北京理工大学珠海学院 2020 届本科生毕业论文BIM 技术应用对房地产营销的影响摘 要BIM 技术属于建筑行业中较为领先的技术之一，因其特点，使得越来越多的行业和企业所认可设计、施工和运营阶段所创造的价值。但是，该技术在房地产行业营销阶段的应用仍处于间歇状态。归根结底，BIM 技术在市场营销中的应用还不够完善。到目前为止，在整个营销过程中还没有特定的应用方法。另外一方面，在研究影响购房者决策的因素时，不难发现一套相对完整的方法，可以利用 BIM 技术本身所带有的特点，对房地产进行应用分析，并参考 BIM 技术的各种应用点进行总结和形成独特的营销模式。购房者在购买楼房的过程中会综合考虑到房子的内部与外部环境，环境的舒适性会影响购买者的决策行为，本文通过运用 BIM 技术向购房者展示其在购买过程中所会关注的重点，结合具体的营销策略与线上销售形成新的销售模式，使得 BIM 技术在住宅房地产营销中的应用方法能够提升到企业发展的高度。关键词：BIM 技术应用、VR 技术的结合、房地销售、销售策略北京理工大学珠海学院 2020 届本科生毕业论文AbstractAs one of the advanced technologies in construction engineering, BIM technology is recognized by more and more industries and enterprises because of the value created in the design, construction and operation stages. However, the application of this technology in the marketing phase of the real estate industry is still intermittent. In the final analysis, the application of BIM technology in marketing is not perfect. So far, there is no specific application method in the entire marketing process.On the other hand, through a comprehensive study of the factors that influence the buyer’s decision-making, it is not difficult to find a relatively complete method that can take advantage of the visualization, coordination, simulation, optimization and other characteristics of the BIM technology itself. Analyze the application of real estate, and summarize and form various application points of BIM technology.Buyers will consider ...
