Research On Sales Department Landscape Planning From The Perspective Of Experience Marketing

The landscape of the sales department is a characteristic product of the prosperity and development of the real estate industry.With the advent of the era of experience economy and the improvement of people's living standards,the impression of the sales department has gradually changed from functionality to experience.How to satisfy the customer's heart from the perspective of customers The demand to create a landscape environment with rich experience to promote the real estate consumer market is still in the exploration stage.This article explores the landscape planning method of the sales department from the perspective of experience marketing,and aims to propose a new planning direction for the landscape of the sales department.Based on the development of the contemporary real estate industry and the theoretical basis of marketing and psychology,this study analyzes the development process and development status of the landscape of the sales department through literature and field investigations,summarizes the main characteristics of the landscape of the sales department,and summarizes There are problems with the current landscape planning of the sales department.Through the analysis of the connotation of the landscape planning of the sales department of the experience camp,the main body of experience is regarded as the entry point of the research,and the goal of experience marketing is from the two directions of customer demand and customer experience,by satisfying customer needs and enriching customer experience perception to achieve Promote marketing purposes.First,according to Maslow 's Demand Theory and Kano Model Theory,customer needs in different dimensions are analyzed,that is,subject 's perceived needs(perceptual needs,behavioral needs,emotional needs)and physical environment needs(basic needs,expected needs,excited needs),More comprehensively grasp the customer demand characteristics of the sales department landscape;second,by analyzing the sales department landscape experience elements,combined with the five major types of experience marketing,from the experience elements and experience types to analyze the customer experience perception formation mechanism,and finally determined the experience marketing Ideas for landscape research in the sales department.By analyzing the concept,connotation and theoretical analysis of the landscape planning of experiential marketing and sales department,combined with the current status and characteristics of the planning of the sales department,the method oflandscape planning of the sales department based on experiential marketing is proposed.First of all,the first stage is to explore the market demand,refine the corresponding demand elements of the sales department landscape,obtain the characteristics of the consumer group through the Kano model questionnaire survey,and identify customer needs,so as to develop different planning solutions for customer needs in different regions and real estate preferences.Reasonable planning meets the needs of basic needs,expected needs and excited needs.The mid-term is the planning strategy of the material environment of the sales department's landscape.From the perspective of creating experience landscape,enriching the experience level,and expanding the experience dimension,the construction of the sales department's landscape environment starting from the main body of experience is built.Creating experience landscapes is a construction strategy with material environment as the main body;rich experience level is a construction strategy aiming at the diversification of human experience types;expanding the experience dimension is to supplement the sales department environment from a broader dimension.The complete experience perception is constantly improved in the development,and the later stage is to evaluate the experience of the sales department landscape,build an experience satisfaction evaluation model,conduct a questionnaire on-site survey,provide optimization strategies for the sales department landscape experience,and further improve the customer experience.This essay takes Jianfa Central Building Sales Department as an example for analysis and demonstration.According to the landscape planning method of the sales building department of the experience camp combined with the field landscape characteristics,a customer needs assessment questionnaire is constructed to verify the effectiveness of the previous planning method,and the results of the customer needs assessment are passed.,Combining with the current situation of the sales department,put forward the strategy of optimizing the sales department to balance customer needs.Build an experience satisfaction evaluation model,design questionnaires,analyze experience perception under different landscape experience elements,explore the relationship between experience perception and satisfaction,and propose optimization measures based on the survey results.In summary,this paper combines literature analysis,field research and other methods in combination with industry background,combined with marketing and psychology-related theories,systematically builds a landscape planning method for the sales department based on experience marketing,and takes field cases asexamples and case demonstration methods in order to provide effectiveness,it provides a basis for the experience marketing strategy of the sales department landscape,and also provides new ideas for the landscape planning of the sales department.