a development trend of oversupply,and leasing management has become a mainstream tendency.Therefore,increasingly fierce market's competitive environment and complex internal and external factors both have increased the uncertain risk of office leasing management,which has proven the necessity and reality of the research on marketing strategies of certain area(or city)'s office leasing markets.However,to be viewed from academic research,researches have been mainly developed on office leasing “asset pricing” and “risk control” in China.Researches on marketing strategies are limited.On the other hand,to be viewed from practicing,seeing that many office developers are derived from residential developers,they lack systematic thinking on office leasing,and relevant practitioners lack office leasing experiences,which results that research can't lead practice.This thesis discusses office leasing markets of Chengdu,based on analysis of a huge amounts of relevant researches combining a huge number of first-hand information,surveys and interviews.By analyzing some office leasing projects in Chengdu,this thesis has done a deep and systemic research on office leasing marketing strategies in Chengdu area.More specifically,the thesis introduces the background of the topic and main research contents and methods,sums up the development history of domestic office markets in the last 10 years,and presents clearly that office leasing(but not selling)is the mainstream tendency of future office market.Based on this,the thesis discusses the specific marketing problems and their origins during the leasing process of Chengdu's XX project.Finally based on concerning target market position and marketing channels innovation theory,the thesis has proposed corresponding solutions and specific recommendations of marketing strategies for Chengdu's XX project.Research conclusions:(1)Office leasing should do in-depth investigation on clients' action,find out their understanding,attitude and response for the project,divide clients into different groups,analyze behavior variables and separate the market.(2)The key point of office leasing is to locate market position,find out our own differences from other projects and satisfy clients' individualized needs.(3)We should use all resources to build up a non-barrier office leasing marketing channel.We should maintain the existing channels and build up multi-path channels by combining network channels and industry's data.Also,we should cooperate with but not depend on others to keep channels controlling ability.(4)Office leasing marketing should build up an effective platform between clients and project.Combining sub market's characteristics,we should strengthen marketing,extend target clients,intensify marketing precision to highlight project's quality and brand.