房地产企业基于“客户满意度调查”的品牌打造问题研究

发布时间：2018-04-14 15:18

本文选题：房地产业 + 客户满意度　；参考：《重庆大学》2008年硕士论文

【摘要】： 我国房地产业在20多年的发展历程中,经历了不同的发展阶段,从一个卖方市场转变为买方市场,房地产企业之间竞争日趋激烈,消费者可选择的范围越来越广。从2003年至2008年期间,国家宏观调控政策出台越来越频繁、范围越来越细致,这无疑给房地产业的发展带来了潜在的不确定性。尽管房地产市场的整体趋势仍然是需求大于供给,但是有购房能力的消费者的选择面也越来越大,这使得如何在激烈的竞争中抓住广大购房者的心成为了每一个房地产开发企业亟待解决的问题。随着国家金融政策逐渐完善以及房地产市场的逐渐规范,房地产企业自然应当从过去单一依靠市场行情和金融政策的发展思路跳出来,考虑发展以客户需求为导向的策略。从房地业产目前的发展趋势来看,未来房地产企业必将以打造品牌为主导,以客户满意度研究为工具进行市场定位和产品设计,而我国目前除极少数房地产企业开始学习国外在这方面先进的经验并积极探索外,其余大多数企业仍然沿用传统发展思路状态。国外对客户满意度理论的研究已经有几十年的历史,而且近20年还逐步建立并完善了模型,从国家到企业都在不断的推广这一理论,而我国对客户满意度的理论研究只停留在比较初级和粗化的层面。房地产业作为我国的支柱产业,牵涉面广、参与人多,因此更需要借鉴并发展房地产的客户满意度理论及其模型,并以此为出发点为房地产企业品牌打造提供有力支撑。目前,国内一些规模较大的房地产企业开始重视品牌打造以及客户满意度调查,但是与国外企业相比仍处于起步阶段。随着时间的推移与市场经验的不断积累,国内企业必将走出一条符合中国国情的竞争之路。基于客户满意的品牌打造也将成为我国房地产企业未来的发展归宿。
[Abstract]:China's real estate industry in the 20 years of development history, has experienced different stages of development, the transition from a seller's market to buyer's market, the competition between real estate enterprises is becoming increasingly fierce, and consumers can choose more widely. During the period from 2003 to 2008, the national macro-control policies are more and more frequent, the scope of more and more detailed, this is undoubtedly the development of the real estate industry has brought potential uncertainty. Although the overall trend of the real estate market is still the demand is greater than supply, but have the ability to purchase consumer choice is more and more big, so how to seize the heart of the majority of buyers in the fierce competition has become an urgent every real estate enterprise. With the national financial policies and gradually improve the real estate market gradually standardized, real estate enterprises should rely on the market from a single line and gold The development of ideas for financial policy to jump out, considering the development of customer-oriented strategy. From the current development trend of the real estate industry, the real estate enterprises in the future will be to create a brand oriented to customer satisfaction research as a tool for market positioning and product design, and the current in addition to a handful of real estate enterprises began in the aspect of learning foreign advanced experience and actively explore, most enterprises still use the traditional development ideas. Research on customer satisfaction theory in foreign countries has decades of history, and nearly 20 years also gradually establish and perfect the model, from the national to the enterprise in the unceasing promotion of this theory, and theory our research on customer satisfaction only stay in the primary and coarse level. The real estate industry as the pillar industry in China, involving a wide range of participants, and therefore need to learn The real estate development, customer satisfaction theory and model, and as a starting point to provide strong support for the real estate enterprise brand. At present, the importance of brand building and customer satisfaction survey to some large-scale real estate enterprises, but compared with foreign enterprises is still in its initial stage. With the accumulation of market experience and time goes by the domestic enterprises will go out with a China national competition way. Customer satisfaction brand will also become China's real estate enterprise future development based on the destination.

【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F293.3

【引证文献】