發(fā)布時(shí)間：2018-10-05 14:22

【摘要】：體驗(yàn)成為一種經(jīng)濟(jì)提供物,成為顧客價(jià)值的載體,是伴隨著體驗(yàn)經(jīng)濟(jì)的發(fā)展而形成的。體驗(yàn)營(yíng)銷引起了房地產(chǎn)業(yè)界廣泛的關(guān)注。房地產(chǎn)企業(yè)開(kāi)展體驗(yàn)營(yíng)銷,就是要以顧客作為價(jià)值判斷的主體,站在顧客的視角上去審視產(chǎn)品與服務(wù)的價(jià)值,通過(guò)顧客的體驗(yàn),建立顧客對(duì)房地產(chǎn)項(xiàng)目的感知價(jià)值判斷,從而影響顧客的購(gòu)買。 通過(guò)房地產(chǎn)體驗(yàn)營(yíng)銷對(duì)顧客感知價(jià)值的影響的研究,能夠使房地產(chǎn)企業(yè)更加深刻的認(rèn)識(shí)到房地產(chǎn)體驗(yàn)營(yíng)銷是如何影響顧客的價(jià)值判斷,從而指導(dǎo)房地產(chǎn)企業(yè)在體驗(yàn)營(yíng)銷的過(guò)程中,更好地進(jìn)行價(jià)值組合、價(jià)值提升,提升房地產(chǎn)企業(yè)產(chǎn)品競(jìng)爭(zhēng)力、同時(shí)也不斷增加房地產(chǎn)顧客價(jià)值。 在對(duì)房地產(chǎn)企業(yè)體驗(yàn)營(yíng)銷及顧客感知價(jià)值的相關(guān)文獻(xiàn)理論研究的基礎(chǔ)上,主要依據(jù)體驗(yàn)營(yíng)銷理論和顧客感知價(jià)值理論,提煉出房地產(chǎn)顧客感知價(jià)值的主要影響因素,建立房地產(chǎn)體驗(yàn)營(yíng)銷對(duì)顧客感知價(jià)值的影響的研究模型。根據(jù)模型提出研究假設(shè),基本觀點(diǎn)就是房地產(chǎn)體驗(yàn)營(yíng)銷正向影響顧客感知價(jià)值,通過(guò)進(jìn)行問(wèn)卷調(diào)查和相關(guān)分析,并對(duì)相關(guān)系數(shù)和信度進(jìn)行測(cè)算,驗(yàn)證模型的可靠性和有效性,在此基礎(chǔ)上提出房地產(chǎn)企業(yè)實(shí)施體驗(yàn)營(yíng)銷的建議。 將房地產(chǎn)體驗(yàn)營(yíng)銷劃分為感官體驗(yàn)、情感體驗(yàn)、思考體驗(yàn)、行動(dòng)體驗(yàn)和關(guān)聯(lián)體驗(yàn),同時(shí),將顧客感知價(jià)值劃分為功能價(jià)值、經(jīng)濟(jì)價(jià)值、心理價(jià)值和情感價(jià)值,通過(guò)實(shí)證檢驗(yàn),得出結(jié)論：房地產(chǎn)體驗(yàn)營(yíng)銷正向影響顧客感知價(jià)值,即感官體驗(yàn)、情感體驗(yàn)、思考體驗(yàn)、行動(dòng)體驗(yàn)和關(guān)聯(lián)體驗(yàn)分別正向影響顧客感知價(jià)值(功能價(jià)值、經(jīng)濟(jì)價(jià)值、心理價(jià)值和情感價(jià)值)。
[Abstract]:Experience becomes a kind of economic supply, becomes the carrier of customer value, and forms along with the development of experience economy. Experience marketing has aroused widespread concern in the real estate industry. The real estate enterprise carries out the experience marketing, is to take the customer as the value judgment main body, stands on the customer's angle of view to examine the product and the service value, through the customer's experience, establishes the customer to the real estate project perception value judgment. Thus affects the customer's purchase. Through the study of the impact of real estate experience marketing on customer perceived value, it can make real estate enterprises more deeply realize how real estate experience marketing affects customer value judgment. In order to guide the real estate enterprises in the process of experience marketing, better value combination, value promotion, enhance the competitiveness of real estate products, but also continue to increase the value of real estate customers. On the basis of the research on experience marketing and customer perceived value of real estate enterprises, this paper abstracts the main influencing factors of real estate customer perceived value based on experience marketing theory and customer perceived value theory. The research model of the effect of real estate experience marketing on customer perceived value is established. According to the model research hypothesis, the basic point of view is that real estate experience marketing positively affects customer perceived value, through questionnaire survey and correlation analysis, and the correlation coefficient and reliability are measured to verify the reliability and effectiveness of the model. On this basis, put forward the real estate enterprises to implement experience marketing suggestions. Real estate experience marketing is divided into sensory experience, emotional experience, thinking experience, action experience and related experience. At the same time, customer perceived value is divided into functional value, economic value, psychological value and emotional value. The conclusion is: real estate experience marketing positively affects customer perceived value, that is, sensory experience, emotional experience, thinking experience, action experience and related experience, respectively, positively affects customer perceived value (functional value, economic value). Psychological and emotional values
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F299.233.4;F274

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