Experience Marketing Strategy Of Shanghai FSH Property Property

Since 2008, China's real estate industry into the era of silver, in addition to the north of Guangzhou-Shenzhen just need the type of housing, improve the type of housing and other real estate products mostly facing marketing problems. For real estate marketing, the traditional way is not working, "lot" The central theory of marketing basically ineffective, come fall turnover, contrary performance pressure, more demanding boss. In this environment background, experience marketing Zhizhirenxin its unique charm, is increasingly becoming the core means of various real estate companies to compete.Text based on "questions one by one to analyze problems to solve the problem," the idea to build the content of the framework paper. First, review Shanghai real estate development, through analysis of the current macroeconomic environment PEST model, and then to Porter's five forces mode l analysis of real estate industry competitive environment, combined with changes in the market capacity of Shanghai and neighboring estate particular competition cases, the current guidance FSH marketing problem. Second, the paper will be qualitative and quantitative research methods combined with on-site visit conducted a questionnaire survey of customers, in order to assess the efficacy and role of the marketing process model area, with the help of SPSS statistical analysis of survey data also proved that the customers in product quality, product price, service experience the presence of three dimensions on a significant correlation. Third, the analysis of marketing status FSH project and build experience marketing strategy of the project. This strategy is mainly from sensory experience, emotional experience, thinking experience, mobile experience, the experience associated with five-pronged approach to create a comprehensive customer purchase experience before and after the application of the concept of experiential marketing tactics microscopic angle support and guidance. In this paper, the experience how to apply the marketing strategy of the project were carried out in a more detailed elaboration and implementation of the program to design a specific, theoretical research implemented.