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1、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
2、应用研究做出一点贡献。由此,本文主要研究了以下容: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ABSTRACTTheexperiencemarketingisanewmarketingmodeofthinkingandiscurrentlyintheconsumermarkethasbe
3、enrelativelybroadapplication,andinthenationaleconomicpillarindustryintherealestateindustry,theuseoftheexperiencemarketingisbutthisseveralyears.Realestateexperiencemarketingcustomerbuysaroomtothewholeprocessofthe"experience"asawhole,andstoodinthecustomers'feelingande
4、motionandAngle,redefine,designofrealestateprojectmarketingprogramforcustomerstocreatememorablefortherichexperienceandcheerful,soastopromotetheprojectsalesandcustomervaluemaximization.Thisintoday'sincreasinglycompetitiverealestatemarket,thetrendtoserioushomogeneitymark
5、etsituation,theuseoftheexperiencemarketingitisverynecessary.Therefore,thispaperchoose"realestateexperiencemarketing"thesubject,inhopesoftheexperiencemarketingideasandmethodsinrealestateinapplicationofmakesomecontribution.Thus,thispapermainlystudiesthefollowingconten
6、ts:systematicallysummarizedtheexperiencemarketingcombtherelatedtheoryresearch,fromtheexperienceandthedefinitionoftheexperiencemarketing,comprehensiveaccuratelygrasptheexperiencemarketingideaandmethod;fromrealestatetothecharactersofconsumption,analyzesthecharacteristic
7、sofrealestateexperiencemarketingandsomeoftheexperiencemarketingmanagementframework.focusontherealestateexperiencemarketingstrategy.andpointsoutthatthecurrentrealestatemarketexperiencemarketingexistingproblemsandputsforwardrelatedSuggestionsandcountermeasures.KeyWords：
8、Theexperiencemarketing,experiences,andrealestate目录1引言12体验营销研究理论综述22.1体验营销的客体——体验22.2体验营销理论与方法22.2.1体验营销涵义22.2.2体验营销的战略规划32.3
