A Study Of Housing Experiential Marketing And Its Strategies

Real estate (housing) has its originally aesthetic and symbolic meanings. With the development of the housing market and the improvement of people's life standard, the psychological experiential demands of the customers are aroused and flowing out increasingly, playing increasingly more important role in consumer behavior. On the other hand, the housing market is increasingly competitive, real estate enterprises find it more difficult to differentiate their product or service. All these above drive enterprises to focus on the experiential demands of consumer. Offering customers with extraordinary experience is becoming the direction of development for real estate enterprises, experiential marketing is becoming the direction of housing market innovation.Nevertheless, because of the distinct differences between the experience and product/ service, it becomes more difficult for the newly-developed innovation and creation of methods to be manipulated and mastered in the field of real estate. This dissertation chooses the experiential marketing in real estate for research in attempt to make some contribution to manipulation and application of experiential marketing thoughts and methods in real estate. The contents studied in this dissertation are the followings:1. The relative theories of experiential marketing are studied and summarized systematically. It aims at a thorough and accurate mastering of the thoughts and methods of experiential marketing, beginning from the foundation of experiential marketing, and based on the object of experiential marketing---the understanding of experience, and finally put forward the understanding of the concept of experiential marketing this dissertation claimed to be.2. The features that the experiential marketing show when applied in real estate integrated with the consumption characteristics of real estate are also studied, with the guidance of experiential marketing theories, by which the theories of experiential marketing are involved with the features of real estate. Based on this, it puts forward the real estate experiential marketing model as an establishment for application of experiential marketing in real estate. It also expounds how experiential marketing is applied in real estate with the analysis on the case.3. It ends with the analysis on the mix of strategies of real estate experiential marketing in attempt at a concrete guidance for application of experiential marketing in the real estate enterprises. The innovations of this dissertation's study are the followings:1. The innovations of the methods of study. The study of consumer behavior in experiential view is the foundation of experiential marketing, and the customer value studying by experiential approach is the base of the value view of experiential marketing. This dissertation innovatively analyzed the housing consumption experience with the application of the theory of customer experiential value, and provides the scientific grounds of studies on experiential marketing in real estate.2. The innovations of the contents of study. So far, the study on the relative theories of experiential marketing is extremely scant and the perspectives of the present studies are mainly focused on the strategies of spreading and prevalence of sale with attention on the experience of communication media of consumers. This dissertation is concerned about the experiential value of the core product, hence offsets the condition of lack of attention on products.3. Innovations of the conclusion of the study. It focuses on the features of , and establishes the experiential marketing model as guidance of the practice of experiential marketing in real estate, which also supplies a gap in this respect.