Research On The Tourism Real Estate Branding From The Perspective Of Tourism Customer Experience To Wanda Changbai Mountain Projects As A Example

Changbai Mountain international tourism resort as the first project WandaGroup, tourism real estate. The project by the sea, Wanda, a square, Yili, UFIDA,Lenovo Group of six joint investment and development, project investment amountedto20000000000Yuan。 Wanda invest huge sums of money to build international topvacation tourism complex, must drive the tourism, the sale of real estate, made aprofit. Brand is the tourism real estate, tourism destination marketing new ace weapon,based on customer experience, tourism real estate brand is more effective marketingmethods have a definite object in view, the.This paper introduced the tourism real estate, experiential marketing, brand ofthese three major theoretical basis, focusing on the tourism real estate experiencequality, service, environment, image, characteristic, six cultural dimensions, brandpositioning, marketing, the image of the three system.And then combined with the actual situation of Wanda, Wanda establishedindex system of tourism experience, comparison of data correlation and paired andexperience were analyzed by SPSS. Then from two angle of qualitative andquantitative analysis the existing problem of Wanda Changbai Mountain projects. Thefourth chapter is the core of this thesis. Focuses on Wanda is how to effectively basedon the customer experience, which is a new form of tourism real estate enterprises, doa good job of tourism real estate project in Changbai Mountain, the brand of the road.From product design, marketing strategy, brand maintenance in three dimensions,in-depth exploration of tourism real estate brand management of the road. The fifthchapter discusses the tourism real estate company customer experience thisperspective from the corporate governance system security escort for enterprisesbased on the road of the brand. Safeguard measures mainly from corporategovernance, compensation management, R&D and design functions, the image ofenterprise culture of enterprise brand list. Fully demonstrated the correctness ofcustomer experience based on the tourism real estate brand road and operability.