体验营销在杭州未来房地产业的应用研究.docVIP

体验营销在杭州未来房地产业的应用研究 摘 要 体验营销是一种新的营销思维模式，目前在消费者市场中已得到较为广泛的运用，而在国民经济支柱产业的房地产行业中，体验营销的运用不过是这几年的事。房地产体验营销把客户购房的全过程“体验”视为整体, 站在客户的感受、情感等角度, 重新定义、设计房地产项目的营销纲领, 为客户创造值得回忆和持续愉悦的丰富体验, 从而促进项目的销售和客户价值最大化。这在当今房地产市场竞争日趋激烈，同质化趋势越来严重的市场情形下，体验营销的运用就显得尤为必要。 因此,本文选择“房地产体验营销”这一课题,希望能对体验营销思想和方法在房地产领域的应用研究做出一点贡献。由此,本文主要研究了以下内容:系统地梳理总结了体验营销相关理论研究,从体验和体验营销的内涵入手 ,全面准确地把握体验营销思想与方法;并特别介绍了全新的适用于体验营销的市场分析工具——ASEB栅格分析法在体验营销一般理论指导下,从房地产消费特性入手,分析了房地产体验营销的特性并提出体验营销的治理框架。重点研究了房地产体验营销策略并指出当前房地产体验营销市场存在的问题，并提出相关建议与对策。 关键词：体验营销， ASEB栅格分析法，体验， 房地产  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 character