兰州财经大学机构知识库

本文采用文献研究法、案例研究法等研究方法，通过分析国内商业地产普遍采用的营销方式，运用访谈、对比以及SWOT分析等方法，对兰石豪布斯卡项目商办产品的营销策略进行深层、全面的分析，对标同区域内有竞争关系的项目所采用的营销策略，总结出兰石豪布斯卡项目商办产品营销过程中在营销策略方面遇到的问题并对问题成因进行了剖析，发现问题根源在于兰石豪布斯卡项目商办产品没有结合项目及产品本身的实际去科学地运用营销理论指导制定营销策略有很大关系。 论文通过对4P、4R、4C营销理论各自特点及适用范围的对比及分析，找出了从消费者策略、成本策略、方便策略和沟通策略等方面更适合兰石豪布斯卡项目商办产品营销策略优化的4C营销策略，以寻求适合该项目发展和商业价值充分挖掘的营销策略，并从构建营销管理体系和制定营销措施两方面为实现营销策略目标制定一系列实施保障。 

This paper adopts the methods of literature research and case study,analyzes the marketing methods commonly used in domestic commercialreal estate, and makes a deep and comprehensive analysis of the marketing strategy of the commercial products ofLSHOPSCA by means ofinterview, comparison and SWOT analysis, and makes a deep and comprehensive analysis of the marketing strategies adopted by the projects with competitive relations in the same region. This paper summarizes the problems encountered in the marketing strategy of LSHOPSCA projectin the processof product marketing and analyzes the causes of the problems. It is foundthat the root of the problem lies in the fact that the LSHOPSCAproject business products do not combine the actual situation of the project and the product itself to scientifically use marketing theory to guide the formulation of marketing strategy.Through the comparison and analysis of the characteristics and applicable scope of 4P, 4R and 4C marketing theory, this paper finds out the 4C marketing strategy which is more suitable for the optimization of product marketing strategy of LSHOPSCA project from the aspects of consumer strategy, cost strategy, convenience strategy and communication strategy,so as to find the marketing strategy suitable for the development of the project and the full excavation of commercial value. And from the construction of marketing management system and the formulation of marketing measures for the realization of marketing strategy objectives to formulate aseries of implementation guarantees.