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1、體驗(yàn)營(yíng)銷在房地產(chǎn)業(yè)中的應(yīng)用學(xué)科專業(yè)：公共事業(yè)管理中文摘要摘要體驗(yàn)營(yíng)銷是一種新的營(yíng)銷思維模式，目前在消費(fèi)者市場(chǎng)中已得到較為廣泛的運(yùn)用，而在國(guó)民經(jīng)濟(jì)支柱產(chǎn)業(yè)的房地產(chǎn)行業(yè)中，體驗(yàn)營(yíng)銷的運(yùn)用不過(guò)是這幾年的事。房地產(chǎn)體驗(yàn)營(yíng)銷把客戶購(gòu)房的全過(guò)程“體驗(yàn)”視為整體,站在客戶的感受、情感等角度,重新定義、設(shè)計(jì)房地產(chǎn)項(xiàng)目的營(yíng)銷綱領(lǐng),為客戶創(chuàng)造值得回憶和持續(xù)愉悅的豐富體驗(yàn),從而促進(jìn)項(xiàng)目的銷售和客戶價(jià)值最大化。這在當(dāng)今房地產(chǎn)市場(chǎng)競(jìng)爭(zhēng)日趨激烈，同質(zhì)化趨勢(shì)越來(lái)嚴(yán)重的市場(chǎng)情形下，體驗(yàn)營(yíng)銷的運(yùn)用就顯得尤為必要。因此,本文選擇“房地產(chǎn)體驗(yàn)營(yíng)
2、銷”這一課題,希望能對(duì)體驗(yàn)營(yíng)銷思想和方法在房地產(chǎn)領(lǐng)域的應(yīng)用研究做出一點(diǎn)貢獻(xiàn)。由此,本文主要研究了以下內(nèi)容:系統(tǒng)地梳理總結(jié)了體驗(yàn)營(yíng)銷相關(guān)理論研究,從體驗(yàn)和體驗(yàn)營(yíng)銷的內(nèi)涵入手,全面準(zhǔn)確地把握體驗(yàn)營(yíng)銷思想與方法,從房地產(chǎn)消費(fèi)特性入手,分析了房地產(chǎn)體驗(yàn)營(yíng)銷的特性并提出體驗(yàn)營(yíng)銷的治理框架。重點(diǎn)研究了房地產(chǎn)體驗(yàn)營(yíng)銷策略并指出當(dāng)前房地產(chǎn)體驗(yàn)營(yíng)銷市場(chǎng)存在的問(wèn)題，并提出相關(guān)建議與對(duì)策。關(guān)鍵詞：體驗(yàn)營(yíng)銷，體驗(yàn)，房地產(chǎn)I英文摘要ABSTRACTTheexperiencemarketingisanewmarketingmodeof
3、thinkingandiscurrentlyintheconsumermarkethasbeenrelativelybroadapplication,andinthenationaleconomicpillarindustryintherealestateindustry,theuseoftheexperiencemarketingisbutthisseveralyears.Realestateexperiencemarketingcustomerbuysaroomtothewholeprocessofth
4、e"experience"asawhole,andstoodinthecustomers'feelingandemotionandAngle,redefine,designofrealestateprojectmarketingprogramforcustomerstocreatememorablefortherichexperienceandcheerful,soastopromotetheprojectsalesandcustomervaluemaximization.Thisintoday'sin
5、creasinglycompetitiverealestatemarket,thetrendtoserioushomogeneitymarketsituation,theuseoftheexperiencemarketingitisverynecessary.Therefore,thispaperchoose"realestateexperiencemarketing"thesubject,inhopesoftheexperiencemarketingideasandmethodsinrealestat
6、einapplicationofmakesomecontribution.Thus,thispapermainlystudiesthefollowingcontents:systematicallysummarizedtheexperiencemarketingcombtherelatedtheoryresearch,fromtheexperienceandthedefinitionoftheexperiencemarketing,comprehensiveaccuratelygrasptheexperie
7、ncemarketingideaandmethod;fromrealestatetothecharactersofconsumption,analyzesthecharacteristicsofrealestateexperiencemarketingandsomeoftheexperiencemarketingmanagementframework.focusontherealestateexperiencemarketingstrategy.andpointsoutthatthecurrentreale
8、statemarketexperiencemarketingexistingproblemsandputsforwardrelatedSuggestionsandcountermeasures.KeyWords：Theexperiencemarketing,experiences,andrealestateIV目錄目錄1引言12體驗(yàn)營(yíng)銷研究理論綜述22.1體驗(yàn)營(yíng)銷的客體——體驗(yàn)22.2體驗(yàn)營(yíng)銷理論與方法22.2.
