本文選題：房地產(chǎn) + 住宅項(xiàng)目�。� 參考：《湖南大學(xué)》2013年碩士論文

【摘要】：隨著近十年來中國房地產(chǎn)行業(yè)的迅猛發(fā)展，在房價上漲過快的壓力下，國家屢次出臺政策予以調(diào)控，各地樓市影響較大。同時，湘潭市房價洼地引來了湖南省內(nèi)及國內(nèi)房地產(chǎn)開發(fā)企業(yè)的關(guān)注與進(jìn)駐，萬達(dá)、碧桂園等國內(nèi)一流房地產(chǎn)開發(fā)企業(yè)陸續(xù)進(jìn)入湘潭。湘銀納帕溪谷項(xiàng)目將面臨市場與調(diào)控政策的雙重壓力。體驗(yàn)營銷在近五年以來廣泛地應(yīng)用于一二線城市的房地產(chǎn)營銷并取得了豐碩的成果，在湘潭市場與湘銀納帕溪谷項(xiàng)目，體驗(yàn)營銷還有著非常大的發(fā)揮空間。 本文以湘銀納帕溪谷項(xiàng)目作為研究對象，從體驗(yàn)營銷的理論與模型入手，首先將項(xiàng)目主體外部的政策經(jīng)濟(jì)與競爭環(huán)境、消費(fèi)者進(jìn)行全面分析，內(nèi)部采取ASEB等方法對納帕溪谷的營銷環(huán)境進(jìn)行詳細(xì)全面的研究；其次結(jié)合營銷環(huán)境分析的結(jié)論確定納帕溪谷體驗(yàn)營銷策略設(shè)計(jì)的目標(biāo)、原則，，對產(chǎn)品、服務(wù)、情境、事件等主要內(nèi)容進(jìn)行設(shè)計(jì)；最后提出納帕溪谷體驗(yàn)營銷策略實(shí)施的操作步驟與實(shí)施模式。 在納帕溪谷體驗(yàn)策略與體驗(yàn)內(nèi)容的支撐下，提出了納帕溪谷體驗(yàn)營銷策略要按照“分析識別客戶體驗(yàn)主題、了解識別最有價值客戶、建立營銷體驗(yàn)平臺、設(shè)計(jì)營銷體驗(yàn)、建立與顧客體驗(yàn)接觸點(diǎn)、對體驗(yàn)方式測量與改進(jìn)”的操作步驟，通過設(shè)計(jì)與執(zhí)行營銷體驗(yàn)圖來完成整個體驗(yàn)過程、實(shí)現(xiàn)對體驗(yàn)過程的管理，并強(qiáng)調(diào)了在人力資源、組織機(jī)構(gòu)、創(chuàng)新能力三方面實(shí)施保障對于體驗(yàn)策略執(zhí)行過程中的重要性。
[Abstract]:With the rapid development of China's real estate industry in the past decade, under the pressure of the rapid rise of house prices, the state has repeatedly issued policies to regulate and control the property market. At the same time, Xiangtan City house price depression attracted the attention of Hunan and domestic real estate development enterprises, Wanda, country Garden and other domestic first-class real estate development enterprises into Xiangtan one after another. Hunan Bank Napa Valley project will face the double pressure of market and regulation policy. Experience marketing has been widely used in the real estate marketing of the first and second tier cities in recent five years and has achieved fruitful results. In Xiangtan market and Xiangyin Napa Valley project, experience marketing still has a very big space to play. Based on the theory and model of experiential marketing, this paper analyzes the external policy economy and competition environment of the main body of the project and the consumers' comprehensive analysis, taking the Napa Valley project as the research object, and starting with the theory and model of experiential marketing. The author adopts ASEB method to study the marketing environment of Napa Valley in detail and comprehensively. Secondly, combined with the conclusion of marketing environment analysis, it determines the goal, principle, product, service and situation of Napa Valley experience marketing strategy design. Finally, the operating steps and modes of implementing Napa Valley experience marketing strategy are put forward. Under the support of Napa Valley experience strategy and experience content, this paper puts forward that Napa Valley experience marketing strategy should be based on "analyzing and identifying the theme of customer experience, understanding the identification of the most valuable customer, establishing the marketing experience platform and designing the marketing experience." Establish contact point with the customer experience, measure and improve the experience way "operation step, through design and execute the marketing experience chart to complete the whole experience process, realize the management of the experience process, and emphasize on the human resources, organization, etc. The importance of implementing the three aspects of innovation ability in the process of implementing the experience strategy.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F299.233.4

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