我国房地产企业实施体验营销过程中存在的问题.docVIP

摘要 21世纪以来，国内营销环境发生了很大的改变，尤其在房地产行业，体验营销逐渐取代传统的房地产营销模式，成为营销领域的主角。一方面，由于市场运作规范和信息的透明化，传统的房地产营销战略已不占据上风，如规模经济、自然资源、资金与技术优势，在产品和服务同质化的情况下，体验成为关键的价值决定因素。另一方面，购房者由于物质生活丰富及产品多样化，单纯的产品购买已无法满足精神层面的体验需求，超越物质的心理效益在消费者心中所占比例越来越大。因此，体验营销必将在房地产掀起一阵波澜，成为行业发展的主流，这就要求房地产开放商运用创新心理及精神上的营销手段以迎合顾客，使企业在众多同质化产品竞争中脱颖而出。 本文梳理了房地产体验营销的相关理论研究，在此基础上提出本文的房地产体验营销概念理解；针对我国房地产企业实施体验营销存在的问题，提出对策；继而结合案例剖析房地产体验营销策略；由此总结全文，得出结论并指出房地产体验营销的不足及改进策略。 关键词：房地产；体验营销；营销策略 ABSTRACT Since the 21st century, particularly in the real estate industry, great changes have taken place in the domestic marketing environment. Experiential consumption gradually replaces the traditional marketing mode of real estate and become the leading role in the field of marketing. On the one hand, due to the specifications of marketing operation and the transparency of information, the real estate industry wont have the traditional strategic advantages, such as economies of scale, natural resources, capital and technology advantages. In the case of homogeneity of products and services, experience becomes the key determinants of value. Buyers, on the other hand, due to the rich material life and diversified products, simple products bought already cannot satisfy the spiritual experience demand of people. Psychological benefits which beyond the physical will take the more and more important part in our lives. Therefore, the experience marketing of real estate will become the mainstream in the real estate industry development. In order to leading out of the homogeneous products, the real estate developers should cater to the cust by the way of innovation. The relative theories of experience marketing in real estate are studied and summarized systematically. Based on this, putting forward the understanding of the concept of experiential marketing this dissertation claimed to be. Aiming at the problems existing in the implementation of experience marketing for real estate enterprises, propose the measures. Then analysis the mix of strat