Research On Emotional Marketing Strategy Of LFZY High-grade Villa In Linzhou City

Today's era has entered the era of marketing 3.0,emotional marketing is the product of this trend.A lot of consumer growth history in developed countries shows that using emotion to promote consumption is an inevitable process of consumption evolution and an inevitable law of consumption development.The same is true in the real estate sector.The house is a foundation for the Chinese people.In recent years,with the construction of a large number of houses,house prices have risen at a very rapid rate.The real estate market has become oversupply in recent years,and the competition between various real estate developers is bound to become fiercer.Especially after entering the new consumption era,people's demand for houses has become more than shelters for shelters.What's more important is the meaning of houses as homes,that is,the emotions,personalities,status,and wealth of home buyers.Psychological and emotional needs.Therefore,only development and management can no longer meet people's needs.Therefore,the focus of developers' activities needs to be changed in the formulation of marketing strategies,especially the formulation of emotional marketing.In view of this,this article starts with emotional marketing,combines the significance of the house to the people of the country,and analyzes and summarizes the emotional marketing of the real estate field.This article studies from the aspects of personality and status.Exploring how consumers' pursuit of personality and status will affect the behavioral will of consumers.This article uses the following four methods to carry out the emotional marketing strategies of high-end villas in a county-level city in Henan Province:(1)literature research method,(2)qualitative and quantitative analysis method,(3)case analysis method,(4)induction Summary method.Based on a large amount of research literature,based on “Longfeng Manor” as its research object,it collects data from customers of “Longfeng Manor” and summarizes the information obtained through the obtained information to obtain a suitable method for emotional marketing of “Longfeng Manor”.And develop different marketing plans for different customer groups.By reading related literature and combining data analysis,the author used SPSS and EXCEL statistical analysis software to perform descriptive statistical analysis,mean analysis,reliability validity analysis,factor extraction,correlation analysis and regression analysis on the collected effective sample data.Using the step-by-step approach to verify the mediating effects of brand attitudes and collating the results,the following conclusions were drawn:(1)Theoretical research: The author summarizes three types of consumer brand personality perceptions: brand personality recognition,unique brand personality,and brand personality identification.In the study of status,the variable of status consumption tendency is summed up.From the three perspectives of willingness to buy,willingness to buy,and willingness to share,consumers' willingness to action is studied.At the same time,the author finds that the perception of brand personality of consumers will influence the attitude of consumers to the brand and indirectly influence the willingness of consumers.Therefore,attitude is taken as an intermediate variable to construct the theoretical model of real estate emotional marketing on the willingness of consumers.(2)Status analysis of villas: At present,the overall macro market of villa-type properties in Linzhou City is improving as well as the number of competitors in the city,and Linzhou is a tourist city.Many tourists live in Linzhou for a long time and have a lot of potential.customer.In addition,"Longfeng Manor" also has location,design and quality advantages.However,the villa also has inadequate facilities,the decoration of the model room has not been completed,and the previous sales strategy is not correct,which can be improved by timely improving the quality and strengthening the emotional marketing strategy.(3)Customer Demand and Satisfaction Survey: For most of the customers,“Longfeng Manor”,as a privately-owned,low-density,high-end residential community approved by Linzhou City,is a symbol of status and status.In terms of customer demand,in addition to traditional factors such as construction quality,park environment,transportation facilities,real estate prices,etc.,consumers pay more attention to it.Community grades and development company brands also play a greater role in influencing consumer choice.On the whole,customers are very satisfied with the sales service and project quality of “Longfeng Manor”.The aspects that Longfeng Manor needs to improve include: improving the sales process,saving customers' time and energy;increasing some leisure and entertainment facilities;and rationally planning Parking spaces,increased parking spaces;increased green area.(4)Regression analysis: The three variables of unique brand personality,brand personality identification and status consumption tendency have a positive and significant influence on brand attitude.At the same time,the uniqueness of brand personality,brand identity and status consumption in real estate emotional marketing influencing factors have a positive and significant effect on the search willingness and purchase intention.The brand personal identity and status consumption tend to have a positive effect on the sharing intention.Sexual effects.Brand attitude has a positive and significant effect on the three types of consumers' willingness to act,and brand attitude has a significant mediating effect.(5)Emotional marketing strategy: According to the characteristics of Longfeng Manor,the market should be subdivided and market positioning should be done.Establish a good brand image and brand personality,seize the consumer's pursuit of status,and promote their own brand status.Combine local people's emotions in their hometowns and houses and conduct emotional marketing.