体验营销在房地产中的应用研究—以攀枝花银泰城为例--毕业论文设计.docVIP

攀枝花学院 Panzhihua University 攀枝花学院本科毕业论文 体验营销在房地产中的应用研究 ——以攀枝花银泰城为例 学生姓名： 学生学号： 200910304035 院（系）： 经济与管理学院 年级专业： 2009级市场营销 指导教师： 教授 二〇一三年六月 摘 要 在房越随着体验的到来，房地产传统的战略优势竞争的加剧正在缩小；在产品、价格、渠道及促销等营销操作相互间模仿和借鉴的速度来越快，想以此建立起长久的竞争优势不可能；同时，购房者也不再满足于单纯地购买产品，产品或服务所带来的心理上效益开始占据位置，原有的营销模式已经不能很好的满足消费者需求。三种变化的复合作用，使得开发商只有用创新心理和精神上的营销手段，才能在未来的房地产竞争中强调产品本身的使用价值，开展各种沟通活动增强顾客体验，使物质上和精神上得到双重满足的营销理念——体验式营销，在房地产业中得以出现。4Ps）等方面进行设计，给房地产企业运用体验营销提供一些建议。 关键词 体验营销，体验， 房地产  ABSTRACT In the experience economy era, the strategic advantage of the traditional real estate competition is narrowing down; the operating practices of real estate enterprises in product, price, promotion and other marketing channels is developing in a high speed, and their abilities of imitating each other has been strengthened. It becomes impossible to keep a lasting competitive advantage; Mean while, buyers are no longer simply satisfied to buy a product or service. It is the psychological benefits that begin to occupy an important position. However, the original marketing model still cannot meet consumer’s demands very well. In order to compete in the future of the real estate advantage, the developers have to combine effects of these three changes with the psychological and spiritual innovative marketing. They must emphasize on the use value of the product itself and take more attention to carry out various communication activities, so that the customers have strong experience feelings. As a result, buyers could get the material and spiritual dual meet marketing concept - experiential marketing in the real estate industry for the emergence and use. In this paper, Intime Panzhihua City, for example, based on their experience of implementing marketing strategies as well as its problems make systematic study and analysis, combined with the experience of marketing strategy, product strategy, pricing strategy, channel strategy and market promotion strategy (4Ps), etc. aspect