Research On The Experiential Marketing Of Keppel Real Estate Projects

Recently,especially after the "35 period",the competition among the major real estate developers in our country has intensified,especially the state restricting the purchase of multi-suite loans,not allowing house prices to grow too fast,property tax management and other measures,many residents on the real estate consumption concept has made a great change,To a large extent,these changes have led to a more stable,better and more rational development of the real estate industry now and in the future.At present,the increase of residents ' demand for living conditions makes the competition of real estate industry in our country increase day by day,and the sustainable development of real estate promotes the property economy has become an indispensable and effective force to promote the development of domestic economy.According to the current situation,real estate enterprises in compliance with national policies at the same time also need to face huge market competition,and then make them continue to innovate the marketing model,optimize product quality,in order to ensure that enterprises can survive in the fierce competition.Experiential marketing is the best choice,experiential marketing as a marketing method,to China's real estate enterprises to bring vitality and hope.In addition,the emergence of experiential marketing to a large extent to improve the traditional way of our country,for the real estate industry has brought a broad space for development.Based on this,this article mainly takes Keppel real estate as an example,mainly studies the high-end Villa project experiential marketing.Based on the actual marketing of Keppel Real estate as a case study,this article explores the content of real estate experiential marketing theory,which focuses on the design and implementation of real estate project experiential marketing,and introduces the relevant definitions and marketing theories involved in this paper according to the general situation of experiential marketing at home and abroad.This paper mainly analyzes the external environment and internal conditions of the marketing of Keppel Real Estate,and analyzes the competition and market environment of the project.At the bottom of the analysis of Keppel Real estate's target users,accurately set the location of the program and the Experience center of the scheme,and then use Burnt Schmidt's strategic test template as the goal to build five experience solutions for Keppel Real estate,in order to fill the experience sales measures program,And spend the program experience sales implementation bottom line and program protection strategy.After the preparation of Keppel property experience sales measures,the experience of sales in the production of the successful completion of the environment for a detailed analysis,and experience sales performance test,and issued a perfect statement.Through the research of this paper,the real estate project on-site marketing has a positive role,to improve the real estate site marketing experience has a certain reference value.