物业企业体验式营销的运用研究

发布时间：2018-03-14 13:27

本文选题：物业服务企业　切入点：物业服务　出处：《昆明理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：物业服务在我国起步于二十世纪七十年代,比英国晚了约一个世纪。近些年,随着国内市场需求的不断扩大,物业服务行业开始高速发展,但是业界对于物业管理及服务的相关研究滞后,缺乏系统性研究、解决以及可以复制的方案。物业企业所提供的服务与业主的期望值差异较大,并由此引发了很多矛盾,同时物业企业自身也存在诸多问题。为了解决这些问题,我们把更注重客户的体验和感受的一种新的营销模式——体验式营销尝试引入物业管理服务中,并以此作为课题进行研究。体验式营销是已经成功运用于其他行业的一种营销模式,在其他行业运用研究已经由来已久,它把消费者体验和感受作为企业的核心关注点,通过使消费者感到满意的产品和服务来提升他们的忠诚度。物业管理服务提供的产品是服务,服务以人为本,物业管理企业更应该把业主的体验和感受放在第一位,因此,我们以X小区作为对象进行研究,在物业服务中运用体验式营销的模式,用以提升业主的满意度和物业企业的形象,以及解决物业企业现在所面临的部分问题。
[Abstract]:Property services started in 1970s in China, about a century later than the United Kingdom. In recent years, with the continuous expansion of domestic market demand, the property service industry began to develop at a high speed. However, the research on property management and service in the industry is lagging behind, lacking systematic research, solutions and replicable solutions. The service provided by property enterprises differs greatly from the expectations of the owners, which leads to a lot of contradictions. In order to solve these problems, we have introduced a new marketing model-experiential marketing, which pays more attention to the experience and feeling of our customers. Experiential marketing is a kind of marketing mode which has been successfully applied in other industries, and has been used in other industries for a long time. It regards consumer experience and feelings as the core concern of enterprises. By making consumers feel satisfied with the products and services to enhance their loyalty. Property management services provide products is services, services people-oriented, property management enterprises should put the owner's experience and feelings first, therefore, We take X community as the object of study, use the experience marketing mode in the property service, to improve the satisfaction of the owners and the image of the property enterprises, and to solve some problems that the property enterprises are now facing.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F299.233.47

【参考文献】