Kunshan G-city Square Project Marketing Strategy

In recent years "urban complex" has become hot in real estate industry in China. Every year, there are thousands of urban complex projects being started in Chinese cities. With the rapid development of China’s urbanization and China’s policy of going global since the21st century, the demand on urban complexes in Chinese cities has seen a dramatic growth,"urban complex" has turned into a popular model for real estate developers, local governments and customers in the marketplace. But for Chinese market, this model is new and totally different from rolling model which is normally adopted for building and selling houses. It brings more challenges and risks to developers who should have strong ability in marketing, research and planning. And the research on marketing strategy is of great importance as well. Proper use of the marketing knowledge can help real estate enterprises carry out market researches, make judgments and work out marketing strategy plans. This will finally lead real estate enterprises to succeed in project development and marketing strategy with less bad decisions and market risks.In this paper, I combine theoretical analysis with empirical analysis. First of all, a brief introduction is given to marketing theories in real estate industry. What the developers should pay special attention is pointed out in this part as well. Second, take the urban complex Kunshan Golden Eagle City as an example of how to create a marketing strategy. A detailed description is given about how to make a marketing plan, which involves marketing environment analysis, market research, SWOT analysis, market positioning and marketing strategy. This helps to bring about the whole procedure and plan to develop a marketing strategy. At last, based on the conclusion of market analysis, the market position of this project can be defined as a large urban complex which represents a brand new life style of Kunshan residents. So it is suggested that the pricing and promotion strategy for high-end project development should be made. According to earlier environment analysis and market positioning analysis, I put forward a targeted marketing strategy in four respects, product, price, place and promotion, which are normally known as the marketing theory of4Ps. Some advice is given on marketing concept, organizational structure and human resources to successfully implement the marketing strategy.This is a typical case of how to create a marketing strategy in project development in real estate industry of China, especially in urban complex projects. It helps the mangers to become fully aware of the necessity and significance of a marketing strategy to a successful project. The research approach and research results would provide a certain reference value for similar enterprises and projects. The practical meaning of this paper is to inspire real estate enterprises to learn and grow, as well as create more successful marketing cases.