体验营销是通过系统的对消费者购买前、中、后信息的掌控,产品、场景的设计和品牌传播,来建立与消费者长久的顾客关系,并带来目标消费群体忠诚度大幅提升的过程。随着人们消费观念的成熟,购房者对于购买过程的体验需求越来越强烈,但房地产体验营销并非就只是加强售楼处的展示而已,而是必须提供给购房者从购房信息到售后服务的全程体验,以加深购房者对产品和品牌的印象。 Experiential marketing is to establish long-term customer relationship with consumers and bring about a substantial increase of loyalty to the target consumer groups through systematic control over the information before, during and after the purchase of consumers, design of products and scenes, and brand communication . As people’s consumption concept matures, buyers are experiencing an increasing demand for the experience of the purchasing process. However, real estate experience marketing is not just to enhance the display of sales offices. Instead, it must be provided to buyers from purchase information to after-sales service Experience the whole process to deepen buyers’ impression of products and brands.