The New Marketing Theory Of Real Estate Upon Entering The Age Of Experience Economy

Today, the real estate of china has run to the following situation, no matter product and advertisement or market and consumer of real estate in china, especially policy of finance and land, have had great changes. Every enterprise is facing an increasingly competitive marketplace and finding it more difficult to differentiate their product or service. And customers pay more attention to mental income brought by product or service instead of traditional purchase behavior. So traditional marketing ways absorbed in function and benefit have had no attract in consumer. Especially in real estate industry, the conception hypes as the main marketing fundamental mode of domestic real estate trend to stylization. Concept overdrawing dazzles and the pursue lose consumers, the word of dishonesty and the superficial concept hype has not been able to catch consumer's heart.So, new marketing theories and methods in rational real estate market are expectant. Companies should supply solutions which can spring customer's emotion and stimulate customer's passion. Based on that, theory of Experiential Marketing was created by Schmitt in 1999. To be different with traditional marketing theories, its main view is that company should put emphasis on customer's experience but not singly function and benefit of products.Because the experiential marketing is an entirely new concept, there is still deficiency in discussing of experience in domestic or abroad. The writer has worked in real estate industry for several years. As pursue of career path in the future and great interest in it, this paper was formed finally. During Experience Economy, how to carry out marketing activities and pass the value of experience to customers become new problems of marketing. This paper summarizes theories about Experiential Marketing both overseas and at homeland, analyse general situations and marketing problems of real estate industry at homeland, form a new model of Experiential Marketing. The model expatiates the mission and request of three phases during the whole process of Experiential Marketing, bring four main strategies about Experiential Marketing and finally achieve the goal to brand customer experience via integrating strategies about Experiential Marketing.