Experiential Marketing Strategy Research Of YT Coast Resort Real Estate Project

The real estate industry occupies the important position in the national economy of our country. It is one of the most important driving force of China’s economic development and under the macroeconomic control of chinese government. In the past ten years, real estate industry growed very fast. There is a surge in the category and quantity of this industry.Hainnan.International Tourism Island policy approved in 2010. Because of the perfect nature environment in this island, here came an explosive growth in real estate industry. There are lots of tourism real estate products in hainan, wirh the problem of impatience, blindness and homogenization. Some of those real estate projects are in sales dilemma.This paper concerns on a case of YT coast project. According to the analysis on macroscopic environment and market environment of real estate industry, and the SWOT analysis of this project, this thesis positioned the YT coast project, and developed the marketing strategy which is based on the experiential marketing theory. The strategy which consisits of four parts: advertisement, activities, customers, and on-line marketing, explores the application methods of experiential marketing theory in Hainan resort real estate marketing.