Research Of Creative Marketing On The Development Of The Ancient Furong City

In recent years, a new type of real estate development—suburban district development has appeared in domestic real estate market, which sets essential effect on present growth of real estate by its exploring scale as huge as a town, typically characteristic developing theme, and distinctive marketing method. Fanyu Bigui Yuan in Guangdong, Olympic Garden in Guangzhou and Huaqiao Town in Shenzhen represent the style of property project development, as well as the suburban-located Ancient Furong City, produced by Chengdu Zhixin Industrial Group Ltd., which specializes in Chinese traditional gardening architecture. Although the development and marketing of the projects are national-widely prevailing and prosperous in pragmatic means, the limitation in systematical and theoretical research is obvious. From the view of a director of the Ancient Furong City project, the paper presents a series of creation on its 7-year long marketing period in a relatively systematic way, and summarizes the innovative marketing ways based on the planning foundation, executing records, and effective assessment during the whole period of the marketing operation. At the same time, the paper gives a further research on the topic combined with plenty of domestic and international references on the concern.The study of marketing methods and the application in the Ancient Furong City project development indicates its significance in domestic real estate, which integrates a series of innovative typical marketing ways such as disparity competition, cultural added-value package, experience, events, social circle and emotion marketing.From the research of creative marketing on the development of the Ancient Furong City, the above-mentioned ways and methods are successful exercised in practical executive effect. The experience concluded and summarized in the paper can be regarded as extremely meaningful reference to the present real estate development. The widespread application of the innovative marketing method would help market risks controlling, publicity effect improvement, and sales complete promotion in more projects.