Research On The Experiential Marketing Strategy Of The Golden Eagle Lakeside City Shopping Mall

As a new industry in real estate,commercial real estate has a short development time.With the development of the economy and the prosperity of business,many residential housing enterprises are changing to fight in the field of commercial real estate.Starting from the current development of commercial real estate in China,this paper objectively analyzes the problems in the development of China's commercial real estate,and explores the future development trend of China's commercial real estate market.With the development of market economy and the appearance of the new economic order,domestic market competition and subject to participate in the competition have undergone great changes,the traditional simple commodity competition into brand competition,the competition among enterprises is the competition between regional development,brand has become the symbol of the economic strength of a country or a region.As a space for production and consumption areas,a region can not just rely on the regional government and the power of public policy to maintain the formation of enhancing regional competitiveness.A region must introduce new development strategies and tools.Experiential consumption and experiential commercial real estate officially appeared in this context.Therefore,how to promote the rapid development of brand through experiential marketing,how to take a famous commercial real estate as an example and explore the way to boost the development of experiential commercial real estate is a very important research topic.This paper first reviews the research background and historical background of experiential commercial real estate,and introduces the research methods,purpose and significance in the first chapter.In the second chapter,in this paper the related theory of experiential marketing,the literature is reviewed and summarized,and the experience in commercial real estate has carried on the overall analysis,including the experience in commercial real estate industry present situation analysis,etc,provided a basis for subsequent case study.The third and fourth,fifth chapters in this paper,the selection of qixia district of golden eagle lake of heaven and earth as the main case,analyzes its present the basic composition,the composition of the formats,profit ability,the innovation points,such as basic conditions,and using the SWOT analysis method to the Golden Eagle Lakeside City of heaven and earth to experience marketing to make a more detailed analysis;on this basis,this article summarizes the current problems of the Golden Eagle Lakeside City,and then according to the problems found and put forward some countermeasures.In the last chapter,this paper summarizes the findings of the full text,and makes a prospect for the future research.This paper argues that the use of experiential marketing methods and means is the development of Chinese commercial real estate prospects,only skilled application of experience marketing method,and skillfully combined with the shopping center,the commercial real estate experience can really attract consumers,to achieve customer satisfaction and customer loyalty,customer stickiness and get higher brand fit.