Research On Marketing Strategy Optimization Of TFC Wealth Center Office Building Project

With the rapid development of office building market in China,many second-and third-tier cities have entered the "stock era",and the office building market environment in xiamen where the project is located is also becoming increasingly fierce and severe,and the uncertainty of enterprise leasing in office building is increasingly diversified and complicated.However,from the past theoretical research and the background of the current office developers,the related office marketing strategy research and thinking is still relatively thin,in the promotion of enterprise practice work is still insufficient.Therefore,how to research and develop marketing strategies for office projects to effectively resist and combat market risks has a very necessary practical significance.Based on the marketing theory,this paper conducts a comprehensive study based on the case of TFC wealth center by means of data collection,induction and literature research.First of all,through interviews with the clients who visit the project in 2018,in-depth analysis is made based on the current situation and achievements of project marketing,and the deficiencies and causes of project marketing strategies are put forward.Secondly,with TFC wealth center as the core,SWOT analysis method is adopted to systematically analyze the external environment and internal conditions of the project,and a matching scheme for adjusting the project marketing strategy is proposed.Based on STP theory and 4P combined marketing theory,solutions and Suggestions are proposed.Finally,the effective implementation of the strategy should be guaranteed from the aspects of organizational structure,resource support and system guarantee.(1)it is necessary to systematically analyze customer behavior factors and accurately grasp customers' attitude,reaction and expectation to products,so as to classify potential customers into several groups,analyze their consumption motivation and other variables,and finally form market segmentation.(2)differentiated product positioning and customized services are the key to product differentiation in the target market.(3)in accordance with the law of the market and the reality of the enterprise,it is an effective way to achieve marketing objectives to build multi-platform and multidimensional marketing channels and to carry out reasonable maintenance and management.(4)accurate marketing and promotion can spread product quality,brand and enterprise philosophy to customers in the first time,further shorten the relationship between products and customers,enhance customer loyalty and enhance customer loyalty.