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论文编号：	439
作者编号：	2120062199
上传时间：	2008/6/12 15:25:33
中文题目：	房地产企业体验营销策略研究—以
英文题目：	the real estate industry exper
指导老师：	张永强
中文关键字：	房地产;体验营销;营销策略tl
英文关键字：	Real Estate;Experiential Marke
中文摘要：	随着体验经济时代的到来，房地产企业传统的战略优势，如自然资源、规模经济、资金与技术优势等，正因为竞争的加剧而缩小已不再成为必然的优势；企业在产品、价格、渠道及促销、服务等营销操作层面上的竞争，则由于市场运作规范与信息的透明化，而使得相互间模仿和借鉴的速度越来越快，想以此建立起长久的竞争优势也越来越不可能；同时，购房者在物质极大丰富的现代社会，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越来越重要的位置，当购房者一个又一个局部的体验得到满足之后，其整体的购买体验和感受开始占主导地位。因此，原有的营销模式已经不能很好的满足消费者需求。三种变化的综合作用，使得开发商只有用全新的心理及精神营销手段，才能在未来的房地产业竞争中打开局面，并最终带来竞争优势。因此，强调在提高产品本身使用价值的同时，通过开展各种沟通活动，增强顾客体验需求，从而使顾客物质上和精神上得到双重满足的营销理念——体验式营销开始在房地产业中出现，并成为学术界关注的热点。 本文的研究目的旨在通过较为系统的理论研究并结合实际案例，阐述在体验经济时代房地产营销的新思路，探索房地产企业营销的新策略。 全文共分为六章：第一章是绪论，阐述了论文的研究背景、意义、方法和内容；第二章梳理了国内外已有的体验经济、体验营销等相关理论，作为本文研究的理论依据；第三章分析了传统营销理论在房地产业的应用及演进的轨迹，在此基础上提出房地产业应实施体验营销策略；第四章重点论述了房地产行业实施体验营销的原则、途径及需要解决的核心问题；第五章通过泰昇房地产（上海）公司“泰欣嘉园”的实际案例，分析了五种主要的房地产体验营销策略，用案例说明如何通过整合体验营销策略来达到顾客体验品牌化,进而提升房地产企业的市场竞争力。
英文摘要：	With the advent of the Age of Experience Economy, the traditional strategic advantages of the real estate industry, such as natural resources, economies of scale, capital and technological advantages and so on, is no longer a natural advantage in the enterprise products because the increased competition; on the level of the competition in prices, channels , promotions and services marketing, the speed of imitations and learn from each other is more and more faster because of the market norms and information transparency, so it is more impossible trying to establish a long-term competitive advantage through it. And at the same time buyers of modern society, are no longer satisfied simply of the products itself, the services and the psychological benefits have begun to occupy more and more important position, When the buyers one by one of the local experience have been met, the overall purchase experience and feelings of the beginning of a dominant position.Therefore, the old marketing model can not be good to meet consumer demand. Three changes in the comprehensive function, so that developers only to new psychological and spiritual means of marketing to the real estate industry in the future situation of open competition, and ultimately bring competitive advantage. Therefore, the emphasis in improving the value of the product itself, through various communication activities, enhanced customer experience needs, so that customers receive material and spiritual double to meet the marketing idea - began marketing experience in the real estate industry in the emerging And become a hot academic concern. The purpose of this paper is to described a new ideas of real estate marketing in the experience economy era and point out a new real estate business marketing strategy through a combination of theoretical research and practical case. The full text is divided into six chapters: Chapter 1 is the introduction, a thesis on the research background, meaning, method and content of the second chapter has been combing the domestic and international economic experience, marketing experience and other relevant theories, as the theoretical basis for this paper The third chapter of the traditional marketing theory in the real estate industry and the evolution of the track, on the basis of this experience should be implemented by the real estate marketing strategy; fourth chapter focuses on the real estate industry implementation of the principles of marketing experience, means and Need to address the core issue; Chapter V through Thailand or real estate (Shanghai) Company "Taixinjiayuan" the actual case, the analysis of the five major real estate experience marketing strategy, with case experience on how to integrate marketing strategy to Brand experience to customers, thus enhancing the real estate market competitiveness of enterprises.
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