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Wai Tan Xintiandi Commerce Center Plan

Author: JiangXiaoMing
Tutor: WangYi
School: Southwestern University of Finance and Economics
Course: Business Administration
Keywords: Real estate Project planning Marketing Strategy
CLC: F293.3
Type: Master's thesis
Year: 2011
Downloads: 164
Quote: 0
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Abstract


Wenchuan earthquake in Dujiangyan City in 2008 had a devastating blow to the tourism-oriented economy has suffered an unprecedented hit. One important task of the reconstruction is to restore tourist attractions in Dujiangyan, enhance the city's tourist facilities. In this context, the Shang Industrial Co., Ltd. with the team stationed in Shanghai to support the construction of Dujiangyan Dujiangyan. Seeks to help the Dujiangyan people rebuild their homes, the construction of a shopping, entertainment, accommodation in one of the large-scale commercial and entertainment center, tourists, and the ability to retain visitors. In 2009, the economy started to recover, under favorable policies to stimulate the property market all the way straight. 2010, the upward trend of the property market is facing a blow. March to the king of the central background of frequent determination to strengthen the governance of the real estate market, the introduction of ten new countries on April 17, September 29 issued a new policy, unprecedented property market regulation. Policy adjustment, the property market volatility, reflecting the game between the developers and policy, the adjustment fall and rise, the market forward in the twists and turns. In this context, the the planning report aims to analyze the current market situation, examine the feasibility of the project. Mainly through the real estate market research, especially in the area where the project Chengdu and Dujiangyan real estate development trend research, to explore the prospects for the development of the project area. On this basis, to seize the target customers through market segmentation, target customer preferences media analysis, try to use the concept of precision marketing products uniquely positioned to convey to the target customers. Product, price and image positioning, explore the focus and orientation of the project in the planning. Part of project planning is the overall planning, construction planning, residential landscaping, trying to build a prosperous business climate and high quality cruise breath of life, the project also includes high-end residential, and create a good living environment and human intelligence community management , and strive in the design and planning of the elegant atmosphere. In addition the travel section seeks to fight the acceptance of high-end customers a place to relax, to international five-star hotel to gather popularity and commercial gas, to increase the awareness of the project. The key to the success of the project lies in the product planning and marketing strategy, product should highlight its own characteristics, at the same time do a good job this specialty publicity, enjoys popular support.

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CLC: > Economic > Economic planning and management > Urban and municipal economy > Urban Economics and Management > The real estate economy
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