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1、中文摘要I体验营销在房地产业中的应用体验营销在房地产业中的应用摘 要体验营销是一种新的营销思维模式，目前在消费者市场中已得到较为广泛的运用，而在国民经济支柱产业的房地产行业中，体验营销的运用不过是这几年的事。房地产体验营销把客户购房的全过程“体验”视为整体, 站在客户的感受、情感等角度, 重新定义、设计房地产项目的营销纲领, 为客户创造值得回忆和持续愉悦的丰富体验, 从而促进项目的销售和客户价值最大化。这在当今房地产市场竞争日趋激烈，同质化趋势越来严重的市场情形下，体验营销的运用就显得尤为必要。因此,本文选择“房地产体验营销”这一课题,希望能对体验营销思想和方法在房地产领域的应用研究做出一点贡
2、献。由此,本文主要研究了以下内容:系统地梳理总结了体验营销相关理论研究,从体验和体验营销的内涵入手 ,全面准确地把握体验营销思想与方法,从房地产消费特性入手,分析了房地产体验营销的特性并提出体验营销的治理框架。重点研究了房地产体验营销策略并指出当前房地产体验营销市场存在的问题，并提出相关建议与对策。关键词：体验营销，体验， 房地产英文摘要IIABSTRACTThe experience marketing is a new marketing mode of thinking and is currently in the consumer market has been relatively
3、 broad application, and in the national economic pillar industry in the real estate industry, the use of the experience marketing is but this several years. Real estate experience marketing customer buys a room to the whole process of the “experience“ as a whole, and stood in the customers feeling a
4、nd emotion and Angle, redefine, design of real estate project marketing program for customers to create memorable for the rich experience and cheerful, so as to promote the project sales and customer value maximization. This in todays increasingly competitive real estate market, the trend to serious
5、 homogeneity market situation, the use of the experience marketing it is very necessary. Therefore, this paper choose “real estate experience marketing“ the subject, in hopes of the experience marketing ideas and methods in real estate in application of make some contribution. Thus, this paper mainl
6、y studies the following contents: systematically summarized the experience marketing comb the related theory research, from the experience and the definition of the experience marketing, comprehensive accurately grasp the experience marketing idea and method; from real estate to the characters of co
7、nsumption, analyzes the characteristics of real estate experience marketing and some of the experience marketing management framework. focus on the real estate experience marketing strategy. and points out that the current real estate market experience marketing existing problems and puts forward re
8、lated Suggestions and countermeasures. Key Words：The experience marketing, experiences, and real estate 目录III目 录1 引 言.1 2 体验营销研究理论综述.2 2 .1 体验营销的客体体验 .2 2.2 体验营销理论与方法 .2 2.2.1 体验营销涵义.2 2.2.2 体验营销的战略规划.3 2.3 体验营销的特征.4 4 体验营销在房地产中的作用 .6 4.1 可以有效地整合房地项目各种资源 .7 4.2 可以增强企业竞争力 .7 4.3 可以促进房地产行业的健康发展 .7 5 体
9、验营销在房地产中的应用分析.8 5.1 房地产体验营销特性 .8 5.1.1 房地产消费者购买行为特征分析 .8 5.1.2 房地产体验营销特性分析.9 5.1.2.1 以整体产品体验为核心，扩展产品概念 .9 5.1.2.2 购房体验过程的阶段性特征明显 .10 5.2 房地产体验营销实施框架 .11 5.2.1 体验主题定位与主题价值承诺.11 5.2.2 顾客体验阶段划分.11 5.2.3 顾客体验的设计与传递.12 5.2.4 体验效果测评.12 6 案例分析：杭州东方润园房产体验营销 .13 6.1 消费者心理的把握 .13 6.2 确定体验的主题，精心设计产品 .14 6.3 开展
10、场景体验 .14 6.4 景观体验 .16 6.5 物业管理体验 .16 6.6 服务要周到 .17 7 房地产体验营销策略研究.17 7.1 产品体验策略 .18 7.1.1 产品设计.18 7.1.2 实景示范区.19 7.1.3 完善的配套设施.19 7.1.4 定价体验.19 7.1.5 主题样板房.20 7.2 情景体验策略 .20 7.2.1 售楼处.21 7.2.2 房展会体验.21 7.2.3 人文环境体验.22目录IV7.2.4 广告.22 7.2.5 模拟体验.22 7.3 事件体验策略 .23 7.3.1 业主联谊主题活动.23 7.3.2 看房旅游 .23 7.3.3 试住 .24 7.4 服
