Research On Marketing Strategy Of Kunming Genesis To The Real Estate Marketing Service Corporation

Real estate marketing service industry is a knowledge intensive industry formed by the professional development of real estate. Its service content includes land purchase, market research, planning proposals, marketing planning, advertising promotion and sales execution. With the integration of second-hand housing transactions, network promotion, first payment solution and other business, its core value becomes the rapid matching of supply and demand between real estate developers and customers.With the development of mobile Internet, the demand of disintermediation becomes louder and louder. Real estate marketing services industry, its peculiarity of paying more attention to information and less attention to asset makes it stand in the forefront of mobile Internet integration. To keep steadily developing of the company and take advantage in the competitive environment, we must embrace the mobile Internet actively and take lead in the readjustment of enterprises. Under the framework of strategic management theory, in this paper, we applied marketing positioning theory and service marketing mix strategy, and combined mobile Internet, big data and other factors on the impact of real estate marketing service thinking and tools to provide the relevant development ideas of Kunming Genesis real estate brokerage Co., Ltd. in the mobile Internet era of marketing strategy adjustment and marketing strategy combination.Based on the theory of strategic management, the knowledge of real estate and real estate marketing services. This paper give an analysis of the pain points and the bottleneck of the development of The marketing strategy of Kunming Genesis Co., Ltd.,. With the current situation of real estate services, the development trend of mobile Internet and the development mode of domestic and foreign industry leader, we discussed the opportunities and challenges of Kunming Genesis Co., Ltd. By the analysis of the upstream and downstream customers' demands to the real estate marketing service industry, the value chain of Kunming and the advantages and disadvantages of the value chain is put forward based on the impact of mobile Internet on the marketing of the value chain and the characteristics of Kunming Genesis Co., Ltd., Under the premise of the analysis of the internal and external, firstly, the framework of the SWOT matrix is formed by the comprehensive evaluation matrix and the internal factor evaluation matrix. Secondly, we use the marketing positioning theory to extract the target of marketing strategy in Kunming Genesis Co., Ltd. Thirdly, with the combination of service marketing 7Ps framework moving the Internet era of marketing tools and Kunming Genesis Co., Ltd. and put forward relevant safeguard measures.It is expected that this paper would provide a new ides for the development of marketing strategy of Kunming Genesis Co., Ltd in the near future, and produce a substantial impetus to the development of the marketing strategy.