| In the past decade,with the deepening of Urbanization in China,the population of urban residents has been increasing.In order to meet the housing demand,the government has issued a series of macro-control policies for the real estate industry,especially the gradual implementation of the measures of housing security plan during the 12 th Five-Year Plan period,which has made the housing concept of Chinese residents more scientific and rational.Restricted by urban land development and policies,the real estate industry began to appear some cultural travel market located in the suburbs of the city.These cultural and tourism projects have the characteristics of large volume,remote location and long development cycle,etc.Traditional marketing mode is difficult to meet the needs of project sales.Experiential marketing,as a new marketing method centered on customer experience,has brought more space for cultural and tourism real estate projects.H cultural tourism project,the research object of this paper,is a large suburban cultural tourism project newly developed by H Group.The marketing team of the project used experiential marketing mode and created a sales volume of 2.9 billion yuan through 45 days of publicity and customer experience during the opening preparation period.Its performance is remarkable,behind the use of marketing model and implementation strategy is more attractive to explore.In this paper,using literature research,case study and investigation study method,to H papers brigade brigade project case study of experiential marketing,"DE schmidt proposed SEMs as theoretical guidance,from the senses,feel,think,act,and associated five aspects analysis H papers brigade brigade of the opening phase of the project design and implementation of experiential marketing;And through customer satisfaction survey,analyzes the implementation effect of H cultural travel project experiential marketing.In this paper,through case analysis and investigation and study,found that experiential marketing practice in customer sensory aspects such as marketing,emotion marketing and event marketing effect is remarkable,has obviously missing in brand building and cultural propaganda,combined with the opening phase of the high cost,marketing cost effectiveness is unreasonable practical concerns such as the optimization of targeted Suggestions:1.Continuously strengthen and optimize sensory marketing;2.Provide emotional services for the project;3.Strengthen the building of cultural atmosphere of the project;4.Enriching and innovative experience activities;5.Reduce marketing expenses and strictly control cost-effectiveness ratio.The innovation of this paper lies in the selection of experiential marketing as a research topic in the current hot spot of marketing,and the case study is the exurbs comprehensive cultural travel market that no one has studied.At the end of this paper,the enlightenment of experiential marketing in the practice of large-scale cultural and tourism real estate projects is summarized,and it is expected to provide some references for the brand building,practical application and theoretical research of experiential marketing of cultural and tourism real estate projects in China. |
