本文關(guān)鍵詞： 體驗(yàn)經(jīng)濟(jì) 住宅體驗(yàn)營(yíng)銷(xiāo) 體驗(yàn)營(yíng)銷(xiāo)策略 全過(guò)程體驗(yàn)　出處：《大連海事大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著政府對(duì)房地產(chǎn)市場(chǎng)的調(diào)控,中國(guó)房地產(chǎn)市場(chǎng)出現(xiàn)了低迷的現(xiàn)象,許多城市的房?jī)r(jià)出現(xiàn)了不同程度的下降趨勢(shì)。中國(guó)房地產(chǎn)市場(chǎng)出現(xiàn)頹勢(shì),造成開(kāi)發(fā)商大量房產(chǎn)積壓,為了快速回籠資金、降低風(fēng)險(xiǎn),開(kāi)發(fā)商更加注重房地產(chǎn)營(yíng)銷(xiāo)的問(wèn)題。然而,在房地產(chǎn)調(diào)控之前,開(kāi)發(fā)商所使用的營(yíng)銷(xiāo)手段已經(jīng)無(wú)法應(yīng)對(duì)現(xiàn)在房地產(chǎn)市場(chǎng)低迷的局勢(shì)。為了保證公司持續(xù)發(fā)展、增強(qiáng)市場(chǎng)競(jìng)爭(zhēng)力,開(kāi)發(fā)商必須對(duì)房地產(chǎn)營(yíng)銷(xiāo)方式進(jìn)行改革。體驗(yàn)營(yíng)銷(xiāo)作為一種適應(yīng)當(dāng)前房地產(chǎn)業(yè)發(fā)展的營(yíng)銷(xiāo)方式,逐步受到了房地產(chǎn)開(kāi)發(fā)商的重視。 目前,經(jīng)濟(jì)的發(fā)展提升了消費(fèi)者的需求水平。住宅曾經(jīng)僅僅作為一個(gè)休息和睡覺(jué)的場(chǎng)所以滿足人們的基本生活需求,但是現(xiàn)在消費(fèi)者對(duì)住宅提出了更高的要求,他們更多的把購(gòu)房作為一種提升精神品質(zhì)生活及社會(huì)地位的象征。傳統(tǒng)的房地產(chǎn)營(yíng)銷(xiāo)競(jìng)爭(zhēng)方式已經(jīng)使不同房地產(chǎn)開(kāi)發(fā)商之間的產(chǎn)品嚴(yán)重同質(zhì)化,特色不明顯�；诜康禺a(chǎn)的特殊性,體驗(yàn)營(yíng)銷(xiāo)能夠有效地防止產(chǎn)品同質(zhì)化,通過(guò)體驗(yàn)給消費(fèi)者留下美好的印象,提升公司的競(jìng)爭(zhēng)力。因此,筆者認(rèn)為體驗(yàn)營(yíng)銷(xiāo)將是開(kāi)發(fā)商營(yíng)銷(xiāo)方式改革的大方向。應(yīng)用體驗(yàn)營(yíng)銷(xiāo)已經(jīng)成為我國(guó)房地產(chǎn)業(yè)的重要課題。 本文以大連北城建設(shè)集團(tuán)房地產(chǎn)公司開(kāi)發(fā)項(xiàng)目為研究對(duì)象,對(duì)研究?jī)?nèi)容的梳理,從理論部分入手,逐步展現(xiàn)大連北城建設(shè)集團(tuán)房地產(chǎn)公司體驗(yàn)營(yíng)銷(xiāo)的現(xiàn)狀,進(jìn)一步分析和提出體驗(yàn)營(yíng)銷(xiāo)實(shí)施的保障措施。筆者希望通過(guò)對(duì)本論文的研究,給予國(guó)內(nèi)中小型房地產(chǎn)公司,特別是非國(guó)有企業(yè)房地產(chǎn)公司在運(yùn)用體驗(yàn)營(yíng)銷(xiāo)過(guò)程中一些啟示。
[Abstract]:With the government's regulation and control of the real estate market, China's real estate market has shown a downturn, many cities have seen a different degree of decline in house prices. China's real estate market has been depressed. In order to quickly withdraw funds and reduce risk, developers pay more attention to the problem of real estate marketing. However, before real estate regulation. The marketing tools used by developers have been unable to cope with the current situation of the downturn in the real estate market. In order to ensure the sustainable development of the company, enhance the competitiveness of the market. Developers must reform the way of real estate marketing, and experience marketing, as a marketing method adapted to the current development of real estate, has gradually been attached importance to by real estate developers. At present, the economic development has raised the level of consumer demand. Housing used to be just a place to rest and sleep to meet the basic needs of people. But now consumers are putting higher demands on housing. They more to buy a house as a symbol of improving spiritual quality of life and social status. Traditional real estate marketing competition has made the products between different real estate developers serious homogeneity. The characteristics are not obvious. Based on the particularity of real estate, experience marketing can effectively prevent the product homogenization, through the experience to leave a good impression to consumers, enhance the competitiveness of the company. The author thinks that experiential marketing will be the main direction of the reform of developer's marketing mode, and the application of experiential marketing has become an important subject in China's real estate industry. This paper takes the development project of Dalian Beicheng Construction Group Real Estate Company as the research object, combs the research content, starts with the theory part, and gradually shows the current situation of Dalian Beicheng Construction Group Real Estate Company's experience marketing. Further analysis and put forward the implementation of experience marketing protection measures. The author hopes to give domestic small and medium-sized real estate companies through the study of this paper. In particular, non-state-owned real estate companies in the use of experience marketing in the process of some enlightenment.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F299.23

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