【作者】 卢东辉；

【导师】 曾艳华；

【作者基本信息】 广西大学 ， 工商管理， 2008， 硕士

【摘要】 随着房地产行业竞争的不断加剧以及政府对该行业调控成效地逐渐显现,越来越多的房地产开发商们主动或被动地将各种营销理论应用到房地产营销中,以提高企业竞争力,体验营销理论就是其中之一。本文藉由对文献的整合,指明房地产产品做为人们日常生活的居所,更让人们关注对其使用过程中所得到的感受。本文以嘉和城为例,探讨了体验营销理论在房地产行业中如何运用,以适应体验经济时代新形消费者的体验需求。本文首先介绍了体验经济、体验营销和体验营销在房地产应用的相关理论;接着结合南宁市房地产行业的营销竞争环境与嘉和城项目的基本情况,论证嘉和城开展体验营销的可行性和优势;最后按照体验营销理论的实施框架,以体验营销在嘉和城项目中的应用经验,论证如何将体验营销理论从感官、感受、思考、行动和关联五个模块应用到房地产行业中,让顾客产生美好感觉,从而得到值得回忆的感受。更多还原

【Abstract】 With the heating up competition in real estate industry and the shaping up effect of the macroscopic readjustment and control conducted by the government, more and more real estate investors are willing to or forced to apply varies of marketing theories into their real estate marketing, one of the theories is Experience Marketing. Concluded from the reference, real estate product is regarded as the most important thing is people’s daily life, as the people live in it, so they must focus on their feeling during the process of using. This essay takes the Gentle Town as an example, discusses how to apply the Expericence Marketing theory into real estate industry, so as to fit consumers’ experience need in this ero of Expericence Economy.Firstly, the essay introduces Expericence Economy and Expericence Marketing theories, as well as how to put Expericence Marketing into the use of real estate industry. Then, according to the real estate marketing competition environment in Nanning city and the conditions of Gentle Town, studies the advantages and possiblities of carrying out Experience Marketing in Gentle Town. Finaly, demonstrates the successful experience of Gentle Town, so as to discuss how to apply Experience Marketing theory into real estate industry in accordance with the application frame of Experience Marketing theory, how to use five experiencial modes of Sense, Feeling, Think, Act and Relate to provide the best feeling and valuable memory to the customers.更多还原