(体验营销)第五稿

浅谈体验营销在房地产领域中的应用摘要随着我国民经济的快速发展和住房制度的改革，房地产业取得了较大的发展，房地产市场逐步完善，消费者日趋成熟和理性。为了能更好地满足消费者心理需求，在竞争的不断加剧房地产市场中立于不败之地，越来越多的房地产开发商们将体验营销理论应用于房地产营销中。体验营销就是伴随这种趋势而出现的，它更能满足消费者的心理需求，与消费者沟通更有力，已经成为房地产营销的一种发展趋势。本文引入了体验经济、体验和体验营销的概念及相关理论，分析了体验经济时代崭新的营销模式———体验营销在房地产领域应用的充分性和必要性,并提出房地产体验营销策略及实施中应注意的问题，最后通过案例分析实证了体验营销在房地产营销中应用的效果。关键字：体验经济；体验营销；房地产营销；策略分析；案例分析AbstractInordertocompeteinthegrowingrealestatemarkettoimprovethecompetitivenessofenterprises,moreandmorerealestatedevelopersareactivelyorpassivelytoavarietyofmarketingtheoryappliedtorealestatemarketing,experiencemarketingtheoryisoneofthem.Inthispaper,theintegrationoftheliteraturebyspecifyingtherealestateproductsofdailylifeasaresidence,butalsopeople'sattentionduringitsusebyfeel.Thisarticleintroducestheexperienceeconomy,experientialmarketingandexperientialmarketingapplicationsintherealestate-relatedtheory;andthendiscussestheexperienceeconomyasanewmarketingmodelofthetimes---thefieldofexperientialmarketingapplicationsintherealestateandtheneedforthefull,finalthethemeofexperienceinrealestatemarketingexperience,toexperienceafewscenes,suchasworkonacomprehensivemarketingstrategytailoredtoachievethekeyrealestateexperienceeconomy.Keywords:Experienceeconomy；Experiencemarketing；RealestatemarketingI目录第一章绪论........................................................................................................................................11.1研究的背景与意义...................................................................................................................11.2研究综述...................................................................................................................................11.3研究的主要内容.......................................................................................................................2第二章体验营销理论概述................................................................................................................22.1房地产体验营销的概念...........................................................................................................22.2体验营销的特征.......................................................................................................................32.2.1有一个体验“主题”.................................................................................................42.2.2注重顾客体验.............................................................................................................42.2.3顾客是有理智的感性动物.........................................................................................42.2.4真正以顾客为中心的营销.........................................................................................4第三章房地产营销的现状分析........................................................................................................53.1房地产营销面临的问题...........................................................................................................53．2房地产消费者购买行为特征分析.........................................................................................53.2.1房地产消费购买是生活相关性最显著的购买.........................................................53.2.2房地产消费购买是决策最困难的购买.....................................................................53.2.3房地产消费购买是决策参与人较多的购买.............................................................63.2.4房地产消费购买是综合成本较高的购买.................................................................63.2.5房地产消费购买是后验性较强的购买.....................................................................63.3开展体验营销是房地产企业的必然选择...............................................................................63.3.1房地产与“体验”密不可分.....................................................................................63.3.2体验营销缩短了消费者决策过程.............................................................................73.3.3体验营销是房地产业的发展动力.............................................................................73.3.4体验营销能弥补现有营销模式的不足.....................................................................7第四章体验营销在房地产领域中的应用........................................................................................84.1房地产体验营销的策略分析........................................................................................84.1.1主题体验.....................................................................................................................94.1.2场景体验.....................................................................................................................94.1.3服务体验..................................................................................................................104.1.4文化底蕴体验..........................................................................................................104.1.5网络媒介体验..........................................................................................................114.2房地产体验营销实施中应注意的问题.................................................................................114.2.1准确把握需求与合理定位是根本...........................................................................114.2.2产品质量是坚实的基础........................................................................................