Ezperiential Marketing Strategy Research on Real Estate Enterprise

摘要：

With the development of real estate market and the advent of experiential economic, real estate marketing has gradually entered into a “consumer-centric era. Facing the new competition environment and the new change that appears in the need of the customers, experiential marketing is increasingly reflects a strong competitive potential. This paper discusses the connotation of experiential marketing at first, and then analyzes the purchasing behaviors characteristics of the real estate consumers and the experiential marketing’s stimulating effect to consumer behavior in real estate. Combining the current situation and existing problems of real estate marketing, it puts forward the strategy about how to apply experiential marketing practically in real estate marketing.

关键词： real estate ezperiential marketing marketing strategy

作者: LIU Zhicheng HAO Wenyi

作者单位: College of Economics & Management,Heilongjiang Bayi Agricultural University, Daqing, China, 163319 College of Economics & Management, Heilongjiang Bayi Agricultural University, Daqing, China, 163319

会议类型: 国际会议

会议名称: 2009 International Conference on Construction & Real Estate Management(2009建设与房地产管理国际会议)

会议地点: 北京

会议语种:英文

页码: 515-519

在线出版日期: 2009-11-05（万方平台首次上网日期，不代表论文的发表时间）