1. overall business positioning

the pre-positioning of commercial projects should be determined according to the consumption level and consumption preference of residents in the regional market

! It is best to do a detailed market research first! !

second, refining the concept of project theme

the concepts of "city living room", "green business" and "city leisure square" have been introduced in the planning of commercial projects, so the positioning of shops can continue the original concept.

Shop investment proposal

Theme 1: "City living room"-the second living room of popular owners; Shop investment proposal

Theme 2: "City leisure life square"-leisure square with atmosphere

, with rich landscape, showing calmness and health. At the same time, the function of the shop is positioned as a commercial center integrating shopping and leisure, which perfectly combines life and leisure and highlights the lifestyle of people in modern cities.

Shop investment proposal

Theme III: Fashion center in the core area-vitality

III. Positioning of commercial functions

To build a leisure life square with comprehensive functions such as fashion, culture, leisure, entertainment and shopping, so as to meet the leisure cultural needs of the middle class in the town, so as to meet various life purposes such as freedom, relaxation, communication, fashion and shopping.

With the improvement of people's consumption level, simple shopping service has been difficult to meet the needs of customers. It has become a trend to use weekends and holidays for leisure and entertainment shopping consumption. Therefore, we can introduce entertainment, leisure and other service industries on the basis of our main retail business to facilitate customers and bring prosperous shopping malls. The functions suggested by our company are as follows:

Functional contents:

3. Market integration

-Market integration, which integrates four functions of shopping, entertainment, leisure and catering

-Market integration, and reasonable commodity layout

-Investment integration. As some shops may need to rent first and then sell, they will do it. The whole market has operators to carry out unified advertising, promote consumption and promotion

4, and make reasonable returns

-to ensure the reasonable income of the market and business households and achieve a win-win situation

-to improve the management and service functions of commercial properties and enhance the competitiveness of the soft market environment

-to improve the overall function of the market and

to promote the increase of land and rental prices in this area.

make market operators and property owners

get good returns

-promote the sales of stock stocks through the improvement of market operating performance

Part II: Investment promotion and sales strategy

1. Overall marketing strategy of the project

Marketing work is faced with the combination of various factors in the market, and various factors affecting the market are changing, especially the real estate market. Therefore, real estate marketing activities must be dynamic. Only dynamic marketing can guarantee the effect of real estate marketing. "Mobile marketing strategy". The so-called mobile real estate marketing strategy is to constantly adjust marketing ideas and improve marketing measures according to the changes of various factors in the market, so that marketing activities can dynamically adapt to the changes in the real estate market.

Maneuver means flexibility according to the situation, including flexible operation of sales mode, channel, price and payment method.

Sales mode

refers to flexible use by means of renting and selling, combining renting and selling, online sales, exhibition and so on, as well as extending internal subscription, packaging and other means, while the channel refers to self-sales, outsourcing of sales and the circulation of unsalable real estate in the secondary and tertiary markets. Price refers to preferential price, shocking price, decoration price and other price forms that can meet different consumer needs; Payment includes the flexible use and combination of lump sum payment,

mortgage loan, installment payment, construction payment and deferred payment.

the core of mobile marketing strategy is to master the changes of various factors in the market, and to master the changes of various factors, it is necessary to conduct research. Various factors that affect the market mainly include:

the composition and mentality of consumers, the cooperation and support of dealers, the strength and dynamics of competitive products, the regulations and control of administrative policies, the present situation and development of macro-economy, the stability and optimization of our own team, and so on. Therefore, the main categories of research are: consumer survey, dealer survey, competitive products and enterprises survey, administrative policy survey, macroeconomic survey, workforce survey and so on. Only in-depth investigation and scientific research can we thoroughly grasp the market and provide a basis for scientific and reasonable marketing strategies. The marketing strategy based on in-depth investigation and scientific research may be the correct strategy. Constantly researching and constantly adjusting the thinking of marketing

, such dynamic marketing can make enterprises invincible forever.

second, the general strategy of project investment promotion and sales

1. Do a good job in attracting investment from shops before they sell. Sales-oriented, supplemented by investment. If the merchant can buy the shop, transfer the property right of the shop; If merchants can only accept the form of renting without buying, they can look for a shop buyer after renting it to merchants.

2. The project is mainly self-operated shops, and the property rights of the shops for a certain period of time are completely transferred to investors, who decide whether to operate by themselves or rent them out to others

3. Some investors may not choose to buy the shops, such as some supermarket chains. In order to speed up the withdrawal of developers' funds, we can lease the shops to investors for a certain number of years, and then transfer their property rights to customers who are interested in buying

4. Make a preliminary plan for the layout of the shops, and according to the planned format, find targeted investment merchants to attract investment. 5. The target merchants are well-known merchants and chain enterprises in China or Jianghua Code City. However, in addition to these well-known businesses and enterprises, shop buyers can also be any other target group with purchasing power.

third, create a business atmosphere

-strong advertising support, forming a strong publicity offensive, so that the town people come here to spend.

-an performing arts center was set up, and large-scale cultural performances were held on weekends to attract the townspeople to visit and spend money.

—— All-round caring property management service provides a relaxed business environment for operators and a shopping paradise for shoppers.

-regular sales promotion, forming a rolling stream of people and bringing huge consumption.

-

KTV is the main entertainment part, which greatly strengthens the business atmosphere through dynamic modeling, exaggerated colors and scales, and also complements and perfects the business environment.

iv. price strategy and rent estimation

v. setting and selection of target merchants and customers

1. target merchant groups

√ local groups and enterprises

√ national or regional chain stores

√ brand stores, specialty stores and theme stores

2. target buyers

√ local groups and enterprises

. Theme store

√ local individual and private owners

√ local people with investment intentions

3. Determination principle of target merchants

√ Purchase priority. If you don't want to buy, you can consider the principle of renting shops

√ First big households, then small households, first brand merchants and then general merchants

Part III: Sales implementation plan

I. Investment objectives of the project. The first target main store takes the department store, leisure, entertainment and service industries as the main business entities

2. The second target main store

The second target main store is the commercial street to enhance the popularity, improve the commodity structure, and promote the transition of the shopping mall from a single property with daily consumption and leisure as the main body to a commercial property integrating shopping, catering, entertainment and leisure, making it the dominant business circle in the town. The second target main store is mainly engaged in Minte products including carpets, handicrafts, medicinal materials, clothing, shoes and hats, bags, knitwear, chemical decorations, photo studios, medicines, cultural office supplies, hardware, household appliances and audio-visual products.

3. The third target main store

The third target main store serves as a perfect service for the commercial structure and service function of the commercial street. At the same time, it is also the public service organization of the commercial street. The third target main stores mainly include financial institutions, telecommunications, postal services, mobile communications and other group customers.

2. investment promotion and sales process

1. determination of target merchant groups

2. planning of shop locations, and formulation of reasonable segmentation scheme

3. project promotion aimed at target merchant groups and customer groups, expanding project visibility and enhancing influence

4. negotiation between the two parties, and reaching the intention of buying or leasing

5. investors go to the field to choose the location of shops. And sign a sale or lease agreement

6. Investors should pay the house purchase price or pay the rent and service fee according to the regulations

7. Sell the shops that have signed the lease agreement

8. The developer should make the final decoration and facilities for the shopping mall to create a good business hard environment for investors to enter

9. When the investment process has basically ended, choose the appropriate opening time and welcome investors to enter the market.

III. Promotion scheme of shops

Suggestions on promotion theme Based on the current situation of the overall market, regional market and the project itself, the products of this project should be developed into strong brands and

high-grade, and the product design, image packaging, marketing promotion and property management should be comprehensively upgraded

II. Suggestions on promotion methods and channels

1. The general principle of promotion is to attract investment before selling, and attracting investment is not pure investment. In a short time, it has become a hot spot in the property market through minority communication and media copying, which has aroused public opinion, raised awareness and promoted property sales.

2. Promotion method

Method 1: On-site display by the marketing center

The marketing center should have complete information and equipment about the store, so that the buyers can know the information from what they see and hear. Another sales office can make corresponding adjustments on the basis of the original sales office to suit the rental and sale of shops.

method 2: special marketing activities a. before the opening

1) let the first consumers get the "present" value and buy high-quality shops at the expected price to become voluntary salesmen. Media preparation, reporting and publicity; Print advertising promotes strongly and creates an atmosphere at the right time.

2) The soft news manuscript is an important form of media exposure at this stage. The basic information of this project is conveyed through the news manuscript, so that people can gradually understand and understand this project. Don't be too eager to tell the whole story about the selling points of the project at this stage,

so as not to lose the mystery of the project.

3) Media advertisement

B, sales period

A small number of promotional activities are suggested in the form of competitive auction: competitive auction of shops

4. Estimation of investment and sales expenses

1. Decoration expenses

2. Hardware investment

3. Shopping mall facilities and plaza investment

4.