| With the rapid development of our country's economy, China's real estate industry is becoming brisker day by day along with the economical development and urbanization. Significant profit attracts more and more developers. Nevertheless, such profit is gradually declining under the critical regulation by Chinese government. Overall, at present, the real estate industry has become highly competitive. How to reduce the investment risk effectively and achieve sales successfully are the primary issues for almost all the developers. Being one of the main five elements( lot planning, designing, marketing & sales, promoting, constructing, and property management ) of value chains of real estate, marketing & sales play the determining role. The developers may accomplish three goals of maximizing the profit, minimizing the investment risk, and building the reputation by excellent marketing & sales. The "Esse·Carnivale"project developed by Sichuan Tianchen Real Estate Development Co. Ltd., is also confronting these issues. Focusing on "Esse·Carnivale"project, my paper consists of six chapters. Chapter 1 introduces the research background, significance and the related theories. Chapter 2 analyzes the investment environment of "Esse·Carnivale", including the analysis of current situations, the stages of marketing & sales, and the WTO impacts on China's real estate industry. Chapter 3 analyzes the demand & supply market and its characteristics of Mianyang real estate industry based on the market surveys. Chapter 4 analyzes "Esse·Carnivale"in details, including the planning for its commercial and residential buildings. Chapter 5 demonstrates a series of marketing tactics and strategies of product, price, place, and promotion for "Esse·Carnivale". Chapter 6 concludes the essay. |
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