淮安义乌国际小商品城的营销策略分析

摘  要：近几年，商业地产逐渐成为热门的话题。海内外房产开发商、商业集团等一拥而上，都对商业地产产生了浓厚的兴趣。商业地产开发项目也接踵而来。目前以发展中的二三线城市最为突出。地价低廉，保值和升值空间极为广阔，给商家带来了无限的商机。本文通过对淮安义乌国际小商品城项目进行SWOT分析，运用4p理论对项目在营销过程中存在的缺乏品牌的运作，促销单一性，市场渠道的狭隘等问题进行深入的分析，提出一些改进对策包括实施品牌战略，开展多种促销活动，拓宽市场销售渠道等促进项目的销售。

关键词：淮安义乌国际小商品城，SWOT分析，营销策略

Abstract：In recent years, commercial real estate is becoming a hot topic. All piledin such as real estate developers, business groups at home and abroad, and had a keen interest in commercial real estate. Commercial real estate development projects are also coming. To two or three lines of urban development currently is the most prominent. Land prices are low, very broad appreciation of the value and space, to bring infinite business opportunities. This article by Huai an international commodity city, Yiwu SWOT analysis of the project, application of 4p theory to project the lack of operation of the brand in marketing, promotional single, in-depth analysis of marketing channel narrow question, put forward some countermeasures include the implementation of brand strategy, various promotional activities, broaden the sales channels to promote projects such as sales.

Key words: Huaian Yiwu International Commodity City, SWOT analysis, marketing strategy

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