The Marketing Strategy Analysis On Jiaomei Wanda Plaza

Since 2000,Wanda Group has transforming from a regional real estate company in the residential development to a cross-regional developer of commercial real estate.Wanda Group with its own advantage of theoriginal Wanda commercial real-estate mode,along with China's urbanization process,expands rapidly across the country in duplication model.There are 186 Wanda Plazas opened by the end of 2016;and from 2016,with the development speed of opening 50 plazas per year,Wanda Group becomes the world's largest holder of real estate.Wanda commercial real estate mode has become the industry benchmark,numerous new entrants have imitated,further promote China's explosive growth of the commercial building complex.According to the statistics from Winshang Network,in 2017 China will open 970 commercial complexes with more than 3 square meters,business volume is expected to reach 9851 square meters.This paper takes Jiaomei Wanda Plaza as research project to study the successful experience of Wanda commercial real estate mode from the marketing strategy and the marketing strategy mix two aspects.First this paper generally introduces the overview of Wanda commercial real estate,development history and current operating status;introduces how Wanda mode is built up;then introduces the competitive strategy that made Wanda commercial real estate succeed;after that,the paper briefly analyzes the macroenvironment of Jiaomei Wanda Plaza since it started,while using the potter five model of the theory of marketing strategy to analyze project industry and market environment,and also through market segmentation and positioning analysis,the target market positioning strategy of cape meiwanda plaza is determined,which is the key to its success.Finally,the guidance was checked by 4Ps comb theory from marketing,the paper states the marketing strategy which makes Jiaomei Wanda Plaza success,which includes product innovation,pricing,channel,and integrated marketing communication plan.The research conclusion shows that during the duplication of the mature business model to the other cities,with slight changes in macro and micro market environment,using the framework of marketing theory analysis,while giving full play to the advantages of business model constants,through commercial activities,product innovation and marketing strategy combination project variables to solve specific problems of the standardization duplication expansion.Project ground execution is the key factor to the duplication expansion.These research results can also provide the experience and ideas for other Wanda project as well as the new developers in the commercial real estate.