大连北城建设集团房地产体验营销的策略研究

发布时间：2018-02-01 01:02

本文关键词： 体验经济住宅体验营销体验营销策略全过程体验　出处：《大连海事大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着政府对房地产市场的调控,中国房地产市场出现了低迷的现象,许多城市的房价出现了不同程度的下降趋势。中国房地产市场出现颓势,造成开发商大量房产积压,为了快速回笼资金、降低风险,开发商更加注重房地产营销的问题。然而,在房地产调控之前,开发商所使用的营销手段已经无法应对现在房地产市场低迷的局势。为了保证公司持续发展、增强市场竞争力,开发商必须对房地产营销方式进行改革。体验营销作为一种适应当前房地产业发展的营销方式,逐步受到了房地产开发商的重视。目前,经济的发展提升了消费者的需求水平。住宅曾经仅仅作为一个休息和睡觉的场所以满足人们的基本生活需求,但是现在消费者对住宅提出了更高的要求,他们更多的把购房作为一种提升精神品质生活及社会地位的象征。传统的房地产营销竞争方式已经使不同房地产开发商之间的产品严重同质化,特色不明显。基于房地产的特殊性,体验营销能够有效地防止产品同质化,通过体验给消费者留下美好的印象,提升公司的竞争力。因此,笔者认为体验营销将是开发商营销方式改革的大方向。应用体验营销已经成为我国房地产业的重要课题。本文以大连北城建设集团房地产公司开发项目为研究对象,对研究内容的梳理,从理论部分入手,逐步展现大连北城建设集团房地产公司体验营销的现状,进一步分析和提出体验营销实施的保障措施。笔者希望通过对本论文的研究,给予国内中小型房地产公司,特别是非国有企业房地产公司在运用体验营销过程中一些启示。
[Abstract]:With the government's regulation and control of the real estate market, China's real estate market has shown a downturn, many cities have seen a different degree of decline in house prices. China's real estate market has been depressed. In order to quickly withdraw funds and reduce risk, developers pay more attention to the problem of real estate marketing. However, before real estate regulation. The marketing tools used by developers have been unable to cope with the current situation of the downturn in the real estate market. In order to ensure the sustainable development of the company, enhance the competitiveness of the market. Developers must reform the way of real estate marketing, and experience marketing, as a marketing method adapted to the current development of real estate, has gradually been attached importance to by real estate developers. At present, the economic development has raised the level of consumer demand. Housing used to be just a place to rest and sleep to meet the basic needs of people. But now consumers are putting higher demands on housing. They more to buy a house as a symbol of improving spiritual quality of life and social status. Traditional real estate marketing competition has made the products between different real estate developers serious homogeneity. The characteristics are not obvious. Based on the particularity of real estate, experience marketing can effectively prevent the product homogenization, through the experience to leave a good impression to consumers, enhance the competitiveness of the company. The author thinks that experiential marketing will be the main direction of the reform of developer's marketing mode, and the application of experiential marketing has become an important subject in China's real estate industry. This paper takes the development project of Dalian Beicheng Construction Group Real Estate Company as the research object, combs the research content, starts with the theory part, and gradually shows the current situation of Dalian Beicheng Construction Group Real Estate Company's experience marketing. Further analysis and put forward the implementation of experience marketing protection measures. The author hopes to give domestic small and medium-sized real estate companies through the study of this paper. In particular, non-state-owned real estate companies in the use of experience marketing in the process of some enlightenment.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.23

【参考文献】