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Experiential Marketing in residential real estate projects in the system application

Author: ZhangNing
Tutor: ZhaoJianXin
School: Suzhou University
Course: Business Administration
Keywords: Experiential Marketing Residential experiential marketing Experience the whole process
CLC: F293.3;F224
Type: Master's thesis
Year: 2009
Downloads: 489
Quote: 1
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Abstract


Show the real estate industry : since 1998 , the rapid development of China's real estate market , real estate industry has grown rapidly pillar industry for the national economy , the real estate fast growth, high profit margins and low barriers to entry , making a large number of hot money into residential real estate, residential real estate development presents product homogeneity, homogenization of marketing methods , marketing mode homogeneity and other characteristics, residential real estate has become increasingly homogeneous and intense competition , residential real estate companies need marketing idea updated. In 2004, Dr. Schmidt Byrd (Bernd H.Schmitt) proposed experiential marketing , said: experience economy into the world economy , companies need to focus on marketing , focusing on the experience of the customer base , focus on customer self-actualization needs, rather than simply the demands of product features and benefits . Experience marketing idea emerges, the residential real estate business from the increasing homogenization of competition to get out and experience the residential real estate business marketing has become popular marketing idea, but the residential real estate business to biased understanding the concept of experiential marketing . This chapter begins with the background and experience marketing concept development process starting , and based on the theory of experiential marketing requirements of the residential real estate enterprises to use experiential marketing theory marketing process design , and marketing experience in the residential real estate refined and improved to provide countermeasures.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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