Research On The Strategy Of Real Estate Digital Advertising Market Development

With the rapid developments of China’s real estate industry and its increasing demands on high-effective marketing, an emerging market of the digital advertising is therefore formed and grows rapidly. During the past decade, digital advertising companies with different sizes have been established in Yunnan. They serve the real estate marketing from various levels and perspectives, and promote the development of this industry. DT as one of the first professional digital advertising companies in Yunnan, has a profile including planning, innovation, production, design, and sales. DT has gradually had a clear development target during its5-year operation in the market, and its products have obtained a good reputation. With the technological upgrading of the industry, DT must strengthen and expand its share in the market through innovations of product and marketing, in order to hold the leading position in this area.This paper summarizes the current situation and characteristics of the development trend of digital advertising market, and investigates the current situation, development trend and competition form of the digital advertising market in Yunnan through corresponding theories of marketing management. Moreover, the author analyzes the marketing environment of DT, and indicates the suitable strategies of products, brands, prices, relationships, and organisation managements for the future market expanding of DT.This paper also indicates that with the rapid economic development of Yunnan, particularly in the tourism real estate, there is an increasing amount of potential customers for the real estate digital advertising market. DT which expects to explore a larger market and remain its leading position has to be strategically innovative, expand the marketing channels, and establish suitable and characteristic (micro) marketing strategies for real estate digital advertising company.