房地产体验营销对顾客感知价值影响的实证研究

发布时间：2018-10-05 14:22

【摘要】：体验成为一种经济提供物,成为顾客价值的载体,是伴随着体验经济的发展而形成的。体验营销引起了房地产业界广泛的关注。房地产企业开展体验营销,就是要以顾客作为价值判断的主体,站在顾客的视角上去审视产品与服务的价值,通过顾客的体验,建立顾客对房地产项目的感知价值判断,从而影响顾客的购买。通过房地产体验营销对顾客感知价值的影响的研究,能够使房地产企业更加深刻的认识到房地产体验营销是如何影响顾客的价值判断,从而指导房地产企业在体验营销的过程中,更好地进行价值组合、价值提升,提升房地产企业产品竞争力、同时也不断增加房地产顾客价值。在对房地产企业体验营销及顾客感知价值的相关文献理论研究的基础上,主要依据体验营销理论和顾客感知价值理论,提炼出房地产顾客感知价值的主要影响因素,建立房地产体验营销对顾客感知价值的影响的研究模型。根据模型提出研究假设,基本观点就是房地产体验营销正向影响顾客感知价值,通过进行问卷调查和相关分析,并对相关系数和信度进行测算,验证模型的可靠性和有效性,在此基础上提出房地产企业实施体验营销的建议。将房地产体验营销划分为感官体验、情感体验、思考体验、行动体验和关联体验,同时,将顾客感知价值划分为功能价值、经济价值、心理价值和情感价值,通过实证检验,得出结论：房地产体验营销正向影响顾客感知价值,即感官体验、情感体验、思考体验、行动体验和关联体验分别正向影响顾客感知价值(功能价值、经济价值、心理价值和情感价值)。
[Abstract]:Experience becomes a kind of economic supply, becomes the carrier of customer value, and forms along with the development of experience economy. Experience marketing has aroused widespread concern in the real estate industry. The real estate enterprise carries out the experience marketing, is to take the customer as the value judgment main body, stands on the customer's angle of view to examine the product and the service value, through the customer's experience, establishes the customer to the real estate project perception value judgment. Thus affects the customer's purchase. Through the study of the impact of real estate experience marketing on customer perceived value, it can make real estate enterprises more deeply realize how real estate experience marketing affects customer value judgment. In order to guide the real estate enterprises in the process of experience marketing, better value combination, value promotion, enhance the competitiveness of real estate products, but also continue to increase the value of real estate customers. On the basis of the research on experience marketing and customer perceived value of real estate enterprises, this paper abstracts the main influencing factors of real estate customer perceived value based on experience marketing theory and customer perceived value theory. The research model of the effect of real estate experience marketing on customer perceived value is established. According to the model research hypothesis, the basic point of view is that real estate experience marketing positively affects customer perceived value, through questionnaire survey and correlation analysis, and the correlation coefficient and reliability are measured to verify the reliability and effectiveness of the model. On this basis, put forward the real estate enterprises to implement experience marketing suggestions. Real estate experience marketing is divided into sensory experience, emotional experience, thinking experience, action experience and related experience. At the same time, customer perceived value is divided into functional value, economic value, psychological value and emotional value. The conclusion is: real estate experience marketing positively affects customer perceived value, that is, sensory experience, emotional experience, thinking experience, action experience and related experience, respectively, positively affects customer perceived value (functional value, economic value). Psychological and emotional values
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4;F274

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