| With the the central government’s support for real estate development enterprises.The central government has adhered to the principle of "no speculation on housing" and strictly regulated the commodity value of real estate enterprises.Experiential marketing is widely used in China’s real estate market.Enterprises can meet the growing material and cultural needs of consumers through their own improvement.The perfect integration of experiential marketing and traditional marketing is becoming a new journey for enterprises to develop and explore.In order to become a benchmark in the fierce market competition,how to build an experiential marketing strategy suitable for themselves has become the key for many real estate companies to solve urgently.Taking C real estate development company X project as the research object,this thesis first puts forward the relevant research background of experiential marketing in the real estate industry,combs the research status of experiential marketing strategy at home and abroad.Secondly,using literature analysis,case analysis and questionnaire survey to analyze the current situation of experiential marketing of C real estate development company.Third,it is analyzed that the current experiential marketing of C real estate development company has some problems,such as inaccurate product positioning,inaccurate target customer positioning,fuzzy overall brand positioning,cumbersome implementation process and unclear product classification.Fourth,using the strategic experience module theory(SEM)and ccdvtp model,this thesis designs an experiential marketing scheme suitable for C real estate development company.Finally,this thesis also puts forward specific safeguard measures.C real estate development company in recent years moderate scale and relatively stable commercial real estate company,this article through the real estate company X project experiential marketing model,better promote the company’s product sales,help stranded products open the sales door,at the same time,hope to inspire more real estate development company sales link,introduce more thinking,bring more profit development. |
