市场营销专业毕业论文--体验营销在杭州未来房地产业的应用研究.docVIP

摘要  ABSTRACT The experience marketing is a new marketing mode of thinking and is currently in the consumer market has been relatively broad application, and in the national economic pillar industry in the real estate industry, the use of the experience marketing is but this several years. Real estate experience marketing customer buys a room to the whole process of the \experience\ as a whole, and stood in the customers feeling and emotion and Angle, redefine, design of real estate project marketing program for customers to create memorable for the rich experience and cheerful, so as to promote the project sales and customer value maximization. This in todays increasingly competitive real estate market, the trend to serious homogeneity market situation, the use of the experience marketing it is very necessary. Therefore, this paper choose \real estate experience marketing\ the subject, in hopes of the experience marketing ideas and methods in real estate in application of make some contribution. Thus, this paper mainly studies the following contents: systematically summarized the experience marketing comb the related theory research, from the experience and the definition of the experience marketing, comprehensive accurately grasp the experience marketing idea and method; And especially introduces new applicable to the experience marketing market analysis tools-ASEB grid analysis in the experience marketing general guidance, from real estate to the characters of consumption, analyzes the characteristics of real estate experience marketing and some of the experience marketing management framework. focus on the real estate experience marketing strategy. and points out that the current real estate market experience marketing existing problems and puts forward related Suggestions and countermeasures. Key Words：The experience marketing, ASEB grid analysis, experiences, and real estate 1 引 言 1 2 体验营销研究理论综述 2 2 .1体验营销的客体——体验 2 2.2体验营销理论与方法 2 2.2.1 体验营销涵义 2 2.2.2 体验营销