Research On Application Of Experiential Marketing In Real Estate C Project Of Company A

At present,most of the residential sales in China are still based on the pre-sale system.Customers usually need to pay part or even all of the housing payment before the delivery of commercial housing before they have a clear experience and feeling of the housing they buy,which seriously affects the desire of consumers to buy housing.Therefore,in the pre-sale phase of commercial housing,increase the emotional exchanges between sellers and consumers,enhance the interactive experience of consumers,has become an important part of commercial housing sales.Therefore,real estate enterprises must highlight the marketing characteristics of their real estate projects,so that real estate projects in the marketing show the opposite sex,according to local conditions of the design of the project experience marketing program,in order to effectively improve the real estate project sales effect.The research of this paper shows that for the core elements of A company real estate C project in Hefei,there are mainly five aspects: identity elements,environment elements,electronic media elements,communication elements and product elements.In order to achieve greater marketing effect in the real estate sales,the design of the real estate sales experience marketing module should be carried out in accordance with the actual situation including all types of experience elements.By the questionnaire survey and the analysis shows that in the experiential marketing,customer quality of real estate product itself to design,build,environmental layout elements such as experience,is the real estate core elements of experiential marketing,and design of experiential marketing,the need to pay attention and use of elements,at the same time,because of other factors have a certain correlation with the core elements of the product,therefore,in the process of real estate marketing experience design,also need to consider other factors.In the specific link of experiential marketing,the need to further strengthen the experience form design and the customer's attention,and the company's need to pay attention to,is the experiential marketing in sensory experience,Emotional mode experience,predictive experience,operation experience and experience of the specific content,the company shall,in order to enhance the quality of the product of real estate project elements as the key point,on the basis of effectively improving the quality of real estate project elements influence,to provide customers with distinctive characteristics of the various marketing experience,thus effectively increase the real estate project products of the company to attract customers.