Research On Real Estate Marketing Strategy Of Mingdu Project Of Evergrande Kunming

At present,China's real estate industry bids a farewell to the high-speed growth period with uneven development,and faces a new period with enhanced industrial adjustment,more calm and rational consumer behavior,and more intensive industry competition.Therefore,as the core part to achieve real estate project profit target,marketing strategy portfolio become particularly important,which directly determines the development of the entire project,or even be the key to enterprise development.Evergrande Kunming is regional real estate company,under the ownership of Evergrande Group.Mingdu is the fifth real estate project of Evergande,which plays a significant role in developing Kunming real estate market,occupying Kunming market share,and promoting Evergrande brand.At the same time,the real estate market in the east part of Kunming is facing huge inventory pressure.Thus it is worthy to study to carry out research on making scientific and reasonable marketing strategy for Evergrande Kunming to develop sustainably in Yunnan.Based on the current status of Kunming real estate market,by analyzing the current situation of the first-tier land market and second-tier real estate developing market in Kunming,as well as the advantages,disadvantages,opportunities and threats of the project in detail,this paper figures out the market segmentation of the project,the target client,the market positioning of the project.Finally,with the application of real estate marketing theories,this paper put forward a project marketing strategy to help with the smooth development of the project,and provide a reference for the similar projects in Kunming.