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  本文選題：房地產(chǎn)企業(yè)　切入點(diǎn)：體驗(yàn)營銷　出處：《西南財(cái)經(jīng)大學(xué)》2013年碩士論文

【摘要】：20世紀(jì)70年代,美國未來學(xué)家阿爾文·托夫勒在所著的《未來的沖擊》一書中提出了這樣的觀點(diǎn)：“服務(wù)業(yè)最終會(huì)超過制造業(yè),體驗(yàn)生產(chǎn)又最終會(huì)超過服務(wù)業(yè)�！薄Ｍ蟹蚶疹A(yù)言：繼農(nóng)業(yè)經(jīng)濟(jì)、工業(yè)經(jīng)濟(jì)和服務(wù)經(jīng)濟(jì)之后,體驗(yàn)經(jīng)濟(jì)是必然的趨勢(shì),人們會(huì)創(chuàng)造越來越多的與體驗(yàn)有關(guān)的經(jīng)濟(jì)活動(dòng),屆時(shí),商家將靠提供體驗(yàn)服務(wù)而取勝。 在體驗(yàn)經(jīng)濟(jì)的引導(dǎo)下,我國房地產(chǎn)業(yè)進(jìn)入了體驗(yàn)營銷競爭的時(shí)代,體驗(yàn)營銷成為房地產(chǎn)業(yè)競爭的焦點(diǎn)。房地產(chǎn)體驗(yàn)營銷就是將消費(fèi)者的體驗(yàn)融入到住房產(chǎn)品的開發(fā)流程之中,使消費(fèi)者深切地領(lǐng)會(huì)產(chǎn)品的內(nèi)在品質(zhì),并激發(fā)起購買的欲望。創(chuàng)奇公司體驗(yàn)營銷取得了巨大的成功,為公司的長遠(yuǎn)發(fā)展開辟了道路。 本文在體驗(yàn)經(jīng)濟(jì)、體驗(yàn)營銷和房地產(chǎn)體驗(yàn)營銷等理論的基礎(chǔ)上,解析了創(chuàng)奇公司實(shí)施體驗(yàn)營銷的需求體系,包括體驗(yàn)營銷的必要性、動(dòng)力和范圍,總結(jié)了創(chuàng)奇公司實(shí)施體驗(yàn)營銷的策略體系,包括體驗(yàn)營銷的層次、準(zhǔn)則、策略和特征,探悉了創(chuàng)奇公司體驗(yàn)營銷的深化體系,包括存在的問題、改進(jìn)策略和警示性問題,并以滿庭芳地產(chǎn)項(xiàng)目為例分析了創(chuàng)奇房地產(chǎn)體驗(yàn)營銷的特點(diǎn)、方法和流程,從而為創(chuàng)奇房地產(chǎn)公司在新的房地產(chǎn)市場(chǎng)環(huán)境下大力開拓體驗(yàn)營銷戰(zhàn)略提供了現(xiàn)實(shí)性的理論借鑒。 主要?jiǎng)?chuàng)新點(diǎn)包括：(1)總結(jié)了創(chuàng)奇公司體驗(yàn)營銷的基本策略；(2)指明了創(chuàng)奇公司體驗(yàn)營銷存在著局限以及警示性的問題；(3)闡釋了創(chuàng)奇公司體驗(yàn)營銷深化的方向。
[Abstract]:In the 1970s, American futurist Alvin Toffler put forward the idea in his book the Future shock: "Services will eventually outnumber manufacturing. Experience production will eventually overtake the service sector. "... Toffler predicts: after the agricultural, industrial and service economies, the experience economy is an inevitable trend, and people will create more and more experience-related economic activities," Toffler predicts. Businesses will win by providing experience services. Under the guidance of experience economy, China's real estate industry has entered the era of experience marketing competition, and experience marketing has become the focus of real estate industry competition. So that consumers deeply understand the inherent quality of the product and stimulate the desire to buy. Chuangqi experience marketing has achieved great success and opened the way for the long-term development of the company. On the basis of experience economy, experience marketing and real estate experience marketing, this paper analyzes the demand system of experience marketing in Chuangqi Company, including the necessity, motive force and scope of experience marketing. This paper summarizes the strategic system of implementing experience marketing in Chuangqi Company, including the levels, criteria, strategies and characteristics of experience marketing, and probes into the deepening system of experience marketing in Chuangqi Company, including the existing problems, improvement strategies and cautionary problems. Taking Manting Fang real estate project as an example, this paper analyzes the characteristics, methods and flow of Chuangqi real estate experience marketing, which provides a realistic theoretical reference for Chuangqi real estate company to develop its experience marketing strategy in the new real estate market environment. The main innovation points include: 1) summarizing the basic strategy of experience marketing in Chuangqi Company (2) pointing out the limitation of experience marketing in Chuanqi Company and the cautionary problem (3) explaining the direction of deepening experience Marketing in Chuanqi Company.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F299.23;F274

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