在现代社会的消费过程中,体验式的消费方式越来越成为产品经营的重要途径。通过论述对体验营销应用与房地产产业的原因、应用它的必要性以及它的运用方式这三个方面,并根据这三个方面来总结出体验营销在房地产企业中的应用的一些基本问题。 In the process of consumption in modern society, experiential consumption patterns have increasingly become an important way of product management. By discussing the reasons of experiential marketing application and real estate industry, the necessity of applying it and the way of using it, and based on these three aspects, some basic problems of experiential marketing in the real estate enterprise are summarized.