体验式营销在C房地产项目中的应用研究

发布时间：2018-04-21 04:13

本文选题：A公司 + C项目　；参考：《西安建筑科技大学》2017年硕士论文

【摘要】：我国房地产市场竞争日趋激烈,自“十二五”期间加强房产税管理、抑制房价过快增长、严格限制多套房贷款等举措推行之后我国居民对房地产的消费理念、消费需求开始发生改变,促进我国房地产市场回归理性,保持良性、稳定的发展。随着人们对居住需求的不断提高使我国房地产行业的竞争也日益增加。随着房地产行业的不断发展,房产经济已经成为促进我国经济发展中的一股不可忽视的力量。在这样的背景下,作为房地产企业,为了应对日益激烈的竞争环境,配合国家政策对房地产行业的调控,必须不断优化产品、创新营销模式,使其能在激烈的竞争中保持不败。体验式营销作为营销方式中的一种,它的出现无疑是给我国房地产行业带来了新的希望和生机。此外,体验式营销的出现革新了我国房地产行业的传统营销方式,为我国房地产行业带来了更广阔的发展空间。将体验式营销应用在我国房地产行业营销中,除了是迎合市场经济发展需要,更是房地产行业发展所需。将体验式营销应用在我国房地产行业中,有其现实和必然意义。本文在研究中主要采用三种研究方法,分别为文献综述法、问卷分析法和实证研究法。通过文献综述法,收集国内外有关体验式营销在房地产行业中应用的相关研究文献,分析总结前人研究成果,为本文研究开展提供资料支持和参考。通过问卷分析法,了解我国房地产行业传统营销方式和体验式营销方式的差异,并掌握体验式营销的优势。最后,通过实证研究法,以A公司的C项目为例,分析体验式营销在C项目中的应用方法和最佳体验式营销模式。通过总结本次研究经验,为我国房地产行业开展体验式营销提供一定的指导价值。
[Abstract]:The competition in China's real estate market is becoming increasingly fierce. Since the 12th Five-Year Plan period, we have strengthened the management of property taxes, restrained the excessive growth of house prices, and strictly restricted the concept of real estate consumption by Chinese residents after the implementation of measures such as multi-house loans. Consumer demand began to change, to promote the return of our real estate market rational, to maintain a benign and stable development. With the increasing demand for housing, the competition of real estate industry in our country is increasing day by day. With the continuous development of real estate industry, real estate economy has become a force that can not be ignored in promoting the economic development of our country. Under this background, in order to cope with the increasingly fierce competition environment and coordinate with the national policy to regulate the real estate industry, the real estate enterprises must constantly optimize their products and innovate the marketing model so that they can keep undefeated in the fierce competition. As one of the marketing methods, experiential marketing undoubtedly brings new hope and vitality to China's real estate industry. In addition, the emergence of experiential marketing has revolutionized the traditional marketing mode of China's real estate industry, and brought a broader development space for our real estate industry. The application of experiential marketing in China's real estate industry is not only to meet the needs of the development of the market economy, but also to meet the needs of the development of the real estate industry. The application of experiential marketing in China's real estate industry has its realistic and inevitable significance. This paper mainly adopts three research methods: literature review method, questionnaire analysis method and empirical research method. Through the literature review method, collect the domestic and foreign experience marketing in the real estate industry application of relevant research literature, analysis and summary of previous research results, for this study to provide data support and reference. By means of questionnaire analysis, we can find out the differences between traditional marketing and experiential marketing in China's real estate industry, and grasp the advantages of experiential marketing. Finally, through the empirical research method, taking the C project of A Company as an example, the paper analyzes the application method and the best experiential marketing mode of the experiential marketing in the C project. Through summing up the experience of this research, it provides certain guiding value for our country's real estate industry to carry out experiential marketing.
【学位授予单位】：西安建筑科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F274

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