Research On Space Design Of The Marketing Exhibition Center Based On Experiential Marketing Model

The marketing exhibition center is accompanied by China's unique real estate development model and marketing model,and continues to develop and evolve.Especially in recent years,its status has become more and more important,and its functional space has become more and more abundant.As a window for consumers,the marketing exhibition center often spares no expense to create a good marketing display to enhance the brand's competitiveness.Nowadays,with the continuous evolution of the marketing concept,the marketing exhibition center is also undergoing a transformation in design thinking.From the simple emphasis on the practicality and decoration of the space,it gradually changes to emphasize the display,personality and experience of the space.Therefore,the text starts from this actual situation and studies the marketing exhibition center from the perspective of experiential marketing mode.This paper is divided into three parts:The first part is the basic research part of this article.Firstly,the research background and research object of this paper are explained,and the research status of the sales space design under the experiential marketing mode is reviewed.The research methods and research framework of this paper are introduced.Secondly,it clarifies the production,development history,types and attributes of the marketing exhibition center,and introduces the theoretical basis,characteristics,connotation,development motivation and differences between the sales marketing model and its traditional marketing model,and illustrates the experiential marketing application.Great significance in the real estate field.The second part is the main part of this article.Firstly,it focuses on the role of the sales office in the experiential marketing model,namely the functional role played by the subdivision space of the marketing exhibition center and the display role of the sales space itself.This paper proposes four factors that influence the space design of the marketing exhibition center under the experiential marketing model,which serves as the basis for later analysis.Secondly,the current situation of 10 broad and representative projects such as Dongyuan Qicheng is investigated,and the characteristics of the space are summarized through investigation and analysis,and the experience and feelings brought to consumers under different spatial characteristics are analyzed.The basis for the refinement of design requirements and design techniques is provided.Four representative cases,such as the Dongyuan Qiheng,were selected to conduct consumer interview questionnaires and data analysis to understand the subjective tendencies of consumers,and provide the necessary basis for the following summary and design techniques.It also summarizes the problems reflected in the current situation research and analysis,as well as the needs of the space design of the marketing exhibition center under the experiential marketing model,and provides guidance for the strategies proposed later.Finally,within the framework of the previous analysis,the design method of the sales space based on the experiential marketing model is proposed.The third part summarizes the full text.