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本文从消费者行为学角度出发,在产品搜寻品、体验品和信用品分类的基础上,分析了住宅产品的体验品属性及特点,通过对体验品感知风险的产生、界定和发展趋势进行分析,重点讨论了住宅产品带给消费者的感知风险的特征、影响因素及后果,尝试提出体验式营销解决方案,并以凯文.林奇的人文主义设计理论为基础,尝试提出以消费者感受为出发点的住宅产品营销策划建议。
Based on the classification of product search products, experience products and credit products, this paper analyzes the attributes and characteristics of experience products of residential products from the perspective of consumer behavior. By analyzing the generation, definition and development trend of experience goods perceived risk, This paper focuses on the characteristics, influencing factors and consequences of residential products’ perceived risk to consumers, and tries to propose experiential marketing solutions. Based on Kevin Lynch’s humanistic design theory, The starting point of residential product marketing planning advice.