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论文编号：	1195
作者编号：	2220070495
上传时间：	2009/6/10 10:51:56
中文题目：	我国房地产行业体验营销策略应用
英文题目：	Research of China''s real esta
指导老师：	刘建华
中文关键字：	房地产;体验营销;营销策略tl
英文关键字：	real estates;experiential cons
中文摘要：	房地产原本就具有美学和象征等非功能性价值内涵。随着我国房地产市场的发展和人们生活水平的提高，购房者情感精神层面的体验需求被不断激发和释放出来，并在消费行为中显现出越来越重要的地位;另一方面，面对日益激烈的市场竞争，单一的资源优势越发地难以为继，房地产开发商越来越难以差异化他们的产品和服务。这一切驱使企业将目光投向日益显著的消费者体验需求。旨在向顾客提供非凡体验的体验营销成为业界营销创新的方向。 在产品或服务功能相同的情况下，体验成为关键的价值决定因素。消费者更高层次的体验需求也充分体现在住房消费上。对于房地产开发商而言，谁迎合了顾客的体验需求，谁就取得了成功。房地产体验营销正是顺应了顾客的体验需求，从而使企业从住宅产品的同质化竞争中脱颖而出，因此必将成为未来房地产行业发展的主流。 然而，由于体验与传统营销对象—产品/服务的显著差别，使得体验营销这一新兴不久的营销思想变革与方法创新越发地不易被房地产企业把握和运用。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: 1、系统地梳理总结了体验营销相关理论研究，从体验营销的由来入手，以体验营销的对象—体验的理解为基石，全面准确地把握体验营销思想与方法;并在此基础上提出本文的体验营销概念理解。 2、在体验营销一般理论指导下，从房地产消费特性入手，分析了体验营销在房地产领域应用时呈现出的特性，从而将一般理论与行业特性相结合。 3、结合案例分析房地产体验营销策略组合，给房地产企业运用体验营销提供实务指导。 4、通过研究得出结论，体验营销是房地产营销的必然选择和发展趋势，并指出体验营销的不足及改进策略。
英文摘要：	Real estate (housing) has its originally aesthetic and symbolic meanings. With the development of the housing market and the improvement of people's life standard, the psychological experiential demands of the customers are aroused and flowing out increasingly, playing increasingly more important role in consumer behavior. On the other hand, the housing market is increasingly competitive; real estate enterprises find it more difficult to differentiate their product or service. All these above drive enterprises to focus on the experiential demands of consumer. Offering customers with extraordinary experience is becoming the direction of development for real estate enterprises; experiential marketing is becoming the direction of housing market innovation. Product or service functions in the same circumstances, the value of experience as a key deciding factor. Experience a higher level of consumer demand is fully reflected in housing consumption. For the purposes of real estate developers, who cater to the needs of the customer experience, will have been successful. Real estate marketing experience is consistent with the needs of the customer experience, so that enterprises from the domestic products of the same competition, it will become mainstream in the development of the real estate industry. Nevertheless, because of the distinct differences between the experience and product/service, it becomes more difficult for the newly-developed innovation and creation of methods to be manipulated and mastered in the field of real estate. This dissertation chooses the experiential marketing in real estate for research in attempt to make some contribution to manipulation and application of experiential marketing thoughts and methods in real estate. The contents studied in this dissertation are the followings: 1. The relative theories of experiential marketing are studied and summarized systematically. It aims at a thorough and accurate mastering of the thoughts and methods of experiential marketing, beginning from the foundation of experiential marketing, and based on the object of experiential marketing---the understanding of experience, and finally put forward the understanding of the concept of experiential marketing this dissertation claimed to be. 2. The features that the experiential marketing show when applied in real estate integrated with the consumption characteristics of real estate are also studied, with the guidance of experiential marketing theories, by which the theories of experiential marketing are involved with the features of real estate. 3. It ends with the analysis on the mix of strategies of real estate experiential marketing in attempt at a concrete guidance for application of experiential marketing in the real estate enterprises. 4. Come to the conclusion through research, experiential marketing are inevitable choice and development trends for real estate marketing, and pointed out that lack and improved of experience marketing .
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