The Research On Experience Marketing Of Jinyyuan Real Estate Project

The real estate industry plays an important role in the national economy, and has become an important pillar industry of China’s national economy. The value in the real estate industry value chain has gradually improved created by marketing. Developers are in trouble in the product segmentation and positioning gradually as market competition intensifies, and the traditional function meet type consumption has been unable to meet the needs of the customer market consumption. But the real estate marketing is given priority to the traditional marketing theory at present, which can’t adapt to the fierce market competition. Real estate should use experience marketing theory from project planning to sales services carding and the needs of customer, and strengthen the marketing experience of real estate, so as to make experience marketing gradually replace the traditional marketing mode become a real estate marketing major theory.This paper researches the JinYuan real estate project of Dalian TL company n-depth, analyzes the experience marketing tool, and use experience marketing theory, combines with real estate marketing practice, analyzes the experience marketing design and the existing problems. Finally the paper puts forward suitable experience marketing strategy.The paper uses the combination of theoretical research and investigation, and combining qualitative research and quantitative research, and according to the characteristics of different research content to select and focus on different. This paper introduces the development course of the theory of experience marketing, overseas and domestic research status, theoretical basis, and the superiority of application of experience marketing in residential real estate. Residential real estate enterprise experience marketing strategy, it including brand experience, product experience, situational experience, consumption process experience and network media experience, etc.Then the paper analyzes JinYuan real estate project experience marketing, this part including general situation of the project, target customer analysis, experience marketing design, experience marketing problems, etc.At last, the paper puts forward JinYuan real estate project experience marketing strategy, Including accurate analysis customer experience elements, establish customer experience platform, build the rational customer contact, and implement customer experience marketing management, etc.This paper applies experience marketing theory to the real estate industry, and take the example of TL company with Jin Yuan real estate project, then put forward the perfect experience marketing countermeasures, it can provide reference experience marketing for other residential products.