Research On Rent And Sale Marketing Strategy Of Z Edifice Project In Kaifeng CBD

Office building market is also called commercial real estate market.Whether it is prosperous or not is the most intuitive reflection of the level of development about regional distribution of the economy.With the rapid development of domestic economy and the continuous optimization of economic structure in the past two decades,Market demand for office buildings has been rising steadily.But what corresponds to the steady climbed of demand is the supply of office buildings has doubled dramatically,Over the past decade.Especially under the circumstances that most of the third and fourth-tier cities do not have the corresponding level of economic development and good industrial and employment structure,the relation between market supply and demand has appeared serious out-of-balance.Under this background,this paper takes the marketing operation of the CBD Z edifice project in Kaifeng City as the research object.Applying relevant theories knowledge such as economics,management,marketing,urban planning,etc.to carry on the system study about the project of the marketing environment,marketing strategy and strategy.And the marketing strategy and strategy scheme are designed for the project which accords with its own characteristics.Firstly,this paper works of collects and sort out the existing research results of domestic and foreign scholars from four aspects: the development and vicissitudes of central business district(CBD),the Connotation and Characteristics of Office buildings,real estate marketing and office building marketing.Next,it points out the principal problems existing in the current marketing operation of the Z edifice project.It is emphasized that office building marketing should not simply copy the past experience of residential marketing,but should fully understand and respect the objective law of office building market.Then,the marketing environment of the Z edifice project is analyzed.Meanwhile,SWOT model analysis method is used to further analyze the competitive situation of the Z edifice project,and the STP combination competition strategy suitable for the project is obtained.Then on the base of these,apply analysis procedures of STP and 4P.According to the characteristics of the project and the prediction of the future development of the local office building market,Make targeted marketing strategy and strategy which is research and design.In this part,this paper highlights the investment attributes of office building products.It is deemed that sustained and stable returns are the main scale standard to measure the value of investment products.it emphasizes that office building marketing should take rent return as the main line,it takes lease marketing as the breakthrough point of sales marketing,Promoting sales by leasing while strengthening leasing marketing.Finally,the paper puts forward optimization suggestions for the marketing work of Kaifeng CBD Z edifice project from five aspects: product upgrading,sale and rental parallel,Accelerated elimination,channel upgrading and self-built team.Among them,the suggestion of accelerated elimination focuses on the current and future supply and demand situation of the local office market.Starting from the financing needs of rental enterprises,this paper puts forward the marketing scheme of rent-after-payment system for lease marketing,which is an innovation of this paper.