本文關(guān)鍵詞： 體驗經(jīng)濟 住宅體驗營銷 體驗營銷策略 全過程體驗　出處：《大連海事大學》2013年碩士論文　論文類型：學位論文

【摘要】：隨著政府對房地產(chǎn)市場的調(diào)控,中國房地產(chǎn)市場出現(xiàn)了低迷的現(xiàn)象,許多城市的房價出現(xiàn)了不同程度的下降趨勢。中國房地產(chǎn)市場出現(xiàn)頹勢,造成開發(fā)商大量房產(chǎn)積壓,為了快速回籠資金、降低風險,開發(fā)商更加注重房地產(chǎn)營銷的問題。然而,在房地產(chǎn)調(diào)控之前,開發(fā)商所使用的營銷手段已經(jīng)無法應對現(xiàn)在房地產(chǎn)市場低迷的局勢。為了保證公司持續(xù)發(fā)展、增強市場競爭力,開發(fā)商必須對房地產(chǎn)營銷方式進行改革。體驗營銷作為一種適應當前房地產(chǎn)業(yè)發(fā)展的營銷方式,逐步受到了房地產(chǎn)開發(fā)商的重視。 目前,經(jīng)濟的發(fā)展提升了消費者的需求水平。住宅曾經(jīng)僅僅作為一個休息和睡覺的場所以滿足人們的基本生活需求,但是現(xiàn)在消費者對住宅提出了更高的要求,他們更多的把購房作為一種提升精神品質(zhì)生活及社會地位的象征。傳統(tǒng)的房地產(chǎn)營銷競爭方式已經(jīng)使不同房地產(chǎn)開發(fā)商之間的產(chǎn)品嚴重同質(zhì)化,特色不明顯�；诜康禺a(chǎn)的特殊性,體驗營銷能夠有效地防止產(chǎn)品同質(zhì)化,通過體驗給消費者留下美好的印象,提升公司的競爭力。因此,筆者認為體驗營銷將是開發(fā)商營銷方式改革的大方向。應用體驗營銷已經(jīng)成為我國房地產(chǎn)業(yè)的重要課題。 本文以大連北城建設集團房地產(chǎn)公司開發(fā)項目為研究對象,對研究內(nèi)容的梳理,從理論部分入手,逐步展現(xiàn)大連北城建設集團房地產(chǎn)公司體驗營銷的現(xiàn)狀,進一步分析和提出體驗營銷實施的保障措施。筆者希望通過對本論文的研究,給予國內(nèi)中小型房地產(chǎn)公司,特別是非國有企業(yè)房地產(chǎn)公司在運用體驗營銷過程中一些啟示。
[Abstract]:With the government's regulation and control of the real estate market, China's real estate market has shown a downturn, many cities have seen a different degree of decline in house prices. China's real estate market has been depressed. In order to quickly withdraw funds and reduce risk, developers pay more attention to the problem of real estate marketing. However, before real estate regulation. The marketing tools used by developers have been unable to cope with the current situation of the downturn in the real estate market. In order to ensure the sustainable development of the company, enhance the competitiveness of the market. Developers must reform the way of real estate marketing, and experience marketing, as a marketing method adapted to the current development of real estate, has gradually been attached importance to by real estate developers. At present, the economic development has raised the level of consumer demand. Housing used to be just a place to rest and sleep to meet the basic needs of people. But now consumers are putting higher demands on housing. They more to buy a house as a symbol of improving spiritual quality of life and social status. Traditional real estate marketing competition has made the products between different real estate developers serious homogeneity. The characteristics are not obvious. Based on the particularity of real estate, experience marketing can effectively prevent the product homogenization, through the experience to leave a good impression to consumers, enhance the competitiveness of the company. The author thinks that experiential marketing will be the main direction of the reform of developer's marketing mode, and the application of experiential marketing has become an important subject in China's real estate industry. This paper takes the development project of Dalian Beicheng Construction Group Real Estate Company as the research object, combs the research content, starts with the theory part, and gradually shows the current situation of Dalian Beicheng Construction Group Real Estate Company's experience marketing. Further analysis and put forward the implementation of experience marketing protection measures. The author hopes to give domestic small and medium-sized real estate companies through the study of this paper. In particular, non-state-owned real estate companies in the use of experience marketing in the process of some enlightenment.
【學位授予單位】：大連海事大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F299.23

【參考文獻】

相關(guān)期刊論文 前9條

1 胡泳;;體驗營銷:全面激發(fā)顧客興趣[J];成功營銷;2003年02期

2 謝婉欣;;體驗營銷——更為新穎的營銷模式[J];經(jīng)濟管理;2002年23期

3 于萍;陳穎堅;;一杯咖啡的價值——看體驗式營銷[J];經(jīng)濟管理;2002年23期

4 徐穎;;個性營銷——21世紀營銷創(chuàng)新[J];經(jīng)濟管理;2003年15期

5 汪濤;崔國華;;經(jīng)濟形態(tài)演進背景下體驗營銷的解讀和構(gòu)建[J];經(jīng)濟管理;2003年20期

6 王長征;;消費文化中的關(guān)系營銷障礙與后現(xiàn)代主義市場營銷[J];經(jīng)濟管理;2004年02期

7 范秀成;顧客體驗驅(qū)動的服務品牌建設[J];南開管理評論;2001年06期

8 謝導;體驗營銷的適用市場情形和策劃[J];商業(yè)時代;2004年12期

9 張彩華;從消費行為的角度理解體驗經(jīng)濟[J];消費經(jīng)濟;2005年03期

，

本文編號：1480484