| With the rapid development of social economy and the change of people’s consuming vi-ews,concepts and methods of traditional residential sales has been unable to meet the need s of buyers.Customers become more rational and cautious when they purchase special pro-ducts such as dwellings.When customers make the choices,they judge the products from t-he enterprise brand,property location,price etc,and they prefer to see the quality of house-s and the actual finished object.Residential sales exhibition areas appear to meet the need-s of buyers.Property developers use the experiential marketing tactic-s by providing custo-mers residential sales exhibition areas,where customers can actually experience the quality of residential areas,to demonstrate their strength,and achieve the sales of residential prod-uct.Residential sales exhibition area has brought great impact on the traditional concept of c-ommunity planning.This paper will deeply study and discuss on few questions,for examp-le,how to select the site for t-he sales exhibition area and handle the relationship between the exhibition area and the overall planning;how to solve the contradiction between deman-ds of early exhibition and construction of residential area;how to achieve a sustainable de-velopment of exhibition area and make connection to the whole neighborhood after the co-mpletion of sales;how to do the design so buyers can have a real experience.This paper fi-rstly describes the developing process of domestic residential sales model and puts forwar-d the concept of experiential marketing and its application in the real estate sales.Secondl-y,the composition,characteristics,classification,scale of display area are analyzed;this p-aper also studies on the relation-ship between the layout of exhibition area and overall pla-nning,the later connection between exhibition area and residential area,and the design pri-nciples of exhibition area’s functional elements.Finally general design method of exhibitio-n area is concluded by detailed analyzing actual cases. |
