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论文编号：	5394
作者编号：	2220110458
上传时间：	2013/6/7 10:48:19
中文题目：	济南市历山名郡房地产项目市场环境及体验营销策略研究
英文题目：	Research on Marketing Environment and Experience Marketing Strategies analysis of Jinan Lishan County real estate project
指导老师：	吴晓云
中文关键字：	体验营销，产品整体概念，房地产
英文关键字：	Experience Marketing, the Overall Product Concept, Real Estate
中文摘要：	摘要房地产业是人类生产、生活和一切社会生活的基础，与国民经济其它行业的关联性也很强，在很大程度上带动着国民经济的发展。经过持续不断的发展，目前房地产业已经快速成长为了我国国民经济的重要支柱型产业。回顾近几年中国楼市的发展，一度出现了投资过热、房价涨幅过快、结构不合理、土地利用不科学等问题。在国家宏观调控的作用下，之前的排队买房的现象已经成为了昨日遥不可及的梦。与此同时，传统的营销手段在越来越成熟的消费者面前也已经逐渐失去效用。随着房地产市场化程度的不断提高、需求多样化和消费者日益成熟，一些新的营销理念与营销模式也逐渐开始应用于房地产领域。其中特别是伴随体验经济时代产生，体验营销成为了一种新兴的全新营销模式。目前已有部分房地产开发商对体验营销模式做了一些实践探索，但是与此同时也暴露了很多问题，如产品整体概念认识不清，体验营销系统性理论还不成熟。本文首先根据体验营销和产品整体概念的相关理论，提出了基于产品整体概念的房地产体验营销模型。然后通过对历山名郡项目的SWOT和市场环境分析，以及历山名郡项目的五层次产品整体概念分析，提取出了历山名郡项目的体验价值点。随后，又对通过产品整体概念分析所提取出的价值点进行体验化感知分析。最后，得出了外部体验和内部体验两个方面的体验营销策略，其中外部体验主要可以分为三个大的方面包括浓厚文化感知体验、高端商业体验、文教娱乐体验，内部体验主要可以分为三个大的方面包括一期成熟项目示范区体验、样板间与园区小品景观体验、客户VIP体验区与业主会所体验。
英文摘要：	Abstract The real estate industry which largely driven by the development of the national economy is the basis of human production, life and all the social life, and also has a strong correlation with the other sectors of the national economy. After continuous development, the real estate industry has quickly grown into an important pillar industry. Through recalling the development of the property market in recent years, there was once the problems including overheated investment, housing prices rose too fast and so on. In the role of the national macro-control, queuing up to buy a house before has become a distant dream yesterday. Meantime, traditional marketing tools in the face of increasingly sophisticated consumers have gradually lost their effectiveness. With the continuous improvement of the degree of the real estate market, the demand for diversification has become more sophisticated and new marketing concept are beginning to be applied to the field of real estate. Especially accompanied by the experience economy era, Experience Marketing has become an emerging new marketing model. Though there are some real estate developers who do some practical exploration of Experience Marketing model, many problems are still exposed such as the misunderstanding of the overall product concept and so on. Therefore, this paper applies the overall product concept into Experience Marketing of the real estate industry. At the same time, this paper defined the more in-depth concept and refined experiential value point of Lishan County products based on SWOT model and marketing environment analysis. And then, proposed the internal and external experience marketing strategies. In other words, this paper enriched the Experience Marketing theoretical foundation of real estate products and provides more systematic marketing strategy. Also, this paper focused on the practical operability and supplied the reference and guidance for the specific application of Experience Marketing in the real estate.
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