商品房销售展示区设计研究

发布时间：2018-03-20 19:30

本文选题：商品房　切入点：展示　出处：《东南大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着社会经济的高速发展以及人们消费观点的改变,传统的商品房销售理念和方法已无法满足人们的需求,购房者对商品房这种特殊产品的选择更加理性和谨慎,他们不仅需要从企业品牌、楼盘区位、产品价格等方面选择判断,更希望能真切的感受住宅的品质和建成后的实际景象。商品房销售展示区的出现满足了购房者的需求,开发商应用体验式营销策略通过销售展示区的打造为购房者提供亲身体验小区品质的场所,并借以展示自身实力,最终实现住宅产品的销售。商品房销售展示区的出现对传统的住宅小区规划理念产生很大了影响,如何选择销售展示区域并处理好展示区与整体规划的关系、如何解决展示区先行展示需求与住宅小区施工的矛盾、如何实现展示区后期可持续发展以及销售功能完成后展示区与整体小区的衔接、如何做好展示区的设计使之给购房者提供真实的体验等问题是本论文深入研究的内容。文章首先叙述了国内商品房销售模式的发展过程,提出体验式营销的概念和它在地产销售中的运用,接着对展示区的组成、特点、分类、规模进行了分析,并深入研究了展示区布局与小区规划的关系、展示区与小区的后期衔接、展示区各功能要素的设计原则等,最后通过实际案例的详细分析总结出展示区设计的一般方法。
[Abstract]:With the rapid development of social economy and the change of people's consumption view, the traditional commercial housing sales concept and method can not meet the needs of people, so the buyers' choice of this special product is more rational and cautious. They not only need to choose and judge from the aspects of enterprise brand, real estate location, product price and so on, but also hope that they can truly feel the quality of the housing and the actual scene after its completion. The appearance of the commercial housing sales exhibition area meets the needs of the buyers. Developers use experiential marketing strategies through the creation of a sales exhibition area for buyers to provide a place to experience the quality of the community, and in order to show their own strength, The appearance of the commercial housing sales exhibition area has a great influence on the traditional residential district planning concept. How to select the sales display area and deal with the relationship between the display area and the overall planning, How to solve the contradiction between the display demand of exhibition area and the construction of residential district, how to realize the sustainable development of the exhibition area in the later stage and how to link the exhibition area with the whole district after the completion of sales function, How to design the display area to provide real experience for the buyers is the content of this paper. Firstly, the article describes the development process of the domestic commercial housing sales model. This paper puts forward the concept of experiential marketing and its application in real estate sales, then analyzes the composition, characteristics, classification and scale of the exhibition area, and deeply studies the relationship between the layout of the exhibition area and the planning of the residential area. Finally, through the detailed analysis of actual cases, the general design methods of the exhibition area are summarized through the detailed analysis of the display area and the design principle of the various functional elements of the exhibition area.
【学位授予单位】：东南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TU984.12

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