成都里程创奇营销策划公司房地产体验营销研究

发布时间：2018-03-30 03:46

本文选题：房地产企业　切入点：体验营销　出处：《西南财经大学》2013年硕士论文

【摘要】：20世纪70年代,美国未来学家阿尔文·托夫勒在所著的《未来的冲击》一书中提出了这样的观点：“服务业最终会超过制造业,体验生产又最终会超过服务业。”。托夫勒预言：继农业经济、工业经济和服务经济之后,体验经济是必然的趋势,人们会创造越来越多的与体验有关的经济活动,届时,商家将靠提供体验服务而取胜。在体验经济的引导下,我国房地产业进入了体验营销竞争的时代,体验营销成为房地产业竞争的焦点。房地产体验营销就是将消费者的体验融入到住房产品的开发流程之中,使消费者深切地领会产品的内在品质,并激发起购买的欲望。创奇公司体验营销取得了巨大的成功,为公司的长远发展开辟了道路。本文在体验经济、体验营销和房地产体验营销等理论的基础上,解析了创奇公司实施体验营销的需求体系,包括体验营销的必要性、动力和范围,总结了创奇公司实施体验营销的策略体系,包括体验营销的层次、准则、策略和特征,探悉了创奇公司体验营销的深化体系,包括存在的问题、改进策略和警示性问题,并以满庭芳地产项目为例分析了创奇房地产体验营销的特点、方法和流程,从而为创奇房地产公司在新的房地产市场环境下大力开拓体验营销战略提供了现实性的理论借鉴。主要创新点包括：(1)总结了创奇公司体验营销的基本策略；(2)指明了创奇公司体验营销存在着局限以及警示性的问题；(3)阐释了创奇公司体验营销深化的方向。
[Abstract]:In the 1970s, American futurist Alvin Toffler put forward the idea in his book the Future shock: "Services will eventually outnumber manufacturing. Experience production will eventually overtake the service sector. "... Toffler predicts: after the agricultural, industrial and service economies, the experience economy is an inevitable trend, and people will create more and more experience-related economic activities," Toffler predicts. Businesses will win by providing experience services. Under the guidance of experience economy, China's real estate industry has entered the era of experience marketing competition, and experience marketing has become the focus of real estate industry competition. So that consumers deeply understand the inherent quality of the product and stimulate the desire to buy. Chuangqi experience marketing has achieved great success and opened the way for the long-term development of the company. On the basis of experience economy, experience marketing and real estate experience marketing, this paper analyzes the demand system of experience marketing in Chuangqi Company, including the necessity, motive force and scope of experience marketing. This paper summarizes the strategic system of implementing experience marketing in Chuangqi Company, including the levels, criteria, strategies and characteristics of experience marketing, and probes into the deepening system of experience marketing in Chuangqi Company, including the existing problems, improvement strategies and cautionary problems. Taking Manting Fang real estate project as an example, this paper analyzes the characteristics, methods and flow of Chuangqi real estate experience marketing, which provides a realistic theoretical reference for Chuangqi real estate company to develop its experience marketing strategy in the new real estate market environment. The main innovation points include: 1) summarizing the basic strategy of experience marketing in Chuangqi Company (2) pointing out the limitation of experience marketing in Chuanqi Company and the cautionary problem (3) explaining the direction of deepening experience Marketing in Chuanqi Company.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.23;F274

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