Residential Real Estate Experience Marketing: Theoretical, Empirical, And Development

The Real Estate of China is playing an important role in our economy and social progress. As the development of the Residential Property Market, which has changed from a seller's market into a buyer's market, the real estate marketing has create more and more Market Value of Property, from project planning to sales,property management, marketing is a strategies and tactics support, which can guarantee the products meet market demand and satisfy the customers. However, the real estate marketing exists the trend of imitation, we can find the similarity or the mistakes in operation, although the property is unique. And the competition in real estate market has become very tough recently, the developers find it's difficult to make segments and position; the customers has a Higher Order (self-esteem, expectations and ambitions) in shopping habits and consumption pattern,so traditional marketing ways absorbed in function and benefit have had no attraction in consumer. Theory of Experiential Marketing was created by Schmitt in 2004. To be different with traditional marketing theories, its main view is that company should put emphasis on customer's experience, meet the customers self-actualization requirement but not singly function and benefit of products. During Experience Economy, how to carry out marketing activities and pass the value of experience to customers become new problems of marketing. This paper summarizes theories about Experiential Marketing both overseas and at homeland, analyze general situations and marketing problems of real estate industry, and based on the traditional marketing . form a new tactic framework of Experiential Marketing, put forward entire course Experiential Marketing philosophy, finally achieve the goal to brand customer experience via integrating strategies about Experiential Marketing. Aim to reinvent and improve the theory system and practice by a new marketing model.The paper analyze the operation of Experiential Marketing both overseas and at homeland by cases comparison method, to find the deficiency and ways to learn from, to discover the profound theoretical and practical significance of real estate marketing operation. In order to back up the project by the theory and practice of Experiential Marketing .On the study of theory, It's lack of the arrangement or systematization of the Residential Property Experiential Marketing, but be full of in network technology and traveling. Some study is limited to the creation of customer value, generally on Experiential Marketing strategies frame, or in one way, such as emotional marketing. This paper put the Experiential Marketing theory into the field of real estate, to definite the conception of Experiential Marketing, abound the system of Residential Property Experiential Marketing; Attach great importance to practice, the cases are real,representative and typical. At last, the paper directed mainly at some mistakes in Residential Property Experiential Marketing, to solve them, and invention, to analyze the experience of the customers, design the experience platform ,to form the core competence.