A Case Analysis Of Marketing Management-The Item Of Real Eastate Of RongFeng Sunshine Forest Residence

Through the rapid development of more than a decade, the real estate industry whose major focus had been development of housing, has become an important backbone industry and a locomotive of the economy growth. As the housing allocation reform is deepening, the urbanization process speeding up and consumer income level rising, the real estate industry will be one of the fastest growing industries in the nation for a rather long period in the future.The whole society has increased investment on the real estate industry as huge opportunity of growth lies in it, and the overall scales of development projects are becoming larger and larger. As a result, structural excessive supply has emerged in the market place, and investment risks are becoming higher. Facing a bright outlook and cruel competitions, the questions of how to win in the competitions, how to pursue maximum profits, and how to avoid the risks that might become of, are the questions of which every real estate developer should render serious consideration, and are of real and present importance.This article consists of two parts: a case and the study of the case.The case is the success story of the first phase of the development of RongFeng Sunshine Forest Residence by Yaan RongFeng Real Estate Co. Ltd against fierce competitions. The author also raised the question: as the market is growing mature at a daily pace, what strategy RongFeng Real Estate Co. should take to keep its competitive edge in order to make the second phase another success.In the case study part, the author, drawing upon the knowledge from the...