本文選題：A公司 + C項目　； 參考：《西安建筑科技大學》2017年碩士論文

【摘要】：我國房地產(chǎn)市場競爭日趨激烈,自“十二五”期間加強房產(chǎn)稅管理、抑制房價過快增長、嚴格限制多套房貸款等舉措推行之后我國居民對房地產(chǎn)的消費理念、消費需求開始發(fā)生改變,促進我國房地產(chǎn)市場回歸理性,保持良性、穩(wěn)定的發(fā)展。隨著人們對居住需求的不斷提高使我國房地產(chǎn)行業(yè)的競爭也日益增加。隨著房地產(chǎn)行業(yè)的不斷發(fā)展,房產(chǎn)經(jīng)濟已經(jīng)成為促進我國經(jīng)濟發(fā)展中的一股不可忽視的力量。在這樣的背景下,作為房地產(chǎn)企業(yè),為了應對日益激烈的競爭環(huán)境,配合國家政策對房地產(chǎn)行業(yè)的調(diào)控,必須不斷優(yōu)化產(chǎn)品、創(chuàng)新營銷模式,使其能在激烈的競爭中保持不敗。體驗式營銷作為營銷方式中的一種,它的出現(xiàn)無疑是給我國房地產(chǎn)行業(yè)帶來了新的希望和生機。此外,體驗式營銷的出現(xiàn)革新了我國房地產(chǎn)行業(yè)的傳統(tǒng)營銷方式,為我國房地產(chǎn)行業(yè)帶來了更廣闊的發(fā)展空間。將體驗式營銷應用在我國房地產(chǎn)行業(yè)營銷中,除了是迎合市場經(jīng)濟發(fā)展需要,更是房地產(chǎn)行業(yè)發(fā)展所需。將體驗式營銷應用在我國房地產(chǎn)行業(yè)中,有其現(xiàn)實和必然意義。本文在研究中主要采用三種研究方法,分別為文獻綜述法、問卷分析法和實證研究法。通過文獻綜述法,收集國內(nèi)外有關體驗式營銷在房地產(chǎn)行業(yè)中應用的相關研究文獻,分析總結前人研究成果,為本文研究開展提供資料支持和參考。通過問卷分析法,了解我國房地產(chǎn)行業(yè)傳統(tǒng)營銷方式和體驗式營銷方式的差異,并掌握體驗式營銷的優(yōu)勢。最后,通過實證研究法,以A公司的C項目為例,分析體驗式營銷在C項目中的應用方法和最佳體驗式營銷模式。通過總結本次研究經(jīng)驗,為我國房地產(chǎn)行業(yè)開展體驗式營銷提供一定的指導價值。
[Abstract]:The competition in China's real estate market is becoming increasingly fierce. Since the 12th Five-Year Plan period, we have strengthened the management of property taxes, restrained the excessive growth of house prices, and strictly restricted the concept of real estate consumption by Chinese residents after the implementation of measures such as multi-house loans. Consumer demand began to change, to promote the return of our real estate market rational, to maintain a benign and stable development. With the increasing demand for housing, the competition of real estate industry in our country is increasing day by day. With the continuous development of real estate industry, real estate economy has become a force that can not be ignored in promoting the economic development of our country. Under this background, in order to cope with the increasingly fierce competition environment and coordinate with the national policy to regulate the real estate industry, the real estate enterprises must constantly optimize their products and innovate the marketing model so that they can keep undefeated in the fierce competition. As one of the marketing methods, experiential marketing undoubtedly brings new hope and vitality to China's real estate industry. In addition, the emergence of experiential marketing has revolutionized the traditional marketing mode of China's real estate industry, and brought a broader development space for our real estate industry. The application of experiential marketing in China's real estate industry is not only to meet the needs of the development of the market economy, but also to meet the needs of the development of the real estate industry. The application of experiential marketing in China's real estate industry has its realistic and inevitable significance. This paper mainly adopts three research methods: literature review method, questionnaire analysis method and empirical research method. Through the literature review method, collect the domestic and foreign experience marketing in the real estate industry application of relevant research literature, analysis and summary of previous research results, for this study to provide data support and reference. By means of questionnaire analysis, we can find out the differences between traditional marketing and experiential marketing in China's real estate industry, and grasp the advantages of experiential marketing. Finally, through the empirical research method, taking the C project of A Company as an example, the paper analyzes the application method and the best experiential marketing mode of the experiential marketing in the C project. Through summing up the experience of this research, it provides certain guiding value for our country's real estate industry to carry out experiential marketing.
【學位授予單位】：西安建筑科技大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F299.233.4;F274

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