Study On The Experience Marketing Strategy For Summit Group’s Napa Valley Project

Along with the rapid development of China’s real estate industry in recent decade,the climbing housing prices have put great pressure on the government. The state hadissued several orders to regulate the industry and brought great impacts on localmarkets. Meanwhile, the depressed housing prices of Xiangtan city have attracted theattention and investment from both Hunan provincial and even national real estateenterprises. First-class real-estate developers such as Wanda and Country Garden haveentered into Xiangtan in succession. Napa Valley project of Summit Group is going toface pressures from both market competition and policy control. The experiencemarketing is widely applied in real estate sales in first-tier and second-tier cities inrecent five years and has achieved great success. It shall have a bigger stage inXiangtan market and the Napa Valley project.This paper takes the Napa Valley project of Summit Group as the study objectand starts from the theory and model experience marketing. It firstly makes fullanalysis toward the external policy economy, competition environment and consumersof the project. As for the inner part, it uses approaches such as ASEB to conduct fullresearch toward the marketing environment of Napa Valley. Then, it defines the targetand principles of the experience marketing strategy for Napa Valley by combining theconclusion of the marketing environment analysis, and then designs the main contentsuch as products, services, scenes and events. Finally, it comes with the operationprocedures and implementation model for implementing the experience marketingstrategy for Napa Valley.Napa Valley experience in the support and experience of content strategy, theproposed Napa Valley experience marketing strategies according to the "customerexperience analysis to identify topics, learn to identify the most valuable customers,establish marketing experience platform, design marketing experience, establish andcustomer experience touch points on the way to experience measurement andimprovement,"the steps, through the design and implementation of marketing plans tocomplete the whole experience to experience the process, to achieve the managementexperience of the process, and stressed the human resources, organizational structure,innovation capacity in three areas experience of the implementation process for theimplementation of safeguards policy importance.